In this episode of Made to Grow, Rich Dale is joined by Rich Webley, founder of Framework Twelve, to explore why marketing so often underperforms in SME manufacturing businesses.
Drawing on nearly 20 years of experience leading and fixing marketing functions in manufacturing, Rich explains why marketing problems are rarely caused by a lack of effort or ideas.
Instead, he argues that many businesses struggle because their marketing function lacks the structure, maturity, and systems needed to support growth.
The conversation focuses on how manufacturers can move away from reactive, fragmented marketing activity and toward
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About the Guest
Rich Webley is a fractional marketing director who works exclusively with manufacturing and industrial businesses. After spending two decades in senior in-house marketing roles, he founded Framework 12 to help manufacturers run marketing as a fully managed, outsourced function.
Framework Twelve provides marketing function-as-a-service for SME manufacturers, combining experienced leadership, structured systems, and specialist execution to support sustainable growth.
Key topics in this episode
- Why marketing “not working” is rarely a people or effort issue
- What marketing maturity looks like in manufacturing SMEs
- How marketing becomes reactive and operates as a service desk
- The limits of single-hire and traditional agency models
- Why systems and cadence matter in marketing
- Using 90-day cycles to improve focus and accountability
- Where AI genuinely adds value in manufacturing marketing
- Practical advice for CEOs who feel stuck at a growth ceiling
What’s next?
If you’re a manufacturing leader questioning the return you’re getting from marketing, this episode offers a useful reframing. Rather than changing tactics or suppliers, Rich encourages businesses to step back and assess whether their marketing function is actually designed to support the level of growth they’re aiming for.
Further reading & resources
- Framework 12
- Connect with Rich Webley on LinkedIn
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Made to Grow is a manufacturing podcast sharing practical insights for SME manufacturers, operations leaders and supply chain professionals.
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New episodes throughout 2026 will continue to explore manufacturing insights, MRP systems, manufacturing software and digital transformation, with a clear focus on what actually works for growing manufacturers.
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