Missing Half

Private equity firms are highly disciplined when it comes to financial improvement, operational efficiency, and inorganic growth. But organic growth is often treated differently — with less rigor, less structure, and fewer reliable frameworks. In this week's episode, Bill interviews Ed Marsh of Ed Marsh Consulting to discuss why organic revenue growth is often the least understood lever in private...

Many technically excellent B2B companies and manufacturers struggle to explain why their work matters to non-technical buyers, investors, employees, and acquisition targets. This week, Bill interviews Peter Murphy Lewis, fractional CMO, CEO, and documentarian, to discuss how documentary-style storytelling can help complex companies create trust, strengthen brand differentiation, and communicate va...

This week, Bill sits down with Brian Morrell, COO of Stern Engineered Woven Substrates, to explore how the 137-year-old manufacturer has evolved its go-to-market strategy. From eliminating traditional sales rep layers to building direct relationships with customers, Brian shares how modern manufacturers must adapt to meet the demands of faster decision-making, technical buyers, and increasing expe...

Private equity has evolved beyond financial engineering, but branding and messaging are still widely underutilized as value creation levers. In this episode of The Missing Half Podcast, Bill sits down with Marc Rust to explore how private equity firms and portfolio companies can use brand clarity, internal alignment, and audience-focused messaging to drive growth and increase valuation. Marc Rust...

AI is everywhere in manufacturing right now, but most companies are still stuck in pilots, hype cycles, and half-finished experiments. In Episode 83 of The Missing Half, Bill sits down with Sebastian Chedal, Founder & CEO of Fountain City and Co-Founder of TestFox AI, to break down what it actually takes to move beyond proof-of-concept and into repeatable, scalable AI outcomes inside mid-marke...

In this week’s episode, Bill breaks down a costly pattern inside private equity backed companies: hiring senior go to market leaders before defining the system they are supposed to run. Too often, slowing growth triggers a reflexive search for a VP of Sales or CRO without first establishing the clarity and structure required for that leader to succeed. This episode explores why leadership cannot c...

Most business owners assume an exit is a single transaction. In reality, successful exits require years of intentional planning across leadership, growth, and personal identity. In this week's episode, Bill sits down with Tim Martinez, President and Founder of The Inside Man, to unpack what truly drives valuation, and why most businesses never make it to a successful sale. Tim works closely with l...

In this week's episode, Bill breaks down a critical issue inside private equity–backed companies: the absence of a real go-to-market strategy. Too often, post-acquisition growth plans rely on increased budgets, headcount, and activity without a defined, repeatable system for creating real growth. This episode explores the difference between spend-driven growth and system-driven go-to-market strate...

Marketing doesn’t create enterprise value by accident—it has to be engineered, governed, and aligned to the deal thesis. In this week's episode, Bill breaks down the model we use at 50 Capital Growth to turn marketing from a collection of activities into a governed asset that creates measurable enterprise value. This episode is built for owners, executives, private equity operators, and leadership...

In this episode, Bill sits down with Chris Riemer, U.S. President of Process Combustion Corporation (PCC), a global engineering and manufacturing organization specializing in process heating and emissions control systems. With 30+ years of engineering and military leadership experience, Chris shares how PCC has transformed from a conservative legacy business into a forward-focused, diversified glo...

In this episode, Bill talks with Brian Gustason, a growth-focused operator and advisor with deep experience accelerating revenue and EBITDA across lower and middle-market B2B and technology companies. Brian has built a career transforming private equity portfolio companies through disciplined leadership, integrated revenue systems, and clear go-to-market strategy. Together, they explore how today’...

This week, Bill talks with Colson Steber, co-CEO and founder of Qlarity Access, a market research consulting firm guiding companies through high-stakes decisions with clarity and confidence. With experience leading five acquisitions and supporting organizations across agriculture, SaaS, private equity, and more, Colson brings a refreshing perspective on how research truly shapes strategic directio...

“Random acts of marketing don’t work. They create chaos, inefficiency, and confusion.” This week, Bill explores what’s truly missing in most marketing plans for manufacturers and B2B companies as planning season for 2026 ramps up. Bill outlines five critical strategies to transform marketing from reactive to repeatable:Building a written, documented marketing strategy aligned with business go...

