Struggling to grow online sales without alienating your dealers? This post breaks down DHx Consulting’s 5-step “Channel-Proof” framework, showing how manufacturers can boost e-commerce revenue, protect margins, and actually strengthen dealer loyalty. KPIs, quick wins, and real-world examples included.

Labor shortages aren’t just a hiring headache, they’re bleeding specs, shelf space, and revenue. In this play-by-play guide, Fractional CMO Denine Harper shows CEOs of building products, consumer durables, and home goods brands how to time installs in minutes, translate every saved minute into margin, and rebrand “hidden-hero” SKUs that win faster, leaner jobsites.

There’s a seismic shift in the building products channel, from QXO’s acquisitions to Lowe’s Marketplace and changing contractor behavior, and what they mean for manufacturers facing tighter margins and rising platform dominance.

Discover how PGT Custom Windows & Doors flipped its “storm-only” reputation into an everyday value story, unleashing a 40% sales surge in just 90 days. Learn the proof-first messaging tactics, content pillars, and KPI dashboard you can steal to turn hidden operational wins into board-level ROI.

89 days. That’s all it took for a $180M window maker to slash its quote time from 25 to 13 days, recover 140 bps of margin, and walk into the boardroom with an 88% forecast-accuracy slide every director wanted to screenshot. No extra headcount, no seven-figure software, just a relentless sprint we call the 90-Day GTM Accelerator™.

Discover how brands like HomeGoods and Wayfair leveraged downturns to increase visibility and market share without increasing budgets.

Why cutting marketing in a downturn may feel smart but actually costs you future market share and long-term valuation. Learn how mid-market and PE-backed brands can gain dominance while others retreat.

Home equity is at record highs. New home construction can’t keep up. And 60% of U.S. homes are over 40 years old. This article breaks down why we’re entering a multi-year renovation surge and why most mid-market product brands are wildly unprepared. If your marketing isn't aligned to contractor demand and homeowner renovation cycles, you're about to miss the biggest growth wave in a generation. Learn what to fix now to win share while others stall.

The GTM Fix That Unlocked Dealer Growth. This case study unpacks how a mid-market manufacturer rebuilt its go-to-market system to fix flat growth and low dealer loyalty without a rebrand or new campaign.

Stop Guessing. Start Driving Revenue. Most brands aren’t losing money because of bad marketing. They’re losing because of broken revenue systems hiding in plain sight. This guide shows you how to diagnose the real problem before it tanks your growth. Find out exactly where your marketing is bleeding revenue—and how to fix it fast.

Your marketing spend isn't moving the revenue needle because you're paying a hidden cost: The Misalignment Tax. Your sales team rewrites messaging, your channel partners can't articulate your value, and your marketing celebrates metrics while sales flatline. The result? Millions in unrealized revenue. The fix isn't another campaign. It's rebuilding your GTM engine from the ground up.

In an industry often seen as commoditized, your story can be your sharpest competitive edge. Discover how the best companies build purpose-driven narratives that align teams, attract talent, and influence decision-makers across the value chain. Because specs don’t sell. Stories do.

Your Brand Isn't Just What You Say. It's What They Believe. 41% of CEOs rank reputation as their top marketing challenge, yet most companies still focus on features instead of feelings. Discover how to transform your brand from a commodity supplier to a trusted partner with a reputation that resonates with both trade professionals and end consumers.

The companies pulling ahead aren’t louder. They’re smarter.
If your only edge is product features or price, you're already behind. This article unpacks 5 strategic plays, from brand positioning to ecosystem building, that help companies create lasting, defensible competitive advantages.

Lead volume doesn’t equal market share. This article breaks down 5 strategic moves top companies are using to capture a bigger slice of their market, from targeting underserved segments to leveraging digital tools that disrupt traditional players. With real-world examples and clear implementation strategies, you’ll learn how to align your marketing with the outcomes CEOs actually value.

When others retreat, you take the lead. The home industry is facing economic headwinds, rising interest rates, affordability concerns, and a cautious market. This strategic playbook reveals how market leaders are capturing market share, cutting customer acquisition costs, and strengthening brand loyalty, all while their competitors go dark.

In the C-suite, marketing initiatives are often viewed through a skeptical lens—while CMOs speak of brand awareness and audience engagement, CEOs remain fixated on revenue growth. Our research across 200+ executive teams revealed that marketing strategies explicitly connected to revenue generation receive 3.7x more CEO support than those focused primarily on awareness metrics. The most successful CMOs have adapted by abandoning marketing-centric language in favor of revenue-centric frameworks that resonate in the boardroom, transforming marketing from a perceived cost center to a respected revenue engine that CEOs actually value.

Challenger brands are winning and you can too. Building products are going digital—fast. E-commerce sales have tripled since 2020, and professional contractors are driving the shift. Challenger brands like Marvin, LP SmartSide, and Trex are seizing market share by standing out, going direct to pros, and investing in brand loyalty. Companies that build strong professional relationships and distinct positioning will dominate, while others risk being left behind.

Many CEOs in the building products industry view marketing as a cost center rather than a revenue driver. Our research identifies the five critical challenges executives want marketing to solve—revenue generation, market share expansion, competitive advantage, brand reputation, and consistent company narrative.

Discover practical solutions that transform marketing from a frustrating expense into a strategic business asset, with measurable results that directly impact your bottom line.

Your Customers Have Changed. Has Your Marketing?

The way customers research, shop, and choose home improvement products has completely changed. Yet many brands are still relying on outdated marketing tactics while missing out on huge digital opportunities. We break down what brands MUST do to stay competitive in 2025.