Seth Matlin from Forbes CMO network joins us to share his marketing leadership lessons. Tune in to discover:  

• Pivotal moments that shaped Seth's career, starting from his transformative first job at Evian to his entrepreneurial endeavours.

• Leadership mistakes, lessons learned, and the importance of prioritisation, focusing on what truly matters.

• The necessity of a high tolerance for ambiguity and the integration of silos for high-performance marketing teams.

Seth is an award-winning marketer, who has spent a career in and advising the C-suite of dozens of the 100 most valuable brands globally. Since February 2022, he has been the Managing Director of the Forbes CMO Network, where he oversees the annual Forbes World's Most Influential CMOs List, the Forbes Entrepreneurial CMO 50 List, the Forbes CMO Summit, the Forbes European CMO Summit, and an expanding marketing content portfolio.   We hope you enjoy listening!   References  

• The Psychology of Money by Morgan Housel
• Same as Ever by Morgan Housel 
• The Choice Factory by Richard Shotton
• Forbes Entrepreneurial CMO50 list
• Check out Part 1 of our conversation with Seth about  Embracing an Entrepreneurial CMO Mindset

 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. 

• Discover how Ty can work with your marketing team to improve psychological safety as part of the high-performance marketing team training.

• Connect or Follow Ty on LinkedIn - and mention that you're a listener of the Pod.
  
  

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

In this episode, Ty is joined by Seth Matlins, Managing Director of Forbes CMO Network, to delve into the Forbes Entrepreneurial CMO50 list. 

• Learn how an entrepreneurial CMO mindset is not exclusively tied to start-ups or venture capital environments but is relevant to any CMO facing dynamic market conditions. 
• Discover how CMOs from brands like The North Face and Molson Coors have successfully leveraged an entrepreneurial mindset to drive remarkable results.
• Seth also discusses the critical role of company culture in fostering entrepreneurial marketing and how you can influence it from the CMO's chair.
• Gain insights into optimizing team performance, fostering agility, and embracing calculated risks to stay ahead in today's fast-paced marketing environment in an era of shrinking budgets and expanding expectation

We hope you enjoy listening.

References

• Forbes Entrepreneurial CMO50 List  

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. 

• Discover how Ty can work with your marketing team to improve psychological safety as part of the high-performance marketing team training.

• Connect or Follow Ty on LinkedIn - and mention that you're a listener of the Pod.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

In this episode you’ll discover two key techniques to enhance marketing team productivity and value delivery; Lean Process Redesign and Agile Marketing. 

The episode guides leaders on choosing the right approach based on team size, maturity, and challenges, with examples from industries like tourism, technology, and higher education.

Ty explains how these methods address the challenges of overloaded marketing teams and Brooks law's impact on team complexity. 

The episode distinguishes between Lean Process Redesign's emphasis on streamlining current processes to remove waste and Agile Marketing's focus on small, cross-functional teams delivering incremental customer value through feedback. 

It concludes with additional resources for implementing these techniques and the importance of continuous optimisation whether in Lean or Agile frameworks.

If you’re looking for ways to help your marketing team do more with less, feel less overwhelmed and increase their productivity - then be sure to tune in.

 

Additional Resources

See Episode 26. How to overcome resource constraints and get to market faster - for more on what Lean Process Is and how to implement it in your team.

See Episode 54. How Agile Marketing Drives Customer Centricity  - for more on the benefits of Agile Marketing with real-world results.

 

Need help optimising your marketing team?

Ty works with marketing teams like yours to help increase team productivity, engagement and effectiveness. Find out more about Growth Generator’s Flow services and how Ty can help you implement what you learn in today’s episode.

 

This podcast was edited by Clare Ryan.

 

 Is Business as Usual (BAU) work preventing your marketing team from being more strategic, agile and customer-focused?

In this episode, host Ty Hayes explores why business as usual (BAU) work is a significant challenge for marketing teams, limiting agility and innovation. 

Ty shares his definition of BAU work being the routine, repetitive work that the team thinks they have to get done.

You’ll discover how marketing teams can identify and overcome BAU, including 10 actionable tips to shift focus towards strategic initiatives that drive organisational growth. 

The discussion emphasises the importance of aligning tasks with marketing strategy, prioritising work that delivers customer and business value, and fostering a culture of agility over routine busy work. 

Ty introduces concepts such as Busy-ness as Usual Syndrome (BAUS) and Agility as Usual (AAU) to describe the pitfalls of BAU and the ultimate goal of achieving a more strategic, customer-focused approach in marketing efforts.

You can also view Ty’s companion blog article Why you must eliminate BAU to make shifts towards Agile Marketing and circulate within your organisation to get the conversation going!

If your team is drowning in BAU, or you constantly hear ‘we’re too busy’ to take on that exciting new innovative project - then tune in to increase the capacity, agility and innovation in your team.

We hope you enjoy this episode. 

 Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing
• Connect or Follow Ty on LinkedIn - and mention that your’e a listener of the Pod.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

 

Welcome to the CMO Leadership Podcast | How top CMOs build high-performing marketing teams.

In this episode, Ty explains the new podcast title and format, who it's for, and why we've rebranded the show from Lean Mean Marketing Teams. 

Listen to the short episode to find out how the CMO Leadership Podcast endeavours to provide even more value to current or aspiring marketing leaders looking to optimise their team's performance.

Tune in to the new show to:

• Unlock secrets from top CMOs on how they’ve crafted dynamic marketing team structures and built modern capabilities
• Discover agile marketing practices that dismantle team silos and boost efficiency
• Learn the leadership principles and strategies to drive change and create a high-performance team culture
• Explore the mistakes to avoid and tips to become a revered CMO
• Gain insights from interviews with leadership experts and authors, and marketing leaders from across industries.

 Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing
• Connect or follow Ty on LinkedIn and let him know you're a fan of the show

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
•  Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

Thank you and enjoy the show!

Sean Ellis, author of the book Hacking Growth, and founder of the growth hacking movement joins us on the podcast today. 

In this episode, we discuss:

• What growth hacking is and how its central themes of measuring, analysing and testing stem from the heart of marketing innovation
• How growth hacking extends beyond the traditional boundaries of marketing and requires cross-functional alignment to unlock new levers of growth
• What value means from a growth hacking perspective and how this understanding can create seismic shifts in the way organisations set sustainable growth metrics and deliver products/services
• The importance of North Star Metrics to focus a team on delivering the ultimate customer value
• What roles you need on a growth team and why it’s important to start small and then scale
• Why Sean suggests that growth teams shouldn’t report into marketing and where they should report instead
• Find out how to gain organisational buy-in for growth hacking methods and foster a growth culture.

 

 

Discount code to see Sean live in Sydney/Melbourne in March-April 2024

Thanks to the crew at Unlocking Growth we have a discount code (for Australian listeners only) to participate in one of the Sean Ellis Unlocking Growth events at Melbourne or Sydney taking place in March-April 2024.

Visit the website https://www.unlockinggrowth.co/unlocking-growth-with-sean-ellis

Enter the discount code: Ty-GROW-34

As always, we’ve done the hard work of taking notes for you, so you don’t have to. To access these, head to our website, look out for this episode and download the 3-4 page PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Unlocking Growth for Startups & Scaleups and Unlocking Growth for Enterprises in Sydney and Melbourne in March/April 2024
•  Hacking Growth by Sean Ellis
• Unlocking Growth
•  Building high-growth SaaS marketing teams with Kevin Marasco from Zenefits on the on the Lean Mean Marketing Team Podcast 
•  What is product-led growth and how to get started with Peter Ikladious from Unlocking Growth on the on the Lean Mean Marketing Team Podcast 
•  Influence: The Psychology of Persuasion by Robert Cialdini 

 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing
• Connect or Follow Ty on LinkedIn - and mention that you are a listener of the Pod.

 

Help us help you

• Hit  follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 This podcast was produced by Ty Hayes and edited by Clare Ryan.

 Thank you and enjoy the show!

Jonathan Metrick, Operating Partner at Sagard joins us on the episode today. 

In this episode, we discuss:

• Jonathan’s role at Sagard and how investment companies have shifted their focus from growth at any cost, to sustainable growth and profitability and how crucial this is post 2022.  
• The research report that Jonathan and co-author Kimberly Whitler released this year to help answer a common CMO question - how to design a marketing team structure and how this should change as a company scales.
• Jonathan shares the three company growth stages identified in the report - early, developing and mature and the characteristics associated with these. 
• Jonathan explains the typical team structures, responsibilities and leadership profiles associated with the three company growth stages.
• How CMOs can lead an upward company growth stage transition including common traps to avoid.  
• How the company growth stage can be a useful consideration for marketing professionals and leaders considering the best-fit roles for them.
• How AI is having an impact on marketing team design and structure. 

Enjoy the show!

 

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Jonathan Metrick & Kimberley Whitler Design Your Marketing Organization to fit your company’s growth scale. 

• HBR’s 10 must reads on strategic marketing 

• Give away your legos and other commandments for scaling start-ups 

Contact Jonathan

•   Find Jonathan on LinkedIn and mention you heard him on the podcast. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. Follow or connect with Ty on LinkedIn.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

Thank you and enjoy the show!

 

Shay shares the strategies and tactics he uses to drive marketing results as CMO at hypergrowth company, ActiveCampaign. Note: Ty and/or Lean Mean Marketing Teams Podcast are not an affiliate of Active Campaign.

In this episode, we discuss: 

• Shay’s leadership strategies and approaches to leading a marketing team at a hypergrowth company. 

