When a lot of industrial companies start out, they're lean. Nimble. Close to their customers. But as business scales and becomes more complex, they lose the opportunity to be in constant contact with the market. Often, when you go into an industrial company as a new marketing hire, you have to rebuild strategic marketing as a core competency. Know what your customers care about, how the industry is structured, and how you are positioned. Then, tell a story with that information. On this episode of The Manufacturing Executive Show, MJ Peters, VP Marketing at Firetrace, a $35 million business with approximately a hundred employees, talked about creating sustainable growth for your manufacturing company. Here's what we discussed with MJ: Three key areas where marketing impacts the business Using tangible metrics to sort out what's working and what's not in marketing How to create sustainable growth when you sell in a cyclical market To ensure that you never miss an episode of The Manufacturing Show, subscribe on Apple Podcasts, or Spotify, or here.