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

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2 months ago

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 Many of these businesses operate with outdated assumptions, often copying what larger competitors are doing without understanding the context or scale.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

Mister ReRoof Now Offering Advanced TPO Roof Replacement Services in Houston TX

Published

6 hours ago

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June 29, 2025

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Mister ReRoof proudly launches TPO Roof Replacement services in Houston, TX, offering energy-efficient, durable solutions for flat and low-slope roofs. With expert installation, premium materials, and over 20 years of experience, Mister ReRoof is Houston’s go-to roofing specialist.

El Campo, TX, United States, 29th Jun 2025 – Homeowners and business owners across Houston have a new reason to feel confident about their flat or low-slope roofs. Mister ReRoof is proud to announce its new service offering: TPO Roof Replacement in Houston, TX, a cutting-edge solution designed for Houston’s challenging climate and roofing needs.

With over 20 years of roofing excellence in the Houston area, Mister ReRoof has earned a reputation for providing long-lasting, high-performance roofing systems. The addition of TPO (Thermoplastic Polyolefin) roofing replacement reinforces their commitment to modern, efficient, and durable roofing technologies.

Why TPO Roofing? A Smart Solution for Houston’s Heat

Flat and low-slope roofs present unique challenges, particularly in hot, storm-prone climates like Houston’s. TPO roofing is engineered to meet these challenges head-on. Its reflective white membrane helps deflect harmful UV rays, keeping buildings cooler and significantly reducing energy bills. The material is also highly resistant to punctures, tears, and water infiltration—common issues for aging flat roofs.

“TPO is more than just a trend,” said a spokesperson for Mister ReRoof. “It’s a strategic upgrade that brings both immediate and long-term value to property owners. From commercial warehouses to residential homes, this system helps protect buildings while reducing cooling costs.”

The Mister ReRoof Advantage: More Than Just a Roof

What sets Mister ReRoof apart is their complete, end-to-end approach to roofing replacement. When offering TPO Roof Replacement in Houston TX, the company doesn’t simply remove old material and lay down new membrane. Their team of certified professionals inspects the roof decking, corrects any underlying issues, and customizes every detail for maximum protection and longevity.

The installation process includes:

  • Complete removal of the existing roofing system
  • Inspection and repair of roof decking
  • Installation of insulation (if required)
  • Precision heat-welded seams for leak prevention
  • Thorough site cleanup post-installation

“No guesswork, no hidden fees—just clear communication and excellent results,” the spokesperson added. “Our TPO systems aren’t just watertight—they’re storm-resistant, energy-efficient, and built to last for decades.”

Trusted by Houston for Over Two Decades

With deep roots in the Houston area, Mister ReRoof brings unparalleled local knowledge and a customer-first approach. The company has successfully completed thousands of roofing projects and understands the unique demands posed by Texas heat, humidity, and severe weather patterns.

“We know how roofs fail in Houston—and we know how to build them to stand the test of time,” said the spokesperson. “That’s why more property owners are turning to us when their flat roofs start bubbling, leaking, or deteriorating. Our TPO solutions deliver both peace of mind and real performance.”

Whether replacing an old EPDM membrane, worn-out gravel roof, or damaged rolled roofing, the team at Mister ReRoof provides superior craftsmanship backed by industry-leading warranties.

Transparent Pricing and Fast Turnarounds

Mister ReRoof believes in keeping the roofing process simple and stress-free. Each project starts with a detailed inspection and a clear, upfront quote. Clients are informed every step of the way, with zero pressure and no upselling.

By combining expert installers, top-grade materials, and efficient project management, Mister ReRoof ensures fast turnaround times without compromising on quality. Customers can rest easy knowing their new roof will be ready for whatever Houston weather throws its way.

Serving Residential and Commercial Clients

Whether it’s a single-family home in need of better insulation or a retail center requiring large-scale waterproofing, Mister ReRoof tailors its TPO roofing services to suit a variety of applications. Their work can be found across the city in restaurants, shopping centers, office buildings, and private residences alike.

To learn more about TPO Roof Replacement in Houston TX or to schedule a no-obligation estimate, visit https://misterreroof.com/ or call +1 (979) 488-5900 today.

About Mister ReRoof

Mister ReRoof is a trusted roofing company serving Houston, TX, and surrounding areas for over 20 years. Specializing in roof repairs, replacements, and innovative solutions like TPO roofing, the company is known for honest service, skilled craftsmanship, and lasting results. Mister ReRoof is fully licensed, insured, and committed to exceeding customer expectations on every project.