• How the marketing team is structured including the sub-teams within the three pillars of (1) Demand (2) Brand (3) Partnerships.

• Agile Marketing practices used at ActiveCampign. Shay shares a specific example of how Agile Marketing helped activate a target e-commerce vertical. (Find out how Growth Generators can help your team implement Agile Marketing)

• The role of the Marketing Operations function within the team and how it has been leveraged to optimise value.  

• How AI, data and analytics as well as customer interactions are used to inform marketing activities and strategy as well as drive customer centricity.

Though the ActiveCampaign marketing team are operating within a hyper-growth organisation, we are confident that the tips, reflections and strategies that Shay shares will be relevant to any modern marketing team no matter the size. 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Find out more about ActiveCampaign

• Patrick Lencioni - The 5 Dysfunctions of a Team 

• Chris Zook and James Allen - The Founder's Mentality 

• Elad Gill - The High-Growth Handbook 

• Chris Voss - Never Split the Difference  

Contact Shay

•   Find Shay on LinkedIn and mention you heard him on the podcast. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. Follow or connect with Ty on LinkedIn.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

 

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

 

Mike Rizzo, Community-Led Founder of MarketingOps.com and MO Pros joins us on this episode.

In this episode, we discuss: 

• What Marketing Operations is and how it can turbocharge a marketing team's go-to marketing strategy and help drive revenue

• Mike clarifies a common misconception about what Marketing Ops is and what they should be responsible for delivering to really leverage their expertise and potential

• How to grow and scale a Marketing Ops team from small 1-3 person team to a fully loaded team of 15-20+ people

• What CMO’s should look for when looking to hire a full package marketing ops lead. 

• Mike's thoughts on the future of AI and how Marketing Ops are well-positioned to harness this.

 

If you are considering incorporating more firepower into your team by optimising how your team interacts with systems, technology and data - a Marketing Ops function could be what you need. This episode may provide some useful strategies and thought-starters on how you can do this.

 

Enjoy the show!

 

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Find out more about marketingops.com  and their upcoming event in November 2023 MOps-Apalooza 2023

• State of the Marketing Operations Report by marketingops.com  

• Darrel Alfonso’s LinkedIn Post with a visual describing the difference between a small, mid-sized, and large marketing operations team. See Darrel’s LinkedIn profile here: https://www.linkedin.com/in/darrellalfonso/ 

 

Contact Mike

•  Find Mike on LinkedIn and mention you heard them on the podcast. 

 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformational framework. Follow or connect with Ty on LinkedIn

 

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

 

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

 

With Sheena Sudra, Executive Director - Marketing and Customer Experience, APAC and Gemma Gray, Director of Product, Asia-Pacific, from Keypath Education.

In this episode, we discuss: 

• The extensive process that Sheena undertook to reimagine and re-design her Marketing and CX team including current state analysis, problem/opportunity identification and crafting future state design principles.

• How Sheena engaged the team and executive along the re-design process to get their buy-in and insights.

• How Gemma and Sheena implemented Agile Marketing at Keypath and the key drivers for this.

• The incredible results Keypath has achieved (and challenges they have had to overcome) with the new team structure complemented by an agile implementation.
  
  

Full disclosure, Keypath is a client of Growth Generators but the outcomes and learning were too good not to share!

According to a recent Gartner study, Seventy-five per cent of CMOs are facing increased pressure to “do more with less” to deliver profitable growth in 2023. Because of this, 86% of marketers said they must make significant changes to how the marketing function works to achieve a sustainable result.  (Gartner 2023 CMO Spend and Strategy Survey)

So, this episode may provide some useful strategies and thought-starters on how you can do this.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Sheena and Gemma, with all the tips and strategies laid out in an easy-to-read format. 

References

• Dr Seuss - Oh, the Places You’ll Go! 

• Mikael Krogerus and Roman Tschäppeler -  The Communication Book

 
Contact Sheena 

• Find Sheena and Gemma on LinkedIn and mention you heard them on the podcast. Find out more about Keypath Education

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.

• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

 
We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

Thank you and enjoy the show!

Jessica Gilmartin, Chief Marketing Officer of Calendly, joins us on this episode.

We discuss: 

• How Jessica built trust within her team through exploratory meetings with team members, showing vulnerability and using team feedback to create (and ultimately share)  her work plans and objectives.
• How Jessica managed different impressions between the marketing and executive teams and her approach to communicating the purpose and story of the marketing team internally.
• How Jessica significantly improved strategic and team alignment by collaboratively facilitating the creation of a set of OKRs within the marketing department. Jessica provides a sample of OKRs used within the Calendly marketing team. 
• The overall marketing team design at Calendly and how Jessica’s prior experience in creating a  product-led growth business positioned her to lead the team as CMO.

• Jessica explains her clear and logical two-step decision-making process when deciding whether to go in-house or outsource certain resources to agencies. 
• The crucial role that marketing plays in supporting customer retention efforts and how Jessica’s team works with sales to ensure this support is nurtured.

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Melissa, with all the tips and strategies laid out in an easy-to-read format. 

• Adam Grant - Give and Take 
• Patrick Lencioni - Overcoming the Five Dysfunctions of a Team
• Brene Browne's work on Vulnerability

  Contact Jessica

• Find Jessica on LinkedIn and mention you heard her on the podcast. Find out more about Calendly  

  Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

  We love hearing from our listeners, and your ratings and feedback help us continue to attract the best guests and improve the show. This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Enjoy the show!

with Frank Days, Chief Marketing Officer of Aerospike and Co-host of the Marketing Agility Podcast 

In this episode, we discuss the following: 

• Frank’s learnings and observations from how numerous companies have applied Agile Marketing over the years

• The four rituals and ceremonies that get you 80-90% of the way with Agile Marketing

• The importance of self-empowerment in the team
  
  
• The role of agile software and what to consider when choosing a tool
  
  
• The watch-outs and mistakes that most teams make when getting started with agile marketing 
  
  
• The keys to a successful agile marketing rollout

• The imperfect nature of Scrum and how perfectionism can be the enemy of any Agile implementation. 

Frank is a pioneer in the Agile Marketing space having hosted his podcast since 2010, and has rolled out Agile Marketing in many different incarnations for varying team sizes in multiple technology companies.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Frank, with all the tips and strategies laid out in an easy-to-read format. 

References

• The 6th Annual State of Agile Marketing Report by Agile Sherpas 

• The Agile Marketing Alliance Podcast Featuring Ty Hayes (5 April 2023)

Contact Frank Days

•  Find Frank on LinkedIn and mention you heard him on the podcast. Find out more about the Agile Marketing Alliance 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you implement Agile Marketing in your company through their training, coaching and consulting services.

• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Could you help us continue to help you?

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners, and your ratings and feedback help us continue to attract the best guests and improve the show. 

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you, and enjoy the show!

 

  Grayson Campbell, Head of Digital Marketing & Growth at PaperCut returns to share his leadership experience and insights. In this episode Grayson shares: 

• How he accidentally became a developer and how his engineering-focused background blends perfectly with marketing
• His mindset for tackling unconventional and challenging projects, and fostering relationships which has set his career on a positive trajectory
• Critical advice for aspiring marketing leaders, underscoring the significance of being data-driven, having empathy, and striving for excellence beyond what's expected. 

We hope you enjoy listening.     References   CMO Leadership Podcast Episode 72: How a marketing funnel team created dynamic results at PaperCut (Featuring Grayson Campbell)    CMO Leadership Podcast Episode 62: Sean Ellis Decodes Growth Hacking

 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team build a high-performance culture and boost staff engagement by 20%
• Connect or Follow Ty on LinkedIn – and mention that you're a listener of the Pod.

 

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

With Melissa Reeve, Co-Founder of the Agile Marketing Alliance

In this episode, we discuss: 

• An Overview of the Scaled Agile Framework (SAFe) which is used to scale agile within an organisation

• Some key principles of SAFe including the principle of organising agile teams around delivered value

• How multiple agile teams can perform work in strategic alignment using Agile Release Trains and Product Increment Planning. 

• The Weighted Shortest Job First (WSJF) prioritisation tool used in SAFe (but has application to marketing teams whether they are using agile or not)

• Investments that marketing teams/organisations must make to scale agile marketing successfully.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Melissa, with all the tips and strategies laid out in an easy-to-read format. 

References

• The Scaled Agile Framework 

• The Agile Marketing Manifesto

Contact Melissa Reeve

• Find Melissa on LinkedIn and mention you heard her on the podcast. Find out more about the Agile Marketing Alliance

 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.

• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

 

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

 

Ty Hayes from Growth Generators interviewed by Jim Ewel and Melissa Reeve from the 

The Marketing Agility Podcast 

Ty Hayes from Growth Generators was on the other side of the mic in being interviewed by Jim Ewel and Melissa Reeve on the Marketing Agility Podcast. Many thanks to Melissa and Jim for allowing us to share this podcast with our Lean Mean Marketing Team listeners.

In this short 22 minute episode we discuss: 

• How Ty’s implementation of Agile Marketing as CMO at Curtin University led to his team being awarded the number 1 marketing team in Australia. 

• Ty summarises the key outcomes of implementing Agile Marketing at Curtin University - including how it was used for large-scale event planning and implementation.

• How Ty has nurtured customer centricity in his previous role as a CMO and as Director at Growth Generators. 

• The 3 most common pitfalls marketing team face when implementing Agile Marketing

 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation, with all the tips and strategies laid out in an easy-to-read format. 

