OnBase: Smashing Sales and Marketing Misalignments Ep. 502 | Why Brand is Your Biggest Revenue Driver
Episode Summary
In this episode of OnBase, host Chris Moody sits down with marketing powerhouse Elizabeth Hague to explore the pivotal role of brand building in driving responsible growth and long-term revenue success. Drawing from her 15 years of experience, Elizabeth shares actionable insights on breaking down silos, aligning the brand with demand, and fostering customer obsession to create unified, revenue-driven strategies. From navigating B2B and B2C landscapes to leveraging AI for efficiency, she offers bold perspectives on category leadership, measurable brand success, and overcoming skepticism from boards and CFOs. Tune in to learn how a strong brand foundation can transform your business for 2025 and beyond.
About the guest
Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia's "Most Remarkable Women" for her mentorship of female entrepreneurs, Elizabeth specializes in aligning brand, demand, and product strategies for pre-IPO companies. With a focus on customer obsession and measurable impact, she empowers teams to deliver full-funnel marketing success and long-term growth.
Key takeaways
- Brand as a Revenue Driver: Elizabeth emphasizes that brand building is critical for responsible growth and long-term success, bridging the gap between customer trust and measurable revenue outcomes.
- Unified Marketing Approach: Breaking down silos between brand, demand, and product teams is essential for a cohesive strategy that drives category leadership and sustainable growth.
- Customer Obsession Wins: A customer-first approach fuels brand trust, repeat business, and long-term revenue, making customer success a key component of marketing strategies.
- A brand is Measurable: Contrary to popular belief, brand initiatives can and should be tied to measurable outcomes, such as pipeline influence, customer retention, and category leadership metrics.
- Leadership in Uncertainty: In tough economic times, aligning brand strategy with revenue goals helps companies navigate challenges and emerge stronger.
- Leveraging AI in Marketing: Elizabeth advocates for using AI to enhance efficiency, from streamlining content creation to personalizing customer experiences, while keeping a human touch.
- Advocating for Brand Investment: To address skepticism from boards or CFOs, marketers must connect brand strategy to tangible business outcomes, such as improved onboarding, NPS scores, and trust-building initiatives.
- Adapting Across B2B and B2C: Drawing from her experience in both spaces, Elizabeth underscores the importance of tailoring brand strategies to industry-specific needs while focusing on customer value.
Quotes
On Brand and Revenue Alignment: "Brand isn't just about aesthetics; it's a strategic asset that, when aligned with revenue goals, drives sustainable growth."
On Customer-Centric Strategies: "Putting the customer at the heart of your brand strategy transforms them into advocates, fueling long-term success."
Recommended Resource
Books
- "Stealing the Corner Office": A practical and concise book providing insights on navigating workplace politics and leadership.
- “Revenue Architecture”: Elizabeth mentioned this new book, focusing on the bow-tie revenue model and aligning revenue leaders across marketing and sales.
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