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

Marketing expert Joseph Upton from Chicago has identified a common problem among mid-sized businesses and suggests a solution. Upton, with 14 years of experience in advising companies with revenues between $1 million and $100 million, believes that many businesses are making mistakes in their marketing strategies. He points out that the issue is not a lack of talent or resources but rather a flawed mindset regarding marketing.

Upton describes how mid-market companies often approach marketing as a series of disconnected tactics without an overarching strategy, likening it to building a house without a blueprint. This approach leads to inefficiencies and missed opportunities for growth. Upton argues that marketing should be viewed as an investment rather than a cost and offers a framework for developing a strategic marketing plan that aligns with business goals.

He emphasizes the importance of clear positioning, actionable goals, message-market fit, integrated marketing execution, and measuring relevant metrics. Upton encourages mid-market businesses to prioritize strategic marketing early on to avoid falling behind competitors and to achieve sustainable growth.