References

• Hackathon at Curtin University on YouTube

   

Contact Ty and Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

 

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

 

Thank you, and enjoy the show

 

 

Thank you, and enjoy the show

 

Erik de Roos, Executive Director, Marketing at South Australian Tourism Commission (SATC)  joins us on this episode.

In this episode, we discuss:

• Strategies Erik used to stand out from the crowd in a high calibre candidate pool for the position of Executive Director at SATC
• The metrics that SATC uses to measure its success - especially in relation to team culture and development
• Measures that Erik and his team have taken to improve culture and team performance including participating in the High-Performance Marketing Teams Workshop by Growth Generators
• Tips to help your team find meaning in what they do and drive alignment throughout your marketing team
• The importance of building a strong first team
• The value of authentic leadership
• The unique challenges of delivering marketing services within a state tourism body
• Erik’s genuine love for South Australia and how he has fulfilled his 20-year-long goal to have a role that allows him to showcase and promote its beauty to the nation and the world

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Erik, with all the tips and strategies laid out in an easy-to-read format.

References

• Patrick Lencione - Team #1
• Weimer Snijders - Eat Your Greens

Contact Erik de Roos

• Find Erik on LinkedIn and mention you heard him on the podcast. Find out more about

 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

With Pieter-Paul von Weiler and Matt Davies

BetterBriefs founders Matt Davies and Pieter-Paul von Weiler are two ex-agency strategists that have conducted the largest and first-ever global survey into client briefs.

Their findings - described by Mark Ritson as “the most scary and remarkable bit of data I’ve ever seen” - are igniting conversations about briefs worldwide.

In this episode, we discuss:

• How you can recapture up to 30% of your marketing budget by writing better briefs
• Why 80% of clients think they’re good at writing briefs but only 10% of agencies agree
• The common problems with briefing, why they arise and the issues they create
• What you can do to improve the briefing process
• The importance of having a strategy from which your brief draws from/links to
• The importance of clear targeting and positioning
• The 3 kinds of objectives to include in your briefs
• How to evaluate the work that comes back from your agencies to know if it’s on brief
• Some tips to brief multiple agencies and in-house marketing teams

Since launching their business, BetterBriefs, at IPA’S EffWorks last year, Matt and Pieter-Paul are on a mission to help brands write better briefs for agencies and through their training and brief advisory services.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Make sure you also download a copy of the best practice guide ‘The best way for a client to brief an agency’ written by BetterBriefs and Mark Ritson in partnership with the IPA. This contains the research findings and the tips and strategies we discuss in the show.

Contact BetterBriefs

• Find Pieter-Paul von Weiler and Matt Davies on LinkedIn and tell them you heard them on the podcast, or shoot them an email pp@betterbriefs.com and matt@betterbriefs.com 
• Find out more about BetterBriefs

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know what you think of the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

Get up to speed and prepare your team for the future.

In marketing, if you stand still, you fall behind. So it’s critical to stay curious about new technologies and explore how to introduce them into your marketing strategy.

Although the metaverse and Web3 have received a lot of attention, many marketers are still working out what’s hype and what’s real, and how to get started. Steve breaks this down for you.

Steve also shares some practical tips to help your team be more productive, which is welcome advice given the increasing workloads facing many marketers.

In this episode, we discuss:

• The onset of Web3, NFTs, and the Metaverse and their basic definitions
• Specific use cases for NFTs
• How (and why) small companies should embrace this emergent tech
• Why Web3 should be embraced going forward
• Examples of companies that have entered the metaverse and are doing it well
• How Web3 can change the way that brands build communities and reward customer engagement
• The prevalence and prominence of DAOs (decentralised autonomous organisations) and what impact they might have on agencies and staffing
• Steve Glaveski’s framework to boost productivity: Cut the CRAP.
  • C for Consensus-seeking
  • R for Responsiveness
  • A for Availability
  • P for Process Paralysis
• Steve’s advice for how CMOs can scale their own content marketing - he should know, Steve’s authored two books, written loads of blog articles and published hundreds of podcast episodes
• The value of emotional intelligence, the value of ownership over your work, and the value of your time.
• And more!

About Our Guest

Steve Glaveski is the founder and CEO of Collective Campus and community-owned web3 accelerator, Metarise, and his mission is to unlock the latent potential of people to create impact in the world and lead more fulfilling lives.

He co-founded children’s entrepreneurship program, Lemonade Stand, is the author of several books, including Wiley books Time Rich: Do Your Best Work, Live Your Best Life (May 2020), Employee to Entrepreneur: How To Earn Your Freedom and Do Work That Matters (2019), is a contributor to the Harvard Business Review and hosts the award-winning Future Squared podcast. He founded the media network, NoFilter, during the pandemic. He previously worked for the likes of EY, KPMG, Westpac and Macquarie Bank.

Contact Steve

• www.metarise.club
• www.metavise.io
• www.collectivecampus.io
• twitter.com/steveglaveski
• steveglaveski.com

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know what you think of the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

With Ty Hayes, Podcast host and Founder of Growth Generators

The world is forever changing.

Therefore, as marketing leaders, we must continuously optimise our marketing resources to help our organisations thrive amidst uncertainty. 

What got us here, may not get us there.

Yet, after years of constant change, it can be hard to think strategically whilst acting reactively. 

To help you with this, we’ve devised a framework for marketing team transformation, called HiFli.

Whether you’re in a new leadership role, or you’re just about to hit the reset button with your team, this will give you a roadmap to follow.

In this episode, we discuss:

• The HiFli framework and how it can be used to create a high-flying marketing team
• The details on what we mean by HiFli:
• Harmonise
• Infrastructure
• Flow
• Lead
• Innovate
• How some of the most important work you can do is align your marketing strategy with your organisational strategy
• How to make your metrics do the work for you when they're properly chosen and analyzed
• How leadership and innovation are required to cultivate high performance
• How CMOs can build trust with their CEOs to stay in the seat long enough to make an impact 
• What high performance actually means and how to develop it in your teams
• Why making your processes leaner and more agile can help contribute to better results
• How to analyze and rebuild the infrastructure your team needs to be the best
• And more!

You're joined by host Ty Hayes on this episode. Ty is a former #10 ranked Chief Marketing Officer in Australia and led the Australian Marketing Team of the Year in his previous role as CMO at a global university. Ty now works with CEOs and CMOs to help them create modern marketing teams that drive growth.

P.S. We take detailed notes for each episode with all the tips, strategies and resource links laid out in an easy-to-read pdf. So you can spend less time taking notes and more time taking action. Head to our website to download the notes.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know what you think of the show.
  
  

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.
  

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

Discover the skills to become a fulfilled marketer.

In the age of the 'great migration', there's never been a better time to become a whole marketer and take complete ownership of your career.

In this episode, we discuss:

• What it means to be a whole marketer, including how to better understand yourself and others, and how to make intentional career and life choices and goals that align with your values.
• The required soft, leadership and technical skills to be an effective marketing leader.
• The importance of engaging and involving a wide range of stakeholders when developing your marketing strategy.
• How to socialise your strategy to get stakeholders on board. 
• Abby shares some great tips for those of you who are uncomfortable with the politician parts of your role. 
• Why and how marketers should be taking ownership of the commercial agenda for your organisation.
• Why a long-term marketing strategy is still required in today’s rapidly changing world.
• The difference in company orientation from being product-oriented, to sales-oriented to production-focused - to the holy grail of being marketing-oriented.
• What this means in terms of the remit of marketing, and the size and composition of the marketing team.

About our guest

Abigail Dixon is Author and Podcast Host, The Whole Marketer, and Director and Founder of Labyrinth Marketing 

Abigail is an award-winning chartered marketer and consultant, a Fellow of the Chartered Institute of Marketing (CIM), an accredited course director and trainer, and an accredited International Coaching Federation coach.

Get the notes 

P.S. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

Contact Abigail Dixon

• Website (access the book and podcast here): www.thewholemarketer.com
• Abigail Dixon @LinkedIn; Instagram: @thewholemarketer
• www.labyrinthmarketing.co.uk

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn and let us know what you think of the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

Adam Fraser, Chief Financial Officer at Omniscient Neurotechnology shares his insights.

Get inside the mind of a CFO to build trust and strengthen ties between marketing and finance.

Learn about the main KPIs of a CFO and what keeps them up at night.

Then dive deep into the key financial metrics you need to know about like EBITDA, WACC, RRR and hurdle rates. 

Learn to speak the language of finance to make robust business cases and budgets, and get more funding approved.

By building empathy with the CFO and upping your financial acumen, you'll become a smarter marketer and a more influential leader.

About our guest

Adam Fraser is CFO of MedTech Startup Omniscient Neurotechnology (08t), which was the 2022 winner of SXSW innovator award for AI and machine learning.

At the intersection of neuroscience and data science, 08t is creating more detailed maps of the brain's neural highways.

With over 25 years of broad-based finance, corporate finance, private equity, technology and martech experience, Adam brings a wealth of experience to his current CFO role.

Adam explains how marketing and finance can (and should) work in concert with each other to help realise the business and strategic objectives of the company.

Fun fact, Adam was the host of EY's marketing podcast 'Let's Talk Marketing.'

P.S. You'll want to grab the detailed notes that accompany this episode packed with all the financial term definitions. To access these, head to our website lookout for this episode and download the notes.