Media Contact

Organization: Mister ReRoof

Contact Person: Steven J. Griffin

Website: https://misterreroof.com/

Email:
misterreroof@gmail.com

Contact Number: +12812622323

Address:206 West Monseratte

City: El Campo

State: TX

Country:United States

Release id:29991

The post Mister ReRoof Now Offering Advanced TPO Roof Replacement Services in Houston TX 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

PRS Roofing Now Offering Roof Replacement in Debary FL

Published

6 hours ago

on

June 29, 2025

By

PRS Roofing has officially expanded its residential and commercial roof replacement services to Debary, FL, offering tailored roofing solutions, expert installation, and a customer-first approach. Known for quality and reliability, PRS Roofing is ready to protect homes and businesses in Debary with long-lasting roofing systems.

DeBary, FL, United States, 29th Jun 2025 – PRS Roofing, a premier name in the Central Florida roofing industry, proudly announces the expansion of its top-rated roof replacement services to the vibrant community of Debary, FL. With a steadfast commitment to quality, reliability, and customer satisfaction, PRS Roofing continues to redefine roofing excellence—now bringing its trusted services to homeowners and businesses throughout Debary.

A Local Leader in Roof Replacement and Installation

PRS Roofing has earned a reputation as a dependable and knowledgeable roofing contractor, known for its comprehensive approach to roof replacement projects. Whether a property has sustained storm damage, suffers from old age, or requires an energy-efficient upgrade, PRS Roofing offers a seamless and stress-free solution.

As a full-service Roof Replacement Debary FL provider, PRS Roofing’s local presence ensures prompt service, in-depth consultations, and custom roofing options tailored to the unique architectural styles and climate demands of the Debary area.

Residential Roof Replacement Done Right

Homeowners in Debary now have access to PRS Roofing’s expert team of residential roofing specialists. Every roof replacement project begins with a detailed inspection, followed by honest recommendations, transparent pricing, and a wide array of roofing materials—ranging from traditional asphalt shingles to modern metal and tile roofs.

“Our mission is to provide peace of mind to every homeowner we serve,” said a spokesperson for PRS Roofing. “We understand how critical a roof is to protecting your home and family. That’s why we focus on quality craftsmanship, long-lasting materials, and a customer-first mindset.”

Commercial Roofing Solutions Built for Performance

In addition to residential services, PRS Roofing brings its commercial expertise to Debary’s business community. Whether for warehouses, offices, or retail buildings, PRS Roofing offers specialized commercial roof replacement solutions designed for durability, performance, and energy efficiency.

Commercial clients benefit from comprehensive project management, minimal disruption to business operations, and a team capable of handling projects of any scale. With a strong understanding of commercial building codes and cutting-edge installation techniques, PRS Roofing ensures every project is completed on time and within budget.

The Roof Replacement Process: Transparent, Professional, Reliable

Replacing a roof can seem daunting, but PRS Roofing simplifies the experience through a clear and collaborative process. From the initial consultation to the final walkthrough, every step is managed with precision and care.

Step-by-Step Support Includes:

  • Initial Roof Assessment: Comprehensive inspection to identify issues and assess replacement needs.
  • Material Selection: Guidance in choosing the best materials based on budget, performance, and style.
  • Project Planning: Clear timelines and expectations with minimal homeowner disruption.
  • Installation: Professional installation using the latest tools and safety protocols.
  • Final Inspection: Quality checks and homeowner approval to ensure satisfaction.

Every home and business is unique, which is why PRS Roofing emphasizes customized roofing solutions that align with each customer’s vision and practical requirements.

Why a New Roof is a Smart Investment

A roof replacement is one of the most important upgrades a property owner can make. Not only does it improve the aesthetic appeal of a building, but it also enhances its safety, value, and energy efficiency.

Key Benefits of Roof Replacement with PRS Roofing:

  • Enhanced Property Value: A new roof boosts curb appeal and attracts potential buyers.
  • Improved Energy Efficiency: PRS Roofing offers energy-saving materials that can reduce cooling costs.
  • Protection Against Weather Extremes: Durable materials stand up to Central Florida’s heat, humidity, and storms.
  • Peace of Mind: With a workmanship guarantee and extended manufacturer warranties, clients can trust their investment is protected.

Serving the Heart of Central Florida

As a local company rooted in Central Florida, PRS Roofing takes pride in supporting the communities it serves. The decision to expand into Roof Replacement Debary FL reflects the company’s dedication to meeting the growing demand for high-quality roofing services throughout the region.

