OnBase: Smashing Sales and Marketing Misalignments

Episode Summary In this episode of Sunny Side Up, Kieran Conway interviews Gail Buffington, a seasoned expert in analytics. Drawing from her rich background in both marketing and analytics, Gail discusses the importance of using diverse data sources to gain deeper business insights. She shares insights from her role at MilliporeSigma, emphasising the value of blending internal and external data, collaborating with third-party data providers, and the innovative use of public data sets. Gail's main message? Adopt a broad, exploratory approach to data to unlock its full potential. About the Guest Gail Buffington is the Head of Data Science and Analytics for Millipore Sigma, a global life sciences company. Previously, she worked in retail as vice president of marketing and analytics for a women's apparel company. She has over 15 years of experience across a wide breadth of data careers. Outside of her current role, she also serves as a training officer with the United States Army and is a Girl Scout troop leader. ⁠Connect with Gail Buffington⁠ Key Takeaways - An ability to sell or promote is not limited to products; it can be applied to skills, teams, and contributions. - Analytics teams should focus on quantifying their contributions to showcase their impact on the company's success. - Not all anomalies in data are harmful; some can offer positive insights and opportunities. - Relying solely on internal data may limit the understanding of more significant trends and influencing factors. External economic data can provide context and predictive insights. - The value of forecasting lies not just in the data itself but in understanding the influences behind that data. - Challenging preconceived notions and expanding data sources can lead to more accurate and insightful predictions. - Solely focusing on primary metrics like revenue might limit the understanding of a situation. - Approach public data broadly and avoid restricting yourself to apparent connections. - Realise that correlations may only sometimes be apparent, requiring more profound analysis and consideration. - Utilise the extensive directories and resources available on government websites to access many data sets. - Embrace an exploratory attitude in analytics, allowing for brainstorming and discovery. Quote “Being able to see that full picture allows us to get to a spot where we can utilise data that otherwise is very interesting, but doesn't give us the tools we need to unlock any insights with it.” – Gail Buffington  Recommended Resource Towards Data Science Stack Overflow ⁠⁠Connect with Gail Buffington⁠⁠⁠⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary  In this episode of Sunny Side Up, Carolyn Najac interviews Christian DeMarais on crafting success and navigating landscapes in business. We discuss how engaging stakeholders successfully requires a blend of empathy, strategic narrative crafting, and in-depth understanding. He emphasises the power of understanding stakeholder perspectives and crafting a compelling narrative. Christian underscores the importance of empathy, especially towards internal stakeholders, viewing them as the real 'customers'. Finally, while discussing B2B and B2C dynamics, he emphasises the significance of listening to customers and efficiently leveraging resources across diverse teams.  About the Guest  Christian DeMarais is currently serving as Director of Revenue Operations and Strategy at Wix, where he has helped build and scale over 25 Sales and Account Management teams in 3 years. In addition to a career as a RevOps and Sales Strategy Pro, DeMarais is also an accomplished actor who recently had a recurring role in Maniac (Netflix), as well as guest roles on Mr. Robot (USA), The Equalizer (CBS) and Elementary (CBS). DeMarais holds an MFA in acting from NYU and a BA in Business Management and Theatre, with a Minor in Dance from Gustavus Adolphus College.  Connect with Christian DeMarais  Key Takeaways  When engaging with stakeholders, immerse yourself in their perspectives, understanding their needs, concerns, and objectives.  ● Avoid Direct Objectives – Don't always lead with your end goal. Let stakeholders understand your objectives through the information you provide and the narrative you weave. ● Craft a Narrative: Whether it's a presentation, a proposal, or a report, build a story that captivates your stakeholders and takes them on a journey.  ● It's crucial to know what drives your stakeholders. Identify their priorities, financial metrics, time-saving efficiencies, or other KPIs, and cater your strategy to these. ● Empathy is key. While clear goals and KPIs matter, other aspects like ease of use and time-saving can be equally crucial.  ● Never judge. Understand the perspectives and challenges of all team members. Your internal stakeholders, often acting as your 'customers', need that understanding the most. ● Ensure your services or products cater to a broad spectrum of your customers' needs, making it easier for them to choose you over competitors.  ● Continuously seek and incorporate customer feedback to refine and improve your offerings. Centre your strategies around customer needs. Listening to and acting on their input can lead to product innovations and sustained growth.  ● Balance Macro and Micro Perspectives. Keep an eye on the broader business strategy while attending to day-to-day operations.  Quote: “Understanding is such a huge part of what we do. And I think understanding your customer, but a lot of times for RebLabs specifically, your customers are also internal stakeholders in the company and the business.” – Christian DeMarais  Recommended Resource The Power of Habit" by Charles Duhigg  Shout-Outs  Melanie Terranova – Head of RevOps at Wix  Dhwani Dalal – Director, Sales Strategy & Operations at DocuSign Meg Goetsch – Vice President, Global Sales Operations and Strategy at Forter  ⁠Connect with Christian DeMarais⁠ ⁠⁠⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Paige Marsin, a Marketing Strategy Specialist at Palo Alto Networks and Demandbase Champion on her transition from higher education to the fast-paced tech industry. Paige emphasises the unexpected advantages of imposter syndrome in driving efficiency and innovation. She underscores the value of precise, data-driven targeting over broad campaigns. Drawing from her past, Paige highlights how working with tight budgets has honed her resource optimisation skills, even in a well-funded environment. This episode dives into insights such as the significance of tracking accounts across funnel stages and the importance of critical metrics in campaign evaluation. About the Guest Paige is a seasoned marketing specialist, passionate about data-driven sales and marketing strategies. She started her career in higher education where she learned the importance of using data in her marketing campaigns. She is an expert in ABM/ABX and takes pleasure in learning new targeting strategies to keep Palo Alto Networks ahead of the competition. Outside of work, Paige is a mom to two very active boys, enjoys yoga and hiking. Connect with Paige Marsin Key Takeaways - Imposter syndrome can be an advantage. It challenges individuals to achieve better results with fewer resources, leading them to optimise efficiency and innovation. - Focus on what delivers the most value, not just where there's ample budget. - Prior experience in lean environments can inform strategies in better-funded sectors. - The “Spray and Pray” approach is broken. Precise targeting, backed by data, is more effective than a broad marketing approach. Not every process has to be templated – When standardised tools or platforms don't cater to unique business needs, manual customisation is worth the effort. - Continuously tracking account movement through varying funnel stages, from top to mid to lower, is vital for valuable insight. - Metrics and data-driven insights are crucial in evaluating campaign success. Metrics like account lift, engagement rates, and impression counts are particularly significant. - Centralising the process through a dedicated team ensures effective targeting without oversaturating shared accounts across multiple go-to-market strategies. Quote "We are empowered to make our own decisions. It’s very different from higher education, where you have to go through a slew of approvals to get something done.” – Paige Marsin Recommended Resource The Gifts of Imperfection by Brene Brown Shout-outs Lauren Daley – Director, Marketing Operations at Palo Alto Networks  Lauren Beer – Digital Product Manager at Palo Alto Networks Jeremy Schwartz – Sr. Manager, Global Lead Management & Strategy at Palo Alto Networks ⁠Connect with Paige Marsin⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Michael Malone interviews Catherine Blades, an award-winning corporate leader with over 30 years of professional experience, including C-suite roles at three Fortune 500 companies. Catherine serves as the SVP of Marketing and Communications at SAIC, a company delivering innovative solutions to the U.S. government. They discuss the intersection of purpose and profit in corporations, highlighting how companies that prioritize communities and humanity often yield better fiscal results. Catherine shares her journey in realizing the connection between purpose and financial success, drawing from her experiences in different roles and companies. She elaborates on three key strategies: leveraging platform-based thought leadership to humanize the brand, pivoting brand icons for purpose-driven solutions, and utilizing unconventional methods for effective CSR initiatives. Catherine emphasizes the importance of authentic values, risk mitigation, and stakeholder engagement when engaging with social causes. She also provides insights into measuring the impact of CSR efforts using modeling, outcome-based data, and effectiveness metrics. About the Guest Catherine Hernandez-Blades is an award-winning corporate leader in Marketing, Communications, Government Relations, CommTech, Digital Transformation, Change Management, and Environmental, Social & Governance (ESG) with more than 30 years of professional experience, including C-suite roles at three Fortune 500 companies. Currently, Catherine is the SVP of Marketing and Communications at SAIC, a company that delivers innovative and transformational solutions to the U.S. government in the civilian and defense markets. ⁠Connect with Catherine Blades⁠ Key