# Create Sustainable Growth By Knowing Your Market w/ MJ Peters

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-06-30
- Length: 27m
- Episode: 3
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-40eb2cb5-3e6f-42da-bfdc-c465949d37ef

## Summary

MJ Peters, VP of Marketing at Fire Trace International, explains how she rebuilt strategic marketing as a core competency to drive sustainable growth for the $35 million industrial manufacturer. She details the integration of strategic marketing, product management, and communications, highlighting a product rationalization that reduced part numbers from 2,000 to under 500. Peters emphasizes using tangible metrics like inbound pipeline from ideal-fit customers to measure success and advises manufacturing leaders to treat marketing as a serious capital investment by hiring a strong leader first.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=0) Introduction and Guest Background
- [2:53](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=173) Career Path and Innovation Accelerator Success
- [7:23](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=443) Rebuilding Strategic Marketing and Product Management
- [12:50](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=770) Measuring Marketing Impact with Tangible Metrics
- [16:43](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=1003) Balancing Short-Term Leads with Long-Term Brand Building
- [18:40](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=1120) Driving Sustainable Growth in Cyclical Markets
- [23:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-30-create-sustainable-growth-by-knowing-your-market-w-mj-peters#t=1389) Advice on Investing in Marketing Leadership

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Fire Trace International (company)
- Halma (company)
- Guerrilla 76 (company)
- The Industrial Marketer (product)

## Related episodes from other shows

- [228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-03-25-228-industrial-marketing-from-smbs-to-the-enterprise-live-from-the-2025-industri) (Manufacturing Happy Hour)
- [180: Made in Missouri, Live from the 2024 Midwest Manufacturers Trade Show & Conference](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-04-09-180-made-in-missouri-live-from-the-2024-midwest-manufacturers-trade-show-confere) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [#52 First Hire Series: Marketing with Vanessa Ting](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-12-52-first-hire-series-marketing-with-vanessa-ting) (The Startup CPG Podcast)
- [Selling Your Company and Creating the ‘Netflix of Manufacturing’ with Darrin Mitchell](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-01-11-selling-your-company-and-creating-the-netflix-of-manufacturing-with-darrin-mitch) (Manufacturing Happy Hour)

## Citing this page

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