The Landscape of Commercial Success has changed...
A generation ago, a PR agency was a simple answer to the complex problem of creating awareness. Now, traditional media is a shell of what it once was.
LinkedIn dominates the mindshare (and eyeballs) of professionals.
Industry specific associations, and events are largely pay-for-play.
Awareness, measured as an impression, is helpful for a marketer justifying a budget, not a sales-leader meeting a quota.
Building awareness and commercial relevance is fragmented and costly. It involves hiring a PR firm, a social agency, and an in-house brand team. This increases complexity, makes measurement difficult.
Marketing often feels like a necessary evil rather than a crucial sales driver.
Resulting in Complexity, and Costly, Fragmented Growth Strategies.
based on real pain we felt of the disconnect of marketing, sales and strategy teams trying to solve “growth” in disparate ways, and frankly defining and measuring success differently.
Paid Agencies, Brand Agencies, PR Agencies, In-House Teams, CRM/RevOps and Management Consulting firms – in some cases helpful for specific problems, but not helpful for building commercial relevancy.
was a pragmatic, creative, and unbiased partner to help us gain awareness and relevancy in the places we were selling, with the companies and people we were selling to.