References

• 2022 SXSW Innovation Awards
• BambooHR
• HubSpot
• This is Marketing by Seth Godin
• Good to Great by Jim Collins

Contact Adam Fraser

• Website: https://www.o8t.com/ 
• Adam Fraser @LinkedIn
• Keep up with what Omniscient Neurotechnology is doing by visiting their LinkedIn page

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.
• Follow or connect with Ty on LinkedIn and let us know what you think of the show.

Help Us Continue to Help You

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.
• We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Conquer the fear that holds you or your team back

"Nobody likes to fail...but if they have imposter syndrome, even the smallest indiscretion is a catastrophe." Alison Shamir

Imposter syndrome reportedly affects 70% of the global population - so it may affect you, or your team at some point.

If you've ever discounted your own intelligence, skills, confidence and ability - despite evidence to the contrary - then it's likely you have experienced this syndrome.

The costs are high- personally, it can cost your voice, your job, the promotion, and the rewards of being recognised for your ideas and talents.

As an organisation, it can reduce collaboration and innovation, and cause high-performers to leave.

It can also create micro-managers that possess over data and occasionally throw team members under the bus due to their own imposter syndrome.

Tune in to find out what it is, what you can do personally, and as a leader to help beat it and help your team thrive.

Today's guest is Alison Shamir - an Imposter Syndrome & Confidence Expert, Coach, Speaker and Media Contributor who spent 10+ years in senior roles in Technology and Media sectors.

Certified in Applied Neuroscience and Brain Health, Alison arms her audience with the knowledge and evidence-based methods grounded in science to overcome imposter syndrome, build confidence and do the deep work needed to rewire the brain and achieve the success they desire.

P.S. Get the cheat sheet that accompanies this episode. Head to our website, find this episode and download the PDF summary notes with all the tips and strategies laid out in an easy-to-read format. Spend less time taking notes, and more time taking action.

References

• How to Win Friends and Influence People by Dale Carnegie
• Limitless by Jim Kwik
• The source by Tara Swart
• Secrets Thoughts of Successful Women by Valerie Young
• Ditching Imposter Syndrome by Clare Josa

Contact Alison Shamir

• Alison Shamir Website
• Instagram
• LinkedIn

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.
• Follow or connect with Ty on LinkedIn and let us know what you think of the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

Kelley Johnson, Lead, Student Experience Platforms (Salesforce) at UTS explains the ins and outs of implementing Salesforce. 

If you’re interested in procuring Salesforce or another competitor product to help optimise your CX - then this episode will teach you how to go about it.

“It’s not just the product you’re buying. It’s all the governing around that – security policies, data policies, privacy policies … You do not want to have any breaches.”

Growth Generators is not an affiliate for Salesforce and featuring this product is not intended as an endorsement.

In this episode, we discuss:

• Three leaders that had a profound influence on Kelley’s career
• Why UTS chose to deploy Salesforce and how it aligned with their digital experience strategy
• Insights into the procurement process and what set Salesforce apart
• The importance of having the right people at the procurement table - and giving them enough time to participate
• The importance of building requirements with the end-users 
• How the vendor's response can tell you a lot about how much they value the relationship
• Which Salesforce modules UTS chose to purchase and why
• The four must-have roles you need on your team to get out of the blocks with Salesforce
• The biggest challenges and wins so far

Kelley is an accomplished leader with more than 25 years' experience in digital technology.

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes with all the tips and strategies laid out.

References

• University of Sydney Technology
• UTS 2027 Strategy
• Salesforce's Marketing Cloud Platform
• Power: A Woman's Guide to Living and Leading Without Apology," by Kemi Nekvapil

Contact Kelley Johnson

• Find Kelley on LinkedIn and mention you heard her on the podcast. 
• Email Kelley any follow-up questions you have, kelley.johnson@uts.edu.au 
• Find out more about UTS

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  
• Follow or connect with Ty on LinkedIn and let us know what you think of the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

In this episode, you will discover how the marketing team at PaperCut, a global B2B print management software company restructured its marketing team around the marketing funnel and implemented Agile Marketing. 

Grayson Campbell, Head of Digital Marketing and Growth at PaperCut reveals impressive results 9 months post-implementation. This includes the return on investment of top-funnel campaigns from 1 x to 6x by quadrupling the number of current campaigns in the market. And if you thought that was impressive - consider that at the same time, the team re-platformed their marketing engagement platform in three weeks (a major project that can typically take 6-12 months). 

Grayson walks us through the challenges, learnings and strategies of Agile Marketing Implementation at PaperCut and makes a compelling case as to why modern marketing teams need to rethink the way they work to enhance productivity and deliver more customer value and business growth.

If you're a marketing leader aiming to enhance your team's performance and drive unparalleled results, this episode offers invaluable insights.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team triple team productivity and boost staff engagement with Agile Marketing 
• Connect or Follow Ty on LinkedIn - and mention that your’e a listener of the Pod.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

Peter Ikladious, Co-founder at Unlocking Growth shares his Product-Led Growth (PLG) insights.

In this episode, we discuss:

• What PLG is including the fundamentals you need to get started 
• How PLG can be applied to any industry, and what it means for marketing teams and CMOs
• How it changes the dynamics of an organisation and the skills needed in the marketing team
• How CMOs can use PLG to play a bigger role and have a bigger impact in their organisation 
• From MQLs (Marketing Qualified Leads) to Sales Qualified Leads (SQLs) to Product Qualified Leads (PQLs)
• We dispel some myths about PLG and explain in which situations it is inappropriate to adopt
• The growth mindset needed including the 4 key attributes for any modern marketer to thrive at PLG
• The new course, Rocket Ship Scholars that Unlocking Growth has launched to upskill Aussies in PLG - listen out for how to apply for one of their 5 free scholarships to the program. *Applications close 20 March 2022.

Never heard of PLG? Peter explains ‘PLG is about surfacing the value of the product as an enabler to drive more sales’.  So instead of telling people about your value proposition, you show them.

In typical SaaS it includes models like freemium and free trials, but in non SaaS it can include webinars, events, whitepapers and other tactics deployed throughout the funnel by Sales, Marketing, Product, Customer Success and Customer Support.

Peter is an Aussie with a remarkable career including 20yrs in Silicon Valley. Peter established and led the growth and product management across IBM, he’s been VP of marketing for Safety Culture, Product Development Program Manager at Hutchison 3G - plus a range of experience founding, running and consulting with Startups. 

Peter’s now helping startups and businesses in Australia to scale faster using a product-led growth approach through his leading product-led growth consultancy, Unlocking Growth.

P.S. Get the cheat sheet that accompanies this episode. Head to our website, find this episode and download the PDF summary notes with all the tips and strategies laid out in an easy-to-read format. Spend less time taking notes, and more time taking action.

References

Wes Bush - Product-Led Growth
William Duggan - Napoleon’s Glance

Contact Peter Ikladious

• Find Peter on LinkedIn and mention you heard him on the podcast. Find out more about Unlocking Growth, and their Product-Led Growth course, Rocketship Scholars.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3- stage framework for marketing transformation. 
• Follow or connect with Ty on LinkedIn and let us know what you think of the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!

David Cannington, CMO, Co-founder and Executive Director at Nuheara shares the remarkable story of how this consumer hearables company is disrupting an industry.

Nuheara has won; Times Magazine 100 Best Innovations in 2020 Award; Company of the Year by Consumer Technology Association (who run CES) 2021; and an Innovation Oz award 2021.

We discuss:

• David’s fascinating background including the role he played during his 20yrs in San Francisco, helping Aussie and New Zealand tech companies enter the US market
• How David and Co-founder Justin Miller saw the opportunity to create a new market category in consumer hearables
• How they’ve used elements of The Lean Startup and The Innovator’s Dilemma in their disruptive market strategy
• The challenges of scaling the business and taking on giants like Apple and Amazon
• How David has built a world-class in-house marketing team, complemented with specialist agencies
• How Nuheara’s multi-channel strategy has paid off with seven global Shopify sites, complemented with a retail play
• The importance of a test and learn, digital marketing strategy in E-commerce
• Why David talks with at least two customers every week 
• How marketing brings customer insights back to product development
• The power of authentic storytelling and testimonials
• Finally, we explore how Nuheara uses speed to innovate and speed to market as a competitive advantage.

David is a seasoned international sales and marketing executive with experience across consumer and technology sectors. David cut his teeth launching new consumer products in the UK and building global consumer brands in Australia working for Fortune 1000 marketing and advertising companies.

David has also advised many startups on go-to-market and growth strategies and was the founding CEO of ANZA Technology Network, a leading cross-pacific technology entrepreneurs network.

P.S. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with David, with all the tips and strategies laid out in an easy-to-read format. 

References

• Times Magazine 100 Best Inventions of 2020
• Nuheara names Company of the Year by Consumer Technology Association 2021
• Nuheara wins Innovation Oz Award 2021
• Podcast - Hidden Brain

Contact David Cannington

• Find David on LinkedIn and mention you heard him on the podcast. Or you can email him david.cannington@nuheara.com
• Find out more about Nuheara

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 

This episode was produced by Ty Hayes and edited by Lewis Hallam.

Lucinda Barlow, Senior Director, Head of Marketing APAC at Uber, shares incredible agility and team culture insights.

We discuss:

• Lucinda's fascinating background and the lesson she learned early on in her career;
• How Uber has pivoted during COVID-19 to shift resource and budget away from mobility and into delivery, and how they can move so quickly at scale due to their strong operations backbone;
• Agile and growth mindset, flexibility, and the importance of empathy with your staff and your customers during times of crisis;
• What Lucinda loves about working in tech and the kinds of people that tech attracts;
• How Lucinda's APAC team is structured and her remit around brand and top to the middle of the funnel;
• How Lucinda’s team works alongside a separate performance team, and the pros and cons of this model;
• How Uber takes a think global, execute local approach to their marketing; and
• How to generate a culture that adapts, takes risks, is creative, thrives in crises, leverages the benefits of multicultural diversity and develops its leaders.

