SPARX: A Marketing Podcast by Intergetik

SPARX: A Marketing Podcast by Intergetik

By Intergetik Marketing SolutionsBusinessMarketing
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SPARX: A Marketing Podcast by Intergetik episodes

  • The Easiest Lever Nobody Pulls: Upsell and Cross-Sell, Part 2

    Are you squeezing your clients or serving them?

    In Part 2 of our two-part episode of the SPARX Podcast, Intergetik owner Rick Brewer and Matt Lanzone of Executive Consulting Group (ECG) dig into lever two of the four levers of revenue growth: upsell and cross-sell.

    Matt, a fractional revenue growth executive, former CRO and COO, and certified Six Sigma Black Belt, explains the difference between upsell and cross-sell, what wallet share really means for a small business, and why growing your existing client base is the least costly lever you can pull. He also shares how to expand accounts without making clients feel pressured, why marketing is the growth engine of the whole ecosystem, and what he looks at in his first 90 days as a fractional CRO.

    In this episode:

     - Upsell vs. cross-sell: what’s the difference?
     - What wallet share means for a 12-person shop
     - The pay card story: cross-selling across business silos
     - Why lever two is the least costly lever to pull
     - Serving, not squeezing: a servant mindset for account growth
     - Marketing as the growth engine, and why operations has to keep up
     - The first 90 days as a fractional CRO: SWOT analysis and kaizen
     - How to start pulling lever two today with a CRM and clear sales roles


    Read the full episode recap:
    https://intergetik.com/podcasts/the-four-levers-of-revenue-growth-with-matt-lanzone-part-2

    Missed Part 1?

    https://intergetik.com/podcasts/the-four-levers-of-revenue-growth-with-matt-lanzone-part-1

    Connect with Matt Lanzone:

    Phone: 314-413-2038

    LinkedIn: https://www.linkedin.com/in/matt-lanzone/

     

    Learn more about Intergetik Marketing Solutions:
    Website: https://intergetik.com

    SEO services: https://intergetik.com/services/seo-search-engine-optimization

    Strategic marketing: https://intergetik.com/services/strategic-marketing

     

    Follow Intergetik:
    YouTube: https://www.youtube.com/@intergetik

    LinkedIn: https://www.linkedin.com/company/intergetik

    Facebook: https://www.facebook.com/intergetik

    Instagram: https://www.instagram.com/intergetik

     

    Want to be featured on the SPARX Podcast? Reach out: https://intergetik.com/contact

     

    #SPARXPodcast #RevenueGrowth #Upsell #CrossSell #SmallBusinessGrowth #StLouisBusiness

    29 min
  • Beyond "Go Sell More": The Four Levers Framework, Part 1

    Are you leaving revenue on the table with the clients you already have? In Part 1 of this two-part conversation, Intergetik owner Rick Brewer sits down with Matt Lanzone, fractional revenue growth executive and chief connecting officer at Executive Consulting Group (ECG) in St. Louis.

    Matt, a former CRO, COO, and national sales leader and a certified Six Sigma Black Belt, walks through his four levers of revenue growth: new logos, upsell and cross-sell, channels and partners, and marketing. He also explains the three Ps that hold them up: people, product, and process. Rick and Matt dig into why small businesses get stuck chasing new customers, how the voice of the customer uncovers hidden opportunities, and why paying attention to your existing client base can drive a 10 to 30 percent lift in revenue.

    Read the full episode recap: https://intergetik.com/podcasts/the-four-levers-of-revenue-growth-with-matt-lanzone-part-1

    Connect with Matt Lanzone on LinkedIn: https://www.linkedin.com/in/matt-lanzone/

    Books mentioned:

    Outgrow by Alex Goldfayn
    The Listening Advisor by John Gatewood

    Learn more about Intergetik Marketing Solutions: https://intergetik.com

    Start a conversation: https://intergetik.com/contact

    Watch on YouTube: https://www.youtube.com/@intergetik

    23 min
  • From Deputy Juvenile Officer to Nonprofit Founder: The My 180 Youth Story

    Roy Jefferson runs a youth program that keeps most of its kids out of the court system. He built it without a curriculum.


    On the SPARX podcast, host Rick Brewer sits down with Roy Jefferson, founder and executive director of My 180 Youth, to break down what it actually takes to change a young person's path: not a program on paper, but a relationship built over time.