Takeaways - Purpose-driven companies achieve better fiscal outcomes by focusing on communities and humanity. - Purpose is a crucial factor in revitalizing brands, connecting people, and driving results. - Humanizing brands through CSR and ESG efforts fosters authentic connections and engagement. - Engage with social issues aligned with values, stakeholders' expectations, and actual impact. - Risk mitigation, stakeholder engagement, and curating genuine efforts are vital in avoiding pitfalls. - Outcomes matter more than activities; measure progress through modeling, outcome-based data, and effectiveness metrics. - RepTrack model reveals 7 reputation dimensions, with governance, citizenship, and workplace being crucial. - Outcome-based data indicates success or failure based on ROI metrics and key performance indicators. - Effectiveness metrics, such as engagement and click-through rates, provide real-time insights for adjustments. - Purpose-driven strategies can be quantifiably correlated to stock price, employee engagement, and more. - Purpose and profit are interconnected, demonstrated through data, authentic engagement, and measurable outcomes. Quote "When you humanize the brand, you make that human connection and you go from share of wallet to share of heart." - Catherine Blades Recommended Resources Book: ⁠Find Your Why by Simon Sinek⁠ Shout-outs ⁠Jane Randel⁠ – Co-President at Karp Randel ⁠Rochelle L. Ford⁠ – President at Dillard University ⁠Connect with Catherine Blades⁠⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary Paul Curto's career journey from a technical background to sales leadership is characterized by a strong technical foundation. He initially worked on network upgrades and designs, later transitioning into consulting with Deutsche Telekom to explore network technologies and innovation. His foray into technical marketing provided a unique blend of technology and marketing expertise. About a decade ago, he transitioned into sales with Aruba Networks, where he highlighted the importance of aligning solutions with desired outcomes and building enduring relationships. RetailNext, the company Paul discussed, specializes in retail analytics, offering e-commerce-style insights to brick-and-mortar stores. Their solutions encompass sensor-based systems for customer traffic tracking, loss prevention modules, and in-store analytics, helping retailers make data-driven decisions. Paul also shared insights into the MEDDIC and Miller Heiman sales methodologies, emphasizing understanding customer pain points, decision processes, and the role of economic buyers and champions. For those implementing MEDDIC, he recommended coaching, tracking keywords with conversation intelligence tools like Gong, and consistent use of Salesforce for reinforcement. About the Guest Paul Curto is passionate about enhancing sales teams and customer experiences, specializing in alleviating retail analytics challenges. His focus lies in empowering brick-and-mortar retailers with e-commerce-style analytics, driving data-driven decisions. With a career marked by inspiring sellers, he emphasizes matching solutions to outcomes and fostering lasting win-win relationships. Sales strategy, enriched by customer-centric methodologies, is his forte, driven by enablement and sales technology. Paul is dedicated to helping clients achieve business success while ensuring exceptional, fact-based decision-making and unparalleled customer satisfaction. Connect with Paul Curto Key Takeaways - RetailNext brings e-commerce-style analytics to brick-and-mortar stores, aiding in business growth. - Data-driven sales involve tracking customer behavior, optimizing operations, and improving the customer experience. - Paul highlighted the MEDDIC and Miller Heiman sales methodologies. - Economic buyers are crucial, and champions play a pivotal role in influencing buying decisions. - A strong action plan is created through MEDDIC, incorporating red flags and strengths. - Reinforce MEDDIC concepts through coaching and deal reviews with the sales team. - Utilize sales technology, like conversation intelligence tools, to track and analyze MEDDIC-related keywords. - Implement MEDDIC opportunity review forms in Salesforce to ensure consistent adoption and reinforcement. Quote "People buy for personal reasons even at work, and so when the sellers try to help you look good for your boss and try to help you make the right decision and become seen as a superhero inside the buying team, that's when you start to make magic happen with MEDDIC in these deals."  – Paul Curto Recommended Resources Books: - "Cracking the Sales Management Code" by Jason Jordan and Michelle Vazzana - "The Sales Development Playbook" by Trish Bertuzzi - "Never Split the Difference: Negotiate Like Your Life Depends on It" by Chris Voss Newsletters: - Charlotte Lloyd’s LinkedIn Newsletter - Matt McNamara’s YouTube Channel - Josh Braun’s LinkedIn Newsletter - Becc Holland’s LinkedIn Newsletter ⁠Connect with Paul Curto⁠⁠⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Neda Huda, a seasoned sales professional with expertise in data management and strategic leadership. Neda shares insights into his career journey, emphasizing the importance of understanding the "why" behind customer decisions and the evolving role of buyers in today's market. He discusses the challenges of transitioning from individual contributor to a leadership role and highlights the significance of collaboration and aligning with other teams within an organization. Neda also touches on current trends in buyer journeys, emphasizing the need for sellers to deliver value and understand customers' business goals. About the Guest Neda started his sales career right after university, boots on the ground knocking on doors, managing accounts to ultimately selling to enterprise organizations. Throughout his journey, he was truly focused on understanding buyer paths, as well as how to navigate large portfolios to bring the most value to customers.  When he’s done making deals at work, he is at home making deals with his daughters.Connect with Neda Huda Key Takeaways - Transitioning into a leadership role involves a deep understanding of the "why" at various levels—territories, industries, and departments.  - Effective leadership entails threading this understanding into conversations and gaining buy-in for strategic initiatives. - Collaboration across teams requires sharing a compelling vision and fostering trust. Building relationships by investing time and supporting colleagues' efforts before asking for cooperation is essential for achieving common goals. - Modern customer journeys involve extensive pre-engagement research.  - Sales professionals must speak the customer's language and emphasize the business value of their offerings to effectively navigate this landscape. - With professionals changing jobs more frequently, knowledge sharing and movement significantly influence technology choices.  - Leadership involves understanding the "why" on a larger scale. - Fostering collaboration across teams requires sharing the vision and building trust. - Buyers are more informed and conduct extensive research before engaging with sales professionals. - Successful sales now depend on speaking the customer's language and delivering business value. Quote “You don't just ask, you don't just take, you give before you ask... creating that trust and creating that collaborative approach, I find is the key to make sure that a large organization gets involved and advises your success.” – Neda Huda Recommended Resources Newsletter: The Challenger Sale by Brent Adamson and Dixon Matthew Shout-outs Trent Dressel – Tech Sales Instructor at CourseCareers  Brian G. Burns – Host of The Brutal Truth about Sales Podcast Vin Mantano – Senior Account Executive at Demandbase Connect with Neda Huda⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Ken Lorenz, the VP of Global Sales at Riva International, where he oversees the company's customer-facing sales team members. With a developer background, Ken's passion lies in aiding customers in using technology to address business challenges. Over his extensive 30-year career, Ken has been pivotal in helping countless customers globally to select and implement ERP and CRM solutions. A seasoned member of ITA, Ken has contributed significantly to many content committees and has made numerous presentations at ITA collaboratives. Throughout the episode, Ken delves into the evolution of RevOps, the intersection of generative AI like ChatGPT in sales, and the importance of clean data in CRM. He also sheds light on the potential challenges and implications of integrating AI with customer data, emphasizing the importance of caution and privacy.  About the Guest Ken Lorenz is currently the Vice President of Global Sales at Riva where he looks after all of Riva’s customer-facing sales team members. A developer by background, Ken is passionate about helping customers leverage technology to solve business problems.  Over the past 30 years, Ken has personally helped tens of thousands of customers evaluate, select and implement ERP and CRM solutions, globally. As a long-standing member of ITA, Ken has contributed to many Content Committees and has presented numerous sessions at ITA Collaboratives. Connect with Ken Lorenz Key Takeaways - RevOps is a sector that has dramatically evolved from basic personal information managers to complex systems impacting sales and marketing processes over 30 years. - Modern technology advancements, including generative AI like ChatGPT, are poised to revolutionize sales processes, changing how businesses interact and transact. - The key differentiator in sales remains human touch and relationship-building, even as advanced AI tools gain prominence. - Data quality is paramount; without clean, accurate data, no amount of technology can yield successful results in the RevOps field. - Recent years have seen a proliferation of add-on technologies around CRM systems, increasing the complexity and cost of integration. - Organizations often grapple with data "swamps" instead of efficient data "lakes," complicating the process of gaining insights and actionables. - ABM platforms have emerged as crucial tools to aggregate, analyze, and provide actionable insights, focusing on genuinely engaged accounts for businesses. - Integrating ChatGPT with RevOps systems presents opportunities and challenges, especially when handling sensitive, customer-specific