Hiring a Marketing Leader Part 3: It’s Going to Get Messy (and that’s good!)

Hiring a Marketing Leader Part 3: It’s Going to Get Messy (and that’s good!)

Digital, Fractional CMO, Marketing
In parts one and two of this series, we talked about how difficult — and risky — it is to hire a marketing leader. Turn-over is high and so are the expectations for this role. In the second article, I outlined a couple of expectations that will help you start strong as you bring on a new marketing leader. But fair warning: In this article, things are going to get messy. I want to shed some light on what will likely need to happen to build a strong marketing foundation for your company’s next-level growth. We already established (in part two) that this process will take time, but now let’s look at what is actually involved. Fasten your seatbelt and prepare for some bumps along the way! It will be…
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Hiring a Marketing Leader Part 1: Why It’s Hard

Hiring a Marketing Leader Part 1: Why It’s Hard

Digital, Fractional CMO, Marketing
Hiring the right marketing leader has become increasingly difficult. Growing businesses need experienced marketing direction, and they can't afford to get this hire wrong, as the fallout can be serious. A bad hire in the marketing leadership role is not only painful from a talent turn-over and expense perspective, but runs the risk of damaging the company’s overall brand reputation, culture, and revenue potential.  (more…)
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Beehive Strategic Communication: Marketing Traction Success Story

Beehive Strategic Communication: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Strategic communication firm invests in a Fractional CMO to support next-level growth. We knew that something had to change to drive our own consistent growth. That's when we turned to Authentic Brand for a Fractional CMO partner, and that's been game-changing. [...] In order to grow and be competitive in environments that are transforming faster than any of us can predict, we have to invest in our own businesses. There’s no choice. Those investments have to be smart, focused, and strategic. And that’s what Authentic Brand helps us do." - Lisa Hannum, CEO, Beehive Strategic Communication Continue reading
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Coherent Solutions: Marketing Traction Success Story

Coherent Solutions: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
A large software development company engages a Fractional CMO to accelerate growth. We knew we needed [marketing] leadership... but to hire a full-time marketing leader, we didn't really have the function structured, we didn't have any momentum in it, we didn't even have a common vision among our leadership team as to what the marketing leader would do and how the function would integrate with the rest of the company. Authentic Brand introduced the idea of Fractional CMO as an alternative solution. That was very appealing to us, to hire someone at a lower allocation...but still get access to great leadership, great talent that we could use to structure the function and get some momentum. They were a great catalyst to get us pointed in the right direction." - Rob…
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Boundary Waters Bank: Marketing Traction Success Story

Boundary Waters Bank: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Expanding community bank matures in their marketing efforts. As bankers, we like to think we know a lot about [marketing], but in all actuality, we don’t. We know nothing about marketing or advertising. And what we tend to do - and what this bank has done in the past - is waste dollars on different types of advertising or marketing, thinking we were getting our name out or the product out to the people. What brought us to Authentic Brand: We were getting nowhere, we needed some traction, and we needed somebody with the expertise to bring this bank into the market. ...The beauty of Authentic Brand is: you bring them on, they bring you the ideas, and they help you get to your goal." - Sarah Kolek, President &…
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Fueled Collective: Marketing Traction Success Story

Fueled Collective: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Marketing fuel for growing co-working and event brand. We were suddenly facing a lot of competition at the same time. Originally, we had no marketing. Then we moved to "Random Acts of Marketing", and we finally had to really professionalize that whole area, and that's when we sought out Authentic Brand. [Since] that initial engagement, we’re headed towards being even more than just marketing focused, we’re headed towards being sales focused." - Don Ball, Co-Founder, Fueled Collective Continue reading
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GoKart Labs: Marketing Traction Success Story

GoKart Labs: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Digital innovation firm drives awareness for a national audience. The Authentic Brand team has been really instrumental in helping us organize and focus in on a really specific strategy. We have a tendency to want to do everything all at once, and they helped us pick out the most important things to focus on, drive the right metrics around that, and to tackle things in sequential order and gain a lot of confidence in what we’re doing in our marketing efforts." - Elli Rader, Vice President of Client Services, GoKart Labs Continue reading
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