Go To Market Strategy

In today's fast-paced business world, one thing is clear: the landscape of B2B sales is evolving. No longer can businesses rely on marketing exclusively to a single decision-maker within an organization. The traditional approach of crafting messages directed at an idealized 'ideal customer' is giving way to a more complex reality—marketing to buying groups.

Large buying groups, often comprising multiple stakeholders with diverse needs and perspectives, have become a common feature in B2B transact…

Brand messaging is the art of using the right words to communicate to your target audience the value that you provide. When done correctly, it’s the foundation of Category Design where instead of positioning yourself to directly compete with your competitors, you create a new category, so the market perceives you as the only and best solution for their problem.

A client came to us who was struggling to raise funds. They had a steady stream of revenue, but it barely sustained their current level, …

Strategy is the why.
Tactics are the how.

The strategy is the logic behind the actions that you take. It’s the bridge between your goals, priorities, revenue, and resources and how you will accomplish your goals, prioritize your priorities, increase your revenue, and better leverage your resources.

Your Goal is What?!?

As a part of our Discovery process, one of the first questions we ask potential and new clients is “what are your goals?” We’re looking to identify both short-term and long-term goal…

Organizations that can’t get ahead with their marketing have plateaued—nothing seems to work, even though they feel they have tried everything. They are in a spot where they need to better leverage marketing to grow or scale their business sooner rather than later. But when my conversation with them turns to their marketing strategies, the responses often get pretty vague:

• We consistently post on LinkedIn and send emails weekly.

• Yes, we’re going to do some LinkedIn and Google ads. (as if it’s a la…

Why is it so hard to sway clients away from your competitors?

Well, the short answer is switching costs. But when we hear that term, we often only think about the physical or tactical aspects of change—it often leaves out the mental and emotional elements of the switching costs.

Once a client has an established relationship with a provider, it’s set up. The exchange of access, details, invoicing, and contacts are already in place. The client and vendor can just do the work. In order for this p…

This is one of the most common questions we get from clients. It’s a simple question with no straightforward answer. In other words, “it depends.”

I get it, it’s not the answer you want to hear. You would love to hear an exact number or formula that guarantees an exact ROI on every dollar spent. But that would be at best, misleading and at worse a straight-up lie.

There are too many variables to consider and it’s the wrong focus because marketing is bigger than just generating new leads for sa…

If you’re evaluating whether a fractional CMO is right for your business, that is sure to be one of your first questions. Getting a clear answer to this question can be challenging because there are a variety of fractional CMO models that offer different levels of engagement, expertise, and pricing structures.

Let’s start with an average hourly rate. The average hourly rate of a fractional CMO is typically between $150-375 an hour. Some fractional CMOs charge by the hour and others work on a reta…

🔥 🔥 “Be crystal clear on your messaging and it is not from your perspective, it is from your client's perspective and your perspective clients.” 🔥 🔥

Yes, our Founder and Fractional CMO, Melanie Asher, MBA was featured on The Revenue Maze podcast. Listen to hear that great quote and other points about how to make your business CREDIBLE and RELEVANT. Melanie joins the host Valerie Cobb to share some tips on how to get out of the revenue maze;

💲 Be crystal clear on the messaging you send. The m…

All organizations if they last long enough will eventually plateau. They will reach a point where they’ve established brand recognition in the market, have loyal customers, and are perceived as a “traditional” brand. Usually, when a brand is described this way, it means that it is outdated but can still be relied upon for something.

This success should be celebrated and it’s vital that the leaders of the organization recognize that what got them there, isn’t going to take them successfully into…

Culture is not easy to build. It's even harder to change. Mark Scrimenti is a Fractional COO/CPO and Founder of Vivid Path Growth Consulting. This is his specialty. This is a shortened and modified version of a longer article that he wrote on his blog. You can check it out here.

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And Mark Scrimenti says...

I don’t need to tell you how the pandemic and post-pandemic conditions continue to disrupt the workplace status quo. As a fractional COO specializing in small and m…