Lucinda started her career working with Symbian, who was the leading operating system in phones before iOS and Android were developed. Since then, Lucinda has worked for Google, YouTube, and now Uber. Lucinda has worked in the US, UK, Asia, and Australia. 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Lucinda, with all the tips and strategies laid out in an easy-to-read format. 

References

• Byron Sharp - How Brands Grow: What Marketers Don't Know.
• Erin Meyer - The Culture Map: Breaking Through the Invisible Boundaries of Global Business.
• Wes Bush - Product-Led Growth: How to Build a Product That Sells Itself (Product-Led Growth Series).

Contact Lucinda Barlow

• Find Lucinda on LinkedIn and mention you heard her on the podcast. Find out more about Uber. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

A sales masterclass with Luigi Prestinenzi, Co-Founder and Head of Growth at Sales IQ.

In this episode, we discuss:

• The typical roles and functions in a sales team and how structures will never be the same after COVID; 
• The sales funnel and what roles you need at each stage from SDRs (sales development reps) to AEs (account executives) and AMs (account managers);
• The critical role of the sales manager and not forgetting customer success and the crucial role they play in retaining and expanding clients;
• The rise of the Chief Revenue Officer and the emerging roles like sales ops, and engineers;
• Different sales structures from the assembly line or funnel to the 360 sales cycle and pods, and the importance of context when designing the right sales structure; 
• The importance of incentivisation, what separates good salespeople from the great ones and the one technique you must use in every sales person interview; 
• The key sales tech tools that a team needs to be successful; and
• Why sales and marketing teams are often at loggerheads and how to build trust and align with sales by developing a deep, shared understanding of the customer and aligning on metrics and goals wherever possible. 

Luigi has over 20 years of sales experience, hosts a podcast Sales IQ, and helps organisations such as HubSpot, DocuSign, SAP, and SalesForce transform their sales results through the sales enablement courses, training and coaching that Luigi and his organisation provides.

This is a fun conversation about both sales and the alignment of sales and marketing. So whether you are joining or running a sales team, you need to build a modern sales team or if you just need to better understand and align with the sales team, there'll be plenty in this episode for you. 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Alexandra, with all the tips and strategies laid out in an easy-to-read format. 

References

• Justin Michael & Tony Hughes - Tech-Powered Sales: Achieve Superhuman Sales Skills.
• LinkedIn (published by Stephen Balsky) - The Transtheoretical Model of Human Behaviour in Sales.
• Sangram Vajre - Account-Based Marketing For Dummies.
• Seth Godin - Purple Cow: Transform Your Business by Being Remarkable.

Contact Luigi Prestinenzi

• Find Luigi on LinkedIn and mention you heard him on the podcast. Find out more about Sales IQ Global. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.   Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Christina Del Villar, Founder and Chief Marketing Strategist, joins us on this episode. Christina is author of the book, Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy, which is discussed throughout the interview today.

In this episode, we discuss:

• The G.R.I.T. Marketing Method: G - go-to-market strategy; R - repeatable, predictable and measurable; I - intention and T - tools and technology;
• What’s wrong with how companies are currently developing their go-to-market strategy, and how to get this right by developing the strategy together, with all four legs of the chair involved - including marketing, product, sales and customer success;
• The role that marketing can play through the customer journey, from influencing the product blueprint, to supporting customer success; 
• The key MarTech tools needed for any SME; and
• The first three marketing hires that Christina would make for an early stage startup.

Christina’s book is for any marketing leader that knows they can have a bigger impact and greater influence in their organisation. It includes useful frameworks and toolkits that map out where marketing should focus in each stage of the customer journey, as well as other hard-earned advice on how to grow your influence through empathy and intention.

Christina is a Silicon Valley marketing executive, consultant and author who geeks out on helping companies transform, grow and scale and leveraging technology. With over 25 years of experience, spanning 20 startups and Fortune 100 companies including Udacity, Autodesk, Oracle and Zip2 - one of Elon Musk’s very first startups. Tune into the episode to hear about what Christina learned from working with Elon.

Enjoy the show!

P.S. -  Lean Mean Marketing Teams are giving away five copies of the book, signed by Christina to you! To go into the competition, follow two easy steps:

1. Share a link to this episode on social media with a comment on what you learned or liked from the episode; and
2. Email host Ty Hayes a screenshot of your post to ty@growthgenerators.io, or LinkedIn.

The first five (5) people that do this will get a signed copy mailed to them. Go on, do it and grab yourself some holiday reading!

P.P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Christina, with all the tips and strategies laid out in an easy-to-read format. 

References

• Ann Hiatt - Bet on Yourself: Recognize, Own, and Implement Breakthrough Opportunities.
• Christina Del Villar - Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy. Find it on Amazon and Barnes & Noble.
• Mike Geller, Rolly Keenan and Brandi Starr - CMO to CRO: The Revenue Takeover by the Next Generation Executive.
• Stephen R. Covey - The 7 Habits of Highly Effective People.

Contact Christina Del Villar

• Find Christina on LinkedIn and mention you heard her on the podcast. Find out more about Christina Del Villar. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 

This episode was produced by Dylan Todd and edited by Lewis Hallam.

How to hire the best and set them up for success with Alexandra Mitchell, CX and UX Lead at Privitar.

In this episode, we discuss:

• What a CX and UX Analyst does in a typical week and why;
• How Alexandra stays connected to customers by engaging them in each stage of the product development process; 
• How to set up and make the most of a customer advisory board;
• What to look for when hiring a CX Analyst; 
• Where the CX function is located in Privitar, and how the insights are used by both marketing and product; and
• What you as a marketing leader can do to empower your CX Analyst to get the best from them and support them in their role. 

Alexandra has had a variety of analytic roles across marketing and product, always with a focus on the customer, including Director of Customer Insights and Director of Lead Generation at Getty Images.

Privitar is a data provisioning and privacy engineering company, making data available safely, at speed and accessible to the people in organisations who can drive innovation with it.

If you want to have a more in-depth understanding of CX, this is an episode for you! Enjoy the show.

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Alexandra, with all the tips and strategies laid out in an easy-to-read format. 

References

• Daniel Miller - The Comfort of Things.
• Erika Hall - Just Enough Research.
• Dr Simon Kelly, Dr Paul Johnston, Stacey Danheiser - Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness.
• Simon Kelly, Paul Johnston, Stacey Danheiser - Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions.

Contact Alexandra Mitchell

• Find Alexandra on LinkedIn or via email and mention you heard her on the podcast. Find out more about Privitar. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 

This episode was produced by Dylan Todd and edited by Lewis Hallam.

How to develop a creative, agile, inclusive, risk-taking team culture.

Holly Ransom, CEO and Founder at EMERGENT, joins us on this episode. Holly is author of the book, The Leading Edge: Dream big, spark change and become the leader the world needs you to be, which is discussed throughout the interview today.

In this episode, we discuss:

• What you can do to reinvigorate the curiosity and creativity within your team;
• How to embrace diversity from all angles in your life, your work and in your team;
• The importance of asking the question “whose view haven't I got?” - why diversity is powerless without inclusion, and how to create psychological safety for your team;
• The need to unlearn for us to make space to learn what we need to thrive into the future; and
• A reminder to explore our own purpose and our own inner why in order to use our position as marketing leaders to make lasting change. 

Holly is a globally renowned content curator, powerful speaker and master interviewer, who has interviewed the likes of Barack Obama, Michelle Obama, Richard Branson, Billie Jean King, Condoleezza Rice, and the world's first humanoid robot, Sophia. 

Holly was named one of Australia's most influential women by the Australian Finance Review, was Richard Branson’s nominee for Wired Magazine’s Smart List future game-changers to watch, and was also awarded the US embassy's Eleanor Roosevelt Award for leadership excellence in 2019. 

The interview only touches on the many lessons, theories, frameworks and stories in Holly's book, so I do encourage you to buy a copy of Holly's book, you will not regret it. Alternatively, you can listen to the audio book, narrated by Holly.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Holly, with all the tips and strategies laid out in an easy-to-read format. 

References

• Energy Disruptors - Trailblazer 04: Seth Godin.
• Holly Ransom - The Leading Edge: Dream big, spark change and become the leader the world needs you to be. Access the audio book version here.
• Jim Collins - Good to Great: Why Some Companies Make the Leap and Others Don't.
• Jim Loehr and Tony Schwartz - The Power of Full Engagement: Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal.
• Josh Kaufman - The First 20 Hours: How to Learn Anything . . . Fast!
• Malcolm Gladwell - Outliers: The Story of Success.
• Stephen R. Covey - The 7 Habits of Highly Effective People.
• Susan Cain - Quiet: The Power of Introverts in a World That Can't Stop Talking.
• TED - Do schools kill creativity? Sir Ken Robinson.
• TEDx Talks - Building a psychologically safe workplace | Amy Edmondson | TEDxHGSE.
• The Vernā Myers Company - Diversity and Inclusion.

Contact Holly Ransom

• Find Holly on LinkedIn and mention you heard her on the podcast. Find out more about Holly and EMERGENT. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 

This episode was produced by Dylan Todd and edited by Lewis Hallam.

