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<figure id="figure-3d04c70gpjlu00y9f6" class="selected"><img id="3d04c70gpjlu00y9f6" src="https://images.unsplash.com/photo-1563663890276-e22733ca4bcc?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwyNnx8bWlzc2luZyUyMHBpZWNlfGVufDB8fHx8MTcxMDk1MjUzOHww&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="woman wearing black sunglasses" title="woman wearing black sunglasses" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://images.unsplash.com/photo-1563663890276-e22733ca4bcc?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHwyNnx8bWlzc2luZyUyMHBpZWNlfGVufDB8fHx8MTcxMDk1MjUzOHww&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Unlocking Growth: How Fractional Marketers Supercharge Your Team IntroductionIn the fast-paced world of B2B , time is money. As a revenue-focused marketer, you understand the urgency of filling the sales pipeline and driving growth. But what if your marketing team is stretched thin, juggling multiple responsibilities, and struggling to keep up? Enter the unsung hero: the fractional marketer.1. The Fractional Advantage Scaling Agility Fractional marketers bring agility to the table. Unlike full-time hires, they seamlessly integrate into your existing team, adapting swiftly to your unique needs. According to a recent survey by Forbes, companies that engaged fractional marketing support reported a 20% faster scaling rate compared to those relying solely on internal hires.Cost-Effective Solutions Let’s talk dollars and sense. Fractional marketers offer cost-effective solutions. Hiring a full-time employee means committing to salaries, benefits, and overhead costs. In contrast, fractional experts work on-demand, saving you precious budget. Harvard Business Review found that organizations leveraging fractional talent achieved a 15% reduction in marketing expenses while maintaining quality output.2. The Power of Specialization Niche Skills Unleashed Fractional marketers are like Swiss Army knives—compact yet versatile. Need SEO expertise? They’ve got it. Want a killer content strategy? Check. By tapping into specialized skills, your team gains a competitive edge. Gartner reports that businesses augmenting their teams with fractional support saw a 30% increase in lead conversion rates within six months.Adapting to Market Shifts The marketing landscape evolves faster than a viral tweet. Fractional marketers stay ahead of the curve. Whether it’s AI-driven personalization, ABM tactics, or social media wizardry, they’re on it. HubSpot data reveals that companies with fractional marketing support experienced a 25% faster adaptation rate to changing market dynamics.3. Example for those needing help here Use Case: Pipeline is down, you are short staffed and there are three major events in the next 6 months - hire a Fractional Marketer! Rather than asking for a full time extra headcount, look to hiring a seasoned marketing leader, who can join your team for 6 months to help develop an integrated strategy that help not only align the current plays, but can also be more nimble with developing the event strategy, planning the target account lists, producing the best event experiences, attending the event ( less passes) and ensuring that sales brings home the best hot lead follow up plans as possible.&nbsp;Remember, it’s not about hiring more bodies; it’s about hiring the right minds. Fractional marketers—your secret weapon for scaling smarter, faster, and with finesse. 🚀💡Sources: Forbes, Harvard Business Review, Gartner, HubSpot

Unlocking Growth: How Fractional Marketers Supercharge Your Team

Empowering Internal Staff: The Cornerstone of a Strong Brand and Successful GTM Strategy<figure id="figure-bjk4c6e1hltd6cjy3"><img id="bjk4c6e1hltd6cjy3" src="https://images.unsplash.com/photo-1514881097029-ef545203c842?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw0OXx8bG92ZXxlbnwwfHx8fDE3MDk1NzA4OTd8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="heart shape book page close-up photography" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Alignment Starts Internally " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://images.unsplash.com/photo-1514881097029-ef545203c842?