Marketing With Purpose Kit: Aligning Marketing with Business Growth

**SPEAKER_2** (0:04)
The Bliss Business Podcast, the show about empathy, connection and consciousness in business. Today's episode is brought to you by Zero Company, your paid search, social media and programmatic ad experts.

**Mike Liwski** (0:16)
Welcome back everyone to the Marketing With Purpose. This is a segment of the Bliss Business Podcast, where we really seek to explore what it really takes for marketing leaders to create impact that goes beyond the numbers. I'm Mike Liwski, your host, and in each of these episodes, we sit down with marketing experts to explore their leadership approach, and the strategies that really help them drive performance, but that more importantly really start to resonate with their audience. Now together with them, we'll dive into what's working, what's not, and how purpose and empathy can transform the way brands connect. So let's jump into it. Today, I'm delighted to be joined by James Doyle. He's the Chief Marketing Officer at Pirtek. Now James brings with him deep experience in marketing and franchise leadership. Now with a strong focus on building systems that drive demand and support, scalability growth across franchise networks. Now since joining Pirtek in 2024, he's led the development and the execution of the brand's marketing strategy, while really refining the tools and the resources that empower franchise owners to effectively market within their local territories, which we know is critical to the success of franchisees. Now having also served as the Vice President of Marketing at Threshold Brands, overseeing marketing for a platform of 11 different consumer brands, and as an active franchisee himself, James offers a unique on-the-ground perspective on how to align marketing with real business outcomes. And today, what we're going to explore is aligning marketing with business growth. So I'm so excited to dive in. James, welcome to our show. Thank you for being here with us today.

**James Doyle** (2:17)
Yeah, thanks for having me. That was a great intro. But yeah, I'm excited to talk about all things marketing. It's my passion.

**Mike Liwski** (2:24)
For sure. And ours. Despite the little technical difficulties that we all had before the show, but we won't tell our audience about that.

**James Doyle** (2:33)
We handle those challenges every day. So it's just one of the challenges.

**Mike Liwski** (2:37)
This is true. Yeah, it's probably par for the course. So, well, James, before we dive into all things marketing, I'd love to maybe just talk a little bit about why is aligning marketing with business growth such an important topic? The one that you chose really for us to discuss today, and what makes it so important right now?

**James Doyle** (2:59)
Yeah, I think as marketers, that's what it's all about, right? It is making sure that what we're doing on a daily basis, is it actually impacting the bottom line for the business and helping the business to grow.
At Pirtek, what that means for me is helping our franchisees to market their business and capture market share locally. Through that work, we'll increase our footprint as a franchisor and become a larger system. But I'm really talking about passion. I'm really passionate about helping our franchisees who are really, they're all small business owners and helping them to achieve their local vision. And because they all have their unique growth goals and helping to achieve those goals through marketing tactics and marketing strategy.

**Mike Liwski** (3:49)
Yeah, for sure. I'm so glad to hear you say that, right? Because it is true. Marketers for many years have been accused of almost being sort of tone deaf when it comes to the goals of the business.
And like you said, many franchisees are putting life savings to work so that they can provide for their companies. So it's so important for the marketing to really be there to support them. Now, kind of transitioning to strategy and business growth, you know, sometimes CMOs are pulled between kind of the near term campaign results, right? Like we've got to show ROI and then also the needs of a brand to grow in the minds of consumers or other B2B consumers over time. And so I'm sort of curious, you know, how do you ensure that the marketing strategy is aligning, you know, with the growth goals over a monthly, over a quarterly basis while, you know, still finding the ability to align with what the brand needs to achieve with its greater purpose and promise. And I guess even to a sense of, you know, where do you find the biggest friction points in trying to achieve both of those two goals?

**James Doyle** (5:08)
Yeah, that is a good question because it can certainly be a balance and you need to be doing both. You can't ignore one for the detriment of the other. But, you know, I do think that being in the franchising space, it is a unique relationship where the franchisor is largely responsible for a lot of the kind of the tried and true branding efforts. We're creating the marketing campaigns. We're creating the creative, the messaging. If we have sponsorships, we're gathering the sponsorships. So we're making a lot of those branding decisions. Where locally with the franchisee, they're executing the more short-term tactics to bring in business tomorrow. Yeah, they have vans and they have staff that they have to have a full schedule for tomorrow. They need to execute that marketing locally. Now, we are responsible for making sure that we have the systems and the marketing playbook for them to go out and follow. But at a local level, they're the ones pulling the direct levers. I think it's a nice balance in that way.