“Good, effective marketing is rightly ordered and is the connective tissue between business strategy and business execution.”

It balances the necessary romance of creativity and human experience with the practicality of business revenue growth.  Applying too much focus in either direction begins to change the directional bearing of a business. Left unchecked for too long, the corrections required to return the balance are costly in both time and money.

Bad marketing manifests from misunderstood roles of marketers and a lack of understanding of how each stage of the business cycle has a distinct connection to marketing strategy. Creating beautiful marketing collateral (video, audio, web sites, print material, etc.) helps people feel accomplished.  Seeing their brand bright and shiny on a freshly minted piece of collateral releases a little hit of dopamine for a CEO or business owner.  It feels so good. In the absence of thoughtful strategy applied to the creative process and what comes next, the excitement quickly dissipates into ambiguity leaving them scratching their head and wondering why their hard work is not producing results.

It is remarkable the number of times businesses who seek help in shoring up their marketing are convinced they need to tear everything down and start over.  There are some cases which require a complete overhaul, but they are more the exception than the rule. We take the time to understand a client in their current iteration before recommending a plan of action.  Our process moves beyond shallow “best practices” tactics. For a client who has limited in-house resources, we first seek to understand the strengths of existing assets and personnel. It is foolish to overlook and minimize the gains realized by our client’s previous efforts. It is through these strengths we support and shore up the areas of marketing that need the extra attention.

“We believe the relationship in the consumer buying cycle and a business’ process is the fulcrum in rightly ordered and effective marketing.”

The focus on each must be balanced to achieve excellence.  For both marketing and business there is a variety of contextual uniqueness, the things that differentiate one business from another.  In this variety there are fundamentals which must be applied to successful and sustainable business and marketing endeavours. Marketing and business plans overlooking these fundamentals lead to manipulative marketing tactics and damages a business’ brand.

Regardless of the ever increasing available platforms to deliver a marketing message to your customers, the way consumers process your message has not and will not change.  In the vast majority of marketing communication, the information you share (and put a tremendous effort into sharing) is the wrong information at the right time.  Knowing how to deliver the right information at the right time is knowing what your customer is predisposed to on a particular platform. Doing this correctly turns effort into momentum and momentum into revenue.

“The strategic connection between your customer’s buying cycle and your business cycle is what drives quality outcomes and desired revenue growth.”

It requires interaction, education, and accountability with those on your team responsible for each stage of your business process.  Marketing delivered to your customers is making a promise and sets the expectations for their interaction with your business. A breakdown in communicating the promises made to customers with your team is a leading factor in falling short of set expectations.   Your team does not need to be intimately involved in strategic planning, but it will be a failed strategy if they are not intimately involved in the execution.

We believe building an effective strategy, a plan of action to achieve significant goals, requires discipline to a defined process and hard work. Our process contains a sound framework to keep us grounded in the goals our clients are in pursuit to achieve. This is where the space to serve the uniqueness of our clients lives.  We commit our best to our clients and they commit their best to us.  Not to sound too poetic, but this is the harmony that must exist to convert strategy into results.  A sound process drives transparency, accountability, and excellence through the entire engagement.

We believe strongly in rightly ordered marketing.  We take pride in building and executing highly effective strategies for our clients. We dedicate ourselves to the discipline of our profession and are in constant pursuit of the right balance of creative romance and measurable outcomes.

“We help clients with limited in-house marketing resources maximize existing marketing assets and get teams performing at their best (or at their highest level).”

We meet our clients where they are and accompany them through their marketing journey, shoring up what needs support and blazing new trails where none exist. We firmly believe that the consistency of our outcomes is rooted in the strength of our process.  When we discern the right fit with a client, amazing things happen.