35. Rip up the rulebook: how to make marketing fit for the future

Unicorny

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

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Chartable - https://chartable.com/privacy