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw0OXx8bG92ZXxlbnwwfHx8fDE3MDk1NzA4OTd8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Alignment Starts Internally</figcaption></figure> In today’s dynamic business landscape, organizations face unprecedented challenges. The rapid pace of technological advancements, shifting consumer preferences, and global competition demand agility and innovation. Amidst this complexity, the role of internal staff becomes pivotal. Empowering these employees with education and tools not only fosters a positive work environment but also plays a critical role in shaping a strong brand and a successful go-to-market (GTM) strategy.The Great Resignation and the Role of Internal BrandingThe recent phenomenon known as “The Great Resignation” highlights the urgency of investing in internal branding. Despite the challenging economy, especially in the tech sector,U.S. workers are leaving their jobs at record levels, and 55% of Americans express their intent to explore new career opportunities. But what is behind the desire to change? I could write a Netflix worth series on my own experiences of what goes wrong and right in companies. But, in all seriousness, it starts with three simple pillars. Strong executive leadership with vision and emotional intelligence, process and procedure and tools to empower staff to grow, learn and feel seen. Organizations must recognize that their employees are not just cogs in the wheel; they are the living embodiment of the brand.1. Internal Branding: A Strategic Imperative Internal branding is more than a buzzword; it’s a strategic imperative. Here’s why:Employee Experience: Empowered employees contribute positively to the overall employee experience. When they understand the brand’s purpose, values, and mission, they feel connected and motivated. This emotional alignment translates into better productivity, job satisfaction, and retention. Recruitment and Retention: A strong internal brand attracts top talent. Potential employees seek organizations where they can make a meaningful impact. When existing employees are brand advocates, they become magnets for like-minded professionals. 2. Educate and Inspire: The Foundation of Internal Branding Effective internal branding begins with education. Organizations must actively educate both new hires and existing staff about the brand:Brand Positioning: Employees need to understand where the brand stands relative to competitors. What unique value does it offer? How does it solve customer pain points? Clear communication ensures that employees can articulate the brand’s essence. Core Values: The heart of any brand lies in its core values. Employees should know what the brand stands for—whether it’s sustainability, innovation, or customer-centricity. These values guide decision-making and behavior. Purpose: Why does the brand exist? What impact does it aim to create? When employees grasp the brand’s purpose, they become passionate advocates who live its values daily. 3. Brand Ambassadors: From Knowledge to Advocacy Educated employees are empowered brand ambassadors. They don’t just know the brand; they embody it. Here’s how internal branding transforms employees into advocates:Authority and Conviction: When employees understand the brand, they can speak with authority. Whether interacting with customers, colleagues, or friends, they convey the brand’s essence confidently. Living the Values: Internal branding isn’t a one-time event. It’s an ongoing process. Employees must live the brand’s values consistently. Their actions—big and small—reflect the brand’s promise. 4. Building a Strong Brand from Within The strongest brands are built from the inside out. Consider the example of Trader Joe’s:Positioning: Trader Joe’s positions itself as a “national chain of neighborhood grocery stores.” Store managers have autonomy, engaging with local communities. The quirky nomenclature for employees (captains, mates, merchants, crew) infuses the brand’s personality at every level. Touchpoints: Today’s audience interacts with brands across various touchpoints—social media, search results, and store shelves. Clear internal branding ensures a consistent brand experience at each touchpoint. 5. How to Build Your Internal Brand Strategy Creating meaningful internal alignment requires deliberate effort:Continuous Reinforcement: Internal branding isn’t a one-and-done task. Regular reinforcement through visible actions—town hall meetings, workshops, and leadership examples—keeps the brand alive within the organization.Shared Ownership: Involve employees at every step. Their input matters. Shared ownership fosters commitment and passion. Evaluation and Iteration: Internal branding evolves. Regular evaluation ensures alignment with changing business realities. &nbsp;Empowering internal staff isn’t a luxury; it’s a necessity. When employees become brand advocates, they amplify the brand’s impact externally. Organizations that invest in education, tools, and internal branding create a virtuous cycle—a strong brand that drives a successful GTM strategy.Remember, your brand lives within your employees. Nurture it, and watch it flourish beyond organizational boundaries.References:The Importance of Internal Branding - Bailey Brand Consulting &nbsp; &nbsp;

People Enablement Leads to Alignment

