Brian Critchfield

In a business, navel-gazing is critical if you are to develop an organization that is “buzz-worthy”. Too often, companies try to solve problems by launching a new ad campaign (i.e. putting lipstick on the pig”). True marketing means looking inward to develop a company worth talking about. Then you can more effectively spread your message. Navel Marketing works with companies to develop and implement the inner tools (a cause, employee evangelists, a positioning statement, etc.) that create a company worth talking about. We then help you implement word-of-mouth marketing tools that help you spread the message. Brian founded Navel Marketing and developed the team. He leads the strategy, copywriting, and digital marketing efforts.

Stratus Launch Marketing specializes in helping technology companies launch products into new markets, new channels, or fix market misalignments including launch failures, new acquisitions, and non-core products. The unique Stratus formula includes a proprietary strategy process called Firepower that helps hone your target market, messaging, and channels; marketing programs that rival the largest advertising and non-traditional marketing agencies; and contract marketing talent that includes some of the brightest people in marketing today to help you execute your launch plans. Brian was responsible for leading the business development efforts for this $5 million consulting firm. He led the effort to re-brand the firm and launch its new website as well as driving greatly increased traffic to the new site. He was also responsible for launching the international efforts for Stratus that helped international companies launch their products into North American markets.

BlueLine Grassroots Marketing is a word-of-mouth marketing agency that specializes in helping you create evangelists out of your customers and then arming them with the tools they need to be able to spread your message. Brian created an innovative process called the "BlueStorm" that helped a company create a cause, develop a market position, identify a very specific target audience, and develop key messages and tactics that capture the target's minds and hearts. He also was one of the lead salespeople and, oh yeah, then there were those presidential duties...

Hired marketing gun for companies like Retelligence out of the UK, Microsoft, and HP. Brian helped launch high tech products and staff companies with contract marketing talent. He also brought in the bacon when it came to business deals.

This was a fun one. You need to get pretty creative to figure out how to convince tire dealers to buy software to automate their business. With a crack team of 14, we were able to do just that as a division of the billion dollar rubber company, Bandag. Brian led all marketing and sales efforts of the division, functioned as a member of the executive management team, was responsible for 80% of the P&L, and grew revenues by almost 30%.

Launched OEM sales division for a manufacturer of port replicators and specialty cradles for PDAs. Prospected and sold the big guys, like Sony, HP, and Compaq. Set up and managed manufacturing relationships.

RVP is a local reseller of retail point-of-sale and hospitality systems. Brian helped them launch a nationwide build-to-order model. He then moved into the corporate accounts side of the business working with retail and hospitality chains nationwide. The most fun he had, though, was launching a new division of the company. RVP partnered with a local development company to produce Registware, a point-of-sale software package for small retailers. Brian launched that product, built a channel of 200 value added resellers, and built the most profitable division in the company.

The company sold dehydrated foods and survival gear through an in-home and corporate sales model. Brian personally led the company in sales as well as managed a team of 25 sales reps. He helped grow the company nationally, which became the 2nd fastest growing company in the State of Utah in 1996, and the 3rd fastest growing company in the state of Utah in 1997. Brian also designed and produced much of the marketing materials.

Spent 2 years proselyting in the Amazon region of Brazil. Brian immersed himself in the culture and Portuguese language. He also managed groups of up to 25 other missionaries and reported on key metrics for his group. He was responsible for the well-being, motivation, and work of the missionaries he managed. Brian came away with a better appreciation for soccer, a love of Brazilian culture and food, and great communications and management skills.