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Purpose Marketing

When Purpose Was at Risk

From burned out to reignited.

A Clear Intention

Anna and Erika started their business with one goal in mind

Anna and Erika founded Purpose Marketing in 2018 to build something better than the work environments they had experienced, while carrying forward the best mentorship and leadership they had been given.

At the heart of the business was a deeper mission, to eventually create Purpose Camp, a mentorship and community designed to help young women gain skills, experience, and meaningful connection to propel their futures.

But by 2023, that inspiring purpose felt distant.

When Purpose Marketing entered coaching, the business was under real strain.

Anna and Erika were exhausted and overwhelmed, spending most of their time reacting instead of leading. Client expectations were inconsistent. Internal standards had eroded. The partners were deeply embedded in day-to-day execution, leaving little room for strategy, growth, or clarity.

“This is the worst version of ourselves… fire after fire after fire.”
 — Anna

Core Challenges

Anna and Erika were facing what many quickly successful entrepreneurs encounter:

  1. Misaligned Client Roster

    An exhaustive, overly diverse client roster driven by underpriced and unsustainable engagements.

  2. Founder Dependency

    Heavy reliance on the founders for delivery, decision-making, and problem-solving.

  3. Reactive Leadership

    Constant reactivity with no margin for leadership or long-term planning.

The agency didn’t need more effort.

It needed better structure and tougher decisions.

Our work centered on three intentional shifts:

Optimize the Client Portfolio

Anna and Erika needed to upgrade their client roster, either exiting or moving clients to sustainable price points, creating healthier margins and clearer expectations on both sides.

Value-Based Pricing

Services were restructured around clear thresholds, allowing the agency to confidently charge for the value they delivered instead of stretching to accommodate misaligned work.

Leadership Tools

We focused on changing behaviors and patterns—shifting accountability for results back to the team so the founders could step out of daily operations and return to leadership.

The Results

The most meaningful outcome wasn’t just reflected in the P&L.

It showed up in something more important: Anna and Erika regained the time, energy, and desire to reconnect with their original mission and build a business capable of growing into the future, on their terms.

Less, but better, clients.
A more accountable, empowered team.
A shift from survival thinking to intentional, sustainable leadership.

Key Wins Included:

  • Increased total annual revenue by adding 10+ new clients, despite intentionally letting go of poor-fit accounts
  • Increased capacity without adding headcount, even after a team member departure
  • Founders fully removed from day-to-day account management as Anna and Erika stepped into true leadership roles
  • Clearer standards, expectations, and ownership across the team

“Working with Russel has allowed us to finally find the space, time, and energy to work on our business, not in our business.”
 — Anna

Going Forward

This is just the beginning.

With a healthier, more sustainable foundation in place, the focus has shifted to bigger-picture work, including:

  • Developing future leaders to create even more space for strategic focus and long-term vision
  • Revenue growth through bolder positioning and stronger value and values alignment
  • Building a purpose-driven business by finding ways to live out Purpose Camp in the day-to-day…starting now, not someday

“It feels like we can actually focus on where we’re going instead of just reacting.”

-Erika

Working with Russel has been a game changer for me as a leader. He has a unique way of helping you slow down, get clear, and make decisions with confidence, especially in seasons of growth and change. Russel doesn’t just focus on business outcomes; he cares deeply about leadership, culture, and the people behind the work. His guidance has helped us raise standards, strengthen accountability, and lead with more intention. All without losing heart or perspective. I’m incredibly grateful for his insight, challenge, and steady presence. Any leader who gets the opportunity to work with Russel is better for it.

Erika Palmer
Purpose Marketing

About Purpose Marketing

Founded in 2018 by Anna Woodlock and Erika Palmer, Purpose Marketing takes a purpose driven approach to help businesses connect with their target audiences through a variety of digital marketing tactics.

Inspired by Purpose Marketing’s growth journey through coaching with Russel?

Take the next step.

Book a Time on Calendly

  1. Schedule.

    Book a brief discovery call where we’ll discuss your goals and make sure we’re aligned.

  2. Agency Roadmap.

    If we’re a good fit, you’ll receive a complimentary Agency Roadmap Session—90 minutes focused entirely on mapping strategic opportunities for your business.

  3. Achieve

    From there, we’ll discuss the best way to work together to achieve your vision