Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Growing businesses often think new lead generation should be the primary — and sometimes only — objective of marketing. This mindset fails to recognize the strategic role marketing can play to generate revenue across the full customer lifecycle, particularly through nurturing and engaging existing customer accounts, and how important that is for driving growth. Marketing should be partnering with sales far beyond the closed win to ensure the company’s brand stays top-of-mind and shows up consistently for customers. (more…)
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Getting real about demand generation: Expectation vs. reality

Getting real about demand generation: Expectation vs. reality

Demand generation. These two words often cause anxiety for B2B marketers because they frequently come attached to unrealistic expectations. Business leaders tend to think that creating demand is solved by executing a few digital marketing tactics or implementing a marketing automation tool. In reality, demand generation is much more complex. (more…)
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The value of a fractional CMO: Quick impact and low risk

The value of a fractional CMO: Quick impact and low risk

There's a point in a company growth cycle when businesses recognize that they need to invest in marketing for continued growth. Often these companies have been sales-driven until they realize they need a marketing leader dedicated to building brand awareness and driving meaningful engagement to support business objectives.  It's at this point that executives start considering how to fill this marketing role effectively. They’re often choosing between one of four options:  (more…)
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What is Authentic Growth Methodology?

What is Authentic Growth Methodology?

Authentic Growth™ Methodology is Authentic’s proven process that helps small and mid-sized, growth-focused businesses build strategic marketing departments and create alignment between sales and marketing. It’s a habit-forming system that teaches a simple set of tools, frameworks, and meeting cadences that drive alignment, accountability, and activation.  If your company uses a business operating system, our Authentic Growth Methodology will feel familiar in some ways; it’s an agile structure for shaping annual plans and quarterly activities that maintains flexibility to adapt to ongoing changes and insights. Authentic Growth applies many proven business and strategic best practices to help companies build high-performing…
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The mindshare power behind the Authentic peer community

The mindshare power behind the Authentic peer community

Authentic clients get more than a solo independent consultant when they hire one of our fractional CMOs. They get the collective expertise of senior-level marketers and specialized marketing service providers with diverse experience across a variety of business models and industries, including B2B, B2C, and channel marketing for professional services, technology, finance, healthcare, consumer products, construction, and more. (more…)
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The many dimensions of marketing

The many dimensions of marketing

Most business leaders understand that marketing should help get more “at bats” through lead generation efforts, but many organizations miss the opportunity to engage marketing to its full potential. Beyond lead generating programs, marketing can and should be instrumental in client retention, growth, loyalty, advocacy, as well as other business strategies in product or service innovation, employee recruitment / retention, change management communications, and more. (more…)
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Building a Marketing Team: What Comes First

Building a Marketing Team: What Comes First

We reached out to some colleagues who know a lot about marketing and marketing teams to get their thoughts on how leaders can lay the foundation for a successful business today - and in the future. (more…)
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Marketing Support vs. Marketing Leadership. What does your business need to fuel growth?

Marketing Support vs. Marketing Leadership. What does your business need to fuel growth?

It’s annual planning season! That time of year when businesses revisit their longer-term strategic plans to achieve the vision and goals they’ve set for themselves. The time when revenue targets and objectives are set for the coming year, and plans are developed to support and drive those objectives to successful outcomes. It’s also a time to look inward by examining whether you’ve got the right people in the right seats, and to `level up’ marketing to fuel growth. (more…)
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EOS Marketing Strategy: Turning Big Ideas into Action

EOS Marketing Strategy: Turning Big Ideas into Action

If you're familiar with Authentic, you know we're big fans of EOS ®, the Entrepreneurial Operating System ®. EOS is effective at creating vision, traction and alignment in growth-oriented companies. We often recommend EOS for our clients (and we host the Integrator Community™), but we are not in any way affiliated with EOS Worldwide. We love working with EOS-powered businesses. Here's why... (more…)
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Guide: Building a Strong Marketing Program

Guide: Building a Strong Marketing Program

 “Vision without traction is merely hallucination.” ― Gino Wickman, Traction: Get a Grip on Your Business What does it take to go from a hot dog cart to a $459 million dollar a year restaurant chain? It takes a clear vision, backed by systematic process, led by experience. (more…)
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