Press Release
Why Most Mid-Market Companies Fail at Marketing—And How to Fix It
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, According to Chicago-based marketing expert Joseph Upton, most mid-sized businesses are getting marketing wrong—and it’s 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’t lack of talent, technology, or even budget. The real culprit? A broken mindset around marketing itself.
“Too many companies in the mid-market treat marketing like a series of disconnected tactics,” Upton explains. “They invest in paid ads, redesign their website, or start posting on social media—without a clear strategy guiding those actions. It’s like building a house without a blueprint.”
This opinion, though provocative, is backed by Upton’s 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.
The Mid-Market Marketing Trap: Why It’s So Easy to Get It Wrong
Mid-market companies face a unique challenge: they’re 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.
“The result is what I call ‘Frankenstein marketing,’” Upton says. “You’ve got a patchwork of efforts—an agency running ads, someone in-house doing emails, maybe a freelancer on social media—but no unifying strategy that ties it all to business outcomes.”
This scattered approach leads to what Upton refers to as “activity without impact”—a 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 Many of these businesses operate with outdated assumptions, often copying what larger competitors are doing without understanding the context or scale.
The Four Key Symptoms of a Broken Marketing Strategy
According to Upton, there are four key symptoms that indicate a marketing strategy is not working as it should for mid-market companies:
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Tactic-Driven Marketing Instead of Strategy-Driven Marketing
“Marketing is not a set of isolated tasks. If your marketing plan consists of a list of tactics—like ‘run ads,’ ‘send emails,’ ‘post on social media’—you’re missing the point. Strategy must come first,” Upton explains. A successful marketing plan begins with a clear understanding of the company’s goals, target audience, and how marketing will support those objectives.
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A Lack of Clear Customer Positioning and Narrative
Mid-market companies often fail to articulate a compelling brand story or clear positioning. “Your brand’s 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,” says Upton.
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Silos Within Teams and Vendors
Another 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. “Marketing should be a seamless operation, with clear communication between all players,” Upton advises.
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Misaligned Metrics
The fourth red flag for Upton is a mismatch between the marketing team’s focus and the company’s core business goals. “If 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,” Upton warns. Metrics should always be tied directly to business outcomes, ensuring that every marketing dollar spent contributes to the company’s growth.
The Problem with Viewing Marketing as a Cost, Not an Investment
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.
“Marketing isn’t an expense—it’s an investment,” Upton says. “But it’s 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.”
To illustrate this point, Upton draws a parallel to other core business functions. “If you think about it, CFOs don’t just oversee finance—they guide investment strategy. Similarly, COOs don’t just handle logistics—they’re responsible for optimizing operations for long-term efficiency. Marketing needs the same level of strategic depth and clarity. It’s not just about running campaigns—it’s about creating lasting brand equity and driving revenue growth.”
Upton’s Proven Framework: Strategic Marketing That Actually Works
So, how can mid-market companies break free from the “Frankenstein marketing” 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:
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Positioning First
Upton emphasizes that positioning is the cornerstone of any marketing strategy. “The first question every business needs to answer is: Who are we for, and what makes us different? Don’t move forward with any marketing campaign until you’ve nailed down your position in the market.”
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Set Clear, Actionable Strategic Goals
Clear 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. “Everything marketing does should be aligned with the bigger business goals,” Upton advises.
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Create Message-Market Fit
The 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—it’s about ensuring that message directly addresses the real needs and challenges of your audience.
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Integrated Marketing Execution
Marketing should not be a fragmented collection of tactics. Upton’s framework emphasizes integration across all marketing activities. “Break down the silos between in-house teams, agencies, and consultants. Marketing is a system, not a collection of isolated parts,” he says. Unified execution leads to a more powerful and cohesive brand presence.
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Measure What Matters
Finally, Upton stresses the importance of measurement. “Without clear metrics, there’s no way to know what’s working and what’s not. Every marketing activity should be measurable, and that data should inform future decisions,” Upton says. This approach allows businesses to optimize campaigns in real-time and make informed decisions about resource allocation.
