Many businesses today in the competitive digital world grapple with the question: “Should we outsource marketing to an agency or take control in-house?” While agencies often promise expertise and results, reality can often be a tangled web of high costs, limited control, and a disconnect from the core values of the business.
Enter Courtney Hurley and Kelly Evans, the dynamic duo behind Screws + Stilettos, a marketing consultancy built on the principle of empowering business leaders to become the CMOs of their own businesses. With over 30 years of combined marketing expertise, Courtney and Kelly have witnessed firsthand the limitations of the traditional agency model. Courtney and Kelly’s journeys to marketing mastery are as diverse as their skill sets. Courtney, a graduate of Bentley University, refined her skills in SEO, SEM, analytics, and web design, emerging as a versatile marketing strategist adept at tailoring her approach to meet the distinct demands of each client she works with. Kelly charted her own path as a self-made entrepreneur, building her first business to a staggering $5 million in just three years. This direct involvement in building and growing a business provided her with profound insights into the unique challenges encountered by small and medium-sized enterprises.
One of the primary issues experienced by businesses working with agencies is the inherent loss of control that comes from outsourcing marketing efforts. Agencies often operate as separate entities with their own processes and priorities, which can lead to strategies that are misaligned with the company’s core values and objectives. This disconnect not only dilutes the effectiveness of marketing campaigns but can also lead to a brand message that is inconsistent with the company’s identity.
Another significant limitation is the financial burden associated with traditional marketing agencies. High retainer fees coupled with vague billing for services can result in substantial marketing expenses with questionable ROI. These costs can be particularly prohibitive for small to medium-sized enterprises that might benefit more from investing directly in their own internal capabilities. The one-size-fits-all approach that many agencies adopt fails to address the unique challenges and opportunities that different businesses face. This can lead to generic strategies that do not leverage the specific strengths of a company or effectively target its particular audience.
Reclaiming Marketing Leadership
In response to these challenges, Courtney and Kelly have developed the “Market Like a CMO” course through Screws + Stilettos. This course is meticulously designed to counteract the pitfalls of the traditional agency model by fostering self-reliance and strategic insight in marketing. It is structured around the premise that with the right knowledge and tools, business leaders can effectively assume the role of chief marketing officers for their brands.
The “Market Like a CMO” course covers a comprehensive array of topics that are critical for modern marketing leaders. These range from strategic planning and brand positioning to detailed, tactical executions in digital marketing, such as SEO, content marketing, social media strategies, and data analytics. The course is crafted to be hands-on, with real-life case studies and practical modules that allow participants to apply what they learn in real time.
Furthermore, the course includes advanced modules on the use of technology in marketing, such as customer relationship management (CRM) systems, marketing automation tools, and advanced analytics platforms. These tools are essential for developing the capabilities needed to gather and analyze data effectively, enabling businesses to make informed decisions quickly and autonomously.
Looking forward, the aspirations of Courtney and Kelly extend beyond their current offerings. They envision a future where Screws + Stilettos becomes a beacon for marketing professionals worldwide—a hub for thought leadership where ongoing education and empowerment are the norms. They aim to foster a community of forward-thinking marketers who are not just reactive to changes in the digital landscape but are proactive shapers of their own marketing success.
To take the first step towards transforming a business’s approach to marketing and to learn how one can harness the full potential of their internal capabilities, Courtney and Kelly offer a 20-minute Free Solutions Call. This is an opportunity for business leaders to discuss their specific challenges and hear directly from the experts about how the “Market Like a CMO” course can tailor solutions to fit their needs. Business leaders are encouraged to schedule their free call to discover how they can start marketing like a CMO and drive their businesses to new heights without the headaches associated with hiring a marketing agency.
As the digital world continues to evolve at a breakneck pace, the lessons imparted by Courtney and Kelly are more relevant than ever. Businesses are increasingly recognizing the value of agility and the competitive advantage gained through a deep, internal understanding of marketing strategies. The movement spearheaded by Screws + Stilettos is not just about marketing education; it is about setting a new standard for how businesses engage with their markets and shape their future growth.
Published by: Nelly Chavez
