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 know they are spending money, running programs, and hiring employees – but they’re not sure what they’re getting as a result of this investment.
Authentic Brand helps high-potential businesses build Marketing Traction™ through our proprietary methodology and our community of executive marketing leaders and coaches.
For clients who already have a senior marketing leader on-staff, our Coaching program provides a proven framework to build stronger focus, alignment, and accountability for revenue teams: helping teams overcome “random acts of marketing” and 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 help build Marketing Traction™ 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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Is your business committing random acts of marketing? [Part 3]
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Is your business committing random acts of marketing? [Part 2]
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The rapidly-evolving nature of a crisis requires marketing and communication teams to stay nimble by listening carefully to their key stakeholders, adapting quickly, and leaning more purposefully into the turns. Crises are a time when showing up in the service of your customers, employees, and communities matters. Businesses must consider how they can best serve their stakeholders during these times.
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Crises often put businesses in one of two scenarios. They are either suddenly thrust into survival mode or, in some cases, the disruption of the crisis creates a growth opportunity. Regardless of how a crisis impacts a business, marketing and communication teams need to be ready to strategically allocate resources in the right direction, make quick decisions, and communicate clearly and frequently.
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When crises hit that disrupt life for businesses and communities, marketing and communication teams must react quickly and strategically to determine the best path forward for the brand. If marketing teams choose the wrong path, they risk coming off as careless, disingenuous, and opportunistic.
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Every business, no matter its size, type, or revenue, has limited resources to direct toward marketing. Unlimited marketing budgets don’t exist, and that’s especially the case for the small to midsize businesses we work with at Authentic Brand. When resources are limited, it’s critical that a company invests in creating brand value through its owned marketing assets (e.g., website, blog, content). These assets are essential to building marketing programs that deliver returns.