Unicorny

Matt Dixon's J.O.L.T. Why 50% of B2B sales end in no sale

April 09, 2024 04:00 - 28 minutes - 25.8 MB

Featuring best-selling author, Matt Dixon, this part one of a two-part episode (part two is available now) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died? Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect. Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book. Here's...

44. Matt Dixon's J.O.L.T. Why 50% of B2B sales end in no sale

April 09, 2024 04:00 - 28 minutes - 25.8 MB

Featuring best-selling author, Matt Dixon, this part one of a two-part episode (part two is available now) that answers the question so many B2B marketers and sales professionals are asking: how come that perfect-fit prospect died? Matt co-authored a book we've mentioned many times on Unicorny; The Jolt Effect. Nothing is more important right now than what you'll find in this book. So, whatever you're doing today, cancel it until you've listened to this episode and read the book. Here's...

How to engage the early market: a dive into electric vehicles

March 05, 2024 04:00 - 45 minutes - 61.9 MB

We're going to change things up a little again in this episode. Since December, we've looked at marketing disruptive technologies in a few of our episodes, including two epic shows with the legendary Geoffrey Moore. When we spoke to him about marketing to an early market, he told us about the need to educate. Today we're going to dig into one company's campaign to educate the early market that is, electric vehicles. We meet Neill Emmett former Head of Marketing at LeasePlan, a business t...

43. How to engage the early market: a dive into electric vehicles

March 05, 2024 04:00 - 45 minutes - 61.9 MB

We're going to change things up a little again in this episode. Since December, we've looked at marketing disruptive technologies in a few of our episodes, including two epic shows with the legendary Geoffrey Moore. When we spoke to him about marketing to an early market, he told us about the need to educate. Today we're going to dig into one company's campaign to educate the early market that is, electric vehicles. We meet Neill Emmett former Head of Marketing at LeasePlan, a business t...

Emotions, motivators and drivers: what matters most in marketing

February 27, 2024 04:00 - 42 minutes - 57.8 MB

Today's show is a little different. It's not your standard interview style discussion, because today's guest is not our standard guest. He is an Emmy Award winner, an entrepreneur, inventor, and researcher. He's a master of advertising and marketing effectiveness. No-one has worked harder or been more effective at understanding the relationship between marketing effectiveness, emotions, motivations and drivers. And... he built it into a machine learning model. So, what we're bringing you to...

42. Emotions, motivators and drivers: what matters most in marketing

February 27, 2024 04:00 - 42 minutes - 57.8 MB

Today's show is a little different. It's not your standard interview style discussion, because today's guest is not our standard guest. He is an Emmy Award winner, an entrepreneur, inventor, and researcher. He's a master of advertising and marketing effectiveness. No-one has worked harder or been more effective at understanding the relationship between marketing effectiveness, emotions, motivations and drivers. And... he built it into a machine learning model. So, what we're bringing you to...

Must win battles for marketers

February 20, 2024 04:00 - 47 minutes - 64.5 MB

 In this episode of the Unicorny podcast, Georgina Gilmore, an award-winning B2B marketer with over 30 years of experience, shares invaluable insights on the importance of human-centric marketing. Full of fun and smart stuff, too. The show starts by looking for a blueprint for the future of marketing leadership, and we find the stuff you might expect: strategic insight, customer obsession, the courage to innovate. As marketing leaders, our mission extends beyond the traditional boundarie...

41. Must win battles for marketers

February 20, 2024 04:00 - 47 minutes - 64.5 MB

 In this episode of the Unicorny podcast, Georgina Gilmore, an award-winning B2B marketer with over 30 years of experience, shares invaluable insights on the importance of human-centric marketing. Full of fun and smart stuff, too. The show starts by looking for a blueprint for the future of marketing leadership, and we find the stuff you might expect: strategic insight, customer obsession, the courage to innovate. As marketing leaders, our mission extends beyond the traditional boundarie...

Big vs small: the marketing difference

February 13, 2024 04:00 - 46 minutes - 63.4 MB

In this episode of Unicorny, Emma Kriskinans, VP Global Marketing at Tyk, shares her insights on the differences between marketing in big corporations and start-ups. She draws from her career experience, transitioning from corporate environments through agency into the fast-paced world of start-ups. By embracing discomfort, pursuing growth, and learning from both successes and failures, Emma's story serves as an inspiration for all of us looking to get on in the volatile marketing busines...

