Most firms build sales first and bolt on marketing later. Potomac did the opposite, and it took them from $140 million to $5 billion in assets.
In this episode of the Conquer Risk Podcast, CMO Christopher Norton joins Dr. Daniel Crosby to flip the script and break down why Potomac started with brand, not sales, and built an entire growth strategy around it.
Christopher explains why he invested almost exclusively in top-of-funnel brand building. How it can take years before you begin to see payoff, why that decision ran counter to how most firms in the industry operate, and why he believes marketing should never be treated as a sales support function.
They also explore that while \"authenticity\" is the most overused and most fumbled word in marketing, advisors who lean into their personal passions build the strongest client relationships. This, plus the blunt truth about why most advisors quit content creation right when it's about to start working.
No quick tips of hacks. Just the story of how one firm bet on brand first, sales second, and won.
Learn more about Potomac: https://potomac.com/
Read our blog: https://potomac.com/blog
Disclosure: https://potomac.com/disclosures
PFM-214-20260806
","author_name":"Potomac Studios"}