PwC Partner and Experience Consulting Leader, Guy Parsonage shares his CX insights

Guy is based in Hong Kong, where he's responsible for driving digital transformation and innovation with global brands in and out of greater China for PwC. Prior to PwC, Guy has a stellar agency background with brand experience and events agencies, and a CEO of a digital and CX agency that was acquired by PwC to help them establish their CX consulting operations in China. 

In today’s episode we have a deep dive into CX, discussing the following topics:

• What it takes to shift a company culture from internal facing to customer centric;
• How to build an organisation-wide CX capability and some tactics of how you implement this through changes to people, process and technology;
• What role marketing and the CMO needs to play for CX;
• The importance of linking the CX strategy to the business objectives; and
• Some of the watch outs when building a customer-centric organisation and where to start. 

Whether you're already on the CX journey or are yet to start, tune in to tap into Guy's incredible experience in helping global brands transform to become more customer centric. 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Guy, with all the tips and strategies laid out in an easy-to-read format. 

References

• Catherine Gildiner - Good Morning, Monster: A Therapist Shares Five Heroic Stories of Emotional Recovery.
• Matt Taylor - MG Taylor History and Business Model.

Contact Guy Parsonage

• Find Guy on LinkedIn or via email and mention you heard him on the podcast. Find out more about PwC. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.   Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Steffen Daleng, CMO of Booktopia, Australia’s largest online bookstore joins us on this episode to talk about the changing role of marketing. Steffen was also named the #15 Top People in Ecommerce in 2021 by Inside Retail.

Steffen has had a fascinating career starting out in the army, working his way through starting, acquiring and selling several companies in different countries whereby he honed his Ecommerce and digital marketing skills, all the way until his current role as CMO of Booktopia where he’s helped their IPO, and helped them grow at quite a rapid rate.

In this episode we discover:

• The changing role of marketing as it pertains to data, contextualisation and personalisation; the rise of influencer marketing and why trust is so important;
• How Booktopia competes against Amazon by playing a different game;
• How Steffen has restructured and scaled his team based on an ambitious vision of becoming a 500 million in revenue company, and the importance of CEO buy-in and support; and
• Some of Steffen’s leadership lessons he learned from his early career in the army, as well as some of his biggest leadership regrets, and his biggest investments in his career.

As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Steffen, with all the tips and strategies laid out in an easy-to-read format. 

Enjoy the show!

References

• Josh Kaufman - The Personal MBA: Master the Art of Business.
• Seth Godin - Permission Marketing: Turning Strangers into Friends and Friends into Customers.
• Simon Sinek - Leaders Eat Last: Why Some Teams Pull Together and Others Don't.

Contact Steffen Daleng

• Find Steffen on LinkedIn and mention you heard him on the podcast. Find out more about Booktopia. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review.

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Why customer and employee empathy is the key.

Edward Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, has an impressive track record in strategy and planning roles for global ad agencies Ogilvy and WPP. Ed has also been a CEO, and he’s worked client-side as Director of Marketing Communications for Adidas in Greater China. His experience and wisdom shines through in this episode.

In this episode, we discover:

• How COVID-19 has dealt airlines a significant blow - and the importance of revenue diversification;
• How the marketing team has adapted and stayed resilient during the turbulent times;
• The increasing role of psychology and behavioural economics in marketing – and how this has played out in some of the recent campaigns for Cathay Pacific; 
• The upsides of the pandemic - in terms of the marketing team trying new things, expanding their in-house remit, flexible working, and launching a new Cathay lifestyle brand;
• How planning cycles have changed the way they do budgeting and led to the emergence of agile ways of working;
• The data dashboard Ed has built with partners like Google & Skyscanner to gather the travel intent data they need to predict an uptick in purchasing behaviour so as to maximize their marketing and media investment; and
• How Ed is building a modern marketing team based around three core teams.

As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Ed, with all the tips and strategies laid out in an easy-to-read format. 

Enjoy the show!

References

• Cathay Pacific - Arm up and let’s fly again.
• Cathay Pacific - Life Elevated with Cathay.
• Cathay Pacific - Fly Confidently with Cathay Care.
• Cathay Pacific - Till We Fly Again.
• Daniel Kahneman - Thinking, Fast and Slow.
• Malcolm Gladwell - Blink: The Power of Thinking Without Thinking.
• Raja Rajamannar - Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers.
• Under Armour - Under The Armour: Michael Phelps.

Contact Ed Bell

• Find Ed on LinkedIn or via email and mention you heard him on the podcast. Find out more about Cathay Pacific. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.   Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Bev Bury, Chief Marketing Officer (CMO) at Flinders University returns to share her invaluable leadership lessons and insights from her career. In this episode Bev shares:

The pivotal moments that shaped her as a leader, including her time as an account manager at a London advertising agency, and the importance of simplifying complex problems. 

The value Bev places on agency-client relationships, the impact of avoiding uncomfortable conversations, and the significance of leading with purpose, authenticity, and consistency. 

Advice to aspiring CMOs including the importance of self-reflection and reputation building.

The episode wraps up with a fast round of questions revealing Bev's views on essential team capabilities and the culture of her current team.

We hope you enjoy listening.

References

CMO Leadership Podcast Episode 69: The first 12 months in a CMO role with Bev Bury at Flinders University

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team build a high-performance culture and boost staff engagement by 20%
• Connect or Follow Ty on LinkedIn - and mention that your’e a listener of the Pod.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

Murdoch Uni CMO shares his free thinking on branding and team design.

Neil Cullingford is the Director Marketing & Communications at Murdoch University, a university based in Western Australia with a global presence in Singapore, Dubai and Myanmar. As Ty has spent a fair part of his working career working in tertiary institutions, this episode is a great opportunity for our listeners to discover a range of pertinent topics in this area from two experts.

In this episode we discuss:

• The impact that COVID-19 has had on the tertiary sector including the devastating effect on student mobility;
• The decline of admissions clearing houses like TISC as universities fight it out for direct domestic applications;
• Some of the positives from the pandemic, including the fast-tracking of online learning;
• The rebrand that Neil has led at Murdoch, including the rollout of new campaigns and a new visual identity; and
• How Neil is building a modern marketing team, including all the mod cons of an in-house creative production team through to a combined digital and physical engagement and experience team down to a marketing team divided into the long and the short of it. 

As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Neil, with all the tips and strategies laid out in an easy-to-read format. 

If you liked this episode, you might also like one of our early episodes with Fabian Marrone, CMO from Monash University.

Enjoy the show!

References

• Idris Mootee - 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals.
• Les Binet, Peter Field - The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies.
• Murdoch University - A new brand for the future.
• Murdoch University - This is free thinking.

Contact Neil Cullingford

• Find Neil on LinkedIn or via email and mention you heard him on the podcast. Find out more about Murdoch University. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Adore Beauty CMO reveals how they created a #1 podcast and their data-driven approach to growth.

Responsible for company growth, brand and data, Dan Ferguson has led high and sustained rates of new customer acquisition through enhanced analytics and marketing initiatives including multiple new channels and the launch of Adore Beauty’s podcast Beauty IQ Uncensored which is ranked #1 in Beauty and Fashion on iTunes (as of 26 August 2021). 

In this episode we discuss:

• Dan’s fascinating background and how his first marketing role with Dell Computers paved the way for his career;
• What impact the Adore Beauty IPO has had on Dan’s role and the marketing team;
• How, during the pandemic, they launched a TV ad campaign in about 3 weeks, to reach a wider audience and build brand awareness for Adore Beauty knowing that a spike in e-commerce was on the horizon;
• How Adore Beauty have built a No.1 podcast show, and what CMOs can learn about the ins, outs, pros and cons of launching a podcast; 
• How Dan has built out a modern marketing team, including how he overhauled the data function; and 
• Dan’s take on leadership and some of the lessons he’s learned along the way to build a strong culture and attract great talent.

Dan has over 20 years’ experience in e-commerce and digital marketing. Prior to joining Adore Beauty, Dan had extensive roles growing and leading e-commerce, multi-channel and online retail business in Australia for local & global brands including Vistaprint, Officeworks, Dell with consistent average 2.5x business or portfolio growth across his tenure in these roles.

As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Dan, with all the tips and strategies laid out in an easy-to-read format. 

Now let’s get on with the show!

References

• CMO Australia - State of the CMO 2021. 
• Malcolm Gladwell - Outliers: The Story of Success.
• Michael Dell - Direct From Dell: Strategies That Revolutionized an Industry.
• Patrick Lencioni - The Five Dysfunctions of a Team: A Leadership Fable.

Contact Dan Ferguson

• Find Dan on LinkedIn and mention you heard him on the podcast. Find out more about Adore Beauty. Check out Adore Beauty’s podcast, Beauty IQ Uncensored, on your preferred streaming platform.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating and review!

Enjoy the show!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Matt Allison, Managing Director at Ubiquity Lab, joins us on this week’s podcast. 

Matt has a unique perspective on content marketing, having built global teams in-house and through his work as an external advisor to CMOs. 

We discussed the following topics:

• How content marketing has changed;
• The content marketing skills required to be successful today;
• What a modern in-house content marketing team looks like and some of the challenges CMOs face to get this right;
• Effective content marketing metrics; 
• When to get external help to support content marketing; and
• How to align your content marketing to commercial outcomes to deliver a ROI.

Matt established the global content marketing function at Bupa and won several awards for the Blue Room. Since then, he has started his own agency, Ubiquity Lab, working with CMOs and marketing teams to combine data with customer insights in order to develop content strategies across paid, earned and owned channels. 

