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A Marketing Manager, an Agency and a Fractional CMO Solve Different Problems
A founder once told me, quite simply, “We need someone for marketing.” That sounded straightforward enough. As the conversation continued, however, the requirement became much larger. The person would need to improve the company’s positioning, plan marketing activity, coordinate agencies, guide the website, help sales with collateral, approve content, review performance and make sure everything…
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When the Market Changed, Every Marketing Decision Came Back to the Founder
For several years, the company did not need much marketing. It was a 15-year-old manufacturer working in a specialised industrial category. The business had entered the market early, built a dependable manufacturing process and established itself before serious competition arrived. Customers knew what the company made, the sales team knew whom to approach, and orders…