Sales Alignment
Joining your sales team to ensure marketing serves revenue goals & Sales acquires new tools.
Brand Story
Crafting a narrative that reinforces sales dialogues and sustains all your marketing.
Program Leadership
Why hire a salaried marketing director when fractional leadership will steer the boat?
Content Direction
Developing content is the bedrock of marketing. Effectively led content campaigns get results.
The Marketing Conundrum:
"Most marketing shoves messages at an increasingly jaded audience. The more you do, the less happens. By contrast, effective storytelling that involves us and immerses us in the narrative has never gotten old."
- Daniel DiGriz, Practice Area Leader for Marketing
Sales brings in the revenue, along with Product developing what is sold. Marketing can't be a silo. It has to distill the messages that drive revenue into a compelling narrative and basis for content direction.
Most marketing is boring and is mentally discarded by the end user. The memorable stuff sticks out, because it's the exception. But stories stick, because we're ancestrally, neurologically tuned to them. At the root of every effective marketing program is a highly developed brand narrative.
Most content is haphazard. The sporadic email "blast", a sprinkle of social, an ongoing spray of website posts, some pay to play options that may or may not be worth the investment. By contrast, a solid campaign unites all marketing channels for an end-to-end message over a concerted time frame, instead of spreading a thin layer of many ideas at once.
Most of us are too close to our own firms to do messaging effectively. Powerful messaging is, above all, about the end-user (directly or indirectly) and unique to the brand. There's no generic messaging (excellent customer service, best in class, the first name in blah blah blah). It often requires someone from the outside to find the intimate points in the brand narrative that can stand on their own in a competitive market rife with noise.
Daniel DiGriz
Daniel is the practice area leader for marketing and social selling. He's been developing brand stories, leading marketing campaigns, and providing content direction for longer than FAS has been a company.
Use Cases
It's time: you've reached a stage in revenue, but also in market saturation and competitive footprint, that marketing is no longer optional. End to end marketing program creation starts with bringing on an 'external marketing director' or 'outsource CMO' to professionalize a side of your company that, until now, hasn't been fleshed out.
The numbers are the truth. And marketing, to be worth the investment, must align itself with revenue generation, with the part of the company defining the 'product', and with the underlying story that remains to be told that no one is yet fully hearing. Once you have that, put in the requisite resources, and get the right direction, it's on the numbers. An FAS consultant will take you there.