Just another reminder that we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Matt, with all the tips and strategies laid out in an easy-to-read format. 

If you have an interest in building a modern in-house content marketing team, with all the right skills and capabilities to drive commercial outcomes, then you will enjoy this episode.

References

• CMO Australia - State of the CMO 2021. 
• Richard Rumelt - Good Strategy/Bad Strategy: The Difference and Why It Matters.
• Ubiquity Lab - How to benchmark your content marketing ecosystem. This includes information on Santander’s content marketing success.

Contact Matt Allison

• Find Matt on LinkedIn and mention you heard him on the podcast. Find out more about Ubiquity Lab.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Nick Leigh, Principal Designer at Meld Studios, joins us on this week’s podcast episode.

Nick is a strategic, product and service design leader, thinker, trainer and practitioner. From backyard startups through agencies, education and the corporate sector, he’s spent over 25 years designing and leading teams to create digital and customer experiences and artefacts across a broad spectrum of industries, platforms and brands.

In this episode, we discuss:

• The meaning of design in 2021 and how it intersects with CX;
• The many disciplines of Design from experience design to service design, through to UX and UI; and
• Where to start when establishing a CX and Experience design function within your organisation - what roles to hire for, what capabilities to look for and how to get your executive on side. 

There is a lot of content covered in this episode so make sure to access the notes. To access this, head to growthgenerators.io, go to the Podcast section, look out for this episode and download the notes.

Other Lean Mean Marketing Teams episodes that discuss CX and the importance of customer-centricity you may want to also listen to are:

• Episode 29 with Chris Taylor – CXO at Movember;
• Episode 28 with Louise Eyres from Vanguard;
• Episode 23 with Joel Goodsir; and
• Episode 14 with Rosemary Martin. 

Thank you and I hope you enjoy the show.

References

• British Design Council - What is the framework for innovation? Design Council's evolved Double Diamond.
• Frederic Laloux - Reinventing Organizations: A Guide to Creating Organizations Inspired by the Next Stage in Human Consciousness.
• GK VanPatter - Rethinking Design Thinking: Making Sense of the Future That has Already Arrived.
• Harvard Business Review - The Value of Customer Experience Quantified.

Contact Nick Leigh

• Find Nick on LinkedIn and mention you heard him on the podcast. Find out more about Meld Studios.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Kevin Marasco, CMO at Zenefits, joins us on the show this week.

Kevin is an all-star CMO, having helped multiple SaaS companies grow fast, raise capital and get acquired. Kevin has three-time 1,000% + growth experience at startup, private and public SaaS companies and is also a board advisor, LP, startup investor and venture advisor. 

In this episode, we discuss:

• How Kevin is building a modern marketing team at Zenefits, what patterns he’s noticed when entering high-growth companies, how he works out what capabilities are needed, and the skills Kevin looks for;
• How marketing, product and sales can work effectively together, how the modern CMO needs to work with all exec counterparts, and how to go about it;
• Kevin’s new book ‘People Operations: Automate HR, Design a Great Employee Experience, and Unleash Your Workforce’, co-authored with Jay Fulcher and Tracy Cote;
• What People Ops is, why it matters, and what it means for CMOs and CCOs; and 
• What you can do right now to increase motivation and productivity of your team by applying some strategies from the book.

Before Zenefits, Kevin was the marketing leader at HireVue acquired by Carlyle Group, Taleo  – acquired by Oracle, and Vurve acquired by Taleo.

This episode is packed with a lot of actionable content, make sure you get the notes for this one. To access this, head to growthgenerators.io, go to the Podcast section, look out for this episode and download the notes.

Enjoy the show.

References

• Daniel H. Pink - Drive: The Surprising Truth About What Motivates Us.
• Jay Fulcher, Kevin Marasco & Tracy Cote - People Operations: Automate HR, Design a Great Employee Experience, and Unleash Your Workforce.
• Ryan Holiday - The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph.

Contact Kevin Marasco

• Find Kevin on LinkedIn and mention you heard him on the podcast. Find out more about Zenefits.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

Natalie Truong, CMO for Asia, Middle East and Africa, and partner at Mercer, joins us in this episode.

Natalie recently moved from Melbourne to Hong Kong and leads a hub and spoke marketing team covering 18 different markets.

In this episode, we discuss:

• How brands can successfully enter markets in Asia, and how CMOs that are moving to this region, or managing teams in this region can be successful;
• Natalie’s personal experience and the adjustments Natalie had to make to her own leadership style and her expectations of how fast things might move;
• How to educate the global head office, and adjust your marketing strategy based on the unique dimensions of each market in terms of maturity, culture, tech adoption and major platforms, ecosystems and channels used;
• Important insights on what to measure and what not to measure in each market;
• How Natalie has structured her team, what unique capabilities exist in this region, and which capabilities she’s looking to build in her team; 
• How Natalie is looking to develop her team in the areas of speaking up and communicating verbally; and 
• The strategies to make sure that ‘yes’ actually means yes when you’re dealing with marketers and business leaders in this region.

Natalie has a stellar track record in financial services having worked at CPA, ANZ Bank, Bank of Melbourne, before holding multiple roles at Mercer- a global management organisation, with 25,000 colleagues in 43 countries, part of a Marsh McLennan group which has revenues in the billions.

There is a lot more packed into this episode, so as always, if you hear something you like that you want to take action on, head to growthgenerators.io, head to our Podcast section, look out for this episode and download the notes.

Enjoy the show.

References

• Dan Heath - Upstream: The Quest to Solve Problems Before They Happen.
• James Kerr - Legacy.

Contact Natalie Truong

• Find Natalie on LinkedIn and mention you heard her on the podcast. Find out more about Mercer.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Chris Taylor, former guest and the current (and inaugural) Chief Experience Officer (CXO) for men’s health not-for-profit Movember, returns to the show.

In our previous episode with Chris, we spoke about his former not-for-profit marketing team at the Heart Foundation for punching above their weight to become a serial winner, including taking out an AdNews Marketing Team of the Year award back in 2020. 

In this episode, we discuss:

• Why Chris has been brought in and how he's reshaping and building a modern team to help this organizsation have an even larger global impact;
• How to make the right impact in your first 90 days and a CMO or CXO role - his strategy for success, including what he focuses on, how he goes about it, and what mistakes and pitfalls to avoid; and
• Chris’ inside tips on how to get to know your team, other members of the exec and your target audience.

If you hear something you like but can’t write it down, head to growthgenerators.io, head to our Podcast section, look out for this episode and download the notes. 

Enjoy the show.

References

• Byron Sharp - How Brands Grow: What Marketers Don't Know.
• CMO - State of the CMO 2020.
• Korn Ferry - CMO Pulse Survey 2020.
• Lis Binet and Peter Field - The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies.
• SpencerStuart - CMO Tenure tudy: Progress for Women, Less for Racial Diversity.

Contact Chris Taylor

• Find Chris on LinkedIn and mention you heard him on the podcast. Find out more about Movember.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

On this week’s episode, Louise Eyres, Head of Marketing and executive team member of Vanguard Australia, joins us. 

Prior to Vanguard, Louise was Chief Marketing Officer at Sport Australia. Louise has also held a series of leadership roles at ANZ bank, including leading the global marketing team as a group at GM of marketing and Louise commenced her marketing career at BHP. 

In this episode, we discuss:

• How Louise went about designing the structure, how she ensured that the team was aligned to the org strategy;
• How Louise built on the knowledge from her counterparts in the rest of the world;
• The journey Louise has been on with the team to become truly customer-focused and insight-led;
• How they're piloting agile marketing and the continue evolution of the team;
• How the new structure has enabled this transition; 
• The leadership insights and lessons that Louise has gained throughout a career with some great metaphors of mindsets for CMOs to consider; and
• What you can gain from being on a board, what you can bring to the board as a CMO and what you really need to think hard about before making the leap.

As always it's another jam packed episode. If something jumps out at you, make sure you download the notes for the show by going to growthgenerators.io, head to the ‘Podcast’ section and look out for this episode. Enjoy!

References

• Brian Hartzer - The Leadership Star.
• General Stanley McChrystal - Team of Teams: New Rules of Engagement for a Complex World.
• Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company.
• Satya Nadella - Hit Refresh: The Quest to Rediscover Microsoft's Soul and Imagine a Better Future for Everyone.
• Stephen R. Covey - The 7 Habits Of Highly Effective People.
• WARC - Why the CMO’s future role is ‘growth partner’, not marketer.

Contact Louise Eyres

• Find Louise on LinkedIn and mention you heard her on the podcast. Find out more about Vanguard Australia.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

In this week’s episode, Hamish Tedeschi, CEO and Founder of Mechanical Rock - a cloud native product development company, joins us.

The purpose of this episode is to help you understand more about your developers and development teams. We dive into a variety of related topics, including:

• The changing role of developers:
  • Web vs software developers;
  • Front-end vs back-end vs full-stack developers;
  • Critical roles of a development team; and
  • An overview of languages used by different developers.
• How CMOs can get the best from their development teams:
  
  • Cross-functional team design;
  • DevOps vs Agile;
  • Various concepts such as cloud computing, Serverless and infrastructure by code; and
  • Other tips to get the best from your development teams.
• Leveraging technology better:
  • How CMOs should be thinking about technology and where to start;
  • How to build stronger relationships with IT, vendors and consulting companies; and
  • How companies and developers with outdated languages can manage a two tier economy.

This one does get a little technical, but we have notes available via our website. Look out for this episode and download the notes. Enjoy the episode.

