--- 72-transforming-agency-relationships-from-outputs-to-outcomes.txt ---
Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”. They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationships to foster mutual success. Challenges in the client-agency commercial model. The impact of procurement on creativity. Shifting focus from outputs to business outcomes. Balancing efficiency and innovation. Tune in to understand how to build stronger, more effective relationships between marketers and agencies, ensuring sustainable success for both parties. About Blair Enns Blair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing. The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024. Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com. The Win Without Pitching Manifesto (2010) is available on Amazon. Links Full show notes: Unicorny.co.uk LinkedIn: Blair Enns | Dom Hawes Website: Win Without Pitching Sponsor: Selbey Anderson Other items referenced in this episode: Madison Avenue Manslaughter by Michael Farmer 20% Podcast, This is Unsustainable w/ Caroline Johnson 20% Podcast, Agency Model Innovation w/ Caroline Johnson The Win Without Pitching Workshop The Innoficiency Problem Books by Blair Enns: The Win Without Pitching Manifesto by Blair Enns Pricing Creativity by Blair Enns Chapter summaries Dom’s beginning bit Dom introduces the episode's theme, highlighting the growing issues in the relationships between brand marketers and creative agencies, emphasizing the need for commercial alignment to ensure successful marketing outcomes. Introduction to Blair Enns Dom introduces Blair Enns, discussing his background, books, and podcasts, setting the stage for a discussion on agency sales and commercial models. The broken commercial model Blair and Dom discuss the flaws in the current commercial models between clients and agencies, including the pitch process and the role of procurement in complicating these relationships. Misaligned metrics The conversation shifts to how agencies measure success and the need for agencies to focus on business outcomes rather than just outputs. Procurement challenges Blair shares insights into how procurement practices often undermine the objectives of marketing and creativity, leading to inefficient and strained relationships between clients and agencies. Breaking the cycle Dom recaps the discussion so far: shifting from input-focused to outcome-focused commercial models, advocating for fair compensation and recognition of value creation. The ‘Innoficiency Principle’ Blair introduces the ‘Innoficiency Principle’, explaining the inherent conflict between innovation and efficiency, and how this tension affects both agencies and clients. Innovators vs. optimizers Blair categorises individuals and organisations as either innovators or optimisers, discussing the cultural implications of these differences and how they impact commercial relationships. Balancing creativity and efficiency The discussion centres on finding a balance between creativity and efficiency within organisations, highlighting the need for a cultural shift to support innovation. Key takeaways Dom summarises the key points discussed and shares his commitment to fostering better commercial frameworks and understanding procurement's role in value creation. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 73-departmental-myopia-the-internal-trade-off-between-efficiency-and-innovation.txt ---
In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships. Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives. They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both operational efficiency and creative innovation. Blair introduces his upcoming book, which outlines four key conversations that can help frame the process of selling expertise and ensuring effective client relationships. What you'll get from this episode: Understanding the impact of departmental silos. Strategies for effective agency-client relationships. The importance of aligning business goals across departments. How leadership can drive cultural change for better innovation. Join us for practical insights on creating value-driven partnerships that foster innovation and drive business success. About Blair Enns Blair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing. The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024. Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com. The Win Without Pitching Manifesto (2010) is available on Amazon. Links Full show notes: Unicorny.co.uk LinkedIn: Blair Enns | Dom Hawes Website: Win Without Pitching Sponsor: Selbey Anderson Other items referenced in this episode: 20% The Market Procurement Podcast Market share masterclass: blending organic growth and M&A with Duncan Daines Books by Blair Enns: The Win Without Pitching Manifesto by Blair Enns Pricing Creativity by Blair Enns Chapter summaries Introduction: shifting focus to internal dynamics Dom sets the stage for discussing the internal dynamics that affect efficiency and innovation, highlighting the role of departmental goals in potentially undermining overall business objectives. The root cause of departmental dysfunction Blair explains how bounded rationality leads individuals to optimise for departmental goals rather than the organisation's overall success, emphasising the need for executive recognition of this issue. Market conditions and power dynamics Discussion on how current market conditions amplify the power of procurement, leading to short-term thinking and the impact of this on long-term brand work. Addressing the procurement problem Blair addresses the challenges of procuring creativity without stifling it, proposing strategies for making routine tasks efficient while preserving the value of creative work. Setting up relationships correctly from the start Dom and Blair talk about the importance of setting up agency-client relationships correctly from the outset to ensure mutual value and efficiency. Blair's new book: Four Conversations Blair introduces his upcoming book, outlining the four key conversations that should frame the process of selling expertise and ensuring effective client relationships. The role of the sale in client relationships Blair discusses how the initial sales process sets the tone for the entire client relationship, emphasising the importance of proper communication and setting expectations. Dom’s end bit Dom summarises the key points, highlighting the role of leadership in fostering environments that balance efficiency with innovation and encourage cross-departmental collaboration. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 74-breaking-boundaries-by-bootstrapping-broadcast.txt ---
In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing communications. James provides practical advice on integrating video content into marketing strategies and highlights the importance of clear communication and team engagement in achieving marketing success. Marketing in regulated and complex environments Importance of cultural understanding in international teams. Building and utilising in-house video production. Maintaining a commercial focus in all marketing efforts. Tune in to learn how you can apply these strategies to better your marketing game. About James Gatoff James is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams. James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity. Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia. Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams. He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships. He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business. Links Full show notes: Unicorny.co.uk LinkedIn: James Gatoff | Dom Hawes Website: Lombard International Group Sponsor: Selbey Anderson Other items referenced in this episode: Evidenza Synthetic data is as good as real – next comes synthetic strategy by Mark Ritson, MarketingWeek Uncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg Don’t be dull. B2B different with Joerg Klueckmann Chapter summaries Dom’s beginning bit Dom introduces the episode discussing synthetic research panels and their implications for business marketers, setting the stage for a conversation on complex marketing environments. James Gatoff's Background James shares his path into marketing, starting in finance and moving through various roles that shaped his commercial and communications expertise. His transition from finance to marketing is highlighted. Commercial Focus in Marketing James discusses the need for a commercial focus in all marketing roles, emphasizing the importance of understanding and supporting the business's sales and growth objectives. Cultural Differences in International Marketing Exploration of cultural differences encountered in James's international roles and how they influence marketing and communication strategies. The importance of clear communication and repetition in diverse teams is discussed. Building an International Brand James talks about creating an international brand that respects local nuances while maintaining a global strategy. He references Ford's "think global, act local" approach. In-House Video Production Studio James explains the decision to build an in-house video production studio, detailing the benefits and cost savings. He shares the team's journey from using basic equipment to creating high-quality content. Impact of Video on Communication Discussion on how the in-house studio has transformed their communication approach, making it more engaging and integrated. The role of video in maintaining connections during the pandemic is emphasised. Advice for Building In-House Broadcast Capabilities James offers practical advice for other organizations looking to develop in-house broadcast capabilities. He stresses the importance of having a dedicated team interested in technology and storytelling. Dom’s end bit Dom wraps up the episode, reflecting on the discussions and considering the future role of synthetic research panels and video content in marketing. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 75-aligning-strategy-with-business-goals.txt ---
In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business environment. Aligning marketing efforts with business objectives. Use of dashboards and technology for tracking and measurement Building and utilising effective crisis management strategies. Adapting communication strategies for diverse global audiences. Learn how James' strategies can help you enhance your marketing effectiveness and prepare for future challenges. Tune in to gain practical insights and actionable advice. About James Gatoff James is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams. James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity. Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia. Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams. He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships. He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business. Links Full show notes: Unicorny.co.uk LinkedIn: James Gatoff | Dom Hawes Website: Lombard International Group Sponsor: Selbey Anderson Other items referenced in this episode: Cision | Media Monitoring Segmentation secrets: precision marketing in niche markets with Duncan Daines Four stages of competence Chapter summaries Introduction and Overview Dom Hawes sets the stage for the second part of the conversation with James Gatoff, focusing on tech stacks, measurement, and crisis management. Measurement and Business Alignment James discusses the challenges and strategies for ensuring marketing activities are measurable and aligned with business objectives, emphasizing the importance of commercial focus and collaboration with sales teams. Building Effective Dashboards James outlines the creation and utilization of dashboards to track various aspects of marketing performance, including PR, digital campaigns, and internal engagement. Adopting a Video-First Approach James explains the shift towards video content for both internal and external communications and the experimental use of podcasts to enhance engagement. Importance of Authentic Connections The discussion shifts to the need for authentic personal connections in marketing, with James emphasizing the nuanced approach required for different international markets. Crisis Communication and Preparedness James details the development of a crisis communication playbook, the importance of media training, and the benefits of wargaming scenarios to ensure readiness for various crises. Handling Crisis for Relationship Building James and Dom discuss how effectively managing a crisis can strengthen relationships with partners and clients by demonstrating transparency and reliability. Future Marketing Challenges and Trends James outlines the upcoming challenges in financial services marketing, including regulatory changes and the need for clear, engaging storytelling to stand out in a crowded market. Evolving Work Models James provides his perspective on the changing work models, the necessity for in-person collaboration for creativity, and the challenges of engaging younger generations in a flexible work environment. Reflections and Takeaways Dom reflects on James's insights, emphasizing the importance of push and pull techniques in marketing, the underutilization of video, and the complex roles of marketing in different business contexts. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 76-everything-gone-pear-shaped-heres-why-thats-a-good-thing.txt ---
In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work. Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR framework—Purpose, Enjoyment, Achievement, and Recognition. Learn how to create a more fulfilling work environment and improve overall team performance. Understand why job satisfaction matters in marketing. Learn about Simon Hartley's PEAR framework for motivation. See how principles from sports psychology can be applied to business. Discover practical steps to improve work environment and team motivation. Find out how to foster happier, more motivated marketing teams and apply these insights to your organisation. About Simon Hartley Simon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams. Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped. During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world. For more information on Simon, please visit www.be-world-class.com Links Full show notes: Unicorny.co.uk LinkedIn: Simon Hartley | Dom Hawes Website: be worldclass Sponsor: Selbey Anderson Books by Simon Hartley: Motivation Is P.E.A.R.-Shaped Hire Great People: Employ the hiring strategy used by world-class teams in your business. Master Mental Toughness Stronger Together: How Great Teams Work Could I Do That? Two Lengths of the Pool: Sometimes the simplest ideas have the greatest impact YouTube channel Simon Hartley Other items referenced in this episode: Just half of marketers are happy at work, survey reveals by Molly Innes (Marketing Week) Start With Why by Simon Sinek Chapter summaries Introduction and job satisfaction in marketing Dom Hawes kicks off the episode by discussing a shocking statistic: only half of marketers are happy in their jobs. He introduces Simon Hartley, a renowned sports psychologist, who will share strategies to improve motivation and performance in marketing teams. Meet Simon Hartley: background and expertise Simon Hartley shares his background in sports psychology and explains how these principles apply beyond sports to business settings. He recounts his experiences with top teams like the Fiji rugby sevens and Bayern Munich. The issue of unhappiness at work Dom and Simon explore the reasons behind workplace dissatisfaction. They discuss the impact of repetitive tasks, performance pressures, and the lack of creative freedom. Simon highlights the role of leadership in creating a positive work environment. Introducing the PEAR framework Simon introduces his PEAR framework for motivation, which stands for Purpose, Enjoyment, Achievement, and Recognition. He explains how balancing these elements can lead to a more motivated and satisfied workforce. Deep dive into the PEAR components Simon delves into each component of the PEAR framework: Purpose: Linking daily tasks to a larger mission. Enjoyment: Fostering a fun and engaging work culture. Achievement: Setting and recognising attainable goals. Recognition: Acknowledging and rewarding contributions effectively. Practical applications and leadership advice The conversation turns to practical ways to apply the PEAR framework in the workplace. Simon offers tips for leaders to boost motivation and job satisfaction within their teams. Simon reflects on the importance of balancing all four motivational elements to create a resilient team. Dom’s end bit Dom concludes part one, summarising the key points and teasing what’s coming in part two. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 77-the-secret-sauce-to-marketers-mojo.txt ---
Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment. They also explore Simon's book "Two Lengths of the Pool," offering insights into focus and task simplification to boost performance. Learn how to tailor motivational strategies to fit your team and enhance overall job satisfaction. Learn practical steps to implement the PEAR framework. Understand the importance of focus and task simplification. Discover how to create a motivating environment tailored to your team. Gain insights into maintaining a balanced and motivated team. Find out how to build a happier, more productive marketing team with actionable strategies. About Simon Hartley Simon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams. Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world. For more information on Simon, please visit www.be-world-class.com Links Full show notes: Unicorny.co.uk LinkedIn: Simon Hartley | Dom Hawes Website: be world class Sponsor: Selbey Anderson Books by Simon Hartley: Motivation Is P.E.A.R.-Shaped Hire Great People: Employ the hiring strategy used by world-class teams in your business. Master Mental Toughness Stronger Together: How Great Teams Work Could I Do That? Two Lengths of the Pool: Sometimes the simplest ideas have the greatest impact YouTube channel Simon Hartley Chapter summaries Welcome back and introduction Dom Hawes recaps the key points from part one, reiterating the significance of the PEAR framework (Purpose, Enjoyment, Achievement, Recognition) in building a happy and motivated team. He sets the stage for a deeper dive into practical applications with Simon Hartley. The origin of "Two Lengths of the Pool" Simon Hartley shares the story behind his book "Two Lengths of the Pool." He explains how focusing on the core task at hand, rather than external pressures like winning, helped an athlete achieve better performance. This principle is applied to business settings to streamline tasks and improve outcomes. Practical application of task focus Dom and Simon discuss how businesses can apply the principle of focusing on core tasks. They emphasise the importance of identifying and eliminating activities that don't contribute to key objectives, thus enhancing overall performance and motivation. Linking task focus to motivation Simon explains how reducing task overload and clarifying job roles can significantly boost motivation. By understanding how each team member's role fits into the larger picture, businesses can create a more cohesive and motivated workforce. Importance of understanding individual roles Simon shares an example from a charity to illustrate how understanding and recognising individual contributions can enhance motivation and job satisfaction. He emphasises the need for clarity in job roles and the impact of each role on the overall success of the organisation. Reinforcing the PEAR framework Dom and Simon discuss how the principles from "Two Lengths of the Pool" reinforce the PEAR framework. They highlight the importance of creating an environment where all four motivational elements are balanced to foster a thriving workplace. Customising motivational strategies Simon advises leaders to understand their team members' individual motivations and tailor their management approach accordingly. He suggests simple exercises to identify motivational drivers and adjust the work environment to support them. Real-world examples of the PEAR framework in action Simon provides examples of how the PEAR framework has been successfully implemented in various organisations, leading to improved team dynamics and performance. He discusses the importance of creating a balanced motivational environment. The 3D incentive framework Simon introduces his 3D incentive framework, which expands beyond traditional cash rewards to include various forms of recognition and incentives. This holistic approach helps maintain motivation across different dimensions and timelines. Final thoughts and next steps Dom summarises the key lessons from the episode, emphasising the need for leaders to focus on both individual and team motivations. He encourages listeners to apply these insights to build a happier, more effective marketing team. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 78-fry-your-brain-quantum-computing-ai-and-marketing.txt ---
Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can expect to learn: Potential of quantum computing to enhance AI capabilities and efficiency Influence of advanced AI on creative development and advertising Ethical considerations and responsibilities in using these powerful technologies Future of hyper-personalized marketing messages Stay with us for more on how these innovations will reshape marketing. About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF. Links Full show notes: Unicorny.co.uk LinkedIn: Steven Millman | Dom Hawes Website: Dynata Sponsor: SelbeyAnderson Previous Unicorny episodes with Steven Millman: Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing Beyond Faster Horses (2 of 2): AI's Impact on Search and the Digital Ecosystem "It’s a language model, stupid". How marketing should and shouldn’t use AI Everything, Everywhere, All at Once Previous Marketing Trek episodes with Steven Millman: Data Ethics in Marketing Breaking The Cookie Jar Other items referenced in this episode: Ipsos Facto What was Dom talking about in the intro...? For those who have read, well, anything in the last few years, you may have guessed this line didn't come straight from the Unicorny's mouth: “In the ever-changing business landscape of today, it isn't just essential to understand AI. It's a business essential.” How can you tell? Who better to explain than ChatGPT: “This sentence structure is a hallmark of AI-generated content. It employs a formal tone, sets up the context with a broad statement, and then narrows down to a specific, impactful conclusion.” Chapter summaries Dom’s beginning bit Dom Hawes sets the stage by discussing the future impact of quantum computing, artificial general intelligence, and artificial superintelligence on marketing. Steven Millman’s recent achievements Steven Millman shares his recent accolades, focusing on his contributions to market research and data quality. Basics of quantum computing A brief explanation of quantum computing, its potential, and how it operates differently from current technologies. Quantum computing and AI convergence Discussion on how quantum computing will significantly enhance AI’s capabilities, making computations faster and more efficient. Impacts on creative development How AI is currently used in creative development and the future possibilities with quantum computing. Real-time data processing and hyper-personalization Exploring the future of real-time data processing and hyper-personalization in marketing with the help of advanced AI and quantum computing. Sustainability and ethical considerations Highlighting the importance of balancing technological advancements with ethical concerns and sustainability in marketing. Investment in AI and quantum computing Comparing the current investment landscape in AI and quantum computing to the early days of the internet. Innovation and adoption in agencies Discussing how agencies and businesses are adopting AI technologies to stay competitive. Opportunities for small agencies Exploring the potential for small and boutique agencies to leverage AI and quantum computing to compete with larger firms. Dom’s end bit Final thoughts on integrating advanced technologies ethically in marketing and looking towards the future. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 79-sounds-like-marketing-sci-fi-is-the-future.txt ---
