Unpacking the Brand: Alignment Is not Optional—It is Everything

In the premiere episode of Unpacking the Brand, hosts Ken Theriot (CEO of TheRiot Agency) and Randy Kessler (Digital Advertising Director at Labels & Labeling) are joined by John Hirko, Director of Growth at TheRiot Agency, for a powerful and relatable conversation about what modern brand growth really demands—especially when it comes to achieving sales and marketing alignment in today’s complex business environment.

Why “Growth” Needs a New Definition

The episode kicks off with a simple but revealing question: what does a “Director of Growth” actually do? Hirko explains how the title, still relatively new in the business world, blends business development, sales systems, and a deep collaboration with marketing. He emphasizes that growth is not just about numbers; it is about process, structure, and alignment across departments.

“Sales and marketing should not be siloed. They should be part of one engine, working toward the same goal,” Hirko explains.

The Real Struggle: Misalignment

A central theme of the conversation is how misalignment between marketing, sales, customer service, and operations creates friction that holds businesses back. The hosts explain that while companies often invest in tools: CRMs, ERPs, and marketing automation. They rarely invest in unifying the processes and people who use them.

“Your ERP, CRM, and marketing platform might not talk to each other, and neither do your teams,” Ken points out. “That’s not scalable.”

Hirko agrees and adds a warning: without alignment, businesses fail to deliver the kind of seamless customer journey that buyers now expect. From the first email to the sales call to the post-sale experience, every interaction should feel connected.

Scaling Intimacy Through Systems

Ken introduces the concept of “scaling intimacy” and building meaningful brand relationships at scale. This means every customer interaction, regardless of department, feels personal and informed. Salespeople should not be the only ones who know a client’s pain points or product issues. Customer service and marketing should know, and systems should make that possible.

Hirko gives a real-world example: imagine a salesperson walks into a client meeting with no idea that the client called customer support that morning to report a product failure. That lack of awareness undermines trust and can derail a deal.

The solution? Shared knowledge and unified systems that let anyone in the organization carry the brand relationship forward with confidence.

Resistance to Change and How to Overcome It

A major obstacle to alignment is internal resistance. Especially from experienced salespeople who see CRMs and new systems as threats to their relationship-based approach.

Hirko addresses this head-on: “You are not being replaced. These tools make you more effective. They help you stay organized, recall details, and respond to change faster like when your main contact at a company leaves.”

Ken adds that cultural buy-in from leadership is critical. Change management only works when the executive team leads by example and shows how new systems will benefit everyone, not just management.

Budget Constraints? You Can Still Win

For businesses that feel under-resourced, the hosts stress that effort and consistency matter more than big budgets. Organic content, thoughtful messaging, and simple systems can be powerful growth tools.

Ken outlines four essential pillars for any marketing strategy big or small:

1. Consistency: Do not do something once. Do it regularly.
2. Data: Capture performance so you can measure.
3. Optimization: Use data to improve.
4. Personalization: Speak to your specific audience.

Hirko reinforces that strategy itself is free. Knowing your audience, understanding what they care about, and being clear on your brand’s identity can drive significant progress—even before spending a dime.

Advice for the “Best Company Nobody Knows About”

Hirko says one of his favorite types of clients is the company that says, “We’re the best thing nobody knows about.”

To him, that is a sign of untapped potential. These companies usually have strong products and loyal customers but have never invested in brand messaging, marketing, or internal systems. That is where real growth begins.

His advice? Start simple:

• Implement a CRM.
• Align it with marketing automation.
• Define a basic sales process.
• Get everyone speaking the same language.

“When people align around the same data, same systems, and same customer journey; that’s when the real growth happens.”

Final Thoughts: Long-Form Thinking, Long-Term Wins

Ken closes the episode with a clear vision for the podcast: to move beyond quick answers and sound bites. He believes people crave more than tips. They want to understand the thinking behind them.

“There is no one right answer. But if we share the thought process, we can all start asking better questions and finding better solutions.”

Watch the full episode here!