Building marketing maturity one quarter at a time.
Crystal D at a Glance:
- Company size: 83 employees
- Industry: Manufacturing / Distribution
- Business model: Distribution / Network, Channel Partnerships / Alliance
- Headquarters: St Paul, MN
- Authentic Growth® Drivers:
- Build a Strong Marketing Team (Right People in the Right Seats)
- Sharpen Market Focus and Value Proposition / Brand Messaging
- Expand Market Share
The Problem
Crystal D centers on creating “The WOW Effect” through high-quality recognition awards, including trophies, plaques, and crystal awards. The business had weathered many transitions and their marketing team was in need of structure, guidance, and a long-term partner who could help them focus, prioritize, and grow from the inside out.
The Solution
An Authentic CMO stepped into a coaching role, working closely with VP of Sales & Marketing, Bridget Dahlgren, to build confidence, define priorities, and guide execution over a multi-year engagement.
Crystal D adopted the Authentic Growth® Methodology and began conducting quarterly assessments to guide focus and track progress. During the entire engagement, Bridget and the fractional CMO covered a lot of ground and built many marketing strategies and programs up from the beginning.
This allowed them to:
- Develop a messaging framework and evolving roadmap to bring clarity and structure to the marketing organization.
- Conduct a messaging workshop to gain organizational alignment on the company’s brand foundation.
- Introduce customer acquisition cost tracking and segmented performance analysis.
- Lead the development of a company-wide buyer journey, engaging cross-functional teams from marketing, sales, production, and customer service.
- Grow their go-to-market focus from narrow & niched to strategic expansion.
- Conduct voice of customer research to validate messaging and brand positioning.
- Develop strategic account marketing plans to support reseller growth.
- Coaching through team turnover and hiring, ultimately helping to build a stronger, more aligned team.
The Results
Crystal D’s progress has been steady and the team continues to elevate under Bridget’s leadership.
- Their random acts of marketing (RAMs) score increased from 60 to 79, demonstrating confidence in not only their marketing leadership but also in their marketing programs and strategies.
- Their growth in every Authentic Growth® Marketing Maturity Matrix area showed the team where they were progressing and where they needed to focus. The team started off rating many areas a “2” or “Functional” and by the end of the engagement, they were consistently measuring each area a “4” or “Forward”.
- They launched new metrics and reporting tools that gave leadership visibility into real ROI.
- Their strategic marketing now aligns fully with their EOS framework and business goals.
