Falfurrias Management Partners’ Post

Discover how to do more with fewer resources amidst industry-wide challenges. From leveraging networks to embracing organic thought leadership, explore actionable tips to extend your brand's reach authentically. Learn how flexibility and scalability can be achieved through contracted support for specialized projects or skills. Read more in our blog below! https://buff.ly/4awuktM #CTGMarketing

Kenny Hill’s Akkomplice is merging into Howatson+Company, securing a new home for clients and talent in the face of a market moving headlong into consolidation as CMOs demand more services from fewer partners (usually for less margin). Howatson said acquisition was never part of the roadmap, but there is always an exception to the rule, even as AI in the medium term puts pressure on headcount across the board. He thinks the upshot is agencies may end up with fewer junior staff and more seniors. In the meantime, Howatson believes full-service integration enables agencies to take more slices of a shrinking pie at the expense of niche specialists – which means most will have to start “doing more things”, i.e. fuller service, to navigate incoming turbulence. Chris Howatson

Don’t silo marketing. It’s the worst thing you can do. Any successful campaign will cause growth across the business so in order to prepare for that growth, the entire team needs to know about the campaign and be prepared for it. Buy-in from the team in the wider mission produces more ideas, more innovation and more growth. Never keep it capped to just marketing … making each team member feel intrinsic to it in some way and that’s when you see team members’ shine. #TeamCollaboration #MarketingIntegration #BusinessGrowth

When I started I Breathe Marketing as an on-demand CMO, one of my goals was to infuse the global business acumen that I carry with me from Citi and EY to SMBs and startups. Instead of pushing Marketing and Social Strategy on my clients, I like to first understand their goals and listen to where they are stuck, what they have tried, what's moved the needle, and what has felt like wasted time, effort and money. I identify patterns. Figure out what the broader market and their vertical actually needs. Here’s what I’ve seen. 1. Clients who use my approach learn to develop strategic goals in the form of OKRs.  2. They know how to link those goals throughout the business to create full company alignment.  3. They have regular meeting cadences, scorecards, and process documentation that becomes a baked-in part of the culture. But sometimes they lack the resources to actually get the projects done. They need an air traffic controller who can remove obstacles. They need someone IN the business. So, I often recommend we set up a Custom Marketing plan that helps you get the results you are after AND using EOS Worldwide. Jill Simonds is AMAZING as an integrator btw and having worked with her, I can tell you first-hand, she ensures the operations become a well-oiled machine. In the end, CEOs get to breathe a sigh of relief because we streamline the process and do the heavy lifting. Remember: Your success is my success. If you want an extension of your team, someone who is fully willing and able to take on your goals as their marching orders, let's talk. Freedom is within reach. #FractionalChiefMarketingOfficer #digitalmarketing #futurism

Hello Friends! I've been on a bit of a wild ride lately. Starting a business is a challenge, and you quickly get used to very long hours. Many of you have already helped support my journey, so I wanted to share some updates with my professional network. Please excuse the exhaustion, I've been busy! Since I started Generatr Solutions (generatr.io) we've been busy developing new business along three lines: Business Transformation, Strategy, and Integrated Solutions. Nice words, but what does that mean? Business Transformation is a challenge large enterprises face when one of two things happen: Either they are seeking to lead change within (or beyond) their industry, and they must evolve their business model, strategy, marketing, CX, and operations - or they have been disrupted and must respond with definitive steps to reclaim leadership positions. I've been fortunate to take on a some work the healthcare sector, supporting a major transformation in a therapeutic area that's very close to my heart. Its demanding, but I sleep well knowing I'm helping make the world just a little bit better. On the Strategy front we've been actively pitching a number of growth programs for medium-sized businesses within the CPG, Tech and Home Services (renovation & construction) sectors. This is ideal for businesses who've achieved some success into the $10's of millions in revenue, but need to take steps to develop and implement a mature and focused growth strategy as they scale into new markets and expand their offerings. We're close on a few of these, so I'm holding my breath. While "Integrated Solutions" might sound like a catch-all (does it?), we have been developing a series of vertical-specific solution sets to drive performance and operationalize brand, marketing and customer experience programs. So far this includes solutions within the Media, CPG and Automotive verticals, as well as complete digital marketing systems for SMBs. This is the "get the work done" business, where rubber hits the road. I've watched so many strategies fail in execution, it always seemed to me that continuity would be best, so this is the delivery arm for our consulting operations. I might be a bit exhausted, but I'm absolutely stoked. I'll be sharing updates on new clients and our service offerings in the near future. Many thanks to all of you, who have provided guidance and encouragement along the way, and to my compatriot Ian Giles, without whom we could not have made all of this early progress. If you've made it this far in the post, I appreciate it, and if you see needs emerging within your business, and you think we might be a good fit, please give us a call. We're here to help. #business #businessdevelopment #transformation #digitaltransformation #strategy #brand #marketing #sales #revenue #media #customerexperience #CX #digital #startup #pharma #CPG #automotive #homeservices #healthcare #growth #performance #generatr