    We talk about why trust cannot be scheduled, how it usually shows up in the hardest moments of a kid's life, and why the most powerful thing an adult can do is drop the "I've got it all together" act and just be real.
    Roy's own path shaped the model. He got into the work in 2009, volunteering with youth in residential treatment after an elder at his church told him to go (he went reluctantly, and one visit turned into three years of Sundays). He later served as a deputy juvenile officer for the state of Missouri, got laid off in a round of budget cuts, and was working at a service station when a former chief reached back out and asked him to pitch a program. That pitch became My 180 Youth, launched in 2012 as a minority court diversion program. Over its first three years, about 85% of the youth who came through did not reoffend.


    We also unpack how My 180 grew from one classroom into five programs, why every dollar raised goes straight to the families instead of overhead, and how a marketing podcast keeps circling back to the same lesson for business owners: the moment you go transactional, you lose the people you set out to serve.
    In this conversation, we cover:

     -Why relationship beats curriculum, and how trust actually gets built

     -The autopilot of "I'm fine," and why being real is the whole game
     -Roy's five programs: youth mentoring, moral recognition therapy, academic tutoring, empowered leadership, and Empower Fridays
     -Small group versus one-on-one, and why the kids pick the outings
     -The 16-year-old, the haircut before prom, and "you've been closer to me than my own father"
     -Why the office has a washer, a dryer, and an open invitation: you belong here
     -Ten years of self-funding on Instacart money, and the foundation that finally stepped in
     -Why the best donors came from the families he already served
     -What small business owners get wrong when they scale, and the pull toward being transactional
     -Where My 180 is headed next: a new facility with a gym, a ballroom, and six classrooms
    How you can help:
    My 180 Youth is expanding and needs mentors, volunteers, and funding. A few hours a week is enough to matter.
     -Book an info session on the programs page at https://www.my180yp.org/

     -Call 314-649-0757

     -Find My 180 Youth on Instagram, Facebook, LinkedIn, X, and YouTube


    Brought to you by Intergetik Marketing Solutions: https://intergetik.com

    LinkedIn: https://www.linkedin.com/company/intergetik

    Facebook: https://www.facebook.com/intergetik

    Instagram: https://www.instagram.com/intergetik

    Twitter: https://twitter.com/intergetik


    Subscribe for more conversations with the people building a stronger St. Louis.

    40 min
  • Autopilot vs. Intention: How the Brain Actually Decides What to Buy

    SPARX Podcast | Intergetik Marketing Solutions | Hosted by Rick Brewer Guest: Brandon Towl, founder of Words Have Impact and Human-Driven Understanding | Published September 2, 2026

    Ready to stop guessing why people buy?

    In this episode of SPARX, host Rick Brewer sits down with Brandon Towl, founder of Words Have Impact and Human-Driven Understanding. Brandon came out of a philosophy and neuroscience program at Washington University, defended his dissertation weeks before the 2008 financial collapse, and built a B2B content strategy company out of a business card he designed in Microsoft Word the night before a BNI lunch.

    Twenty years later, he uses that same background to answer the question most marketers skip: what is actually happening in a buyer's head, and which parts of a purchase should be effortless versus deliberate?

    We break down:
    • Why "plan it, then execute it" is the wrong model for marketing, and what to do instead
    • The autopilot principle: why Amazon removes every decision except the purchase decision
    • What should stay conscious in your marketing, and why the best ads provoke an emotion
    • Why there is no fixed rational-to-emotional ratio, and how to find yours (cars and custom pools versus Snickers bars and WordPress templates)
    • Why B2B versus B2C does not predict how rational a purchase is
    • The bridge metaphor: closing the gap between what a business wants to say and what customers actually care about
    • Why "doctor-led" is a selling point to the dentist and a shrug to the patient
    • Maslow in practice, and the mistake marketers make by staying in the basement of the hierarchy
    • Where written content still wins in a video-first, AI-generated world
    • "Throw the rope anyway," and how a stronger St. Louis marketing community lifts everyone in it
      • Practical takeaways for small business owners:
      • Your website has about 20 seconds to convince someone you are worth calling
      • Most service businesses need four pages, not forty
      • Put the phone number and the lead form at the top, big, on every page
      • Show proof from people who look like your buyer, because they need to feel like it is for them
        • Links
        • Intergetik Marketing Solutions 
        • Words Have Impact
        • American Marketing Association St. Louis Chapter
        • AMASTL Events

          • Subscribe for more practical marketing strategy for small and mid-sized businesses.

          32 min

        About SPARX: A Marketing Podcast by Intergetik

        From the publisher's feed

        SPARX is a marketing podcast for small and mid-sized business owners who are tired of guessing. Host Rick Brewer, founder of Intergetik Marketing Solutions in St. Louis and Kansas City, sits down with operators, specialists, and business owners to dig into how buyers actually decide, and what that means for your website, your ads, and your message.