About Us

Hi, I’m Richard Sink, Founder and Principal of Critical Connections and Board Member at Advanced Marketers Institute. I’ve spent the majority of my career in a sales role and always believed that my job was to solve customers problems. I expanded into a marketing role because I could build deeper, more meaningful relationships with my customers that make a positive impact to their bottom-line.

That’s why I created Critical Connections; to maximize the output value of my client’s existing and new marketing assets. In May of 2004, as a sales professional who struggled with stale leads and ineffective outbound tactics, I set out to explore and experiment with new communications channels such as LinkedIn.

Since then, the purpose for Critical Connections has evolved into a highly influential sales & marketing service. One that believes that you need to tell a good story before you can sell a good story.

We create demand for your business via thoughtful, meaningful, time-tested expertise and fresh ideas that are shared by word-of-mouth. And enhanced by influencer outreach, organic SEO, data and AI-powered marketing and earned media that will drive anticipated results.

We value our clients as a source of distributed intelligence that inspires us to be intensely curious about new possibilities. We want to know about their motivations, intentions, hopes and dreams.

Our sales & marketing better practices are delivered in several ways. The differences are in the type of project for which assistance is needed, the frequency and duration of the engagement, and whether it will be required to work on-site or off-site.

1. By Project — We can be retained to help you work on a specific event or project. The duration is based on the engagement, ranging from a few months or longer.

2. On-Demand — We will work with you as-needed based on a scope of work.

Our strategies ensure your business is connected to your specific goals including objectives, initiatives, resources, planning and execution. Working together involves various stages, and is a collaborative effort that takes into account where your business is in the sales and marketing alignment development cycle.