Planning for the Next Recession: Jennifer Zick Featured on The Business Gist Podcast

Event, Fractional CMO, Marketing, Strategy & Coaching
“Times won’t always be this rich, so how can we plan ahead for recession?” This question sparks the conversation between Jennifer Zick and Megan Effertz, host of The Business Gist podcast, as they discuss ways that business leaders can plan ahead for the next recession. Because it’s not a matter of whether it will hit, but when. “When times are good, sales and marketing budgets flourish. When times are tough, marketing is generally the first team to get hit [with cuts]. …But sales without marketing is not a formula that works in today’s modern buyer’s journey. Cutting off the life-blood of what drives brand and ongoing awareness – not just for pre-sales, but throughout the lifecycle of the customer with your business – shouldn’t even be an option on the…
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Marketing Metrics that Matter (and how to avoid Random Acts of Marketing)

Marketing Metrics that Matter (and how to avoid Random Acts of Marketing)

Digital, Fractional CMO, Marketing, Strategy & Coaching
I have the best job in the world. I get the privilege of talking with leaders of small and mid-size businesses about their growth plans and strategies. Each time I meet with someone, I learn something new. But I also notice a lot of recurring themes. One of those themes is metrics. Every time a conversation turns to marketing, it almost invariably, without fail, gets to the challenge of measuring marketing success.   (more…)
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Rethinking the CMO Role for Growing Businesses

Rethinking the CMO Role for Growing Businesses

Fractional CMO, Marketing, Strategy & Coaching
What’s the difference between a sinking building and a stable building? It comes down to the foundation. How a foundation is laid, and the materials used to do so will have a considerable impact on the durability of a building. In the same way, your marketing foundation will affect your business’s growth, sustainability, and lifespan. The most crucial part of this foundation is having a strong marketing leader in-house. But, when is the best time to bring in a marketing leader? (more…)
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Is Your Marketing Muscle Weak? Five indications that you need to pump some serious marketing iron

Is Your Marketing Muscle Weak? Five indications that you need to pump some serious marketing iron

Brand & Messaging, Fractional CMO, Marketing, Strategy & Coaching
It's a common situation for growing businesses: marketing is one of the last roles in the company to be prioritized. And it makes sense, to a certain point. Many businesses reach their first $5M, $10M, or even $50M through a focused sales-led effort, building relationships and expanding accounts and referrals. (more…)
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From “What” to “So What”: Building a Messaging Foundation for Modern Marketing

From “What” to “So What”: Building a Messaging Foundation for Modern Marketing

Brand & Messaging, Marketing, Strategy & Coaching
By the time I'm meeting with a business leader, it's because he or she is ready to invest in strategic, proactive marketing. Most often, the business has grown steadily through a sales focus and a bit of marketing "here and there" (with no clarity on what works or drives ROI). But now the business is at a point where sustained growth will require new approaches to pipeline development. It's time to invest in building a modern marketing team and program, focused on demand generation and expanded engagement. (more…)
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