The Bottom Line: Don’t Wait Until It’s Too Late
Upton concludes with a call to action for mid-market business leaders: “The best time to build a strategic marketing function is before you need it. Don’t wait until your revenue growth plateaus or your competition outpaces you. By then, it’s too late to catch up.”
Marketing isn’t a one-time investment or a series of random campaigns—it’s 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.
About Joseph Upton
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’s expertise spans B2B and B2C sectors, and he is recognized for helping businesses scale efficiently and effectively.
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.
Media Contact:
Upton Marketing Consultancy
Marketing Consultant and Growth Partner
www.josephupton.com
316 N Blue Island Ave, Chicago, IL 60607, United States
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Press Release
Dogecoin (GODE) experiences market volatility, while BestMiningPools users enjoy high returns on investment
LONDON, UK, 19th August 2025, ZEX PR WIRE, Investors once again turn into market analysts to ensure stable returns over their investments as the Dogecoin price fluctuates again amid volatile market conditions. Traders are tempted to sell their assets and prevent further losses as the Dogecoin price dips. Doge might break through the $0.25 mark to regain stability, or it might fall again even beyond $0.19, but BestMiningPools users will have guaranteed profits due to their stable mining contracts.
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Flexible Contracts with High Returns:
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Why is BestMiningPools a one-stop shop for all Dogecoin holders?
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Treading the uncertain Dogecoin market:
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Disclaimer: The information provided in this press release does not constitute an investment solicitation, nor does it constitute investment advice, financial advice, or trading recommendations. Cryptocurrency mining and staking involve risks and the possibility of losing funds. It is strongly recommended that you perform due diligence before investing or trading in cryptocurrencies and securities, including consulting a professional financial advisor.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Australia, 19th Aug 2025, – WT Compensation Lawyers, a prominent law firm specialising in personal injury claims, has announced the expansion of its services for compensation cases across Queensland. This move comes in response to an increasing demand for expert legal assistance in personal injury claims, including motor vehicle accidents, workplace injuries, public liability accidents, and Total and Permanent Disability (TPD) insurance claims. The expansion is designed to provide wider access to legal support for individuals navigating the often complex process of securing rightful compensation.
WT Compensation Lawyers has earned a reputation for delivering tailored legal services designed to meet the unique needs of each client. With this expansion, the firm aims to ensure that more Queensland residents have access to specialised legal guidance, assisting individuals with the complexities of personal injury claims.
Jonathan Wu, Owner of WT Compensation Lawyers, stated, “WT Compensation Lawyers has long been committed to delivering reliable, expert legal support for individuals facing personal injury claims. Expanding services across Queensland is a natural step in response to the growing need for assistance in navigating the legal intricacies of compensation. This expansion will provide Queensland residents with the support they need during a challenging period, ensuring that they can secure the compensation they are entitled to.”
WT Compensation Lawyers has built a strong track record of success in representing clients in personal injury cases, including motor vehicle accidents, workplace injuries, and public liability claims. The firm’s approach is centred on understanding each client’s individual circumstances and providing the most appropriate legal solutions, which has contributed to its reputation as a trusted advisor in Queensland.
In addition to its core focus on personal injury claims, WT Compensation Lawyers is broadening its service offering to include comprehensive support for Total and Permanent Disability (TPD) insurance claims. As TPD claims have increased in recent years, the firm’s decision to expand in this area reflects its commitment to assisting clients in navigating the often complex and confusing process of securing compensation under TPD insurance policies. These claims can present significant challenges, with many individuals facing difficulty in understanding the nuances of their insurance policies and the claims process itself.
Jonathan Wu also shared the firm’s outlook on its future, saying, “Looking forward, WT Compensation Lawyers remains dedicated to providing the highest level of legal support for all clients. As the personal injury legal landscape continues to evolve, the firm will continue adapting its services to meet the changing needs of Queensland residents. Ensuring that each client receives the expert representation needed to achieve the best possible outcomes will remain the firm’s top priority.”
