Dave Laverty — Bridging the gap between sales and marketing.
Marketing Unplugged
English - November 20, 2020 16:14 - 58 minutes - 53.5 MB - ★★★★★ - 3 ratingsMarketing Business Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Dave Laverty has more than 30 years of marketing executive experience in hi-tech, which includes roles such as the CMO for IBM as well as Cognos. In this episode, Dave answers the age-old question of how to better align and marketing, and skills that CMOs, and really all marketers, need to know now more than ever.
Key Takeaways:
[2:55] What has stayed a constant in B2B marketing throughout the years?
[4:10] Data gives us an individual look at our buyers and to customize relevant services for them.
[6:00] Customized data is only going to get better with the introduction of AI and machine learning.
[7:25] What skills do CMOs need today, more than ever?
[12:40] What are some of the barriers to becoming a data-driven organization?
[15:45] One thing that IBM does well is its brand perception and the value that they have in the market.
[16:50] Brand and culture need to be one and it is the heart of what makes good companies great.
[18:55] Dave notices that a lot of companies really struggle with alignment in their organization.
[25:25] What smart questions should marketing departments be asking from their team/company?
[30:25] How do teams bridge the gap between marketing and sales?
[36:15] What advice does Dave have for new marketing leaders?
[41:15] Put company strategy and your execution plan on a single page.
[44:45] Get to know your buyer; when they go to bed at night, what’s on their mind? And how does your brand relate to their problems?
[49:50] How did Dave go from C-suite executive to a board advisor?
[54:10] Strive to surround yourself with smart people.
[55:00] Be honest with your staff. If they’re doing a great job, let them know.
Mentioned in This Episode: