S2 Ep18: Strategy Before Spend: Building Marketing That Actually Works with Kirsty Dagnall

In this episode of The Fractional CMO Podcast, Simon is joined by Kirsty Dagnall, founder of Beyond the Brief, a Sydney-based challenger agency offering fractional CMO services and big agency quality without the big agency budgets. Originally from Wales and with 15 years in Australia, Kirsty's background spans global tech marketing, agency work, finance, strategy and content.Simon and Kirsty unpack why so many businesses jump straight into execution before doing the thinking, and why "we tried marketing and it didn't work" usually means the strategy was never built in the first place. They cover Kirsty's three pillars (audience, business and industry), the danger of self-diagnosing your marketing problems, why copying your competitors is a trap, piloting campaigns before scaling, and why content without an opinion is just noise. Expect some England vs Wales football banter, a mechanic analogy that will hit home, and practical advice on taking stock of your marketing before spending another dollar.Kirsty's LinkedIn:   / kirstydagnall  Website: beyondthebrief.auWe would love to know what you think, so give us a rating and review on Apple Podcasts and Spotify.🌟 SUBSCRIBE to our YouTube channel to learn weekly expert marketing tips and ideas. If you think you have a great story for the podcast, contact our producer at [email protected].🚀 If you need help growing your business, visit cemoh.com to find an experienced marketing consultant to help you.