Diana Haussling, Colgate-Palmolive North America: Is the Funnel Dead?
Jun 28, 2023
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Diana Haussling from Colgate-Palmolive discusses the need to innovate for brand longevity and challenges traditional marketing funnels. They touch on winning in both digital and physical retail, balancing ambition with fear of failure, and the importance of humility and empowerment in leadership. Insightful conversation about marketing strategies, scenario planning, and allyship with the LGBTQ+ community.
Consumer behavior drives evolving marketing funnels, requiring brands to engage across various touchpoints.
Colgate-Palmolive adapts to digital commerce growth while balancing physical and online purchase options.
Colgate's strategic marketing approach integrates revenue growth, insights, and diverse talent for innovation and long-term success.
Deep dives
Consumer-Centric Marketing Approach and Adaptation to Changing Consumer Behavior
The traditional marketing funnel concept is being challenged as technology has empowered consumers to control their interactions with brands. With changing consumer behaviors, upper and lower funnels no longer dictate a linear path to purchase. Consumers today expect instant gratification and personalized experiences, driving the need for brands to engage at various touchpoints. Brands must anticipate consumer needs, create products that delight, build loyalty, and innovate to remain relevant.
Balancing Brick-and-Mortar with Digital Commerce for Consumer Engagement and Conversion
Colgate Palmolive, primarily a brick-and-mortar business, is witnessing significant digital commerce growth. While most conversions still happen in physical stores, the company is adapting to various digital channels like click-and-collect and e-commerce. Balancing the need for physical and online purchase options is crucial, reflecting the changing consumer preferences and behaviors post-pandemic. Ensuring visibility and engagement across both offline and online channels is a key focus.
Structural Adaptations and Cultural Support for Marketing Innovation at Colgate Palmolive
Colgate's strategic approach involves structural adaptations to align marketing functions with consumer-centricity and growth strategies. By integrating revenue growth, insights, data analytics, and integrated marketing under consumer experience, the company fosters innovation and agility. Strong leadership, cultural values promoting trust, openness to change, and the collaboration of diverse talent with distinct experiences drive marketing transformation. The company's supportive culture, focused on upskilling and global talent mobility, encourages innovation and adaptive growth for long-term success.
Driving Transformation through Collaboration and Intentionality
The podcast guest discusses their role in driving transformation by collaborating with subject matter experts and providing them the space to move quickly. They emphasize the importance of not limiting oneself and being intentional in career choices. The guest also talks about the responsibility they feel towards rebuilding generational wealth for their family and how this motivates them to be thoughtful and intentional in their actions.
Overcoming Fear and Finding Support in Personal and Professional Challenges
The guest shares their experience of managing fear and challenges, particularly in the face of medical issues in their family. They highlight the importance of focusing on what can be controlled, advocating for loved ones in medical situations, and leveraging a support system to navigate difficult moments. Additionally, they discuss the balance between being emotional and confident, and the value of being true to oneself despite insecurities and fears.
Colgate-Palmolive has been in business for more than 200 years, and it won't be around for another 200+ unless its operators continue to innovate, says Diana Haussling, the company's VP and GM North America Consumer Experience & Growth.
"It's really important that we don't have a sense of entitlement," she says. "We are parts of a broader history, of a huge brand and a huge brand story. Our responsibility as brand stewards has to drive our passion, our focus, to make sure that these brands don't fall down on our watch."
Diana originally came to Colgate-Palmolive to run digital commerce in North America, which gives her a unique perspective on marketing, and in this episode of Building Better CMOs, she tells MMA Global CEO Greg Stuart that it's time to rethink some fundamentals — including the funnel. They also talk about acting like a founder, winning in both digital and brick-and-mortar, and the balance between ambition and fear of failure. Plus: Where Diana's work ethic comes from, how she gives back to her community, and what marketers should take away from this year's Pride Month.