In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing. They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. The conversation sheds light on the rapid developments in AI, the potential for hyper-personalization, and the necessity for responsible innovation. Understanding the transition from AGI to superintelligence The impact of quantum computing on real-time data processing Ethical considerations and potential risks of advanced AI Future marketing strategies driven by AI capabilities The importance of maintaining trust and transparency with customers Tune in to explore the future of AI in marketing and the profound changes it promises. About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF. Links Full show notes: Unicorny.co.uk LinkedIn: Steven Millman | Dom Hawes Website: Dynata Sponsor: SelbeyAnderson Previous Unicorny episodes with Steven Millman: Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing Beyond Faster Horses (2 of 2): AI's Impact on Search and the Digital Ecosystem "It’s a language model, stupid". How marketing should and shouldn’t use AI Everything, Everywhere, All at Once Previous Marketing Trek episodes with Steven Millman: Data Ethics in Marketing Breaking The Cookie Jar Other items referenced in this episode: Sam Altman CEO of OpenAI Chapter summaries Introduction to AI advancements Dom Hawes introduces the episode and the discussion focus on groundbreaking AI technologies with Steven Millman. Defining artificial general intelligence Steven Millman explains artificial general intelligence, its capabilities, and how it differs from current AI systems. Concerns about artificial superintelligence A look into the potential dangers and ethical considerations of artificial superintelligence. Timelines for AI development Steven shares his predictions on when AGI might become a reality and its impact on the current workforce. AI's role in marketing Discussion on how AGI could transform marketing practices and the economy at large. Steps to developing AGI Key milestones and computational advancements required to achieve AGI. Regulatory and ethical challenges The complexities of regulating AI and ensuring ethical practices in its deployment. Enhancing market research with AI How advanced AI can improve market research accuracy and efficiency. Dom’s end bit Final reflections on the future of AI and its ethical implications for marketers. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 80-the-unicorny-marketing-manifesto-what-marketing-is.txt ---
In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today. Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unified understanding to enhance their roles' credibility and effectiveness. This episode covers: Diverse definitions of marketing create confusion and distrust within businesses. The importance of having a clear, unified definition to boost marketing's credibility. The impact of jargon and misapplied metrics on the perception of marketing. Strategies for redefining and communicating the true purpose of marketing. Listen in to learn how redefining marketing can elevate your business and align your team's efforts. Links LinkedIn: Dom Hawes Website: Unicorny.co.uk Sponsor: Selbey Anderson Related Unicorny episodes: 60. Cut the Jargon: Simplifying brand strategy for better results 61. Unlock the secret to beating imposter syndrome in branding Other items referenced in this episode: The Propolis Community Index Asos reduces reliance on promotions as ‘transformation’ continues by Niamh Carroll, MarketingWeek Airbnb CMO on ditching performance marketing for big, bold brand campaigns by Kendra Barnett, MarketingWeek 68. The truth about demand creation? It’s a lie. Definition of Marketing by The Chartered Institute of Marketing Definition of Marketing by the American Marketing Association 56. How to change KPI chaos into customer bliss Marketing Land by The Proper Marketing Club Mini MBA by Mark Ritson 62. Segmentation secrets: precision marketing in niche markets 63. Market share masterclass: blending organic growth and M&A LinkedIn responses to ‘Define Marketing’: Definition number one: “Marketing is the activities of a business intended to create awareness of a company's product or services, cultivate authority in their niche and convert that recognition into purchase intent and commercial conversations. ” Definition number two: “Marketing is gaining trust, showing value and guiding the decision to invest.” Definition number three: “Marketing is how you prepare for future, sustainable, growth. Sales is by nature short sighted, Marketing is strategic.” Definition number four: “Marketing is understanding, positively engaging, and aiding customers.” Definition number five – it’s a short one : “Marketing is generating demand.” Definition number six: “Marketing is the commercialisation and exploitation of innovation that answers a defined customer need. ” Chapter summaries Introduction to the marketing conundrum Dom Hawes begins by questioning the current understanding of marketing and its implications within businesses. He shares his findings from asking marketing professionals to define marketing, highlighting the lack of consensus and its consequences. The problem with diverse definitions Dom discusses the issues arising from marketers not having a unified definition of marketing. He explains how this inconsistency leads to a lack of respect and understanding from other business functions. Misconceptions and jargon in marketing Exploring the common misconceptions and jargon that plague the marketing profession, Dom emphasizes the need for clarity and simplicity. He critiques the overuse of digital marketing tools and the misinterpretation of marketing's role as merely a lead generation function. The flawed metrics and ROI obsession Dom critiques the prevalent focus on marketing-qualified leads (MQLs) and ROI as primary metrics. He explains how these metrics can mislead and narrow the scope of marketing's true impact, advocating for a broader perspective. The four P's and beyond Highlighting the traditional four P's (Product, Price, Place, Promotion), Dom underscores their relevance and the importance of integrating them into a cohesive strategy. He critiques the modern tendency to focus excessively on promotion at the expense of other critical aspects. Professional bodies' definitions Dom shares definitions of marketing from professional bodies like the Chartered Institute of Marketing and the American Marketing Association. He evaluates their definitions and discusses their implications for a unified understanding of marketing. The importance of language in marketing Emphasising the significance of precise language, Dom argues for a clear, consistent definition of marketing. He discusses how varied interpretations can lead to misaligned expectations and efforts within businesses. Redefining the marketing department Dom proposes a redefinition of the marketing department, suggesting names like "promotional marketing department" to reflect its true function. He argues for a broader recognition of marketing's role across different departments. Marketing as a practice and profession Dom elaborates on marketing as a practice involving knowledge, processes, and techniques. He also discusses the roles of untitled marketers and the need to recognize their contributions within organizations. Dom’s end bit Wrapping up, Dom reiterates the need for a clear and unified definition of marketing. He calls for re-education and a shift in how marketing is perceived and executed within businesses, aiming This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 81-the-unicorny-manifesto-why-phony-wars-kill-credibility.txt ---