data. - In regulated industries like banking and insurance, there is heightened caution about introducing any customer data into AI models, ensuring strict compliance and data protection. - Bad actors can exploit data, and with evolving large language models, there is a potential risk of data breaches or misuse, necessitating stringent safeguards. - Regulations might become stricter, with businesses potentially needing to disclose when content is AI-generated, emphasizing transparency in communication. Quote "I think it's going to be very interesting to see how the next generation of salespeople leverage that technology and allow themselves to differentiate from their competitors." – Ken Lorenz Shout-outs Tony Hughes – CEO and Co-founder at Sales IQ Global Justin Michael – CRO Coach & Co-Founder at Hard Skill Exchange ⁠Connect with Ken Lorenz⁠⁠⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Andrew Peters, a seasoned marketing professional with extensive experience in the Internet of Things (IoT) industry. Andrew shares insights into transforming marketing strategies using data-driven approaches and discusses the challenges of targeting complex markets like IoT. He delves into the significance of identifying Ideal Customer Profiles (ICPs) and leveraging in-market intent signals to drive successful account engagement. The conversation also touches on the role of generative AI in accelerating product launches and the potential it holds for expediting complex use cases.  About the Guest Andrew Peters thrives at the nexus of people and processes, building global departments from the ground up, leading impactful revenue strategies, improving developer experience, and ensuring alignment across sales and marketing that’s always focused on the customer. His innovative approaches to marketing operations, customer analytics, and digital experiences have garnered numerous awards. Andrew also serves as the Chair-elect for the Austin LGBTQ+ Chamber of Commerce, where he promotes community for all, and our ability to impact the cities we live in.Connect with Andrew Peters Key Takeaways - Focusing on in-market signals aids in identifying valuable accounts in the IoT space, streamlining efforts, and improving targeting precision for effective marketing strategies. - IoT sales cycles can be prolonged, making it vital to identify accounts showing in-market intent early to nurture relationships and capitalize on opportunities. - Clearly defining Ideal Customer Profiles (ICPs) aligns marketing and sales efforts, enabling better targeting and engagement, leading to improved conversion rates and growth. - Metrics validation helped solidify the new ICP model's success, demonstrating a 60% better likelihood of converting to new opportunities, leading to enhanced conversion rates and growth. - Leveraging Generative AI accelerates product launches and refines complex use-case solutions, offering quicker decision-making and innovation in various domains. - Generative AI supports efficient data gathering and analysis, empowering quicker, well-informed decisions by extracting valuable market insights for strategic advantage. - Generative AI accelerates content creation by generating marketing materials, campaigns, and creative assets, reducing manual efforts and increasing marketing output efficiency. - AI-driven automated email outreach acts as an efficient business development representative, identifying and engaging potential clients, and driving meaningful conversations. - Generative AI has the potential to expedite chip development by 20-30%, reducing time-to-market, cutting costs, and ensuring faster access to improved product offerings. - Successful individuals invest countless unseen hours of effort to achieve excellence, underscoring the significance of persistent dedication and determination in achieving success. Quote "I think the most important part about that journey is sometimes you need a manager or a mentor that's going to push you and put you into that uncomfortable position where you're like, 'I don't know if I'm ready for this,' but you're actually more ready than you think."  Recommended Resources  Podcasts:How I Built This podcast by Guy Raz The Huberman Lab by Andrew Huberman Book: Grit by Angela Duckworth Shout-outs Deirdre Walsh – Chief Executive Officer & Co-Founder at IGC Trisha Fields – Director, Performance Marketing at Silicon Labs Connect with Andrew Peters⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Tara Quehl interviews Davis Potter, diving deep into the intricate realm of Account-Based Marketing (ABM). Davis, a seasoned ABM practitioner, delineates the nuances between growth ABM and enterprise ABM strategies, spotlighting the crucial considerations of resource limitations and tiered methodologies. The discussion delves into key performance indicators, focusing on escalating contact engagement and burgeoning revenue, essential for gauging ABM effectiveness. As the conversation unfolds, the transformative potential of AI takes center stage, envisioning a future of scalable personalization and automated ad optimization.  