This week, Bill is joined by Chris Miller, Ph. D., P.E., Vice President of Digital Services at USALCO and founder of Fontus Blue, a company that transformed the water treatment industry through data-driven optimization software and cloud technology. Chris shares his journey from civil engineering and academia to entrepreneurship, explaining how Fontus Blue evolved from a startup spreadsheet model...

Ready to align your marketing strategy with business goals? Connect with 50 Marketing to discover how our proven roadmaps help manufacturers and B2B companies drive measurable growth. https://www.50marketing.com/contact/In this week's episode, Bill is joined by Carlos Hidalgo, co-founder and CEO of Digital Exhaust, a B2B growth partner that helps organizations make growth simple. Together, Bi...

This week, Bill sits down with Megan Casey Glover, founder of 120Water, a nationally recognized leader in water compliance technology. Megan shares her entrepreneurial journey, from starting as a direct-to-consumer water testing service during the Flint water crisis to scaling into a SaaS platform supporting governments and utilities across the country. The conversation covers the realities of cus...

This week, Bill talks with Sam Dunning, founder of Breaking B2B and host of the Breaking B2B Podcast. Sam is a leading expert in B2B SEO, websites that convert, and customer research-driven strategies. Together, they explore how AI search, LLMs, and SEO are converging to disrupt the way B2B companies and manufacturers compete online. The conversation covers the impact of ChatGPT on visibility, why...

In this episode of The Missing Half Podcast, Bill sits down with Heather Barnett, a 20-year B2B marketing veteran turned freelance copywriter who has carved out a unique niche by infusing humor into LinkedIn content. Heather shares her journey from agency and client-side leadership roles to freelancing, how humor helped her stand out in the crowded world of B2B marketing, and why consistency is cr...

In this episode of the Missing Half Podcast, we explore the Challenger Brand mentality and how it empowers CEOs, owners, and founders of manufacturers and B2B companies to outperform larger competitors. While market incumbents often rely on size, budget, and bureaucracy, challenger brands thrive through agility, niche market focus, and smart partnerships. We discuss the myths around untouchable in...

In this week's episode, Bill speaks directly to manufacturing CEOs, executives, and owners who are frustrated with unclear, ineffective marketing. If you’re feeling like your marketing is a black box full of tools, noise, and little measurable return, this conversation is your blueprint for change. We explore how smaller, more agile manufacturing companies can use the Challenger Brand Advantage to...

“A strong marketing system can add millions to your valuation.” – Steve KohnkeThis week on the Missing Half podcast, we deliver a crash course on the intersection of marketing and M&A through a compelling compilation of expert insights. Bill weaves together commentary and clips from past guests—exit advisors, private equity operators, and former business owners—who’ve seen firsthand how market...

Struggling to align your marketing with your long-term valuation goals? 50 Marketing helps B2B companies and manufacturers drive growth and build value. https://www.50marketing.com/contact/What makes a B2B business truly valuable—and sellable? In this week's episode, Bill sits down with Steve Kohnke, Business Strategist, Certified Exit Planning Advisor, and CEO at Denver Business Coach. With a bac...

Struggling with brand positioning or channel strategy? Talk to 50 Marketing today: https://www.50marketing.com/contact/This week, Bill is joined by veteran sales and marketing executive Ron Evans, currently with Rishaba Industries, to uncover what many manufacturers and B2B companies overlook: the critical role of trade marketing in sustainable growth and brand positioning. With 25+ years of exper...

Ready to ditch guesswork and build a scorecard-driven marketing plan? Book a strategy session with 50 Marketing today. https://www.50marketing.com/contact/In this week's episode, Bill sits down with Chris Atwell, founder of Mindset-Conquest and a performance leadership coach specializing in manufacturers’ rep agencies. With nearly two decades of experience in sales and leadership across distributi...

Struggling with bloated retainers and slow results? 50 Marketing provides a lean, strategic team that delivers. Contact us today: https://www.50marketing.com/contact/In this week's episode, Julian Schaaf breaks down what’s broken in the traditional B2B agency model and what manufacturers can do instead. Bill and Julian dig into the inefficiencies of bloated teams, the disconnect between strategist...