Andy Stevenson

Common website pricing practices can lead to unexpected lawsuits.

How to Choose the Best CMO for Your Consumer Brand (or Understand Why Your Current One's Flailing) A brilliant marketing leader can still be the wrong hire. The real question is not who looks strongest on paper. It is which kind of leader your business actually needs next. Great CMOs are everywhere. Great matches are not. Over the last 20-plus years in consumer marketing, I have watched companies hire objectively impressive marketing leaders and then ask them to solve the wrong problem in the...

It seems obvious that the best fractional marketing leader has previously led marketing for a consumer brand. In practice, many lack the exposure or experience to thrive, costing their clients often hundreds of thousands of dollars in ineffective spending and missed opportunities. Option 1: The mega consulting agency The sales team is polished. The senior partners are impressive. Then the engagement starts, and most of the actual work gets pushed to a bench of smart-but-green recent...