About the Guest Davis currently leads the ABM function at Telesign, and the CEO of ForgeX, a B2B market research and advisory think tank specializing in Account-Based Go-To-Market (GTM) strategies and Generative AI. He has experience launching, optimizing, and scaling ABM programs within hyper-growth VC-backed startups, mid-size organizations, and some of the world's largest and most renowned enterprises. Connect with Davis Potter Key Takeaways - ABM methods vary: Choose growth or enterprise based on launch speed and account coverage. - Account engagement and revenue growth are core ABM success indicators. - AI revolutionizes personalization at scale, elevating ad messaging and account intelligence. - Contact engagement categorizes interactions, enabling focused actions for specific contacts. - Deal velocity, sourced, and influenced revenue metrics measure ABM's revenue impact. - Differentiate between tiered accounts for resource allocation and strategic alignment. - Growth ABM adopts a tiered methodology for efficient account prioritization and faster testing. - Personalized ad platforms driven by AI optimize and iterate messaging for better results. - ABM evolves with AI, enhancing personalization, account intelligence, and ad optimization capabilities. - Prioritize account engagement for both overall contact interaction and core buying group involvement. - Growth ABM offers a streamlined approach, allowing faster testing and resource allocation within tiers. - Enterprise ABM demands deeper one-to-one or one-to-few interactions, requiring more resources. Quote “In growth ABM, you're able to test and iterate so fast within your tactics.” – Davis Potter Recommended Resources Newsletter:The Pleiss is Right by Tyler Pleiss Shout-outs Désirée Daniels – Head of ABM & Industry - Retail, Fashion, Beauty & Consumer at Google Alessandra Fagone – Director, Global Revenue Marketing - Acquisition and Customer Growth at Workhuman Akriti Gupta– Marketing Director at LinkedIn ⁠Connect with Davis Potter | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, host Michael Malone interviews Kathy Neumann, CMO of Rent., about mastering marketing strategies for success in changing landscapes. Michael welcomes Kathy to the show and delves into her extensive background in retail marketing, discussing how it has shaped her current role as CMO at Rent.. Kathy emphasizes the importance of understanding consumer motivations and solving their problems by marrying consumer insights with technology trends. She talks about the challenges of maintaining consumer-centricity and avoiding personal biases in marketing strategies. The conversation shifts towards the impact of COVID-19 on digital transformation, with Kathy highlighting how the pandemic accelerated the adoption of mobile-first and digital experiences. She shares insights about her approach to building teams, focusing on hiring for attitude and aptitude, and cultivating a culture of curiosity and adaptability. Kathy also discusses the successful rebranding of Rent. and the crucial role of engaging employees in the transformation process. She emphasizes the significance of internal engagement metrics and external client feedback in measuring the success of a rebrand. About the Guest Kathy joins us from Rent. where she has been CMO for the last year and a half.  During her tenure at Rent. she has led a complete relaunch of the company including branding, product architecture, and company culture, resulting in a reversal of business trends from declining business to double-digit growth.   Kathy's background is steep in consumer, digital, and brand marketing across brands such as Chewy, Carter's, Lands' End, and Victoria's Secret.Connect with Kathy Neumann Key Takeaways - Perspective shift: View industry challenges from the consumer's point of view, not just personal perspective. - COVID-19 accelerated digital adoption and mobile-first mindset, impacting consumer expectations. - A curious attitude is crucial when hiring for marketing roles; look for adaptability over current expertise. - Embrace progress over precision and encourage trying new ideas within the marketing team. - Successful rebranding involves rallying the entire organization around the "why" and fostering engagement. - Metrics for internal success: Employee engagement, referrals, swag requests, and pride in the brand. - External metrics include traffic, conversion rates, engagement, and feedback from customers. - Navigating chaos: Maintain curiosity, recognize evolving industry trends, and stay adaptable. - Rebranding isn't just about visuals; it's about transforming culture and aligning the entire organization. - Communicate the "why" of change multiple times in different ways to ensure understanding and buy-in. - Embrace disruption by focusing on where the industry is headed and adapting accordingly. Quote "You can't stretch standing still, so I applaud people on my team that try new things, and we celebrate the failures by learning what we can out of those interactions and quickly course correcting, but if you're not moving, you're not growing in today's environment.” – Kathy Neumann Recommended Resources Shoe Dog by Phil Knight Shout-outs Susan Sachatello – Chief Marketing Officer at Compeer Financial Matthew Doerrs – Vice President of B2B Marketing at Rent. Connect with Kathy Neumann | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