Every business exists to make money. We do it by solving complex sales & marketing problems. For more than two decades and for hundreds of clients, we’ve applied the science of behavioral psychology and the art of design to help our clients align their sales and marketing efforts around the customer — all to sell more.
But we measure our business by more than our ability to make money. Three questions lie at the heart of our purpose:
- Are we enriching the lives of our clients?
- Are we enriching the lives of our people?
- Are we enriching the lives of the people in our community?
What’s the point of making money, after all, if we don’t also make people’s lives better? That’s our purpose.
That’s why our business exists. Ambitious? Certainly. But it’s about helping our clients build businesses that last. When our work is effective and our clients are successful, that does more than build wealth for the owners. It creates opportunities within their organizations and within the community for people to pursue their own dreams. That’s the point — when we succeed, we all succeed.
Meet the Team
Co-Founder, Principal, Director of StrategyMore about Sean
Co-Founder, Principal, Director of Strategy
Sean is a principal at FitzMartin, and our leading mind and voice on sales and marketing strategy. Sean is particularly adept at applying the science of behavior change to the art of sales and marketing. It’s an approach that he and FitzMartin have developed over thousands of client engagements since 1992.
Sean is an author and speaker. His first book, Shift: 19 practical, business-driven ideas for an executive in charge of marketing but not trained for the task, was published by Rockbench Publishing in 2018.
The bottom line? Sean, for the length of his career, has been helping emerging middle-market clients acquire more and more profitable customers. While the principles he uses work in almost any industry, Sean has particular experience in manufactured goods, professional services, carpet, software, and healthcare equipment. Sean’s core principle applied: “Few companies fail for lack of quality products or services. Most companies fail for a lack of revenue. If nothing gets sold, nothing else really matters.”
Every marketer, when asked for a list of representative clients, will pull out the biggest names in their portfolio. For Sean, it’s Georgia Pacific, the Southeastern Conference (yes the college sports empire), BBVA Compass (one of the largest banks on the globe) among other attention getters.
But the truth is that Sean has spent most of his career helping the kinds of companies that make up most of American business.
“Most of my clients are owners and executives who live with the daily pressures that come when cash flow is unpredictable. They are worried about meeting payroll. They are worried about short-term sales. They are worried about the twin obstacles of regulation and competition. My clients prefer answers to rhetoric. They prefer good enough to the perfect solution at 5x the cost and twice the time to implement.”
Strategist / Director of Client ServicesMore about Anna
Strategist / Director of Client Services
“I keep my focus on the big picture and carrying that big-picture goal through the tactical plan to specific measurements. I see the big picture always.
Anna’s Areas of Expertise
- Sales Barrier Analysis
- Organizational Alignment
- Marketing Attribution
- Marketing Program Planning
How She Serves Our Clients
Anna studies our clients. A lot. She analyzes their sales and marketing processes to understand where misalignment is causing breakdowns. She studies their customers to understand why they buy or don’t buy. And only then does she develop the strategies that help our clients to break down the silos within their own sales and marketing teams, to overcome the barriers-to-sales and to drive new revenue.
Leveraging her research and analysis, she also helps our clients craft messaging that speaks directly to their customers’ needs. She creates the strategic campaign plans our clients rely on to get their message in the right place, at the right time — all to produce results. Anna has extensive expertise in digital marketing, which is more vital than ever these days.
Anna is a graduate of the University of Alabama’s marketing program and has worked for several advertising agencies. She’s also worked on the client side as marketing director for a legal-industry startup, giving her a unique understanding of both sides of the agency-client team equation.
Writer / Creative DirectorMore about Mac
Writer / Creative Director
“We help our clients define how, strategically, to position themselves to create the most revenue possible.”
Mac’s Areas of Expertise
- Brand Definition and Positioning
- Campaign Development and Executions
- Content Strategy and Information Architecture
- Corporate Culture: Definition and Development
What He Does for Our Clients
Mac is all about messaging, telling stories and making sure clients are talking to the right audience. He’s learned over the years business owners and marketing directors tend to see everything from the company’s perspective. They want to talk about the company, the product, product features, product benefits.
