{"id":853181,"date":"2025-06-03T22:12:10","date_gmt":"2025-06-04T03:12:10","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2025\/06\/03\/why-most-mid-market-companies-fail-at-marketing-and-how-to-fix-it\/"},"modified":"2025-06-03T22:12:10","modified_gmt":"2025-06-04T03:12:10","slug":"why-most-mid-market-companies-fail-at-marketing-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2025\/06\/03\/why-most-mid-market-companies-fail-at-marketing-and-how-to-fix-it\/","title":{"rendered":"Why Most Mid-Market Companies Fail at Marketing\u2014And How to Fix It"},"content":{"rendered":"
\n

Marketing Strategist Joseph Upton Offers a Bold Diagnosis and a Clear Path Forward for Businesses Between $1M and $100M<\/strong><\/p>\n

Chicago, IL, 7th May 2025, ZEX PR WIRE<\/a>,\u00a0<\/strong>According to Chicago-based marketing expert Joseph Upton, most mid-sized businesses are getting marketing wrong\u2014and it\u2019s costing them growth, customers, and long-term brand value. With 14 years of hands-on experience advising companies in the $1 million to $100 million revenue range, Upton says the issue isn\u2019t lack of talent, technology, or even budget. The real culprit? A broken mindset around marketing itself.<\/p>\n

<\/p>\n

\u201cToo many companies in the mid-market treat marketing like a series of disconnected tactics,\u201d Upton explains. \u201cThey invest in paid ads, redesign their website, or start posting on social media\u2014without a clear strategy guiding those actions. It\u2019s like building a house without a blueprint.\u201d<\/p>\n

This opinion, though provocative, is backed by Upton\u2019s extensive track record as a growth advisor to founders, CEOs, and investors. Formerly Chief Growth Officer at a private equity-backed firm, Upton now runs a portfolio of ventures focused on marketing strategy and advisory services. His insights are grounded in hundreds of engagements across both B2B and B2C markets.<\/p>\n

The Mid-Market Marketing Trap: Why It\u2019s So Easy to Get It Wrong<\/strong><\/p>\n

Mid-market companies face a unique challenge: they\u2019re too big to operate on hustle alone, but often not big enough to attract the kind of senior marketing leadership or strategy resources available at enterprise level.<\/p>\n

\u201cThe result is what I call \u2018Frankenstein marketing,\u2019\u201d Upton says. \u201cYou\u2019ve got a patchwork of efforts\u2014an agency running ads, someone in-house doing emails, maybe a freelancer on social media\u2014but no unifying strategy that ties it all to business outcomes.\u201d<\/p>\n

This scattered approach leads to what Upton refers to as \u201cactivity without impact\u201d\u2014a high volume of marketing work that delivers low ROI and unclear metrics. Many of these businesses operate with outdated assumptions, often copying what larger competitors are doing without understanding the context or scale.<\/p>\n

The Four Key Symptoms of a Broken Marketing Strategy
\n<\/strong><\/p>\n

According to Upton, there are four key symptoms that indicate a marketing strategy is not working as it should for mid-market companies:<\/p>\n

    \n
  1. \n

    Tactic-Driven Marketing Instead of Strategy-Driven Marketing
    \n<\/strong><\/p>\n

    \u00a0\u201cMarketing is not a set of isolated tasks. If your marketing plan consists of a list of tactics\u2014like \u2018run ads,\u2019 \u2018send emails,\u2019 \u2018post on social media\u2019\u2014you\u2019re missing the point. Strategy must come first,\u201d Upton explains. A successful marketing plan begins with a clear understanding of the company\u2019s goals, target audience, and how marketing will support those objectives.<\/p>\n<\/li>\n

  2. \n

    A Lack of Clear Customer Positioning and Narrative
    \n<\/strong><\/p>\n

    \u00a0Mid-market companies often fail to articulate a compelling brand story or clear positioning. \u201cYour brand\u2019s message should answer two important questions: Who is it for, and why should they care? Without a compelling narrative, even the best tactical campaigns will fall flat,\u201d says Upton.<\/p>\n<\/li>\n

  3. \n

    Silos Within Teams and Vendors
    \n<\/strong><\/p>\n

    \u00a0Another symptom of a broken strategy is the siloing of marketing efforts. When different vendors, agencies, or departments operate independently, it results in disjointed messaging, inconsistent execution, and missed opportunities for cross-collaboration. \u201cMarketing should be a seamless operation, with clear communication between all players,\u201d Upton advises.<\/p>\n<\/li>\n

  4. \n

    Misaligned Metrics
    \n<\/strong><\/p>\n

    \u00a0The fourth red flag for Upton is a mismatch between the marketing team\u2019s focus and the company\u2019s core business goals. \u201cIf your marketing team is focused on vanity metrics like impressions, clicks, or likes, but your CEO cares about revenue and leads, you have a problem,\u201d Upton warns. Metrics should always be tied directly to business outcomes, ensuring that every marketing dollar spent contributes to the company\u2019s growth.<\/p>\n<\/li>\n<\/ol>\n

    The Problem with Viewing Marketing as a Cost, Not an Investment<\/strong><\/p>\n

    At the heart of the issue, Upton believes, is a widespread misconception about the role of marketing within mid-market companies. Too many business leaders see marketing as a discretionary cost rather than a critical growth lever.<\/p>\n