40. Big vs small: the marketing difference

February 13, 2024 04:00 - 46 minutes - 63.4 MB

In this episode of Unicorny, Emma Kriskinans, VP Global Marketing at Tyk, shares her insights on the differences between marketing in big corporations and start-ups. She draws from her career experience, transitioning from corporate environments through agency into the fast-paced world of start-ups. By embracing discomfort, pursuing growth, and learning from both successes and failures, Emma's story serves as an inspiration for all of us looking to get on in the volatile marketing busines...

39. Agile marketing in action, greige and more

February 06, 2024 04:00 - 46 minutes - 63.5 MB

In this episode of the Unicorny podcast, Scott Stockwell, a seasoned brand strategist at IBM, shares his valuable insights on leveraging design thinking and agile methodologies to revolutionise marketing efforts. Scott provides practical examples of how to enhance creativity, flexibility, and customer-centric approach in marketing. He emphasises the significance of looking back to inform future decisions, embracing diverse learning styles within teams, and understanding cognitive preferen...

Agile marketing in action, greige and more

February 06, 2024 04:00 - 46 minutes - 63.5 MB

In this episode of the Unicorny podcast, Scott Stockwell, a seasoned brand strategist at IBM, shares his valuable insights on leveraging design thinking and agile methodologies to revolutionise marketing efforts. Scott provides practical examples of how to enhance creativity, flexibility, and customer-centric approach in marketing. He emphasises the significance of looking back to inform future decisions, embracing diverse learning styles within teams, and understanding cognitive preferen...

Secrets of a brandmaster: beating brand enemies

January 30, 2024 04:00 - 50 minutes - 69.5 MB

This is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn. Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodology in marketing akin to other professions. Together, they critique superficial case studies...

38. Secrets of a brandmaster: beating brand enemies

January 30, 2024 04:00 - 50 minutes - 69.5 MB

This is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn. Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodology in marketing akin to other professions. Together, they critique superficial case studies...

Profitable growth. Mirage, Miracle or Method?

January 23, 2024 04:00 - 49 minutes - 67.3 MB

This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert. Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterh...

37. Profitable growth. Mirage, Miracle or Method?

January 23, 2024 04:00 - 49 minutes - 67.3 MB

This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert. Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterh...

How to overcome the innovator's dilemma: Geoffrey Moore's Zone to Win.

January 16, 2024 04:00 - 48 minutes - 67.1 MB

 In this episode of the Unicorny podcast, host Dom Hawes digs deep into innovation without sacrificing performance as he's joined by Zone to Win author, Geoffrey Moore. Geoffrey is a world-famous business consultant, author and marketing expert with a stable of highly influential books including international best-seller, Crossing the Chasm. Moore opens the episode explaining the core concepts outlined in “Zone to Win”: dividing operations into four zones and three time horizons, providing ...

36. How to overcome the innovator's dilemma: Geoffrey Moore's Zone to Win.

January 16, 2024 04:00 - 48 minutes - 67.1 MB

 In this episode of the Unicorny podcast, host Dom Hawes digs deep into innovation without sacrificing performance as he's joined by Zone to Win author, Geoffrey Moore. Geoffrey is a world-famous business consultant, author and marketing expert with a stable of highly influential books including international best-seller, Crossing the Chasm. Moore opens the episode explaining the core concepts outlined in “Zone to Win”: dividing operations into four zones and three time horizons, providing ...

Rip up the rulebook: how to make marketing fit for the future

January 09, 2024 04:00 - 51 minutes - 70.7 MB

In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future. Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant trai...

35. Rip up the rulebook: how to make marketing fit for the future

January 09, 2024 04:00 - 51 minutes - 70.7 MB

In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future. Once they've got over their differences, they talk about finding a proper foundation for marketing through structured development and more relevant trai...

Unicorny Christmas party

December 26, 2023 04:00 - 34 minutes - 47.7 MB

Merry Christmas and welcome to the Unicorny team party! We're delighted to be joined by our amazing blog writer, Ornella Weston, who chats with host Dom about what she's been seeing and hearing this year. Later in the episode, you'll get to hear from all of us — the Unicorny crew — sharing our favourite episodes and takeouts. And, of course, in true Dom style, we also have a little rant about our Christmas pet peeves! So, if you've already had enough of the family or need to recover from ...

