Marketing and the Sales Guy

A discussion with Luca Destefanis, Head of Marketing, APAC at Kyndryl.

We discuss two or three ideas from the HBR article: 5-ways marketing leaders can drive value in 2022 by Janet Balis: https://hbr.org/2022/02/5-ways-marketing-leaders-can-drive-value-in-2022

- Three approaches to the sales and marketing alignment challenge.

- The marketing contribution to the business - the difference between business impact and marketing efficiency

- The key challenges for marketing recruitment and retention

- Empowering and developing marketing talent.

To connect with Luca do reach out to him on LinkedIn: https://www.linkedin.com/in/lucadestefanis/

A discussion with Audrey Khong founder of Audrey Khong Consulting Limited - a virtual CMO, branding and marketing consultancy.

We discuss the idea and reality of the virtual Chief Marketing Officer, including:

- The role of the virtual CMO in different companies

- The pro's and con's of the virtual CMO for companies and for the virtual CMO's themselves

- The biggest challenges encountered and how they were solved

- Advice to marketers thinking of taking on the role of the Virtual CMO

To connect with Audrey do reach out to her on LinkedIn: https://www.linkedin.com/in/audreykhong/

This was a solo episode based on an article I read recently in the Harvard Business Review - 10 Truths About Marketing After the Pandemic - by Janet Balis who leads EY’s consulting professionals in the Americas focused on the customer agenda and revenue growth, including commercial excellence, customer experience and product innovation and also leads EY’s CMO practice.

I focused the discussion on three of these truths, in the order Janet discussed them:

1. Old truth: Marketing begins with knowing your customer. New truth: Marketing begins with knowing your customer segment.

3. Old truth: Customers hope you have what they want. New truth: Customers expect you to have exactly what they want.

6. Old truth: Relationships matter. New truth: Relationships are everything.

You can access the full article here at: https://hbr.org/2021/03/10-truths-about-marketing-after-the-pandemic

A good discussion with Tim Saw Director of Strategic Communications and Partnerships at InvestKL.

InvestKL is an Investment Promotion Agency focused on attracting multinational and fast growing companies to establish their regional hubs in Greater Kuala Lumpur.

Tim and his team have been successful in attracting multinational companies to locate in Greater KL, but we look at some of the challenges in the industry at attracting investment and relocation and how different that is to marketing normal products and services.

We also discuss his approach to content marketing and how live events, traditionally a strong channel for marketing inward investment, has been impacted and how InvestKl have gone about developing and maintaining relationships.

To find out more about InvestKL visit their website at: https://www.investkl.gov.my/default.aspx

To connect with Tim do reach out to him on LinkedIn: https://www.linkedin.com/in/tim-saw-3195063/

I really enjoyed this discussion with Chris Greenough Chief Marketing Officer at Everise - a customer experience transformation company. We talked about a number of ideas around self identity and what that means for marketing, including some of the following:

- Self identity & marketing - predictions for the next decade.
- Deep fakes and new face?
- Synthetic influencers and bots.
- Dark marketing and moves towards anti-technology.

Link to podcast: https://anchor.fm/marketingforthesalesguy
If you want to connect with Chris: https://www.linkedin.com/in/chrisjgreenough/

Link to Chris's article relating to this podcast: https://www.linkedin.com/pulse/2030-decade-fluid-identity-chris-greenough/

An interview with Jason Cutter CEO and Founder of Cutter Consulting Group and author of "Selling With Authentic Persuasion". Today on the program we talk about sales and cover the following topics:

- Sales stereotypes: how true are they?

-  Three key ideas from Jason's recent book - self awareness, "your why" and leadership

- Understanding your prospects

- Challenges in sales today

- Persuasion or manipulation - Jason's take on this.

- How sales has changed?

- Moving conversations forward

For any questions about what we have discussed, enquiries about sales training or to find out more about Jason's book you can reach him on LinkedIn: https://www.linkedin.com/in/jascut/ 

Or, probably the best way to connect is via the website: https://jasoncutter.com/ - where you can access Jason's book, podcast, and lots of great content.

A solo episode this time where I review two articles on Sales & Marketing alignment and give my own views. I cover some of the following topics:

- A checklist of ideas that aim to help  sales and marketing alignment

- Practical ideas for sales and marketing teams to use

- A discussion on social selling and the role that plays.

- Some uncomfortable truths about sales & marketing alignment

Here are links to the two articles I discussed in the program:

Hubspot article by Carolina Samsing: 

https://blog.hubspot.com/marketing/tried-and-true-sales-marketing-alignment

Salesforce article taken from Jill Rowly talk at Dreamforce conference:

https://www.salesforce.com/quotable/articles/sales-marketing-alignment/

An interview with Cristina Viscasillas from the media agency Carat based in Singapore. Today on the program we talk about all things programmatic advertising and cover the following topics:

- What parts of the marketing funnel are best suited to programmatic?

- Targeting - How targeted can you be? How targeted should you be?

- What size and kind of companies could best utilize programmatic?

- What about brand safety?

- What does the future hold for programmatic in the next few years?

Cristina suggested a few sources to find out more about programmatic advertising, including the following:

https://www.thinkwithgoogle.com/marketing-resources/programmatic/

https://www.thetradedesk.com/blog/programmatic-explained

https://www.mediamath.com/platform/

Or you can reach out to Cristina on LinkedIn if you have any questions.

An interview with Piyachart Isarphakdee (Arm), CEO at Brandi - a brand consulting firm based in Bangkok, Thailand.

We cover a fair few topics in this episode so I have listed out so of the main items we discuss:

Brand centralisation - Not just about profit, but shared values, the three P's: Profit, People & Planet

Brand 4.0 - The four stages: 1. Industrialisation (Products/Services), 2. Information (Greater customer personalisation), 3. Social (Shared community values), 4. Transformation (The consumer is in charge)

How to cope with Covid-19 - Focus on operations for sure, but think about changing mindset to value based and seek new opportunities

The Brandi approach - Above the ocean strategy

How can a brand develop purpose - Pick one of the 17 global Social Development Goals, the one that makes most sense for your brand.

Brands with negative perception - Improve your process in some way that creates something positive or separate product and brand and do some good with your brand and produce a net positive impact.

For more information about Brandi you can reach them at: https://www.brandiandcompanies.com/

A discussion this week with Ty Yaffe from Luxu Technologies on a variety of sales & marketing ideas including:

- Video messaging

- Multi touch marketing attribution

- Marketing mix modeling

- How to experiment with your marketing

- Facebook shops and shopify: making it easier yor your customers

To reach out and connect with Ty you can connect with him at LinkedIn: https://www.linkedin.com/in/tyyaffe/ or Email: [email protected]