About
Most marketing technology investment doesn't fail at purchase.
It fails at activation.
Why strategy-only fails
A 60-page roadmap that doesn't account for your actual content production capacity, your team's technical skills, or your platform's configuration constraints isn't strategy. It's deferred decision-making.
Why execution-only fails
Execution without a strategic framework produces activity, not outcomes. The blog posts are written. The emails are sent. The dashboards are built. Nobody can explain what they're driving toward.
The Gap
Where the market fails marketing leaders.
| Strategy | Execution | Tech fluency | In practice | |
|---|---|---|---|---|
| Big Consultancies | ✓ | ✗ | ✗ | Recommendations that require an implementation partner to use |
| Fractional CMOs | ✓ | ✗ | ✗ | Brand and positioning focus; platform expertise is rare |
| DXP Agencies | ✗ | ✓ | ✓ | Executes against requirements; rarely sets them |
| Berchtold | ✓ | ✓ | ✓ | Strategy informed by execution reality; execution informed by strategy |
The founder
Brett Berchtold
Founder & Principal Strategist
Brett Berchtold founded Berchtold to close the gap between marketing strategy and marketing execution — a gap that costs organizations real money in underutilized technology, misaligned campaigns, and stalled digital experiences.
Working at the intersection of marketing and technology since 2003, he has spent his career helping B2B and B2C organizations maximize their digital experience platforms, build content operations that scale, and connect marketing activity to business outcomes that matter to leadership. He is a two-time Sitecore Most Valuable Professional in the Digital Strategy category, recognized from a pool of over 24,000 active community participants worldwide for expertise and community contribution.
Organizations he has worked with include Watlow Electric, Enterprise Holdings, SeaWorld Parks, TechnipFMC, Dierbergs Markets, BOK Financial, GCI Communications, EDKH Robust, Store Supply Warehouse, and many others across manufacturing, financial services, retail, and hospitality. He also served as the organizer of the St. Louis Sitecore User Group for four years, helping grow one of the most active regional Sitecore communities in the country.
His approach is direct: strategy that accounts for execution reality, execution informed by strategic intent, and measurement that tells you what's actually working. No handoffs. No 60-page decks that sit on a shelf.
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