WT Compensation Lawyers operates from its Brisbane office at Riparian Plaza, Level 54, 111 Eagle Street, Brisbane City QLD 4000, and offers services across Queensland. As trusted compensation lawyers QLD, the firm provides expert legal assistance to clients across the state. Interested parties can contact the firm by phone at (07) 3924 9544 or via email at info@wtlaw.com.au for more information or to schedule a consultation.
Media Contact
Organization: WT Compensation Lawyers
Contact
Person: Jonathan Wu
Website:
https://wtlaw.com.au/
Email:
info@wtlaw.com.au
Contact Number: 61739249544
Address:Level 54, 111 Eagle Street
Address 2: Brisbane City QLD 4000
Country:Australia
The post
WT Compensation Lawyers Expands Services for Compensation Cases in QLD appeared first on
Brand News 24.
It is provided by a third-party content
provider. Brand News 24 makes no
warranties or representations in connection with it.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Australia, 19th Aug 2025, – WT Compensation Lawyers, a prominent law firm specialising in personal injury claims, has announced the expansion of its services for compensation cases across Queensland. This move comes in response to an increasing demand for expert legal assistance in personal injury claims, including motor vehicle accidents, workplace injuries, public liability accidents, and Total and Permanent Disability (TPD) insurance claims. The expansion is designed to provide wider access to legal support for individuals navigating the often complex process of securing rightful compensation.
WT Compensation Lawyers has earned a reputation for delivering tailored legal services designed to meet the unique needs of each client. With this expansion, the firm aims to ensure that more Queensland residents have access to specialised legal guidance, assisting individuals with the complexities of personal injury claims.
Jonathan Wu, Owner of WT Compensation Lawyers, stated, “WT Compensation Lawyers has long been committed to delivering reliable, expert legal support for individuals facing personal injury claims. Expanding services across Queensland is a natural step in response to the growing need for assistance in navigating the legal intricacies of compensation. This expansion will provide Queensland residents with the support they need during a challenging period, ensuring that they can secure the compensation they are entitled to.”
WT Compensation Lawyers has built a strong track record of success in representing clients in personal injury cases, including motor vehicle accidents, workplace injuries, and public liability claims. The firm’s approach is centred on understanding each client’s individual circumstances and providing the most appropriate legal solutions, which has contributed to its reputation as a trusted advisor in Queensland.
In addition to its core focus on personal injury claims, WT Compensation Lawyers is broadening its service offering to include comprehensive support for Total and Permanent Disability (TPD) insurance claims. As TPD claims have increased in recent years, the firm’s decision to expand in this area reflects its commitment to assisting clients in navigating the often complex and confusing process of securing compensation under TPD insurance policies. These claims can present significant challenges, with many individuals facing difficulty in understanding the nuances of their insurance policies and the claims process itself.
Jonathan Wu also shared the firm’s outlook on its future, saying, “Looking forward, WT Compensation Lawyers remains dedicated to providing the highest level of legal support for all clients. As the personal injury legal landscape continues to evolve, the firm will continue adapting its services to meet the changing needs of Queensland residents. Ensuring that each client receives the expert representation needed to achieve the best possible outcomes will remain the firm’s top priority.”
WT Compensation Lawyers operates from its Brisbane office at Riparian Plaza, Level 54, 111 Eagle Street, Brisbane City QLD 4000, and offers services across Queensland. As trusted compensation lawyers QLD, the firm provides expert legal assistance to clients across the state. Interested parties can contact the firm by phone at (07) 3924 9544 or via email at info@wtlaw.com.au for more information or to schedule a consultation.
Media Contact
Organization: WT Compensation Lawyers
Contact
Person: Jonathan Wu
Website:
https://wtlaw.com.au/
Email:
info@wtlaw.com.au
Contact Number: 61739249544
Address:Level 54, 111 Eagle Street
Address 2: Brisbane City QLD 4000
Country:Australia
The post
WT Compensation Lawyers Expands Services for Compensation Cases in QLD appeared first on
Brand News 24.
It is provided by a third-party content
provider. Brand News 24 makes no
warranties or representations in connection with it.
About Author
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.
Dogecoin (GODE) experiences market volatility, while BestMiningPools users enjoy high returns on investment
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