References

• Amazon Web Services - Serverless Computing.
• Eric Ries - The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses.
• Gene Kim - The Phoenix Project (A Novel About IT, DevOps, and Helping Your Business Win).
• Gene Kim - The Unicorn Project.
• Norman Tuckman - Stages of Team Development (via MIT).

Contact Hamish Tedeschi

• Find Hamish on LinkedIn and mention you heard him on the podcast. Find out more about Mechanical Rock.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Host Ty Hayes focuses this solo episode on how you can break down silos within your marketing team and with other departments, and how you can get everyone working together more efficiently with less waste. This can be useful for you and your team to feel a little less overwhelmed so you can better handle that hefty workload and respond faster to changing priorities.

In order to do this, Ty introduces something new to the conversation that hasn’t been covered in detail yet - Lean Process Redesign or Lean Marketing

In this episode, Ty discusses:

• Why you need to start thinking about HOW your team works just as much as WHAT they work on, and WHY they do the work they do;
• What Lean Process Redesign is, including some core principles of lean;
• What process mapping is; and 
• What’s involved to re-work some of the processes with your team. 

If this process sounds beneficial to you, then listen to this episode to find out more.

References

• AgileSherpas and Forrester Research - 4th Annual State of Agile Marketing Report.
• CMO Australia - State of the CMO 2020.
• Gartner - The Annual CMO Spend Survey.
• KonMari Method™: Fundamentals of Tidying.
• Michael Page and Arktic Fox - Marketing State of Play 2021: An Australian Study.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing transformation  including Lean Marketing services. Follow or connect with Ty on Linkedin.

If you enjoy this episode please remember to subscribe, share and leave us a review!

This episode was produced by Dylan Todd and edited by Lewis Hallam.

In this episode, host Ty Hayes builds on a recent CMO Leadership Podcast interview with Sean Ellis, the author of Hacking Growth. Ty delves into the four-stage growth hacking process and shares how he applied them to boost metrics during his tenure as the CMO of Curtin University.

Tune in as Ty reveals:

• The drivers for Growth Hacking at Curtin University during Ty's tenure as CMO, including declining international student numbers, a shrinking domestic market, and fierce competition in the higher education sector.
• How he structured an effective growth marketing team, the essential skill sets needed, and the importance of cross-collaboration.
• How the 4-stage growth hacking process of Analyse, Ideate, Prioritise and Test were applied to increase conversion of the Bachelor of Commerce at Curtin University 
• The incredible results and achievements that the Curtin Marketing team achieved as a result of applying Growth Hacking principles.

This episode is a must-listen for marketing leaders seeking to increase the experimentation velocity of their team and drive accelerated growth.

References

• CMO Leadership Podcast Episode 62 Sean Ellis Decodes Growth Hacking

• Hacking Growth, By Sean Ellis

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. 

• Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing 

• Connect or Follow Ty on LinkedIn - and mention that your’e a listener of the Pod.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

 

In this episode, we have an illuminating discussion with Jac Phillips, ex-Senior Director and Head of Marketing for Visa in Australia, New Zealand and South Pacific.

Prior to Visa, Jac had an illustrious career in financial services with Bank of Melbourne, ANZ Bank, and also spent time with IBM. Jac is also a Marketing Advisory Board member with Deakin Uni, and has been recognised in the Asia Top 50 Women Leaders by World Federation of Marketing Professionals.

This episode explores two critical topics:

• How to do more with less including the importance of prioritisation; and
• Jac’s leadership lessons and the value of coaches and mentors for marketing leaders.

There are also fantastic examples and tips in this show about:

• Creating platforms vs. campaigns and purpose led business strategies that other parts of the organisation can rally around;
• Leveraging an entire organisation to advocate and amplify your brand;
• Mutual, value creation partnerships;
• Using owned assets to sell media;
• Importance of thought leadership and social media;
• Harnessing the full strengths and experiences from your team; and
• There are also some beautiful leadership lessons to take on board.

Jac’s energy and enthusiasm for marketing and leadership is infectious, if you’re grappling with how to do more with less and punch above your weight as a team, and you want some leadership tips to keep charging ahead – then please tune in and enjoy the show.

References

• Bank of Melbourne - The Makers.
• Jim Collins - Good to Great: Why Some Companies Make the Leap and Others Don't.
• Oren Klaff - Pitch Anything.
• Phil Knight - Shoe Dog: A Memoir by the Creator of Nike.
• Roger Mavity - Life's a Pitch: How to Sell Yourself and Your Brilliant Ideas.
• Sarah Krasnostein - The Trauma Cleaner.
• Visa - #WhereYouShopMatters.

Contact Jac Phillips

• Find Jac on LinkedIn and Instagram. Make sure to mention you heard her on the podcast. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Andrea Fryrear - President and Co-founder of AgileSherpas and Agile marketing author and expert, joins us on this week’s episode.

Prior to co-founding AgileSherpas, Andrea spent over a decade in marketing roles including content strategists, content marketer, project manager, and editorial assistant for both brands and agencies. But once she discovered Agile ways of working, Andrea has never looked back. 

We dive deep into the fourth Annual State of Agile Marketing report by AgileSherpas and Forrester released in 2021. This study of almost 600 marketing teams reveals the current state of Agile marketing. There are some fascinating insights in the study into:

• Why teams embraced Agile marketing;
• What benefits teams are seeing;
• What barriers teams are facing;
• Which frameworks Agile marketing teams are using; and 
• How leaders and teams are supporting and embedding the change. 

Of note is more than 50% of survey respondents are now using Agile marketing compared to a traditional or ad hoc approach to marketing and the level of urgency and importance being placed on Agile has increased. Some of the benefits are also huge with teams reporting greater responsiveness satisfaction, alignment with business objectives and less friction with other teams. 

If you're not yet using Agile marketing, then tune in to find out why and how you can get on board. And if you're already on the journey, you'll also be able to see how you're measuring up and find out what you can do next to get the most value from Agile marketing. 

Enjoy the show.

References

• AgileSherpas and Forrester Research - 4th Annual State of Agile Marketing Report.
• Andrea Fryrear - Mastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization.
• Jim Benson - Personal Kanban: Mapping Work | Navigating Life.

Contact Andrea Fryrear

• Find Andrea on LinkedIn and mention you heard her on the podcast. Find out more about AgileSherpas where you can access a free chapter of her book ‘Mastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization’, the 4th Annual State of the Agile Marketing Report and more!

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation. 
• Find out more about our Agile Marketing services
• Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Joel Goodsir, Head of Marketing at Inspirations Paint, joins us on this week’s episode. 

Inspirations Paint is Australia’s largest network of paint stores, a franchise with more than 130 stores across Australia.

In this episode, we discover:

• Some of the intricacies, challenges and opportunities inherent when working in a marketing role in a franchise;
• How Joel has changed their targeting strategy, built out their tech stack and have started delivering on an omni-channel CX strategy;
• How Joel has built an E-commerce offering in the home improvement space which is currently unrivalled;
• How Joel has structured his team; and 
• How Joel has continued to lead the charge and drive growth from 90 million to almost $500 million during his tenure.

Joel was ranked the #9 CMO in the CMO50 in 2020, and apart from his role at Inspirations Paint, Joel is also Chair of the University of Newcastle's External Advisory Board for the Marketing.

As always if you hear something you love, but you’re out running, at the gym or doing the dishes – then don’t worry, we’ve got you covered. When you get a moment, just head to our website growthgenerators.io, look out for this episode, and download some detailed notes with all the strategies and insights from today’s show.

Thank you and enjoy the show.

References

• Dream Weaver - Inspirations Paint "Recall" TV Ad.
• Jenny Romaniuk - Building Distinctive Brand Assets.
• Paint Edge Loyalty Program.

Contact Joel Goodsir

• Find Joel on LinkedIn and mention you heard him on the podcast. Find out more about Inspirations Paint.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.

Today’s guest is Dan White, author of The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies.

Dan has spent 30 years learning what makes businesses successful, fueled by compelling brands, effective communications, customer-centric innovation and motivated teams. Dan is also one of the architects of BrandZ, the world’s leading brand equity development system.

This book is a must-have for any marketeer - whether you’re a CMO, marketing manager, or aspiring marketer. This is the handbook you need on your desk to help you tackle any marketing challenge you face. It contains dozens of hand-drawn illustrations of classic and contemporary of classic marketing frameworks and strategies such as:

• Market research’s role through the planning cycle;
• Using insights to increase sales and reduce costs;
• Brands punching above their weight (share of consideration vs. share of market);
• Business KPI pyramid (a personal favourite);
• Estimating returns from marketing;
• Ansoff’s growth strategy matrix;
• Central vs. local marketing responsibilities;
• The brand PINATA;
• BCG brand portfolio matrix;
• Burst vs. drip media spend analysis;
• Generating great innovation ideas;
• Traditional vs. Agile development; and
• Media priority matrix.

When visuals are mentioned over audio it can be difficult, so I encourage you to head to growthgenerators.io, head to the Podcast section, look out for this episode and download the notes. The cheat sheet will include all of the models that we discuss on today’s show. Better yet, just buy a copy of Dan’s book, you won’t regret it.

Enjoy the show.

References

• BrandZ.
• Byron Sharp - How Brands Grow: What Marketers Don't Know.
• Dan White - The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies.
• Karen Nelson-Field - The Attention Economy and How Media Works: Simple Truths for Marketers.

Contact Dan White

• Find Dan on LinkedIn and mention you heard him on the podcast. Find out more about Smart Marketing.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.  Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.