CMO? You're Fired with Nick Eades
Unicorny
English - March 14, 2023 03:00 - 38 minutes - 52.8 MBMarketing Business business marketing audio branding social media m&a video marketing agency marketing strategy in house Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
Episode Description
This week on Unicorny, Dom is joined by co-host Shane Redding, owner of B2B Digital Marketing Consultancy Think Direct, to interview Nick Eades about how the role of Chief Revenue Officer (CRO) is beginning to challenge the work & value of the Chief Marketing Officer (CMO).
In their chat, Nick tracks how the CRO has invaded the CMO’s space. The team discuss why companies need to refocus on existing customers, the three V’s of a sales pipeline (volume, velocity and value) and why you shouldn’t be afraid of raising price.
Later on in the show, you also hear Shane and Nick explain why marketing needs to make friends with sales and why companies in growth mode die of indigestion; not starvation.
About The Host
Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.
He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.
Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.
About the Co-Host
Shane Redding is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by re-evaluating their people, processes and technology to better meet the challenges of our changing world.
Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a difference by delivering positive commercial impact.
About the Guest
Nick Eades is a Board-level leader, who has spent the last 25+ years working for companies who need to drive profitable growth and create sustainable value through world-class, systematic, Go-To-Market processes. Previously, Nick has worked for global companies, such as IBM and Dell, before switching his focus to the world of private equity, and venture-backed, businesses, primarily in the FinTech and HealthTech sectors.
These days he spends his time across a portfolio of B2B businesses, working with their investors, Boards and Executive teams, to help them achieve their potential.
Nick is also ambassador for Propolis: a ground-breaking, members-only online intelligence platform and community, for world-class professional development.
About Selbey Anderson
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
Resources
https://www.linkedin.com/in/nickeades/
Propolis (
Episode Description
This week on Unicorny, Dom is joined by co-host Shane Redding, owner of B2B Digital Marketing Consultancy Think Direct, to interview Nick Eades about how the role of Chief Revenue Officer (CRO) is beginning to challenge the work & value of the Chief Marketing Officer (CMO).
In their chat, Nick tracks how the CRO has invaded the CMO’s space. The team discuss why companies need to refocus on existing customers, the three V’s of a sales pipeline (volume, velocity and value) and why you shouldn’t be afraid of raising price.
Later on in the show, you also hear Shane and Nick explain why marketing needs to make friends with sales and why companies in growth mode die of indigestion; not starvation.
About The Host
Dominic Hawes is CEO of Selbey Anderson, the marketing group that helps businesses operating in complex markets win the future.
He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.
Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.
About the Co-Host
Shane Redding is an independent consultant, speaker and trainer with over 35 year’s international business to business direct & digital marketing experience. Shane currently uses her skills and knowledge to help global businesses transform their marketing by re-evaluating their people, processes and technology to better meet the challenges of our changing world.
Whether it is building new skills, redefining lead processes, or understanding your new buyer journeys, or helping choose, use and implement martech; Shane always looks to make a difference by delivering positive commercial impact.
About the Guest
Nick Eades is a Board-level leader, who has spent the last 25+ years working for companies who need to drive profitable growth and create sustainable value through world-class, systematic, Go-To-Market processes. Previously, Nick has worked for global companies, such as IBM and Dell, before switching his focus to the world of private equity, and venture-backed, businesses, primarily in the FinTech and HealthTech sectors.
These days he spends his time across a portfolio of B2B businesses, working with their investors, Boards and Executive teams, to help them achieve their potential.
Nick is also ambassador for Propolis: a ground-breaking, members-only online intelligence platform and community, for world-class professional development.
About Selbey Anderson
Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.
Resources
https://www.linkedin.com/in/nickeades/
Propolis (https://www.b2bmarketing.net/en-gb/about-propolis-membership)
TLAs (Three Letter Abbreviations)
CRO: Chief Revenue Officer
CMO: Chief Marketing Officer
MQL and SQL: Marketing Qualified Leads and Sales Qualified Leads
CRM: Customer Relationship Management
CPD: Customer Data Platform
GTM: Go To Market
Other References
Four Ps: Product, Price, Place, Promotion
Three Vs: Volume, Velocity, Value
Three Cs: Costs, Competitors, Customers
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy