Lately, I’ve met a lot of marketers who claim to “specialize in manufacturing.”
They talk about strategy, but when you ask for their process, it’s often a few templated reports and a content calendar. They’ll say they “understand operations,” but couldn’t tell you the difference between takt time and cycle time, or why process variation matters. They’ll promise results, but never look at the sales cycle, quote-to-close rate, or sales team alignment.
Too often, manufacturing marketing firms are either all content or all paid ads with nothing linking the two. They produce blogs, videos, or PPC campaigns without understanding what drives leads through your funnel or what happens after that first click. They don’t touch the foundation: no voice of customer research, no SWOT analysis, no competitive benchmarking, no process optimization. And often, they hold you beholden to them so that if you stop paying them and paying for Google ads, your leads drop off and your funnel is empty.
What’s missing? A strategy that connects marketing, sales, operations, and customers through process and data.
That’s where I come in.
I’m not a content vendor or an ad agency. I’m a fractional CMO – a strategic partner who builds the roadmap, aligns leadership and sales, and guides the implementation so everything works together.
A Lean Six Sigma Approach to Marketing
As a certified Lean Six Sigma Green Belt (working on my Black Belt), I’ve completed multiple process improvement projects across marketing, sales, and operations. I’ve applied DMAIC (Define, Measure, Analyze, Improve, Control) to marketing funnels, CRM adoption, lead generation workflows, and sales handoffs.
For example:
- When a manufacturer’s leads were getting lost between marketing and sales, we mapped the handoff process, identified 6 points of rework and waste, and implemented a CRM workflow that increased follow-up rates by 45%.
- Another company had marketing campaigns running in isolation. We used data-driven root cause analysis to discover that leads weren’t converting because sales didn’t have clear playbooks or defined follow-up stages. Once we fixed that process, their close rate doubled within six months.
Lean isn’t just for the plant floor; it’s for the entire business.
Strategy Before Tactics
Before I write a word or design a campaign, I start with analysis.
- Voice of customer interviews: What do your buyers actually value, complain about, compare you to, and see as your strengths and weaknesses?
- SWOT and competitive analysis: Where do you stand in the market, and how do we position your strengths while mitigating threats?
- Tech stack audit: Are your CRM, website, and automation tools working together or working against each other?
- Sales process evaluation: How long is your sales cycle, what causes delays, and where can marketing help shorten it?
These foundational insights shape everything that follows from brand messaging to channel strategy to sales enablement.
Bridging the Gap Between Sales and Marketing
I’m not just a marketer; I’m Sandler Sales trained and have decades of experience in business development. That means I speak sales. I understand pipeline velocity, quota attainment, and buyer psychology.
Too many marketing programs fail because they never align with sales. Marketing hands off “leads” that sales can’t close or sales doesn’t trust the leads at all. My approach brings both sides to the table to build a unified revenue process. Together, we define what a qualified lead looks like, how to track it, and how to move it through the funnel efficiently. Because if we are here for the greater good of the company, and if the company succeeds we all succeed.
Scaling Startups and Teams the Right Way
I’ve helped scale multiple startups from two founders and a dream to teams of 50 spanning three states to overseas stealth startups standing up their North American operations. I’ve seen what it takes to grow when resources are limited, time is short, and everything feels like it’s on fire. And I know what sustainable growth looks like.
That’s why I bring a project management mindset to every engagement. Clear scope, defined milestones, accountability, and measurable outcomes. Whether it’s launching a new brand, implementing a CRM, or overhauling a website, we use structured project plans to ensure the right tasks get done in the right order with minimal rework. Rework is waste and creates change orders.
A Process is a Process
Lean Six Sigma is about decreasing variation, eliminating waste, and improving efficiency. Manufacturers use it to optimize production, but I apply it to marketing and sales systems, too.
Why should marketing be any different? If you’re running a precision machine shop, you wouldn’t accept a 60% scrap rate. So why accept marketing that produces “junk leads” or inconsistent results?
If you’re looking for a partner who will help you build a marketing operation not just run marketing tasks and if you’re ready for marketing that runs as smoothly as your best production line – where every dollar, campaign, and conversion is part of a controlled, efficient system – let’s talk.
After all, a process is a process. And when marketing runs like manufacturing and we are all on the same page speaking the same language, the results speak for themselves.