34. Unicorny Christmas party

December 26, 2023 04:00 - 34 minutes - 47.7 MB

Merry Christmas and welcome to the Unicorny team party! We're delighted to be joined by our amazing blog writer, Ornella Weston, who chats with host Dom about what she's been seeing and hearing this year. Later in the episode, you'll get to hear from all of us — the Unicorny crew — sharing our favourite episodes and takeouts. And, of course, in true Dom style, we also have a little rant about our Christmas pet peeves! So, if you've already had enough of the family or need to recover from ...

B2B Buyer Enablement, Community and Marketing Effectiveness

December 19, 2023 04:00 - 40 minutes - 55.6 MB

In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B. Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders. The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their st...

33. B2B Buyer Enablement, Community and Marketing Effectiveness

December 19, 2023 04:00 - 40 minutes - 55.6 MB

In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B. Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders. The discussion also touches on the challenges and misconceptions surrounding marketing, emphasising the need for marketers to align their st...

Crossing the Chasm with Geoffrey Moore

December 12, 2023 04:00 - 51 minutes - 70.4 MB

Why 54 tech titans failed (so you don't need to) Personal note from our host, Dom Hawes: "Hi folks... this is a very special episode for me and part of a personal mission to see 'Chasm principles' return to every day marketing parlance. In this episode Geoffrey details why tech titans, who ruled their day, faded away to nothing... all for the same reason. Moore's work is the definitive playbook for dealing with disruption. As a marketer who cut my teeth in the mid to late 1990s, this wo...

32. Crossing the Chasm with Geoffrey Moore

December 12, 2023 04:00 - 51 minutes - 70.4 MB

Why 54 tech titans failed (so you don't need to) Personal note from our host, Dom Hawes: "Hi folks... this is a very special episode for me and part of a personal mission to see 'Chasm principles' return to every day marketing parlance. In this episode Geoffrey details why tech titans, who ruled their day, faded away to nothing... all for the same reason. Moore's work is the definitive playbook for dealing with disruption. As a marketer who cut my teeth in the mid to late 1990s, this wo...

31. Don’t be dull. B2B different.

December 05, 2023 04:00 - 41 minutes - 57.2 MB

In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world. This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations. Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use...

Don’t be dull. B2B different.

December 05, 2023 04:00 - 41 minutes - 57.2 MB

In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world. This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations. Joerg Klueckmann shares his experience in managing tasks, aligning teams, and integrating marketing strategies within Finastra. He discusses the use...

Essential assets marketers own to drive business success

November 28, 2023 04:00 - 30 minutes - 42.3 MB

24 Assets that drive digital success In this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley. You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you...

30. Essential assets marketers own to drive business success

November 28, 2023 04:00 - 30 minutes - 42.3 MB

24 Assets that drive digital success In this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley. You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. From intellectual property and branding assets to marketing, product, system, and culture assets, you...

29. The unmissable playbook to max your influence as a marketer

November 21, 2023 04:00 - 37 minutes - 51.4 MB

Become a Key Person of Influence in your business  We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI). Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discu...

The unmissable playbook to max your influence as a marketer

November 21, 2023 04:00 - 37 minutes - 51.4 MB

Become a Key Person of Influence in your business  We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI). Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the need for professionals to establish themselves as key persons of influence in their field. He discu...

28. Secrets to building trust; how two banks went bust

November 14, 2023 04:00 - 44 minutes - 60.9 MB

This is a show about culture and society, crisis and social media. Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis. Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and h...

Secrets to building trust; how two banks went bust

November 14, 2023 04:00 - 44 minutes - 60.9 MB

This is a show about culture and society, crisis and social media. Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis. Charlotte was one of the co-authors of a peer-reviewed paper in Journal of Digital & Social Media Marketing and h...

Today's marketing mantra: doing more with less

November 07, 2023 04:00 - 39 minutes - 54.7 MB

In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”. That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn. But creating more value, increasing pace, being more responsive, all while consuming fewer resource...

27. Today's marketing mantra: doing more with less

November 07, 2023 04:00 - 39 minutes - 54.7 MB

In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”. That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn. But creating more value, increasing pace, being more responsive, all while consuming fewer resource...

26. "It’s a language model, stupid". How marketing should and shouldn’t use AI.

October 31, 2023 04:00 - 42 minutes - 58 MB

In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata. The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation. Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmenta...

"It’s a language model, stupid". How marketing should and shouldn’t use AI.

October 31, 2023 04:00 - 42 minutes - 58 MB

In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman, Global Head of Research and Data Science at Dynata. The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation. Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in various industries. They touch on the importance of ethics, team dynamics, and the environmenta...

