In this week’s episode of YouShouldTalkTo, Anna Grant tells us why consumers are going offline and how her team is meeting that challenge head-on.
Anna starts us off with a hot take: she believes that a brand's issues with growth have little to do with driving traffic and more to do with positioning. Too many brands invest heavily in driving more visitors to their websites, assuming that an increase in volume will naturally translate into better results. But without a clear and compelling positioning strategy, even the best traffic efforts can fall short. When messaging isn’t aligned with what truly matters to the customer, your conversion is going to suffer.
Anna also talked about the difference between good and great partners when hiring new partners. It’s no longer enough for vendors or agencies to lead with credentials, experience, or a list of clients. Marketing leaders are looking for partners who demonstrate a genuine understanding of their business. This means bringing thoughtful insights to the table, identifying potential gaps, and offering clear, actionable ideas on how to move the business forward.
This is why finding partners who operate as an extension of the internal team is so important. Anna and I worked together through YouShouldTalkTo to hire new and aligned partners for Current Backyard. We found that the most effective partnerships, and the ones who got hired, were those who demonstrated that they could integrate seamlessly into the brand's teams, contribute strategically, and help drive momentum rather than simply execute tasks.
Tune into Anna's episode to hear more on how Anna is hiring for her company and how she’s positioning Current Backyard as a category-defining brand.
Guest-at-a-Glance
💡 Name: Anna Grant, General Manager at Current Backyard
💡 Where to find them: LinkedIn
Key Insights
Positioning Is the Real Growth Lever
Many brands assume their biggest challenge is driving more traffic, but the real issue is often deeper than that. Without strong positioning, even the most effective acquisition strategies struggle to convert. When a brand clearly communicates its value and differentiation, every marketing effort becomes more efficient and impactful.
Insight-Driven Partners Stand Out
The most valuable partners don’t just present you with their credentials - they bring their own perspective to the company. When vendors take the time to deeply understand a brand, identify gaps, and offer actionable solutions, they elevate the conversation. This level of preparation demonstrates strategic thinking and positions them as true collaborators rather than just service providers.
Fix What’s Working Before Replacing It
Finding a group of partners who work seamlessly together is, I find, more valuable than just firing and hiring someone new. Before making any structural changes, it’s important to take a look at your current partners and strengthen existing relationships. Optimizing current partnerships can often be more effective than starting from scratch.