For my entire career, there has always been two rival forces that are often the linchpin of the organization. The irony is that one can not survive long term without the other, and yet, rarely do they see eye to eye, let alone have a mutual true empathy. It's sales and marketing. And even at companies where their entire business model and product success depends on those two groups to align, it still breaks down often.&nbsp;This is my favorite subject of all time, and the one that I am the most passionate about. But, even though I have been a successful seller, and a successful marketer, I too have found myself on one end of the spectrum now and then with some annoyance in my heart. So I ask the question; "Why in 2024, is it still so freakin hard to align?"<h3>Understanding the Divide</h3>Salespeople are on the front lines, interacting directly with customers and prospects, while marketers are behind the scenes, crafting messaging and strategies to attract and engage audiences. This separation can lead to misunderstandings, misaligned goals, and lack of communication between the two teams.<h3>Common Challenges</h3>Some of the typical challenges that contribute to the gap between sales and marketing teams include:<ul><li>Lack of communication and feedback sharing</li><li>Different priorities and metrics for success</li><li>Failure to understand each other's roles and responsibilities</li></ul><figure id="figure-5ywol455hqlsw25uls"><img id="5ywol455hqlsw25uls" src="https://images.unsplash.com/photo-1504805572947-34fad45aed93?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw2fHxzYWxlcyUyMG1hcmtldGluZ3xlbnwwfHx8fDE3MDg1MzU5MDF8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="sales marketing" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1504805572947-34fad45aed93?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw2fHxzYWxlcyUyMG1hcmtldGluZ3xlbnwwfHx8fDE3MDg1MzU5MDF8MA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure> <h3>Bridging the Gap</h3>To foster better collaboration and alignment between sales and marketing, companies can implement the following strategies:<ol><li>Regular meetings and open communication channels between the two teams</li><li>Shared goals and KPIs to ensure everyone is working towards the same objectives</li><li>Jointly developed sales enablement materials that are tailored to the needs of the sales team</li></ol><h3>Benefits of Alignment</h3>When sales and marketing teams are in sync, the benefits are numerous:<ul><li>Improved lead quality and conversion rates</li><li>Enhanced customer experience and satisfaction</li><li>Increased revenue and business growth</li></ul><figure id="figure-ae3biylq6wlsw25vmf"><img id="ae3biylq6wlsw25vmf" src="https://cdn.durable.co/blocks/15qXUzyjIMkkGclbzwDa58KpofhUFnho3TrNOymoXNFQy2juJoDOxEKuqhkpktNU.png" alt="sales team" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/15qXUzyjIMkkGclbzwDa58KpofhUFnho3TrNOymoXNFQy2juJoDOxEKuqhkpktNU.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure> <h3>Measuring Success</h3>It's essential to track and measure the impact of efforts to close the gap between sales and marketing. Key performance indicators (KPIs) such as lead-to-customer conversion rate, customer acquisition cost, and customer lifetime value can provide insights into the effectiveness of alignment strategies.<h3>Continuous Improvement</h3>Building a strong relationship between sales and marketing is an ongoing process that requires dedication and effort from both teams. Regular feedback, data analysis, and adjustments to strategies are essential for continuous improvement and long-term success.<figure id="figure-e0efakwsqflsw25wc3"><img id="e0efakwsqflsw25wc3" src="https://images.unsplash.com/photo-1538688423619-a81d3f23454b?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw2fHxjb2xsYWJvcmF0aW9uJTIwdGVhbXdvcmt8ZW58MHx8fHwxNzA4NTM1OTAzfDA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="collaboration teamwork" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1538688423619-a81d3f23454b?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw2fHxjb2xsYWJvcmF0aW9uJTIwdGVhbXdvcmt8ZW58MHx8fHwxNzA4NTM1OTAzfDA&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure> These notes are meant to be just the very very tip of the iceberg. In fact, it's so high level, that I have seen many orgs fail fast because they ONLY take a look at these surface bullet points and don't truly dig deeper, self reflect and create an operating model that empowers teams, not just Sales and Marketing to cohesively move together as one corps. If you are ready to breakdown those walls once and for all, your team or teams could benefit from a joint strategy and workshop. This is where AV consulting excels. <a data-mce-href="https://getavconsult.com/contact" href="https://getavconsult.com/contact" target="_blank" rel="noopener" data-mce-selected="inline-boundary">Reach out to us</a> for more information and see how we can help.&nbsp;```

