I'm in the Distribution business....

Marketing agencies, AMI, right? As a fractional CMO, the first step of client onboarding is unwinding former agency go-to-market debt. The problem with marketing agencies is that most are just content houses, which means that creatives = (that’s revenue).

That’s not productive. That’s not building your business. I am no longer a marketer. I have left to start my career in the distribution field. (pretty cool career change, right?)It comes down to a single, simple reason. I love building businesses. Businesses aren’t built on content, exposure, or awareness and aren’t audience-dependent. No, all businesses, especially your business, are built on distribution. Distribution of messages, offers, products, and revenue is my specialty. Whereas most marketing and dev companies focus on creating “products” for distribution, I am solely focusing on creating owned distribution for founders, specifically distribution that qualifies users to the ideal customer profile while optimizing revenue to maximize lifetime value. Let's discuss why it's important before I tell you what it is. Most companies silo their processes due to hires, contractors, and agencies. This leaves the company with significant technical and process debt, some lead conversions to users (sales is a trailing metric), an offer, and identity. Hires and new agencies want to redefine and start fresh and are easily distracted by the latest “tool” that will change their entire company’s financial outlook.

These businesses are not my customers. We work with business owners who know that dependable, reliable, qualified revenue comes from a robust system in which the messaging, audience, products (and even qualifiers) will shift. The system does not. What Rising Tides is building for clients isn’t unique. It’s a process discipline specific to their businesses that distributes, validates, visualizes, and scales, primarily when the company no longer works with Rising Tides. By establishing this disciplined process, we right-fit our lifetime value with clients to ensure that the “scale” aspect of the business meets the owners' profitability and growth objectives. It’s not an us process; it’s a their process. You’ve made it this far, so I’ll share precisely what we’re building… it’s simple. It's so simple that you don’t need us to do it. I’ll let you know the Rising Tides process,next week. So please, we’ve put a ton into this and I will give you direct oversight. Please share this newsletter with fractionals, go-to-market leads, developers, business owners, and anyone interested in b2b tech. This is not for me but for respect to the talented Tides team, which is allowing me to expose the

ir expertise for your benefit. See you next week, be ready. Grady