Marketing With Purpose Kit: Aligning Marketing with Business Growth

SPEAKER_1 (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 (0:17)

Welcome back to Marketing With Purpose, 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 also 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. So let's get started. Today, I'm excited to welcome Chrisane Giard. She's Director of Brand Technology at Clean Air Lawn Care and Clean Air Mosquito Control, also known as Clean Air Brands.

Chrisane works at the intersection of marketing, technology, and people, leading brand and technology strategy across a national franchise network. She oversees the systems that power franchise owners, businesses, from CRM and marketing automation, to the tools and infrastructure that help new locations become operational and trained more quickly. Previously, as Director of Growth Strategy, she drove revenue across existing franchisees and new markets, bringing a unique perspective that connects creative, vision, data, and technology. We're going to explore aligning marketing with business growth. I'm excited to dive into it because it's the right combination of conversation around strategy, systems, and technology, and how all that can turn marketing into a powerful driver of measurable business growth.

Welcome, Chrisane, before we dive in, I'd love to hear, why was aligning marketing with business growth the topic you chose to explore with us today? What makes it so important right now?

Chrisane Giard (2:03)

Yeah, thanks.

I chose that topic because it is, I think on a lot of marketers and non-marketers, business leaders minds right now because it's harder in a day of today with technology doing different things and changing on a regular basis to kind of connect with the right people. And a lot of times it does kind of take technology to reach those people, but also you need to be human. So a lot of that is pretty challenging and it's something that we've done really well, I think, at Clean Air. And so I thought it was a pretty apt topic to talk about.

Tullio Siragusa (2:48)

Very nice. You know, and sometimes we have these great purposes and ideal way of running a business.

And then comes the pressures, right? Especially for marketers between near-term campaign results, long-term brand building, balancing that as an act in itself. 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?

Chrisane Giard (3:17)

Yeah, it's really interesting and that kind of goes between, you know, there's always that push and pull between sales and marketing and, you know, and franchise owners when you're an HQ support role also, because they're the customers also. And so that's a really, it's hard because people want leads now and there's a different strategy to getting leads now than there is to building the brand long term.

However, when people are spending money, they want to see that immediate result of where are my leads. And in a day, like I said, you know, things are changing. People are inundated with so many different things. You can't just show your brand once or twice. It used to be they need to see your brand three times. And now it's like 17 times before they even know who you are. And so to say, I want to spend money on getting leads or customers without having the brand. Those people are going to see your brand once because you're doing a lead generation type of campaign. And your results are going to be not as ideal as if you have a brand recognition as well. And so that's kind of where I see the biggest push and pull. A lot of it's just education. Once people understand, they're willing to kind of do more of a variety of things rather than just strictly the lead gen. But I do think it's really the education of, hey, think about what you do every day. Think about if you see something and never seen them before, you're probably going to forget who that is.

You know, and so I think that's the biggest thing is really education and just making sure that the marketing leaders of the company are the ones who are saying no, make sure this is, we need our brand and lead gen, we can't just do one or the other.