a salesperson as head global marketing? …mrkto.b2bmarketing.net/rs/085-vab-435/images/advancement...

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A SALESPERSON AS HEAD GLOBAL MARKETING? WHAT WERE THEY THINKING? DAVID DORLING SWISS POST SOLUTIONS

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X 5-20 10-50%

Banking

Healthcare

Insurance

16 countries

Switzerland

Germany

UK & Ireland

North America

Core markets

global full-service provider of physical and digital Document Management

Business activities Segments

6,803 employees (abroad: 88.6%)2

20 million Profit (EBIT)1

558 million Revenue1

Zurich, Switzerland Headquarters

SWISS POST SOLUTIONS AT A GLANCE

Retail

Public sector

Swiss Post Solutions | 22/06/17 | v01.00 | public | Ignite B2B Conference | Global

1) in CHF 2) Full-time equivalent

NEVER A BETTER TIME TO BE IN MARKETING

We have all the technology and systems we need (to communicate with our target market)

The CMO has a seat a the top table

Leadership recognize the role and contribution that marketing needs to make to long-term success

Organizations understand the need and benefit of organizational alignment (joint strategy and planning)

Sales (management) understand that their role in the buying process has changed

That our market will consume engaging and relevant content (if we build it, they will come)

Our function receives the investment it requires



SALES AND MARKETING ARE MORE ALIGNED THAN WE THINK

We are expected to speak the same language as our clients

We are both focused on understanding the needs and pain points of our clients

We are both trying to find out where our client is in the buying process

We communicate with the same buying centre

Our clients expect us to provide personalized and relevant content

We are both focused on the numbers (albeit different ones)

We have segments and territories

We are both storytellers (to different sizes of audience)

We share the same strategic objectives

We have complexity in managing our systems environment

We can suffer from high staff turnover

TWO PEAS, JUST MAYBE NOT IN THE SAME POD


THE MARKETING TECHNOLOGY LANDSCAPE


AND THE SALES LANDSCAPE IS AS COMPLEX


THE ORGANIZATIONAL ALIGNMENT CONFLICT



IT IS ABOUT DATA ANALYTICS AND INSIGHT

Agile Methodology: to manage the pace of change

Brand Storytelling: compelling, cross-platform narratives

Big Data: understanding needs of clients, across the buying process & customer journey

Desire to remove silos: to collaborate cross-functionally and foster communication

An understanding of customer retention

Mental Ambidexterity: to harmonize data, technology and creative

Culture: creating an environment of innovation and creativity

MARKETING LEADERSHIP SKILLS HAVE EVOLVED


Embrace change (and new opportunities)

You attract more bees with honey, than with vinegar

Think Strategically, Act Practically (with a healthy dose of realism)

Surrond yourself with smart people that complement you (because you do not have all of the answers)

People management is a serious responsibility

Companies have selective memory (when it comes to internal decisions, versus what they sell)

Lack of communication from senior management is really de-stabilizing for staff

Try not to judge other functions, until I have experienced & understand what they do

Put myself in my customers shoes (and get my colleagus to do it was well)

PERSONAL CHECK & BALANCE



THANK YOU & QUESTIONS

a salesperson as head global marketing? …mrkto.b2bmarketing.net/rs/085-vab-435/images/advancement...

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