In this episode of Made to Grow, host Rich Dale is joined by Rich Webley, founder of Framework Twelve, to explore why marketing so often underperforms in SME manufacturing businesses.
Drawing on nearly 20 years of experience leading and fixing marketing functions in manufacturing, Rich explains why marketing problems are rarely caused by a lack of effort or ideas. Instead, he argues that many businesses struggle because their marketing function lacks the structure, maturity, and systems needed to support growth.
The conversation focuses on how manufacturers can move away from reactive, fragmented marketing activity and towards a systemised approach that delivers more consistent return on investment.
Rich Webley is a fractional marketing director who works exclusively with manufacturing and industrial businesses. After spending two decades in senior in-house marketing roles, he founded Framework Twelve to help manufacturers run marketing as a fully managed, outsourced function.
Framework Twelve provides marketing function-as-a-service for SME manufacturers, combining experienced leadership, structured systems, and specialist execution to support sustainable growth.
Key topics:
Why marketing “not working” is rarely a people or effort issue
What marketing maturity looks like in manufacturing SMEs
How marketing becomes reactive and operates as a service desk
The limits of single-hire and traditional agency models
Why systems and cadence matter in marketing
Using 90-day cycles to improve focus and accountability
Where AI genuinely adds value in manufacturing marketing
Practical advice for CEOs who feel stuck at a growth ceiling
If you’re a manufacturing leader questioning the return you’re getting from marketing, this episode offers a useful reframing. Rather than changing tactics or suppliers, Rich encourages businesses to step back and assess whether their marketing function is actually designed to support the level of growth they’re aiming for.
Subscribe to Made to Grow on your preferred podcast platform to hear more conversations focused on helping SME manufacturers grow through better systems, strategy, and decision-making.
