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Why Most Mid-Market Companies Fail at Marketing—And How to Fix It

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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 Many of these businesses operate with outdated assumptions, often copying what larger competitors are doing without understanding the context or scale.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:

  1. 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.

  2. 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.

  3. 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.

  4. 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:

  1. 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.”

  2. 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.

  3. 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.

  4. 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.

  5. 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

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Press Release

Catoctin Veterinary Clinic Delivers Compassionate, High-Quality Veterinary Care in Leesburg, VA

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1 hour ago

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May 9, 2025

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Catoctin Veterinary Clinic Delivers Compassionate, High-Quality Veterinary Care in Leesburg, VA 

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Leesburg, VA – Catoctin Veterinary Clinic, a trusted and locally respected veterinary clinic, continues to provide compassionate, proactive care to pets and their families throughout the Leesburg area. Dedicated to promoting long, healthy lives for animals, the clinic’s team of experienced veterinarians and staff offer personalized treatment and preventative care in a warm, welcoming environment.

About Catoctin Veterinary Clinic

Conveniently located at 112 Dry Mill Rd SW in Leesburg, VA, Catoctin Veterinary Clinic is known for its high standards of animal care, gentle approach, and strong client relationships. The clinic is committed to acting proactively to help pet owners maintain their pets’ health, manage chronic conditions, and support wellness through all stages of life.

Comprehensive Veterinary Services for Pets of All Kinds

Catoctin Veterinary Clinic offers a wide range of veterinary services to meet the diverse needs of Leesburg pet owners. Whether pets require routine wellness exams, vaccinations, dental care, diagnostic testing, or treatment for illness or injury, the clinic’s expert veterinary team provides comprehensive, individualized care for every patient.

Personalized Preventative Care and Wellness Exams

Believing that prevention is the best medicine, Catoctin Veterinary Clinic emphasizes wellness exams, early detection, and client education. These services are essential for identifying health issues before they become serious, helping to extend the quality and length of pets’ lives. Each treatment plan is designed to reflect the unique needs of the pet and its lifestyle.

A Compassionate Team That Truly Cares

The veterinary professionals at Catoctin Veterinary Clinic are passionate about animal health and client satisfaction. Every interaction is guided by compassion, professionalism, and a deep understanding of the human-animal bond. From first visits to senior pet care, clients can expect clear communication, transparent treatment recommendations, and gentle, respectful handling of every pet.

Serving the Leesburg Community with Dedication

As a long-standing veterinary provider in the Leesburg area, Catoctin Veterinary Clinic has built strong relationships with local pet owners. Known for being a trusted veterinarian in Leesburg, VA, the clinic continues to support the community with reliable animal health services and a friendly, knowledgeable team.

About Catoctin Veterinary Clinic

Catoctin Veterinary Clinic, located in Leesburg, VA, offers high-quality veterinary services in a caring and compassionate environment. The clinic’s experienced veterinarians and support staff provide routine care, diagnostics, and advanced treatments, always prioritizing the health and comfort of their patients. Their goal is to act proactively to maintain and enhance the quality of life for pets across the community.

To learn more or schedule an appointment, visit https://catoctinvetclinic.com/ or call (703) 777-8447.

Media Contact

Organization: Catoctin Veterinary Clinic

Contact Person: Paige Blumer

Website: http://catoctinvetclinic.com/

Email: Send Email

Contact Number: +17037778447

Address:112 Dry Mill Road , Leesburg VA 20175

Country:United States

Release id:27343

The post Catoctin Veterinary Clinic Delivers Compassionate, High-Quality Veterinary Care in Leesburg, VA appeared first on King Newswire. This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release. If you have any complaints or copyright concerns related to this article, please contact the company listed in the ‘Media Contact’ section

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Press Release

Calvary Homes Offers Christ-Centered Senior Living in Lancaster, PA

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1 hour ago

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May 9, 2025

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Lancaster, PA – Calvary Homes, a trusted Christian retirement community located in the heart of Lancaster, PA, continues to provide seniors with compassionate, high-quality care in a warm and faith-centered environment. Offering a full continuum of care—from independent living at Calvary Homes to personal care and skilled nursing at our nearby Trillium Place—the Calvary Homes community is committed to meeting the needs of each resident with grace, dignity, and love.

About Calvary Homes

Located at 502 Elizabeth Drive in Lancaster, PA, Calvary Homes has served generations of seniors with a unique mission: to provide exceptional care while honoring Christ. More than just a place to live, Calvary Homes is a true community—a place where residents are treated like family and supported physically, emotionally, and spiritually.

A Full Continuum of Senior Care Services

Calvary Homes is a Continuing Care Retirement Community (CCRC) offering multiple levels of care in one network of communities. Services include:

  • Independent Living at Calvary Homes: Private apartments and cottages for active seniors who want a vibrant community without the responsibilities of home maintenance.
  • Personal Care at Trillium PlaceO: Support with daily activities such as bathing, dressing, and medication management, all delivered with compassion and respect.
  • Skilled Nursing Care at Trillium PlaceO: Professional, round-the-clock medical care for residents with more advanced health needs.

With this tiered approach, residents can age in place while receiving the level of care they need—without leaving the comfort and familiarity of their home community.

