In this episode we interview Susan Powell. She shares how marketing can shape company direction by understanding customers deeply and aligning teams around clear, measurable goals. 

What you'll learn in this episode:

• How to position your company as a trusted expert by solving real customer challenges, not chasing trends.
• A simple starting point for strategy: run a candid SWOT, sketch core personas, and define team-owned KPIs.
• Practical metrics that matter: click-throughs, nurture touchpoints in your CRM, and self-reported attribution that adds helpful context.
• How to connect individual roles to the plan: monthly agenda-driven reviews, public strategy docs, and a weekly stand-up that surfaces wins and roadblocks.
• When to bring in sales and subject-matter experts to stress-test what you measure—and fix it fast.
• The difference between strategy and tactics, and why long-horizon markets (like government contracts) demand patient, relationship-led marketing.

Text us what you think about this episode!