I wake up every day with an unwavering commitment to helping others achieve their greatest potential. Throughout two decades in marketing and technology, persistent challenges have emerged, deeply rooted in human behavior. This is especially on display within the walls of Small-to-Medium (SMB) sized businesses, who struggle to effectively manage, execute, and optimize CRM and Martech efforts are apparent. From my perspective, these struggles primarily stem from two core issues:

• Misalignment Between People, Process, and Platforms: The addition of new tools into an SMB’s operational mix often leads to confusion and inefficiencies, as these businesses may not fully understand how to utilize or benefit from these technologies.
• Inadequate Professional Expertise: In attempts to solve problems and improve efficiencies, SMBs sometimes assign tasks to professionals who may not be fully equipped to vet, configure, or optimize solutions, leading to further complications.

The root cause of these issues is brilliantly captured in The Other Side of Innovation and Harvard Business Review’s Innovation Is Not Creativity. These resources highlight a common pitfall: while companies are adept at generating ideas, they falter in the execution phase. This disparity is particularly pronounced in the Martech realm, where the true challenge lies not in the ideation of marketing strategies but in their practical, effective implementation.

This understanding forms the foundation of my core philosophy at Labrador: a people-first approach, focusing on preventing problems rather than merely solving them. Our unique methodology doesn’t just assess Martech stacks; we delve into aligning and optimizing the interaction between people, processes, and platforms. This approach empowers SMBs to realize more coherent and effective marketing strategies, ultimately leading to improved performance and higher ROI on their Martech investments.

At Labrador, our people-first philosophy prioritizes preempting problems rather than simply solving them, focusing on the harmony between people, processes, and platforms. This unique approach empowers SMBs with effective marketing strategies, leading to a higher ROI from their Martech investments. Our impartiality is key; we forge no alliances with technology vendors and refrain from direct development work. Instead, we create bespoke roadmaps aligned with each client’s executive vision, maintaining absolute objectivity to ensure our sole focus is on client success.

Thank you for considering Labrador as your ally in this transformative journey.

With a commitment to your success,

Brian Riback Founder, Labrador