The B2B NBT? Marketing Transformation

October 24, 2023 04:00 - 35 minutes - 48.4 MB

The B2B NBT: Marketing Transformation In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation. Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again. Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agili...

25. The B2B NBT? Marketing Transformation

October 24, 2023 04:00 - 35 minutes - 48.4 MB

The B2B NBT: Marketing Transformation In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation. Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again. Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agili...

A/B seeing ya! Is AI the end of split testing?

October 17, 2023 04:00 - 42 minutes - 57.6 MB

A/B seeing ya! Is AI the end of split testing? This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO). In the conversation, host Selbey Anderson's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x), an AI-enabled CRO business. Julian shares his journey in subscription marketing and how he became a Chief Commercial Officer in the UK's best-known publishing companies. Julian then ...

24. A/B seeing ya! Is AI the end of split testing?

October 17, 2023 04:00 - 42 minutes - 57.6 MB

A/B seeing ya! Is AI the end of split testing? This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO). In the conversation, host Selbey Anderson's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x), an AI-enabled CRO business. Julian shares his journey in subscription marketing and how he became a Chief Commercial Officer in the UK's best-known publishing companies. Julian then ...

23. Value Innovation in Action: (Part 2) Promotion and Place

October 10, 2023 04:00 - 31 minutes - 43.1 MB

Value Innovation in Action: Promotion and Place This is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the Marketing Mix. JetBlue has carved out a unique positioning as New York’s domestic airline. I...

Value Innovation in Action: (Part 2) Promotion and Place

October 10, 2023 04:00 - 31 minutes - 43.1 MB

Value Innovation in Action: Promotion and Place This is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the Marketing Mix. JetBlue has carved out a unique positioning as New York’s domestic airline. I...

22. Value Innovation in Action: (Part 1) JetBlue Ocean Strategy

October 03, 2023 04:00 - 31 minutes - 43.6 MB

Value Innovation in Action: JetBlue Ocean Strategy This is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing Mix. JetBlue has carved out a unique positioning as New York’s domestic airline. Its strat...

Value Innovation in Action: (Part 1) JetBlue Ocean Strategy

October 03, 2023 04:00 - 31 minutes - 43.6 MB

Value Innovation in Action: JetBlue Ocean Strategy This is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing Mix. JetBlue has carved out a unique positioning as New York’s domestic airline. Its strat...

21. AI. Everything, Everywhere, All at Once

September 26, 2023 04:00 - 45 minutes - 63 MB

AI. Everything, Everywhere, All at Once This is a podcast about AI, specifically large language model AI. Before you switch off, I know there is already a lot of content on the Internet about artificial intelligence, particularly large language models. So you might ask yourself ‘why do we need even more?’ Here's why. Marketers appear to be taking polar approaches when it comes to generative AI. On one side, you've got those who are saying AI is the future and will make all marketers re...

AI. Everything, Everywhere, All at Once

September 26, 2023 04:00 - 45 minutes - 63 MB

AI. Everything, Everywhere, All at Once This is a podcast about AI, specifically large language model AI. Before you switch off, I know there is already a lot of content on the Internet about artificial intelligence, particularly large language models. So you might ask yourself ‘why do we need even more?’ Here's why. Marketers appear to be taking polar approaches when it comes to generative AI. On one side, you've got those who are saying AI is the future and will make all marketers re...

20. Value Creation the Private Equity Way (Part 2)

September 19, 2023 04:00 - 27 minutes - 37.2 MB

Value Creation the Private Equity Way This week, we're talking to Peter Russell-Smith about the evolving role of marketers, particularly in sustaining growth. We talk about the relationship between the CFO and the CMO, we get stuck into a bit of theory with the ANSOFF matrix when we discuss market share, but first, we continue talking about marketing's role in due diligence. This is part two of Value Creation the Private Equity Way with straight-talking, no-nonsense Peter Russell-Smith, v...

Value Creation the Private Equity Way (Part 2)

September 19, 2023 04:00 - 27 minutes - 37.2 MB

Value Creation the Private Equity Way This week, we're talking to Peter Russell-Smith about the evolving role of marketers, particularly in sustaining growth. We talk about the relationship between the CFO and the CMO, we get stuck into a bit of theory with the ANSOFF matrix when we discuss market share, but first, we continue talking about marketing's role in due diligence. This is part two of Value Creation the Private Equity Way with straight-talking, no-nonsense Peter Russell-Smith, v...

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