A Faith-Based Approach to Retirement Living

What sets Calvary Homes apart from other retirement communities in Lancaster is its Christ-centered foundation. Spiritual wellness is nurtured through chapel services, prayer groups, Bible studies, and pastoral support. This spiritual commitment creates a unique sense of peace and belonging for residents, staff, and families alike.

Beautiful Campus in the Heart of Lancaster

Surrounded by the beauty of Lancaster County, Calvary Homes offers a serene and secure setting for senior living in Lancaster, PA. The campus is designed to promote both independence and community, with walking paths, communal spaces, and opportunities for fellowship, recreation, and enrichment.

Serving Lancaster Seniors with Heart and Excellence

As one of the most respected retirement communities in Lancaster, PA, Calvary Homes continues to uphold its mission of care, compassion, and faith. The staff is dedicated to creating a supportive, loving environment where seniors can live life to the fullest, no matter what stage of retirement they’re in.

About Calvary Homes

Calvary Homes is a nonprofit Christian retirement community located in Lancaster, PA, offering independent living, personal care, and skilled nursing in a supportive, faith-based environment. With a focus on compassionate care and spiritual wellness, Calvary Homes provides seniors with a community where they are valued, respected, and loved.

To learn more, schedule a tour, or speak with a team member, visit https://www.calvaryhomes.org or call (717) 393-0711.

Media Contact

Organization: Calvary Fellowship Homes

Contact Person: Susie Confer

Website: https://www.calvaryhomes.org/

Email: Send Email

Contact Number: +17173930711

Address:502 Elizabeth Dr, Lancaster PA 17601-4406

Country:United States

Release id:27346

The post Calvary Homes Offers Christ-Centered Senior Living in Lancaster, PA appeared first on King Newswire. This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release. If you have any complaints or copyright concerns related to this article, please contact the company listed in the ‘Media Contact’ section

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Press Release

Digital Finance Academy to Launch Global Talent Hubs in Strategic University Partnerships

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2 hours ago

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May 9, 2025

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Digital Finance Academy to Launch Global Talent Hubs in Strategic University Partnerships
Empowering the Next Generation of FinTech and AI Innovators

In an era where digital transformation is redefining the global financial ecosystem, the Digital Finance Academy (DFA) is taking bold strides to expand its impact beyond borders. Founded in 2019, DFA has been a pioneer in delivering forward-looking education in financial technology, consistently equipping professionals with the skills to thrive in the rapidly evolving FinTech space.

Now, DFA is announcing its global initiative to establish international talent development centers in partnership with leading universities worldwide. These centers will serve as powerful incubators for cultivating the next wave of FinTech and AI innovators—individuals who will not only understand finance but will also shape its future using advanced technologies.

A Vision Rooted in Innovation

Talent Vector Images | Depositphotos

DFA’s core philosophy, “Empowering the Future of Finance,” continues to guide its ambitious mission. With a robust curriculum that bridges classical financial knowledge and next-generation technologies—such as artificial intelligence, blockchain, and automated trading—DFA is uniquely positioned to offer students and professionals a comprehensive, practical, and scalable learning experience.

The upcoming global expansion underscores DFA’s belief that the future of financial innovation depends on access to quality education and strong institutional alliances. By collaborating with top-tier academic institutions, DFA aims to integrate real-world FinTech practices into university-level programs, fostering a seamless pipeline of tech-savvy finance professionals.

Building Global Talent Hubs

Each DFA Talent Development Center will be strategically located within a partner university campus. These hubs will:

Train students in financial technologies, AI programming, and investment automation

Provide hands-on labs and simulators for trading and AI modeling

Host global FinTech competitions, research projects, and accelerator programs

Offer certifications jointly issued by DFA and the partnering institution

This model ensures students gain exposure to real-world challenges and cutting-edge tools, preparing them not just for employment, but for leadership and innovation within the digital economy.

Addressing a Critical Market Need

With digital assets, decentralized finance (DeFi), and algorithmic trading becoming mainstream, the financial industry faces an urgent demand for professionals who understand both technology and capital markets. DFA’s initiative directly addresses this talent gap by cultivating multidisciplinary experts capable of developing intelligent investment platforms, AI-driven advisory services, and robust FinTech infrastructures.

“The future of finance isn’t just digital—it’s intelligent,” says DFA’s Director of Global Partnerships. “We are creating a global network of thinkers, builders, and innovators who will lead the charge in investment technology and AI solutions.”

A Call to Academic and Industry Collaboration

DFA invites universities, governments, and financial institutions to join this mission of transforming financial education for the digital age. By fostering an ecosystem of learning, research, and entrepreneurship, the Academy aims to lay the groundwork for a smarter, more inclusive financial future.

As DFA gears up for this international rollout, the Academy is not just training students—it is shaping the architects of tomorrow’s financial systems.

Media Contact

Organization: Digital Finance Academy

Contact Person: Alexander D. Sullivan

Website: https://www.dfaled.com

Email: Send Email

Country:United States

Release id:27580

The post Digital Finance Academy to Launch Global Talent Hubs in Strategic University Partnerships appeared first on King Newswire. This content is provided by a third-party source.. King Newswire makes no warranties or representations in connection with it. King Newswire is a press release distribution agency and does not endorse or verify the claims made in this release. If you have any complaints or copyright concerns related to this article, please contact the company listed in the ‘Media Contact’ section

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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.

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