Award Manufacturer Increases Random Acts of Marketing Score by 20 Points Signaling Confidence in Marketing Leadership

Client Story featuring Bridget Dahlgren, VP of Sales & Marketing at Crystal D. Includes Crystal D logo with the tagline "Home of 'The WOW Effect'" and a headshot of Bridget Dahlgren.

Crystal D, an 83-employee awards manufacturer, brought in an Authentic Fractional CMO™ for a multi-year coaching engagement with VP of Sales & Marketing Bridget Dahlgren, raising its marketing maturity score from 60 to 79 and moving every category of the Marketing Maturity Matrix from “Functional” to “Forward”, building real ROI visibility and full alignment with the company’s EOS framework.

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.