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35. Rip up the rulebook: how to make marketing fit for the future
Manage episode 394221948 series 3361976
In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future.
Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant training, culture, society, organisation design, long-term value creation and so much more.
About Chris Wilson
Chris has spent over 25 years in marketing, working with organisations such as Google, Vodafone, BT, Fujitsu, Cisco, Mastercard, RBS, SAP and Allianz.
Chris founded full service agency Earnest in 2009 to help B2B marketing step out of the shade and stop being labelled a poor cousin to FMCG. It’s an ongoing mission...
About Shane Redding
Shane is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by revaluating their people, processes and technology to better meet the challenges of our changing world.
Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a positive commercial impact.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Chris Wilson | Shane Redding | Dom Hawes
Websites: Earnest | Think Direct
Sponsor: Selbey Anderson
Timestamped summary of this episode
00:01:18 - Building a Marketing Function
00:03:41 - Marketing Foundations and Evolution
00:05:58 - Strategy Models and Communication
00:12:53 - Product-Centric Marketing
00:14:37 - The Role of Marketing in Product Strategy
00:16:17 - Dysfunction in Marketing
00:18:33 - Organizational Design and Flexibility
00:20:03 - Changing Work Dynamics and Talent Management
00:25:19 - Future of Learning and Expertise
00:28:41 - Importance of Growth Marketing Teams
00:29:58 - Zone to Win Strategy
00:31:33 - Marketing to Entrepreneurial and Scale-Up Teams
00:33:53 - Reassessing Martech Stack
00:37:35 - Rethinking Organizational Design
00:44:23 - Impact of Start-Stop Behaviour on Businesses
00:45:05 - Importance of Brand Marketing for Long-Term Value
00:46:27 – De-risking and Optimizing Short-Term Performance vs. Long-Term Value Creation
00:47:09 - Essential Investments in Brand Longevity
00:49:31 - Budgetary Responsibility for Long-Term Growth
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
95 episodes
Manage episode 394221948 series 3361976
In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future.
Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant training, culture, society, organisation design, long-term value creation and so much more.
About Chris Wilson
Chris has spent over 25 years in marketing, working with organisations such as Google, Vodafone, BT, Fujitsu, Cisco, Mastercard, RBS, SAP and Allianz.
Chris founded full service agency Earnest in 2009 to help B2B marketing step out of the shade and stop being labelled a poor cousin to FMCG. It’s an ongoing mission...
About Shane Redding
Shane is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by revaluating their people, processes and technology to better meet the challenges of our changing world.
Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a positive commercial impact.
Links
Full show notes: Unicorny.co.uk
LinkedIn: Chris Wilson | Shane Redding | Dom Hawes
Websites: Earnest | Think Direct
Sponsor: Selbey Anderson
Timestamped summary of this episode
00:01:18 - Building a Marketing Function
00:03:41 - Marketing Foundations and Evolution
00:05:58 - Strategy Models and Communication
00:12:53 - Product-Centric Marketing
00:14:37 - The Role of Marketing in Product Strategy
00:16:17 - Dysfunction in Marketing
00:18:33 - Organizational Design and Flexibility
00:20:03 - Changing Work Dynamics and Talent Management
00:25:19 - Future of Learning and Expertise
00:28:41 - Importance of Growth Marketing Teams
00:29:58 - Zone to Win Strategy
00:31:33 - Marketing to Entrepreneurial and Scale-Up Teams
00:33:53 - Reassessing Martech Stack
00:37:35 - Rethinking Organizational Design
00:44:23 - Impact of Start-Stop Behaviour on Businesses
00:45:05 - Importance of Brand Marketing for Long-Term Value
00:46:27 – De-risking and Optimizing Short-Term Performance vs. Long-Term Value Creation
00:47:09 - Essential Investments in Brand Longevity
00:49:31 - Budgetary Responsibility for Long-Term Growth
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
95 episodes
All episodes
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