Why Is It So Freakin Hard? Exploring the Disconnect between Sales and Marketing

```htmlMarketing strategies have evolved significantly in recent years, and businesses are constantly seeking innovative ways to stay ahead of the competition. One such revolutionary approach is the Fractional CMO model, which has been gaining traction in the industry.The Fractional CMO model involves hiring a part-time or temporary Chief Marketing Officer (CMO) who brings strategic marketing expertise to the table without the commitment of a full-time position. This approach allows businesses to access high-level marketing leadership and guidance without the hefty price tag associated with a full-time CMO.This model is particularly beneficial for small and medium-sized businesses that may not have the resources to hire a full-time CMO but still require strategic marketing direction. By leveraging the expertise of a Fractional CMO, companies can gain access to valuable insights and industry best practices.<h3>The Benefits of Fractional CMO</h3>One of the key advantages of the Fractional CMO model is the flexibility it offers. Businesses can engage a Fractional CMO on a project-by-project basis or for a specific duration, allowing them to tailor the arrangement to their specific needs and budget.Furthermore, Fractional CMOs bring a fresh perspective to the table. They can offer unbiased insights and recommendations, as they are not entrenched in the internal politics or culture of the company. This outside perspective can be invaluable in identifying new opportunities and overcoming challenges.<figure id="figure-9kov2kneu8lsuwtibv"><img id="9kov2kneu8lsuwtibv" src="https://cdn.durable.co/blocks/18N9X1mUgB2sIGkA4KjmyptAIRap5I2xL7hzzc5xL8e4saivSMmJh37Yy86D9xSu.png" alt="Woman business technology theme. Beautiful young caucasian woman in black shirt posing standing with tablet hands on white isolate background. Profession Marketer Sales Social Media Advertising." class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="null" data-positiony="null" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/18N9X1mUgB2sIGkA4KjmyptAIRap5I2xL7hzzc5xL8e4saivSMmJh37Yy86D9xSu.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>Another significant benefit is the cost-effectiveness of the Fractional CMO model. Businesses can access high-level marketing expertise without the overhead costs associated with a full-time executive position. This can result in substantial savings while still reaping the benefits of strategic marketing leadership.<h3>Implementing the Fractional CMO Model</h3>When implementing the Fractional CMO model, it's crucial to establish clear goals and expectations for the engagement. This includes defining the scope of work, deliverables, and key performance indicators to measure the success of the collaboration.Communication is also vital in ensuring a successful partnership with a Fractional CMO. Open and transparent communication channels should be established to facilitate seamless collaboration and alignment with the business's overall objectives.<figure id="figure-tla96527p6lsuwtjol"><img id="tla96527p6lsuwtjol" src="https://images.unsplash.com/photo-1543286386-2e659306cd6c?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw4fHxidXNpbmVzcyUyMHN0cmF0ZWd5fGVufDB8fHx8MTcwODQ2NjQ2Mnww&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" alt="business strategy" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9;" data-mce-src="https://images.unsplash.com/photo-1543286386-2e659306cd6c?crop=entropy&amp;cs=tinysrgb&amp;fit=max&amp;fm=jpg&amp;ixid=M3wyNjI5NjF8MHwxfHNlYXJjaHw4fHxidXNpbmVzcyUyMHN0cmF0ZWd5fGVufDB8fHx8MTcwODQ2NjQ2Mnww&amp;ixlib=rb-4.0.3&amp;q=80&amp;w=1080" data-mce-style="aspect-ratio: 16/9;"></figure>Lastly, businesses should prioritize finding a Fractional CMO who not only possesses the necessary expertise but also aligns with the company's values and culture. This alignment is essential for a harmonious working relationship and the successful execution of marketing initiatives.The Fractional CMO model presents a compelling opportunity for businesses to access high-level marketing leadership and expertise in a flexible and cost-effective manner. By embracing this innovative approach, companies can revolutionize their marketing strategies and gain a competitive edge in today's dynamic business landscape.```

Blog

Unlocking Growth: How Fractional Marketers Supercharge Yo...

People Enablement Leads to Alignment

Why Is It So Freakin Hard? Exploring the Disconnect betwe...

Revolutionizing Marketing Strategies: Exploring the Fract...