Michelle Hubner, Director of Marketing at Ideal Siding, on why a marketing revenue engine starts with a clear target and ends with a documented plan.

"Alignment" is Michelle Hubner's favorite word, and she means it three ways: within her marketing team, across departments, and with franchise owners. Director of Marketing at Ideal Siding, Michelle breaks down how cross-team marketing alignment turns twenty scattered priorities into the three or four that actually move revenue.

She also shares the story of a sale her team thought was closed, until the homeowner's husband called back to say his wife had a different idea entirely, and how that one call changed who Ideal Siding markets to.

📅 Wednesday, July 1, 2026 | 🕗 8:00 AM PST
🎙️ Hosted by Tullio Siragusa
🎧 Produced by Martha Huerta

🧭 In this video, Michelle covers:
• Why alignment breaks down when decisions aren't documented
• The real decision-maker her team learned to market to
• How to stay calm and empathetic when a crisis hits the plan
• Building marketing talent that stays engaged, not just busy

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