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Jennifer Apy
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Recent Posts
Go-To-Market Cultural Alignment: The Invisible Variable in U.S. Expansion
Many companies that find success outside the United States have one thing in common: the need to succeed in the U.S. market.
That is not complicated or surprising. The United States is the largest economy in the world and, in many categories, the single biggest available market. World Bank data clearly shows the scale of the U.S. economy relative to most global markets. For companies in high-tech, scientific, medical, industrial, and systems integration sectors, the U.S. is not just attractive. It is strategic.
Company leaders want to grow. The U.S. is where they look. They are not wrong.
Injecting the “V-FACTOR” Into Your Marketing Efforts Can Be a Game Changer
Mon, Sep 13, 2021 — If the lifeblood of any business is customer cash, then perhaps we can consider customer satisfaction the heart and soul. As a CEO, you likely are well aware of the value of a satisfied consumer. They stick around, spend more, and often become fierce advocates for your company, its products, and services.
The Fractional Chief Marketer: An Insider’s View
Thu, Aug 19, 2021 — How much is just enough? When you are the CEO of a small or mid-market business, this time-honored question isn’t just a euphemism, but a way of life. Obtaining just the right amount of resources – at the right moment in the company’s maturity – can be a game changer. Enter the fractional executive – an experienced, highly-credentialed CMO-for-hire who can be plugged in for a right-sized engagement, without the expense or expectations of a full-time senior marketing executive.
Growth Hacking vs. Growth Gears: Avoiding the Vanity Metrics Mirage
Thu, Apr 29, 2021 — Congratulations! You’ve hired a so-called “marketing expert,” trusted them with your digital properties, and learned today that you gained 1 million hits to your website last month. But, upon reflection, your cash drawer is not overflowing, and you’re certainly not feeling flush with success. It’s a sad reality – though many marketing agencies are well-meaning, there are some that can coax you into the fast-money trap. They promise shortcuts, big hits, and a load of sexy-sounding data that may look good on the surface – something I call vanity metrics, but not real business results.