    \u201cMarketing isn\u2019t an expense\u2014it\u2019s an investment,\u201d Upton says. \u201cBut it\u2019s only an investment if approached with the same strategic thinking that goes into decisions about hiring, capital, or operations. Marketing has to be treated as a growth engine, not as a department that simply makes ads or sends out emails.\u201d<\/p>\n

    To illustrate this point, Upton draws a parallel to other core business functions. \u201cIf you think about it, CFOs don\u2019t just oversee finance\u2014they guide investment strategy. Similarly, COOs don\u2019t just handle logistics\u2014they\u2019re responsible for optimizing operations for long-term efficiency. Marketing needs the same level of strategic depth and clarity. It\u2019s not just about running campaigns\u2014it\u2019s about creating lasting brand equity and driving revenue growth.\u201d<\/p>\n

    Upton\u2019s Proven Framework: Strategic Marketing That Actually Works<\/strong><\/p>\n

    So, how can mid-market companies break free from the \u201cFrankenstein marketing\u201d trap and build a strategy that leads to real business growth? Upton offers a five-step framework to help businesses of all sizes implement strategic marketing that actually works:<\/p>\n

      \n
    1. \n

      Positioning First
      \n<\/strong><\/p>\n

      \u00a0Upton emphasizes that positioning is the cornerstone of any marketing strategy. \u201cThe first question every business needs to answer is: Who are we for, and what makes us different? Don\u2019t move forward with any marketing campaign until you\u2019ve nailed down your position in the market.\u201d<\/p>\n<\/li>\n

    2. \n

      Set Clear, Actionable Strategic Goals<\/strong><\/p>\n

      \u00a0Clear goals are essential to ensuring that marketing efforts support the broader business objectives. These goals should include revenue targets, brand positioning goals, and customer acquisition objectives. \u201cEverything marketing does should be aligned with the bigger business goals,\u201d Upton advises.<\/p>\n<\/li>\n

    3. \n

      Create Message-Market Fit<\/strong><\/p>\n

      \u00a0The key to a successful marketing campaign is ensuring that your messaging resonates deeply with your target audience. Upton stresses that message-market fit is not just about delivering the right message\u2014it\u2019s about ensuring that message directly addresses the real needs and challenges of your audience.<\/p>\n<\/li>\n

    4. \n

      Integrated Marketing Execution<\/strong><\/p>\n

      \u00a0Marketing should not be a fragmented collection of tactics. Upton\u2019s framework emphasizes integration across all marketing activities. \u201cBreak down the silos between in-house teams, agencies, and consultants. Marketing is a system, not a collection of isolated parts,\u201d he says. Unified execution leads to a more powerful and cohesive brand presence.<\/p>\n<\/li>\n

    5. \n

      Measure What Matters<\/strong><\/p>\n

      \u00a0Finally, Upton stresses the importance of measurement. \u201cWithout clear metrics, there\u2019s no way to know what\u2019s working and what\u2019s not. Every marketing activity should be measurable, and that data should inform future decisions,\u201d Upton says. This approach allows businesses to optimize campaigns in real-time and make informed decisions about resource allocation.<\/p>\n<\/li>\n<\/ol>\n

      The Bottom Line: Don\u2019t Wait Until It\u2019s Too Late<\/strong><\/p>\n

      Upton concludes with a call to action for mid-market business leaders: \u201cThe best time to build a strategic marketing function is before you need it. Don\u2019t wait until your revenue growth plateaus or your competition outpaces you. By then, it\u2019s too late to catch up.\u201d<\/p>\n

      Marketing isn\u2019t a one-time investment or a series of random campaigns\u2014it\u2019s a process that requires constant refinement, adaptation, and commitment. By adopting the right mindset and applying strategic principles, mid-market companies can avoid the common pitfalls and create a marketing engine that drives both short-term wins and long-term growth.<\/p>\n

      About Joseph Upton<\/strong><\/p>\n

      Joseph Upton is a strategic marketing consultant based in Chicago with 14 years of experience helping mid-market companies accelerate growth and build strong, lasting brands. His firm works with startups, private equity-backed ventures, and established businesses, offering marketing strategy, growth consulting, and advisory services. Upton\u2019s expertise spans B2B and B2C sectors, and he is recognized for helping businesses scale efficiently and effectively.<\/p>\n

      He resides in Chicago with his wife Emily, a UX designer, and their two children. Outside of his work, Upton enjoys photography, travel, and immersing himself in new cultures around the world.<\/p>\n

      Media Contact:<\/strong>
      \nUpton Marketing Consultancy
      \nMarketing Consultant and Growth Partner
      \n      www.josephupton.com
      \n<\/a>316 N Blue Island Ave, Chicago, IL 60607, United States<\/p>\n<\/div>\n

      \n

      Published On: May 8, 2025<\/span><\/span><\/p>\n<\/div>\n

      Read More<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

      Marketing Strategist Joseph Upton Offers a Bold Diagnosis and a Clear Path Forward for Businesses Between $1M and $100M Chicago, IL, 7th May 2025, ZEX PR WIRE,\u00a0According to Chicago-based marketing expert Joseph Upton, most mid-sized businesses are getting marketing wrong\u2014and it\u2019s costing them growth, customers, and long-term brand value. With 14 years of hands-on experience<\/p>\n","protected":false},"author":1,"featured_media":853182,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[106,94890],"tags":[5825,132794],"class_list":{"0":"post-853181","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-companies","8":"category-mid-market","9":"tag-companies","10":"tag-mid-market"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/853181","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=853181"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/853181\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/853182"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=853181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=853181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=853181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}