8 transformational marketers share their secrets to success

8 Transformational Marketers Share Their Secrets to Success

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Quotes from TopRight’s Transformational Marketer Interview Series

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“In change management, the key is to drive simplicity, clarity, and alignment in the story of

why this really matters, and what it is specifically that is changing.”

— Lidia Frayne, Director of Operations at Dell Technologies

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“Define the vision — the future state your company is looking towards — and understand

the path to get there. Get everyone focused and aligned around that simple, clear, and

compelling Story.”

— Scott Klinger, VP & Head of Global eCommerce Product Marketing/Development

at First Data

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“Get the team on board. They are interfacing with customers; they are the ones that can identify the exact problems customers are

facing. The team needs to be on board to help drive change and transformation within the organization first to be able to successfully

drive change externally.”

— Jim Brady, President/CEO of Brady Services

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“The most important activity is identifying and creating the Brand Narrative, at the very top

level. We have a clear idea of what the Story is for the company, that’s been the key touchstone to translate down for other elements were doing

as a Marketing Team.”

— Scott Barton, Institute for Humane Studies (IHS) at George Mason University

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“There is a debate at the moment that we’ve perhaps tilted the field too much into the

swampland of all the mechanics of the technology, that we have lost a bit of that grand

vision of what the Story is, to actually guide how we use the technology.”

— Scott Brinker, Editor/Publisher at chiefmartec.com

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“My mantra is: always get the right message, at the right time, with the right audience, via the

right platform.”

— Andrea Koslow, Former Senior Director of National Brand Strategy & Marketing Production

at PBS

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“Transform the company, not just in the sales and marketing department. To transform the

company, we had to develop a simple and clear message to everyone across the organization as well as those who were communicating with our

customers.”

— Mike Ziegler, Ameritox

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“Transformational Marketing requires you to walk in the shoes of the customer, experiencing

the landscape from the customer’s point of view.”

— Kelly Chmielewski, Brand, Strategy + Design Innovator/Former VP, PBS Creative Lab

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