THE PROBLEM
Why Do So Many Executive Teams Struggle to Build a Winning Affinity Strategy?
Without the right internal capabilities, teams rely on outside help — but the results disappear as soon as the consultants leave.
Today
Hard to capture and share affinity expertise beyond “we just know it when we see it.
Overwhelmed by how to prioritize, move fast, and avoid costly mistakes.
Lacking a trusted sounding board to clarify complex affinity challenges.
After our Programs
A clear, actionable roadmap to increase success and build internal alignment.
Faster, more confident go-to-market execution — without expensive missteps.
Practical, repeatable tools your team can use to lead and grow independently.
TYPES OF CHALLENGES
We Help Companies Overcome Diverse Challenges
Need to Prepare Future Leaders
Knowledge transfer is one of the most important and difficult aspects of the affinity industry. Our programs and affinity specific toolset provides the framework to bring new executive team members up to speed and aligned with the organization.
Existing Strategy Needs Refined
All strategies need to evolve and adjust to ever-changing marketing conditions. Our experience helps teams re-engineer their strategy to support continued growth while simultaneously exploring future potential opportunities.
No Affinity Strategy Yet
We understand it can be daunting. Our programs combined with our roadmap can ease the frustration and provide your team with a path and tools to help guide your strategy and decision making.
TESTIMONIAL
"I’ve had the privilege of working with this duo. Both are incredibly bright, strategic thinkers with a wealth of marketing experience. They have a unique ability to adapt, evolve, and navigate even the most challenging situations. What stands out most is their genuine likability—working with them feels effortless, and their success-oriented mindset is contagious.
But what truly sets them apart is their unwavering integrity, always putting the right thing first, even when the pressure is on. Their partnership is a perfect match, collaborative and doing things the right way—no shortcuts, just hard work and dedication."
Jim Brennan
President & CEO, ARAG North America (Retired)
TESTIMONIAL
"Ann is a fantastic executive coach and strategic leadership advisor. She has had P&L responsibilities and been in the C-suite, which is very rare for executive coaches. She has a robust set of processes and methods to help clients quickly and effectively improve individual and team effectiveness, plan strategy, and plan for succession throughout the organization. It's just rare and difficult to find anyone with this combination of substance, track record of success, and methodologies to help leaders get even better."
Andrew Neitlich
Founder & Director of Center for Executive Coaching
TESTIMONIAL
"As I've experienced first hand, Jimmy has a strong unique ability to bridge product development and business development with business strategy. He focuses on winning in the marketplace through thoughtful GTM planning and execution. He has a proven track record in driving growth and consistently turns vision into impact."
Lisa Peddy
Partner, Close Reach Partners
TESTIMONIAL
"I’ve had the opportunity to work with Ann and experience her exceptional insight and leadership firsthand. She has a remarkable ability to identify the unique strengths of individuals, assembling highly effective teams and mentoring individuals to step into key roles with the right talents to drive collective success. Her strategic vision and steady guidance kept us on a strong and purposeful path—even through the most challenging times. Ann’s impact was both profound and enduring."
J. Christopher Burke
President & CEO, AGIA Affinity (Retired)
Past PIMA President
TESTIMONIAL
"I’ve had the privilege of working with Jimmy on several high-impact initiatives, and I continue to be impressed by the way he approaches every challenge. His strategic mindset and go-to-market expertise set him apart, but what really stands out is his ability to connect product-market fit with a clear, actionable strategy. Whether launching something new or repositioning an existing product, Jimmy has a gift for identifying the right audience segments and building smart, effective plans to reach them."
Lori Sprague
President, TelAffects
TESTIMONIAL
"I’ve had the privilege of working with this duo. Both are incredibly bright, strategic thinkers with a wealth of marketing experience. They have a unique ability to adapt, evolve, and navigate even the most challenging situations. What stands out most is their genuine likability—working with them feels effortless, and their success-oriented mindset is contagious.
But what truly sets them apart is their unwavering integrity, always putting the right thing first, even when the pressure is on. Their partnership is a perfect match, collaborative and doing things the right way—no shortcuts, just hard work and dedication."
Jim Brennan
President & CEO, ARAG North America (Retired)
TESTIMONIAL
"Ann is a fantastic executive coach and strategic leadership advisor. She has had P&L responsibilities and been in the C-suite, which is very rare for executive coaches. She has a robust set of processes and methods to help clients quickly and effectively improve individual and team effectiveness, plan strategy, and plan for succession throughout the organization. It's just rare and difficult to find anyone with this combination of substance, track record of success, and methodologies to help leaders get even better."
Andrew Neitlich
Founder & Director of Center for Executive Coaching
TESTIMONIAL
"As I've experienced first hand, Jimmy has a strong unique ability to bridge product development and business development with business strategy. He focuses on winning in the marketplace through thoughtful GTM planning and execution. He has a proven track record in driving growth and consistently turns vision into impact."
Lisa Peddy
Partner, Close Reach Partners
TESTIMONIAL
"I’ve had the opportunity to work with Ann and experience her exceptional insight and leadership firsthand. She has a remarkable ability to identify the unique strengths of individuals, assembling highly effective teams and mentoring individuals to step into key roles with the right talents to drive collective success. Her strategic vision and steady guidance kept us on a strong and purposeful path—even through the most challenging times. Ann’s impact was both profound and enduring."
J. Christopher Burke
President & CEO, AGIA Affinity (Retired)
Past PIMA President
TESTIMONIAL
"I’ve had the privilege of working with Jimmy on several high-impact initiatives, and I continue to be impressed by the way he approaches every challenge. His strategic mindset and go-to-market expertise set him apart, but what really stands out is his ability to connect product-market fit with a clear, actionable strategy. Whether launching something new or repositioning an existing product, Jimmy has a gift for identifying the right audience segments and building smart, effective plans to reach them."
Lori Sprague
President, TelAffects
INSIGHTS
Our Latest Thinking on Affinity-Based Strategies
Determining if you should develop an affinity strategy is challenging. A lack of educational resources, difficulty in gaining proven best practices that can be adopted, and an ever-growing talent and experience gap requires organizations to work with partners that have deep affinity specific experience to help them leverage their current strengths and develop an appropriate affinity approach.
Yes, by the very nature of an affinity relationship, there are multiple parties involved in the offering, purchase decision, fulfillment and customer experience. Navigating integrated relationships is one of the most important challenges when entering into the affinity market.
Surprisingly, this is a common question. Our clients leverage an affinity-specific roadmap that enables the entire executive team to have a clear understanding of the strategy, execution requirements and customer deliverables.
Unfortunately, this is a reality for most executive teams. Our goal is to highlight some of the most common mistakes and provide an affinity specific toolset that helps teams guide their strategy and functional decision making.
FAQs
Everything you need to know
You’re not the only one with questions, here’s what others often ask and the guidance we offer.