In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success. Understand marketing beyond promotions How marketing impacts business outcomes The debate between differentiation and distinctiveness The importance of balance and flexibility in marketing activities Can we redefine our approach to B2B marketing for better results? Tune in to find out! Links LinkedIn: Dom Hawes Website: Unicorny.co.uk Sponsor: Selbey Anderson Related Unicorny episodes: 80. The Unicorny Marketing Manifesto: What marketing is Other items referenced in this episode: 74. Breaking boundaries by bootstrapping broadcast Uncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg This is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeek Segmentation, Targeting and Positioning (STP) 64. Perfect positioning: April Dunford's playbook for success Marketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021 "The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76 How Brands Grow: What Marketers Don't Know by Byron Sharp How Brands Grow Part 2 by Jenni Romaniuk, Bryon Sharp It’s time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek 77. The secret sauce to marketers' mojo? AML group are shortlisted for an IPA award Chapter summaries Introduction and recap of the last episode Dom Hawes sets the stage by revisiting key points from the last episode, emphasizing the importance of understanding marketing as a comprehensive discipline that impacts overall business success. Addressing misconceptions in B2B marketing Dom responds to the claim that B2B marketing is ineffective, highlighting the successful practices of B2B marketers and questioning the basis of such criticisms. The importance of marketing in business success Dom presents statistics and insights to demonstrate the significant role of B2B in the global economy and argues against the notion that B2B marketing is failing. The dangers of polarisation in marketing debates Dom critiques the polarisation in marketing discussions, drawing parallels with political and cultural divisions, and advocates for a balanced, nuanced perspective. Differentiation vs. distinctiveness An analysis of the ongoing debate between differentiation and distinctiveness in marketing, exploring the historical and theoretical underpinnings of both approaches. Practical applications of marketing theories Dom discusses how both differentiation and distinctiveness can be applied in real-world scenarios, stressing the importance of context and flexibility in choosing the right strategy. The role of marketers in business Dom underscores the simple yet crucial role of marketers in driving business success by focusing on customer satisfaction and effective market engagement. Conclusion: Embracing a balanced approach Dom concludes with a call for marketers to embrace a balanced approach, integrating various marketing theories and practices to best serve their unique business contexts. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 82-know-thy-customer-big-ideas-from-small-business-success.txt ---
In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship. Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterprises. This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking. • Understand the true role of marketing operations and why it’s more than just technology. • Learn how entrepreneurship can offer fresh perspectives on B2B marketing. • Discover the significance of knowing your customer and product inside out. Tune in to hear Sandra Vollrath’s unique blend of B2B expertise and entrepreneurial spirit. About Sandra Vollrath Sandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants. In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations. Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth. Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment. Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field. Links Full show notes: Unicorny.co.uk LinkedIn: Sandra Vollrath | Dom Hawes Website: img Sponsor: Selbey Anderson Other items referenced in this episode: 76. Everything gone PEAR shaped? Here's why that’s a good thing 77. The secret sauce to marketers' mojo? Bentley systems Unwind yoga studio 7. Perfecting Value Propositions with Barbara Moreno Chapter summaries Dom’s beginning bit Dom Hawes introduces the episode, setting a relaxed, holiday tone as he welcomes Sandra Vollrath, a B2B marketing strategist and yoga studio owner. Sandra’s Unconventional Career Path Sandra discusses her unconventional journey from education to information systems, eventually leading to a significant role in B2B marketing at Bentley Systems. The Evolution of E-Marketing at Bentley Systems Sandra shares her experience in developing Bentley Systems’ e-marketing department from scratch, highlighting the rapid evolution of digital marketing. The Complexity of Marketing Technology Sandra delves into the challenges of managing extensive marketing technology stacks and the importance of understanding marketing operations beyond just tech. Transition to Entrepreneurship: Starting a Yoga Studio Sandra recounts her bold decision to leave Bentley Systems and start her own yoga studio, emphasizing the application of marketing principles in a B2C environment. Key Lessons from Running a Small Business Sandra highlights the importance of customer understanding, product knowledge, and consistent branding—lessons she applies from her yoga studio to B2B marketing. The Intersection of Marketing and Entrepreneurship Dom and Sandra discuss the parallels between marketing and entrepreneurship, advocating for a return to basics—knowing your customer and product thoroughly. Dom’s end bit Dom summarises the episode, highlighting the importance of knowing your product and customer. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 83-inspiration-from-outside-six-sigma-side-hustles-and-yoga-studios.txt ---
In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner. Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understanding your customer’s challenges is crucial, whether you're running a yoga studio or leading a global marketing team. This episode is packed with practical advice for marketers aiming to elevate their strategic impact. • Learn how Lean Six Sigma can improve your marketing operations. • Understand why focusing on customer needs is essential for success in both B2B and B2C. • Identify and address inefficiencies in your marketing processes. Looking to refine your marketing strategy? This episode offers actionable insights that can help you streamline operations and drive results. About Sandra Vollrath Sandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants. In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations. Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth. Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment. Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field. Links Full show notes: Unicorny.co.uk LinkedIn: Sandra Vollrath | Dom Hawes Website: img Sponsor: Selbey Anderson Other items referenced in this episode: Six Sigma B2B Ignite Guest host Rachel Fairley Rebrand Right by Rachel Fairley and Sarah Robb Chapter summaries The holiday mood continues Dom Hawes introduces the continuation of the holiday-themed episode, reflecting on Sandra Vollrath's journey from B2B marketing to yoga studio ownership and the valuable lessons we can draw from it. Lean Six Sigma in marketing operations Sandra discusses the application of Lean Six Sigma in marketing, focusing on the seven areas of waste commonly found in marketing departments and how eliminating these inefficiencies can lead to better outcomes. Managing brand risk Dom and Sandra explore the concept of brand risk, discussing the challenges of maintaining consistent messaging and the importance of having solid brand guidelines or “brand recipes” to avoid common pitfalls. Unnecessary meetings and waiting for approval Sandra and Dom go over the common issues of unnecessary meetings and the delays caused by waiting for approvals. They discuss how these inefficiencies waste time and resources and explore ways to reduce these challenges, emphasizing the need for clear processes and the potential benefits of service level agreements (SLAs). The benefits of a side hustle Sandra emphasizes the value of running a side hustle, sharing how it provides real-world experience that can enhance your effectiveness in a larger corporate role, especially in understanding customer needs and refining product offerings. Balancing strategic thinking with well-being Sandra advises marketers on the importance of maintaining balance through movement and stillness, and how this approach can also enhance strategic thinking and overall effectiveness in their professional roles. The power of customer insight The discussion shifts to the critical importance of understanding your customers’ challenges and how regularly engaging with them can lead to more effective marketing strategies and better business results. Cross-functional collaboration for better insights Dom and Sandra discuss the benefits of cross-functional collaboration, particularly how insights from finance and other departments can provide a more holistic view that enhances marketing strategy. Dom’s end bit The episode concludes with a reflection on the similarities between marketing and entrepreneurship, advocating for a mindset that treats marketing departments as entrepreneurial ventures, focused on taking the business successfully to market. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 84-frog-capitals-playbook-to-purposeful-growth.txt ---
