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.

**Tullio Siragusa** (0:16)
Welcome to Marketing With Purpose. This is a segment of The Bliss Business Podcast where we explore what it really takes for marketing leaders to create impact that goes beyond the numbers. I'm Tullio, and in each episode, we sit down with marketing experts to explore their leadership approach and strategies that drive performance and resonate with their audience. Together, we'll dive into what's working, what's not, and how purpose and empathy can transform the way brands connect with people. Well, let's get started. Today, I'm joined by Cindi Rosner. She is the CMO and founder of Cinnergy Marketing.
Cindi is a Fractional Chief Marketing Officer and Revenue Growth Architect, who believes emotional intelligence is one of the most underutilized growth lovers in business. She builds and leads marketing organizations that transform customer insights into measurable, durable revenue. With experience spanning entrepreneurial ventures and private equity-backed consumer brands, she has driven acquisition, retention, brand repositioning, and go-to-market strategy in very complex growth environments. We're going to explore aligning marketing with business growth. And I'm excited to dive into the customer insights, strategic clarity, and emotional intelligence leadership, how it can turn marketing into a powerful driver for sustainable growth. Welcome to the show, Cindi. Very excited to speak with you today.

**Cindi Rosner** (1:44)
Thanks for having me. Glad to be here.

**Tullio Siragusa** (1:46)
Excellent. Before we dive in, I'd love to hear from you, why was aligning marketing with business growth the topic you chose to explore with us today? And what makes it so important right now in your opinion?

**Cindi Rosner** (2:00)
That's a really interesting question. I think, given the tons of changes and the rapid pace of change in today's world, I think we also need a north star. Everyone's kind of so much is going on, and people jumping from one thing to another feeling overwhelmed. But the companies that are really winning right now are the ones that have clarity on the customer positioning and what actually drives growth. So to me, it's also capital isn't cheap, patience is gone, brand for brand sake doesn't really fly unless you can connect it to outcomes. And a lot of that is driven being able to have the business goals so you can actually do the marketing. There's a lot that needs to walk hand in hand, and I think that alignment gives a sense of clarity, gives also everyone on the same page, and from just a humanistic standpoint, will help alleviate some, at least some of the overwhelm given everything else that's going on.
So, to me, it's pretty timely.

**Tullio Siragusa** (3:02)
Excellent. Well, Cindi, that's a really important observation. It is all about performance and there's a lot of pressure to do so. And in fact, CMOs are often pulled between near-term campaign results and long-term brand building. It's kind of this dance or balance that's often a big challenge. How do you ensure your marketing strategy stays aligned with the company's growth goals? And where do you find the biggest friction points in making that happen?

**Cindi Rosner** (3:31)
So let me start with the friction points in a sense. And then we can go into kind of the shorter term and the longer term. So to me, the friction is really, there's so much going on. So part of it is the misaligned incentives with different groups. You're being pulled in directions, the CMO versus the CFO versus the CEO, and all of them will kind of drive that marketing campaigns because the CEO may have a vision, the CFO needs to help fund this, and you have to basically, in that sense, it's more of each one has a different perspective, and that ties into the first question of alignment as well. But they think that friction is everybody has, is incentivized on different outcomes. That's one thing. Also, some of the lack of patience, as well as some of the conviction in terms of, if you're not seeing everything happen right away, a lot of it's testing and it takes some patience to get it right. Marketing is both a science and an art. So in that respect, it's more so that it's a classic trap as well from the performance versus the brand. There's also people see marketing so differently. So in this regard, it's more of trying to bridge that. Basically, if you're just doing performance, you're harvesting demand, you're not creating it where brand is creating that.
So I think there's also that bigger picture from the brand perspective, where it's like how are we perceived in people's minds versus the short-term tactics, which is basically a lot of the time people may use promotion. So it's kind of that, I'll call it certain things that may be growth on crack, but they can only last so long before the whole system falls apart. So there's so much balance. So I think it's really keep the long-term in sight, understand it, go from big picture to smaller and seeing how that measures out. Let's say, and revisiting if things aren't working ever so slightly per quarter. But if you're changing strategic initiatives every single quarter and just changing directions, it's not a strategy. So yeah, it's more of a reaction.