About VBM Stragegy
What We're All About
Turning bold visions into clear strategies, aligned teams, and meaningful action.
Randi Skinner and Heather Steele Co-Founders of VBM Strategy
We help business leaders replace scattered marketing with focused, disciplined execution that actually moves their vision forward.
We created the Vision Value Model™ because we’ve seen what happens when big ideas, ambitious goals, and limited capacity all compete for attention. It’s a practical framework that helps us cut through the noise, get clear on what matters most, and align vision, values, goals, and real-world capacity.
We work with owners and leadership teams who feel like they’re doing all the right things in marketing—but somehow still feel stuck, scattered, or exhausted by it.
Using the Vision Value Model™ and our PiPP framework, we help teams simplify decisions, prioritize what will make the biggest impact, and put their energy where it matters.
We’re not here to chase every marketing trend or throw another random tactic onto your already-full plate. We build marketing systems that support where your business is going—without marketing consuming the people trying to get it there.
Why We Do What We Do
“Clarity gives great teams the freedom to do their best work.”
We believe marketing works better when people understand where they’re going, why it matters, and what deserves their attention right now. Too many teams aren’t struggling because they lack ideas or talent. They’re struggling because everything feels important. Priorities compete, new tactics get added before old ones are evaluated, and talented people spend their time reacting instead of doing the work they’re uniquely great at.
That’s why we start with clarity. We bring leadership and marketing teams together to connect the organization’s vision with the realities of its goals, resources, people, and capacity. We ask a lot of questions. We brainstorm. We challenge assumptions. And yes, sometimes we’ll tell you the thing that ain’t broke still needs fixing. We believe hard truths and honest conversations create better strategy—and that strategy should ultimately make decisions easier, not add another layer of complexity.
We also believe people do their best work when they’re trusted to do it. We protect people’s time, value different perspectives, and make space for each person’s individual genius. Our role isn’t to walk in with all the answers or hand your marketing team another giant list of things to do. We work alongside your team to simplify, prioritize, and build systems that give people the clarity and autonomy to move good ideas forward.
And we’re never particularly interested in doing something simply because that’s how it’s always been done. We think big, experiment, question, learn, and evolve. We want ambitious goals and disciplined execution. Creativity and accountability. Big-picture thinking and an honest understanding of capacity. Because the goal isn’t to do more marketing. It’s to create a team that knows what matters, understands where it’s going, and can confidently move in the same direction.
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