Looking at Things Differently: Dashboard Marketing

In the early days of his career, Sean Williams found himself frustrated with the traditional models of service providers in the marketing space. Be it on the agency side, or working within a company in a marketing role, he often just needed an extra set of hands or a fresh set of eyes. Today, he is the co-founder of Dashboard Marketing, a marketing and communication shop that’s filling the gap he saw in the industry.Dashboard Marketing offers a range of consulting and advisory services for all types of growth-driven businesses. They were founded in May, 2007, and are still using the same model as they were over 15 years ago. Their collaborative, crowd-sourced, dynamic model allows them to tailor their marketing services to best fit their clients and their clients’ audience. While their model hasn’t changed in 15 years, their fractional Chief Marketing Officer (CMO) offering has evolved and expanded over time. Dashboard Marketing offers clients the opportunity to access a fractional CMO, which provides a senior marketing leader with expertise in brand management, strategic marketing, product development, lead acquisition, sales development, customer retention, and overall company growth, at a fraction of the cost of a full-time hire. “We started offering this type of engagement almost 15 years ago when not many others understood how it could work, or how to fit it within their organization,” said Williams. “Now we have 3-4 of these types of contracts happening each year… 15 years ago, I saw this as an opportunity to work with all types of companies as their marketing lead, provide leadership and direction, and support their team. There was a need then, and an even bigger need now.”The company is owned by both Sean and his co-founder, Sarah - who happens to also be his wife. The duo complement one another based on their backgrounds and mix of professional experiences. Over the years, they have collectively brought together a talented team of freelancers from around the world, providing the best mix of marketing services through the opportunities remote work provides. “On the broader side of our marketing and communications services, we have a vetted list of freelance partners that we work with,” Williams said. “We all have the same mindset, buy into the approach that we’re part of the client’s team, and are fully committed to the success of that company.”Williams says the technology used for marketing has evolved significantly with digital engagement, marketing automation, AI, digital transformation and social media. Not only has this technology impacted what they do, it’s also changed the way consumers interact with brands.“We are constantly reviewing new technology to see how it can help us, but also how it will impact people’s engagement and interaction with brands,” states Williams, “We take a very practical approach to implementing or optimizing new technology. It has to benefit the company and the customer. Fit and function need to work together smoothly and effectively.”Dashboard Marketing is continuing to grow their clientele across Canada and the US. They also have several valued, long-standing client relationships they work with and continually adjust and evolve their current offerings to meet their needs. Looking ahead, they plan to continue driving business growth through effective marketing, while providing their clients with clarity, focus, value and results. If you want to learn more about Dashboard Marketing and what they can do for you, head to their website.