Mac flips the narrative. He’s fond of saying, “You don’t buy a drill because you need a drill. You need a hole.” He excels at helping clients see things from the customer’s perspective and crafting messaging that speaks to the customer in a relevant and meaningful way. Mac makes it all about the customer — the way it should be.
Director of Revenue OperationsMore about Will
Director of Revenue Operations
Originally from the Shoals area, “The Hit Recording Capital of the World,” Will received a degree in Communications from the University of North Alabama. It was there where he discovered his passions of impacting people and working in a creative environment.
“Our clients face different challenges and have different marketing and sales needs. I specialize in thinking through their sales processes and filling the gaps between lead generation and closing.”
Will’s Areas of Expertise
- Digital Marketing Programs
- Revenue Operations (RevOps):
- Demand Generation
- Sales Enablement
- Customer Success Programs
Why our clients care
Will applies his unique skill set to create solutions that align a company’s sales and marketing efforts. To improve efficiency. To optimize the customer experience. And most importantly, to increase revenue.
The thing is, every business is unique and requires a customized, strategic approach to integrate sales and marketing and improve the customer journey.
That’s where Will comes in. He analyzes every stage of a client’s sales cycle to identify the gaps and barriers that are preventing more prospects from becoming clients. He then leverages the right technology or other tools to overcome those barriers to sales. His efforts create synchronicity and alignment and ultimately increase conversions and revenue.
After graduating with a degree in Communications from the University of North Alabama, Will was a member of an award-winning credit union marketing team and founded several businesses of his own before landing at FitzMartin.
Account ExecutiveMore about Tina
“Good, clear, concise communication is vital to moving businesses forward.”
Tina’s Areas of Expertise
- Internal Communication
- Marketing Program Planning and Execution
- Program and Project Management
How She Helps Our Clients
We’re in a relationship with our clients, working with them to build their brands, attract customers, increase revenue and grow their business. And with any relationship — any successful one, that is — good communication is essential.
Tina is the one who makes this happen. She keeps the lines of communication open between client, agency and other stakeholders. She facilitates, translates, educates, motivates and manages, always focusing on efficiency and effectiveness. Within our company, she is also her clients’ advocate, ensuring that everything we do fulfills the goals we’ve set.
Tina also has expertise in all aspects of the sales process from annual planning to precision-targeted social media campaigns to uncovering customer insight through analytics. She has a global understanding of how to help businesses get noticed, get customers and get where they want to be.
Tina earned a B.A. in Communications from Auburn University. Before joining FitzMartin, Tina applied her communications and strategic expertise as account supervisor at an ad agency.
Account ExecutiveMore about Kinsley
“I’m agile. I have so many clients in so many sectors, I have to be able to pivot quickly and address each client’s immediate needs.”
Kinsley’s Areas of Expertise
- Internal Communication
- Marketing Program Planning and Execution
- Program and Project Management
What She Does for Our Clients
Kinsley keeps things moving. She serves as the liaison between agency and client, and also does what she calls ‘sheparding’ everyone toward the same goal. In reality, she is her clients’ greatest advocate within our firm, ensuring that the work we do is on strategy. From budgeting to production schedules to results tracking, Kinsely always has her finger on the pulse of what’s going on.
Beyond the daily project management, Kinsley provides expert strategic planning consulting, specializing in annual planning and budgeting. She has deep experience helping clients establish business goals, identifying what challenges and barriers to sales they face, and creating plans to help them achieve their objectives while also working within their budget.
Kinsley graduated from Auburn University with a Bachelor of Science in Business Administration with a concentration in marketing. Before coming to FitzMartin, Kinsley worked for several companies, serving as Marketing Specialist, Sales Representative, Sales Manager and Account Executive.