"We need a marketing guide."
Partner with an executive advisor who will teach a disciplined and strategic marketing approach.
Many companies have very capable sales and marketing team members and leaders, but still struggle to achieve consistent results. Lack of alignment and focus are common challenges, especially for growing businesses whose entrepreneurial spirits invite frequent change.
In this environment, it is easy for the marketing department to become reactive: responding to executive or sales requests for whatever shiny object or flavor-of-the-day idea comes along. Resources become diluted as marketing tries to keep pace – and initiatives often get replaced with new ideas before they can fully prove their impact. The business is committing “random acts of marketing“.
As a result, CEOs and their executive teams often question the value of marketing. They are spending money, running campaigns, and hiring employees – but they’re not sure what they’re getting as a result of these investments.
Authentic Brand helps our clients build strong marketing strategies, programs and teams – and understand the impact of those efforts. We do this through our unique approach, which is powered by: Marketers + Methodology + Mindshare.
For clients who already have a marketing leader on-staff, our Coaching program provides a proven framework to build stronger focus, alignment, and accountability: positioning marketing to be a strategic partner to sales in driving revenue results.
Our Coaches usually engage on a 12-month retainer, working with marketing leaders and revenue teams to refine their strategic plans, collaborate through weekly cadence meetings, and prioritize key initiatives through a series of quarterly workshops.
Proven Success
We’ve worked with many clients – across industries and markets – to achieve growth and revenue results. Below is one of our client’s stories. See more stories, and a wide variety of logos and testimonials here.
Related Resources
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One of the most challenging business decisions a growing company faces is when the right time is to hire a marketer and build an internal marketing team. Many scenarios prompt this decision, but it often comes when the business reaches a critical growth point. The company may have been founder-led or sales-driven until this point, but its sales are plateauing, and it realizes to continue growing, it needs to invest in marketing. It no longer makes sense to have the founder or sales leader be responsible for marketing.
How remote collaboration in marketing has changed — and why it’s here to stay
Regardless of how, exactly, remote work shakes out, it’s clear that marketing teams must be able to collaborate remotely with confidence. This requires strategic marketing leaders that are well-equipped and experienced at helping businesses build effective remote teams and work cultures — and leading them from afar.
Interim CMO vs. Fractional CMO: What’s the difference, and what do you really need?
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Marketing Technology — Your biggest headache or significant business driver?
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Is your business committing random acts of marketing? [Part 3]
If you haven’t read parts one and two of our random acts of marketing series, we encourage you to start there! Random acts of marketing are common, particularly for sales-driven organizations facing stalled growth. Executives at these businesses might know they need marketing, but they’re unsure how best to structure or measure its effectiveness. Not knowing how best to proceed, they often test out one tactic, channel, or message after another, hoping at least one of them works.
Is your business committing random acts of marketing? [Part 2]
Tired of spraying your marketing budget across numerous tactics, channels, and audiences and hoping at least one of them will work? You’re not alone. We call this spray-and-pray approach “random acts of marketing.”
Is your business committing random acts of marketing? [Part 1]
It’s a story we hear all of the time: A business grew rapidly in its first years by focusing on sales and pursuing whichever opportunities came its way. Eventually, growth leveled off. The company needed to do something to jumpstart its sales and fuel its next-level growth. Executives recognized it was time to invest in marketing.
Let’s get strategic — Leveraging social media to advance your business
It’s hard to believe that YouTube, Facebook, Twitter, and Instagram were all launched within the last 15 years. As consumers, we’ve quickly become accustomed to social media being the first place we turn to engage with the brands we love. Given how embedded social media is within consumers’ day-to-today lives, these channels have also become one of the best ways for brands to reach their audiences.
How to build brand trust using social media in an era of distrust
It’s no secret that how much a person trusts a brand impacts whether they’ll purchase from it. Sixty-seven percent of respondents to the 2019 Edelman Trust Barometer said they’d buy a product from a company with a good reputation, but also said, “unless I come to trust the company behind the product, I will soon stop buying it.”
How to strike a balance between innovation and perfection in marketing
There’s a delicate balance between progress and perfection in marketing. When businesses strive for perfection, decision-by-consensus slows or stalls efforts. Innovative products, campaigns, and services never make it to market or a competitor launches their offering first, diluting your offering and investments. On the flip side, there’s a risk of moving too quickly and promising something that the business can’t deliver on or launching something that doesn’t meet customers’ needs.
Focus, fear, and flexibility — why they matter to business growth
We’re halfway through 2020, one of the most multi-faceted years in our lifetimes. As businesses look to the second half of the year, they’re scrambling to adapt their go-to-market approach to navigate the disruptive economic environment. They’re asking tough questions about their relevance in this new market and whether their product or service needs to change. They’re looking for new opportunities to grow.
The lesson that businesses will learn this year is one that has always been true. Focus is critical for sustained growth.