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First, if you haven’t seen Part One of this blog series, make sure to go back and check it out before you dive into Part Two. It’s epic, I promise! I wanted to separate out this final pillar to building a world-class marketing team because it’s so critical to your business. In fact, I’d argue that it’s the difference between feeling like Dr. Frankenstein after bringing his monster to life or getting the girl, the martini and the glory like James Bond.

Thanks to my two boys, I’ve caught the blockbuster movie bug (Bond! Star Wars! Moby Dick!). So I’ve decided to kick off my own two-part marketing bonanza. Why create a series? Because as I continue to work with my consulting clients, I had a huge “aha” from a marketing perspective. It all started with this question: How do you set up marketing in your business to get the best bang for your buck?