A lot of companies talk about growth, but the ones that really make it happen? They have one thing in common: a clear vision. Vision isn’t just some abstract concept; it’s what guides every decision, every campaign, and every customer interaction. Direction and Focus: Let’s look at the numbers. Studies show that companies with a strong sense of purpose—those that are truly vision-driven—grow three times faster than their competitors. Not only that, but they also have profit margins up to 6% higher than the industry average. That’s pretty significant, right? In a world where marketing trends shift daily, vision keeps your team focused on the bigger picture. Instead of chasing every shiny object, companies with a clear vision know where they’re headed. It’s about being intentional, ensuring that every marketing effort drives you toward long-term goals. Alignment and Consistency: It’s not just about focus; it’s also about alignment. When your entire team—whether it’s marketing, sales, or product—shares the same vision, the messaging becomes consistent across the board. Customers notice that. In fact, research shows that brands with consistent messaging can see a 23% increase in revenue. That’s the power of alignment—when everyone’s on the same page, customers trust you more, and that leads to loyalty and growth. Innovation and Risk-Taking But perhaps the most exciting thing about a clear vision is how it fuels innovation. Companies with a strong vision are twice as likely to experiment, take risks, and try new things. And this isn’t just theory; these companies also see 5% higher annual revenue because they’re willing to push the boundaries and innovate. At the end of the day, vision is more than just a statement on a website. It’s the foundation for growth. When your marketing team understands the bigger picture, they’re not just running campaigns—they’re actively building the future of your company. And that’s when real growth happens. I’d love to hear from you—how has vision played a role in your company’s growth? Let’s chat in the comments! 👇 #MarketingGrowth #VisionInAction #BusinessLeadership #BrandStrategy

Assuming that a CMO has the skills and knowledge to succeed as a business matures through different growth stages is a mistake. What makes a #CMO successful at an early-stage company may, in fact, limit their success at the company’s mature stage unless there is an intervention to upskill them. https://buff.ly/3xpn8Sx #marketing #talentmanagement #strategy

Coming from diverse marketing backgrounds, at Marketing Strategia, we pride ourselves on being able to serve a diverse spectrum of clients, each with unique needs and aspirations. From established enterprises with full-fledged marketing teams to budding startups seeking foundational guidance, we're here to empower businesses of all sizes to thrive in today's dynamic landscape. Our journey involves partnering with clients at every stage of their marketing evolution. For those with internal teams, we offer specialized services such as Fractional CMO support, providing strategic leadership to steer their marketing initiatives towards success. It's about complementing existing expertise and enhancing overall efficiency. But our commitment doesn't end there. We understand that many ventures are just starting out or lack internal marketing support. That's where we step in, acting as catalysts to help establish and fortify their marketing functions from the ground up. Whether it's crafting compelling brand narratives, devising impactful campaigns, or leveraging digital platforms effectively, we're dedicated to being the driving force behind their growth. No matter the size or scope of the challenge, our mission remains the same: to support and accelerate a company’s growth journey through human connection. Let's embark on this journey together and transform visions into reality:   https://lnkd.in/es3rtHH2 #MarketingPartners #BusinessGrowth #EmpoweringSuccess