PRS Roofing is licensed, insured, and backed by glowing reviews from satisfied clients across the state. With this latest service area expansion, homeowners and businesses in Debary can now experience the professionalism, integrity, and craftsmanship that set PRS Roofing apart.

Contact PRS Roofing Today

To learn more or schedule a free consultation for roof replacement in Debary, FL, visit PRS Roofing or call +1 800-750-9198.

Media Contact

Organization: PRS Roofing

Contact Person: John Kuchler

Website: https://prsroofpro.com/

Email:
office@prsroofpro.com

Contact Number: +18007509198

Address:290 Springview Commerce Dr Suite 3

City: DeBary

State: FL

Country:United States

Release id:29990

The post PRS Roofing Now Offering Roof Replacement in Debary FL 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

CSTL MKTG Disrupts the Canadian Digital Marketing Industry by Offering an Industry-First 6-Month Growth Promise

Published

16 hours ago

on

June 29, 2025

By

Marketing Agency Challenging The Norm By Offering Money-Back Promise On Measurable Revenue And Traffic Growth Toronto, ON, Jan.

TORONTO, ON – June 28, 2025 – CSTL MKTG – Full-service, results-driven, digital marketing agency for Canadian businesses, has put in writing its industry-leading 6-month growth guarantee program. This offer – never before heard of in Quebec – guarantees that customers should see real time results in their monthly revenue and website traffic within 6 months, or they simply don’t have to pay – an audacious offer that is equally matched by digital marketing standards.

The announcement follows a growing appetite from Canadian businesses for proven return-on-investment assessment of their digital marketing initiatives with recent industry reports showing more than 73% of companies look for marketing partners that can provide clear ROI figures rather than vanity metrics, such as impressions and followers.

Redefining Digital Marketing Accountability

“We are sick of seeing businesses getting burned by agencies who promise the world but whom deliver nothing but the façade of pretty reports and meaningless metrics,” said the CSTL MKTG leadership team. “We’re not just marketing gurus, we are conscious of what we do, and we believe in our approach and the work we do and genuine business growth of our clients.

The guarantee program is also a radical shift away from the traditional agency models in which clients pay retainers whether or not the agency delivers results. According to CSTL MKTG’s model, if ideas fail to drive measurable results after full implementation and within six months of taken action, the company refunds the full amount of service provided no questions asked.

Building Confidence Through Proven Methodologies

The reason CSTL MKTG can be so confident in their Guarantee program is due to the analytical, data based approach they take to get you results, and their dedication to measurable business impact. The agency’s approach is grounded in best-in-class practices, on-going optimization and an in-depth knowledge of Canadian market dynamics.

Wide Range of Services to Tackle Today’s Marketing Challenges

Headquartered in Toronto and located at 2967 Dundas Street West, the digitally savvy agency, CSTL MKTG, provides complete digital marketing solutions to solve many of the difficult challenges business owners have in today’s world:

Search Engine Optimization (SEO): The firm utilizes SEO technique based on data and analysis that aim to increase website visibility on search engines and attract high quality organic website traffic. They boast of a methodology that extends beyond the mere optimization of keywords, to incorporate technical SEO, content strategy, and improving user experience.

Social Media Marketing: CSTL MKTG delivers sophisticated social media campaigns that produce authentic brand discovery, meaningful user engagement and measurable performance across an assortment of platforms.

Content Marketing: The agency generates useful, engaging content that is distributed to attract targeted audiences, maintain their attentiveness, and prompt high value customer activity. Their strategies are grounded in extensive audience research and performance analytics.

B2B Lead Generation: Understanding the nuances of B2B business generation, CSTL MKTG provides targeted cold email campaigns that land in decision makers inboxes engaging them in conversation, building interest ultimately filling sales pipelines.

Email Marketing Personalized email campaigns to help you nurture leads & build customer loyalty over time using segmentation & automation Email Campaign Design & List Management Currently using another email marketing platform?

Web Development: CSTL MKTG works with each brand to create a customized website that is high-performing and conversion driven with unique development that suites the brands individual needs and enhances user experience.

Data-Driven Methodology Sets Industry Standard

 

Media Contact

Organization: CSTL MKTG

Contact Person: Marshan Beals

Website: https://cstlmktg.com/

Email:
hello@cstlmktg.com

Contact Number: +18885010511

Address:2967 Dundas Street West #1350 Toronto, ON M6P 1Z2, Canada

City: Toronto

State: ON

Country:Canada

Release id:29992

The post CSTL MKTG Disrupts the Canadian Digital Marketing Industry by Offering an Industry-First 6-Month Growth Promise 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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