In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy. Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning purpose with business strategy creates a sustainable and competitive advantage. Frog Capital’s unique position in the investment world and how they integrate purpose at every level of their operations. The scale-up methodology used by Frog Capital The role of purpose in business growth Listen to this episode to discover how integrating purpose into your business strategy can lead to sustainable growth and resilience. About Dominic Rodgers Dominic Rodgers has worked with businesses ranging from start-ups to large corporations, as well as on the agency side, gaining a wide range of sales and marketing experience across industries such as publishing, technology, arts & culture, and financial services. In 2008, Dominic helped start Raconteur, the publisher and content marketing agency, where they produced special reports for The Times newspaper. During that time, he predominantly focused on tech topics like Software as a Service, Virtualisation, and Cloud Computing, making his work with Frog, who specialize in investing in these technologies and growing businesses that have reshaped numerous industries, a natural progression. He joined Frog in 2019 and now leads Marketing and Communications. Dominic particularly enjoys building Frog’s library of Scale-Up podcasts and toolkits called How to Scale, as it embodies Frog’s mission to assist businesses in the Scale-Up phase. Frog’s team of Operating Partners and Senior Partners have encountered many of the challenges software leaders face as they scale their startups, and creating meaningful content to help others overcome these challenges is highly rewarding for him. Links Full show notes: Unicorny.co.uk LinkedIn: Dominic Rodgers | Dom Hawes Website: Frog Capital Sponsor: Selbey Anderson Other items referenced in this episode: 70. How entrepreneurs create value 71. Thesis-Driven Marketing: you heard it here first Frog Capital: Scale-Up Methodology graphic Frog Capital: How to Scale up resources IMP framework Clue Modulr Evotix Chapter summaries Introduction to Dominic Rodgers and Frog Capital Dom Hawes introduces Dominic Rodgers, Head of Marketing at Frog Capital, highlighting Frog’s unique position between private equity and venture capital. The episode teases a deep dive into how Frog makes purpose pay. Frog Capital's scale-up methodology Dominic Rodgers explains Frog Capital’s methodology for supporting scale-ups, focusing on the day-to-day execution, medium-term planning, and long-term sustainability. He discusses the challenges scale-ups face and how Frog's structured approach helps overcome them. Role of operating partners in scaling businesses Dominic Rodgers describes the crucial role of operating partners at Frog Capital, who work closely with portfolio companies to execute growth strategies. The discussion highlights how trust and partnership are key to Frog’s investment approach. Leveraging toolkits for business growth The conversation shifts to the practical tools and resources Frog Capital provides, including downloadable templates and toolkits that help businesses implement strategies effectively. Dominic Rodgers emphasises the importance of practical value over mere communication. Integrating purpose with business strategy Dominic Rodgers delves into the significance of purpose in Frog Capital’s investment strategy, explaining how purpose-driven businesses are more resilient and better positioned for long-term success. Examples of portfolio companies are discussed to illustrate this alignment. Purpose as a competitive advantage Dominic Rodgers and Dom explore how purpose can serve as a competitive advantage in the market. They discuss the symbiotic relationship between purpose and business growth, with purpose acting as a strategic anchor. Conclusion: The true meaning of purpose Dom Hawes reflects on the conversation, cautioning against inflating a company’s purpose beyond its natural scope. He emphasises the importance of an authentic purpose that aligns with the company’s core business, setting the stage for sustainable success. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 85-beyond-strategy-how-ai-and-purpose-partner-for-market-success.txt ---
In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies. AI-driven toolkits as a resource for business scaling The impact of executive collaboration on content effectiveness Purpose-driven approaches that differentiate in the market Long-term benefits of aligning purpose with growth Discover how these methods can enhance your business for sustained success. Links Full show notes: Unicorny.co.uk LinkedIn: Dominic Rodgers | Dom Hawes Website: Frog Capital Sponsor: Selbey Anderson Other items referenced in this episode: Frog Capital: How to Scale up resources Frog Capital: How to Scale.ai Geoffrey Moore’s Unicorny episodes Ben Bensaou The Long and the Short of it by Les Binet, Peter Field Thinking, Fast and Slow by Daniel Kahneman Ehrenberg-Bass Institute 95:5 rule Chapter summaries Introduction to purpose-driven growth Dom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach. Frog Capital's AI-driven toolkits Dominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth. Innovation through open access Dominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies. The Godfather strategy: Giving to get Dominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand. Co-creation with operating partners Dominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies. Building a virtuous cycle in marketing The conversation shifts to how CMOs can build a virtuous cycle by engaging other executives in the content creation process, leading to more relevant and impactful marketing efforts. Balancing brand and performance Dominic shares his approach to balancing brand building with performance marketing, emphasising the importance of reputation and long-term brand awareness in driving sustainable growth. Purpose as a proxy for brand Dom and Dominic explore the idea that purpose can serve as a proxy for brand in the boardroom, helping marketers communicate the value of their work more effectively. The role of purpose in B2B marketing The discussion concludes with a focus on how purpose can be a powerful tool in B2B marketing, driving both emotional engagement and long-term business success. Dom’s end bit Dom wraps up the episode by reflecting on the key insights shared by Dominic Rodgers, emphasising the critical role of purpose in driving both business growth and meaningful marketing. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 86-innovate-or-stagnate-how-to-democratise-innovation-in-your-company.txt ---
In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives. Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes by involving everyone, not just the experts. • Understand how to foster innovation across your entire organisation. • Learn the significance of considering non-customers in your innovation strategy. • Discover ways to manage and sustain innovation beyond just the R&D teams. Don’t miss out on this valuable discussion that could transform your approach to innovation in business. About Ben M. Bensaou Ben M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022. Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible. Links Full show notes: Unicorny.co.uk LinkedIn: Ben M. Bensaou | Dom Hawes Website: benbensaou.com Sponsor: Selbey Anderson Other items referenced in this episode: Built to Innovate by Ben M. Bensaou with Karl Weber Fiskars How gamers with disabilities helped design the new Xbox Adaptive Controller’s elegantly accessible packaging by Deborah Bach, Microsoft Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne Unicorny episodes Maja Gedosev from JetBlue Airways Joyce King Thomas' VCU Brandcenter graduation speech May 2019 Chapter summaries The state of creativity in business Dom Hawes explores whether short-term thinking and remote work are stifling creativity in business. He introduces the episode’s focus on reigniting innovation with insights from Professor Ben Bensaou. Meeting Professor Ben Bensaou Professor Ben Bensaou shares his background and his work in helping organisations enhance their ability to innovate. He introduces his approach to transforming traditional companies into leaders in innovation. Insights from Starwood Hotels Bensaou discusses a case study involving Starwood Hotels, where 700 frontline managers participated in an innovation exercise in Paris. The result was a significant number of new ideas, highlighting the value of engaging all employees in the innovation process. Fiskars: Building on a legacy The conversation turns to Fiskars, a 400-year-old company that systematically entered new markets through a disciplined approach to innovation. Bensaou explains how understanding customer journeys led to the creation of award-winning products like the Waterwheel. Rethinking innovation myths Bensaou challenges common beliefs about innovation, stressing that it’s not just for a select few, doesn’t always require major breakthroughs, and shouldn’t be confined to specific departments. He advocates for a more inclusive approach to innovation within organisations. Structuring innovation efforts Dom and Ben discuss how to effectively manage innovation within organisations. Ben introduces the concept of encouraging innovation across the entire company, and shares practical advice on how to achieve this. The importance of non-customers Ben introduces the idea of non-customers and how focusing on them can lead to valuable innovation opportunities. He provides examples from companies like Nintendo and Philips to illustrate the potential of this approach. Philips: Shifting focus to unlock opportunities Ben Bensaou explains how Philips successfully pivoted their sales strategy for a new mercury-free lamp by targeting CFOs and sustainability teams instead of traditional purchasing departments. This shift highlights the value of engaging with non-traditional stakeholders to drive innovation in B2B settings. Keeping the flow of new ideas The episode concludes with Ben’s advice on how to consistently generate and manage new ideas. He highlights the importance of looking for innovation opportunities in all areas of business and fostering a culture that supports this. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 87-from-ideas-to-action-managing-creativity-alongside-daily-operations.txt ---
In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity. Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to contribute new ideas while balancing these efforts with the demands of day-to-day operations. Understand how to set up a structured approach to generating and implementing new ideas. Learn about the crucial role middle managers play in nurturing a culture of creativity. Discover examples from large companies like Bayer and BASF on how they effectively manage new ideas. This discussion provides practical advice for those looking to create a more dynamic and forward-thinking environment in their organisation. About Ben M. Bensaou Ben M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022. Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible. Links Full show notes: Unicorny.co.uk LinkedIn: Ben M. Bensaou | Dom Hawes Website: benbensaou.com Sponsor: Selbey Anderson Other items referenced in this episode: Built to Innovate by Ben M. Bensaou with Karl Weber Basotect, BASF Fostering Employee Innovation at a 150-Year-Old Company by Monika Lessl, Henning Trill, and Julian Birkinshaw, Harvard Business Review Chapter summaries Introduction to part 2 Dom Hawes briefly recaps the first part and shifts focus to applying the concepts of continuous improvement within organisations, moving from idea generation to structured processes. The innovating engine approach Ben Bensaou introduces the "innovating engine," a framework that allows organisations to foster creativity while maintaining daily operations. He discusses how this approach can be established and sustained across different organisational levels. Maintaining balance between creativity and daily tasks Bensaou explains the need for a balance between ongoing tasks and the pursuit of new ideas. He highlights how companies can allocate time and resources to ensure that both are managed effectively. Middle managers: A key role The discussion turns to the often underappreciated role of middle managers, who are essential in linking ideas from frontline employees with leadership. Bensaou stresses their importance in ensuring that good ideas are supported and brought to life. Lessons from BASF and Bayer Bensaou shares insights from BASF and Bayer, showing how these companies have created structured approaches to managing new ideas. He describes initiatives like Bayer’s "We Solve" platform that encourage employees to contribute solutions across the organisation. Success through collaboration platforms The conversation explores the effectiveness of collaborative platforms like Bayer’s "We Solve," where employees from various departments can offer solutions, leading to successful new products and processes. Marketing’s role in fostering creativity Dom reflects on the unique position of marketers, who are closely aligned with customer needs and problems, making them well-suited to drive creative efforts within their organisations. He discusses how aligning marketing with innovation can lead to greater customer satisfaction and business success. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 88-re-evaluating-demandgen-what-marketers-need-to-know.txt ---
In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions. Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial. The importance of combining demand generation and brand work for effective marketing. How viewing sales as a marketing channel can redefine customer relationships. The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets. Listen in to hear Clare’s advice on navigating these challenges in today’s business environment. About Clare Jones Clare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses. Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy. A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way. Links Full show notes: Unicorny.co.uk LinkedIn: Clare Jones | Dom Hawes Website: System C Sponsor: Selbey Anderson Other items referenced in this episode: Dale Harrison’s Unicorny episodes Sarah Robb’s Unicorny episodes CVC Chapter summaries Introduction to Clare Jones and demand generation Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic. The relationship between demand generation and brand building Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy. The impact of the pandemic on buyer behaviours Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions. Rethinking the role of sales in marketing A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management. The challenges of long B2B sales cycles Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to understand decision-making units, and the importance of collaboration between sales and marketing. Managing mergers and acquisitions with agility Clare discusses the importance of understanding market volatility and the role of marketing in navigating mergers and acquisitions. She shares strategies for ensuring successful integration of acquired companies. The strategic role of marketing in M&A The conversation focuses on the tactical and strategic implications of M&A for marketing. Clare emphasises the importance of early involvement in the M&A process to align with business goals. Challenges in merging brands and cultures Clare explores the complexities involved in merging brands and cultures during acquisitions. She highlights the importance of a research-driven approach to brand integration and the need to handle cultural differences with care to avoid disruption. Handling brand equity and emotional attachment in acquisitions A deeper discussion on the emotional aspects of brand equity when acquiring founder-led companies. Clare talks about the importance of respecting the legacy of the acquired brand while making data-driven decisions for the future. The delicate process of post-acquisition integration Clare addresses the critical early stages of post-acquisition integration, where the acquired company is most fragile. She discusses the risks involved and the need for constant communication to ensure a smooth transition. Dom’s end bit The episode concludes with Dom summarising the key points discussed. Dom highlights the importance of early marketing involvement in M&A processes, the need for careful brand and cultural integration, and how marketing can drive value in complex business environments. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 89-stack-ranking-how-to-prioritise-accounts-for-maximum-gain.txt ---
In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers. Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered: How to manage a complex rebranding process while preserving brand equity. The significance of aligning internal values with external brand perception. Strategic customer prioritisation through stack ranking. Using “time to value” as a KPI to build stronger customer relationships. Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones. About Clare Jones Clare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses. Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy. A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way. Links Full show notes: Unicorny.co.uk LinkedIn: Clare Jones | Dom Hawes Website: System C Sponsor: Selbey Anderson Other items referenced in this episode: Gartner Géraldine Tenten's Unicorny episodes Chapter summaries Introduction and recap of Part 1 Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation. The challenges of rebranding and maintaining integrity Clare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company’s values with its external brand identity. Why brand values matter and how to live them Clare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers. Building internal buy-in during rebranding Clare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company’s true identity. Stack ranking and customer prioritisation and the ‘rule of three’ Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign planning: dedicating equal time to groundwork, execution, and follow-up to maximise effectiveness. Time to value as a KPI The discussion turns to the concept of “time to value” as a key performance indicator, highlighting its role in building trust and delivering measurable benefits to customers. Final thoughts and key takeaways Dom wraps up the episode by summarising the main insights from the discussion, underscoring the importance of authenticity, strategic prioritisation, and effective campaign management in modern marketing. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 90-the-1-thing-holding-your-marketing-back-its-not-your-team.txt ---
In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B. The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to have a seat at the strategic table. Simon shares candid insights on how marketers can reposition themselves as vital to business success, offering lessons from his own career, from NatWest to Thomas Cook. Key topics: • The concept of marketing as a company's centre of gravity • The long-term vs short-term marketing debate and its impact on brand building • How marketers can elevate their role by owning the voice of the customer The conversation is essential for any senior marketer navigating the challenge of positioning marketing as a strategic business driver. About Simon Carter A commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company. Links Full show notes: Unicorny.co.uk LinkedIn: Simon Carter | Dom Hawes Sponsor: Selbey Anderson Other items referenced in this episode: 81.The Unicorny Manifesto: Why 'phony wars' kill credibility 58. Battle of Beliefs: Does professional certification kill marketers instinct? With Paul Worthington The 95:5 rule by John Dawes Marketing Trek: CSATs & NPS Are Garbage This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
--- 91-respect-the-currency-of-your-customers-and-your-career.txt ---
In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies. They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession’s growth. Simon highlights the importance of earning respect within organisations and the difficulties posed by hybrid working on building professional relationships and advancing careers. Key topics: • The lack of support for senior marketers from trade bodies • The challenge of earning respect and demonstrating marketing’s value • The impact of hybrid work on networking and career progression This episode explores how marketers can enhance their influence and become more valued in their companies. About Simon Carter A commercially articulate senior leader, with a track record of helping businesses grow significantly in the digital world. With roles in both the permanent and interim market, leading organisations through significant change and transformation across a wide range of sectors – from Automotive to Retail, Financial Services to Utilities, Telco to Technology, Travel and Leisure to Education, and into the Third Sector – in both consumer and business-to-business roles, operating on both the client and agency side, in permanent and independent positions. A Liveryman with the Worshipful Company of Marketors, former weekly columnist for a Marketing magazine, Pro-Vice Chancellor for Coventry University, and a director of a 200-property Freehold company. Links Full show notes: Unicorny.co.uk LinkedIn: Simon Carter | Dom Hawes Sponsor: Selbey Anderson Other items referenced in this episode: CIM DMA IPA Mark Ritson’s Mini MBA 80. The Unicorny Marketing Manifesto: What marketing is Chapter summaries Introduction and recap of part 1 Dom briefly recaps part one, touching on the divide between short-term and customer-centric organisations. He sets the stage for part two, focusing on leadership and marketing representation. Leadership and trade bodies Dom and Simon discuss the shortcomings of trade bodies like the CIM and DMA, which focus more on junior members and revenue rather than supporting senior marketers. The isolation of leadership Simon shares how networking and hard work helped him advance, despite the lack of formal support from trade bodies. Hybrid working and the networking gap Simon expresses concern about how hybrid work affects younger professionals’ ability to build important career connections that were easier in traditional work settings. Simon’s definition of marketing Simon defines marketing as understanding customers and aligning with company goals. He and Dom discuss how marketing can drive growth by offering customer-centric solutions. Improving internal communication Simon stresses the importance of marketing teams being recognised within their organisations and suggests that proactive communication can highlight marketing’s value to leadership. What marketers should stop and start doing Simon advises marketers to stop apologising for their role and be more confident in promoting their contributions. He encourages them to represent the customer’s voice more boldly. Final reflections and key takeaways Dom summarises the episode, emphasising the importance of internal communication and the need for marketing to demonstrate its value. He encourages listeners to apply these ideas to their own work. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy Podder - https://www.podderapp.com/privacy-policy Chartable - https://chartable.com/privacy
---92. Product marketing’s secret role in SaaS success---
In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy.
With product marketing well-established in the US but still emerging in the UK, this conversation digs into the core responsibilities that product marketers handle every day—simplifying complex products, aligning internal teams, and ensuring the customer’s voice drives business decisions.
Key points:
- Product marketing as the essential glue between departments.
- The phases of product marketing, from internal conversations to messaging and deployment.
- Product marketers’ role in bridging gaps between teams, including sales, engineering, and customer success.
- How side hustles can contribute to the core roles in marketing.
If you're curious about the wider role of product marketing, this episode will shed light on how it influences various parts of a business.
---93. Are side hustles marketers' secret weapon---
In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers.
Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing.
The episode also explores future trends in product marketing, including the impact of AI and how companies can foster creativity by giving employees more flexibility.
Key points:
- Side hustles as a tool for career growth and creativity.
- The rise of AI and machine learning in product marketing.
- Encouraging a creative mindset by balancing day jobs with passion projects.
- How external perspectives can fuel innovation in the workplace.
Get ready to explore how you can apply these future-focused ideas to your marketing strategies.