In pursuing a seamless, scalable, and consistently effective go-to-market (GTM) strategy, the traditional approach has been top-down. Picture this: the CEO and CFO huddle with the Board to hash out revenue and EBITDA targets for the upcoming season or year. Once the ink dries on the agreement, these figures cascade down through the organization, triggering mayhem. The sales force is left scratching their heads, wondering where the supporting products and marketing materials are to help them smash these targets. Meanwhile, product development and marketing, alongside the C-suite, lean heavily on sales to execute their vision. But when the customer isn't biting on what the sales team pitches, chaos ensues. Accusations fly, product and marketing blame sales for not hustling hard enough or providing the right product mix, while sales points the finger at product and marketing for failing to align with consumer demand or generate sufficient market buzz. It's a vicious cycle, a recurring nightmare for many companies, especially during sluggish market conditions, playing out season after season. The familiar routine unfolds: product tosses the new assortment to marketing, marketing crafts the narrative, and then passes the baton to sales. In theory, it should work. But in reality, it's often a case of wishful thinking, trapped in the old paradigm. Let’s talk ONETEAM®, where every discipline holds equal significance (at the same time). Leadership, Product, Marketing, Sales, and Consumer Engagement stand shoulder to shoulder in our innovative approach. At HSS, we proudly introduce the ONETEAM® concept, a cornerstone of our commitment to comprehensive brand development. While ONETEAM® may seem SIMPLE, it's not EASY. HSS has emerged as a pioneer in implementing this transformative brand growth strategy. Our proven success spans a multitude of brands, from industry giants like adidas, Oakley, VF, and Supra to dynamic startups. If you're seeking expert guidance in adopting and executing the ONETEAM® concept, look no further than HSS. Give us a call at 323-925-5634 or visit https://lnkd.in/g7RKN9By to discover how we can empower your teams and drive unparalleled success.

It was a great day of networking & sharing insights #b2bmarcom AI was a hot topic, and so was #BRANDING. 𝟑 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐨𝐧 𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠: 💡 A brand enhances activation performance through priming. According to LinkedIn's research, the combination of 𝐁𝐑𝐀𝐍𝐃 & 𝐚𝐜𝐪𝐮𝐢𝐬𝐢𝐭𝐢𝐨𝐧 can 𝒃𝒐𝒐𝒔𝒕 𝒄𝒐𝒏𝒗𝒆𝒓𝒔𝒊𝒐𝒏 𝒓𝒂𝒕𝒆𝒔 to at least 1.2%, compared to a mere 0.2% without a brand (see photo). 💡 A company reported that 40% of their pipeline leads came from 𝒕𝒉𝒐𝒖𝒈𝒉𝒕 𝒍𝒆𝒂𝒅𝒆𝒓𝒔𝒉𝒊𝒑 activities! So, it makes me wonder why some organizations haven’t increased their spending on #𝐏𝐑. 💡 Companies that built a brand were more attractive to investors and 𝒓𝒆𝒄𝒆𝒊𝒗𝒆𝒅 𝒎𝒐𝒓𝒆 𝒎𝒐𝒏𝒆𝒚 for acquisitions and mergers. While branding is a long-term strategy, you can lay a firm foundation within a year and begin to 𝐛𝐮𝐢𝐥𝐝 𝐚𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬. Don’t forget to create a 𝐛𝐞𝐧𝐜𝐡𝐦𝐚𝐫𝐤 to measure your audiences' current levels of awareness. Surveys are a great way to do this.  A PR pro can help you. Who else is leveraging ✌️authentic content via thought leadership activities? (e.g., speaking engagements, social media, executive videos, articles/bylines, or journalist interviews). Robert Udowitz