How many hours a week do you spend responding to contact forms from potential customers that go nowhere? Not because your product is bad but because you're attracting the wrong customer?

Steve Larrivee is the VP of sales and marketing at Cactus Technologies. As the leader of the sales and marketing division, he's had the difficult task of marketing their product to a very niche market. But he's done it well.

They learned that they were lacking in their ability to communicate their value proposition to potential customers. So the crack in their foundation was their messaging; they would have to be intentional about updating all of their marketing materials to send one, clear message. Doing that led to incredible growth for the company.