11. Building a commercially focused B2B marketing team inside Technology One with Darren Needham-Walker

Darren Needham-Walker, Group Director Marketing and Communications at Technology One joins us in today’s podcast episode.

Darren is as passionate about technology as he is about marketing, having built a successful career in marketing roles for tech companies such as IBM, Panasonic, Lenovo, HP and most recently, TechnologyOne.

In this episode we discuss:

• What to do when you have to restructure two marketing teams into one due to a merger;
• The importance of being human and bringing staff on the journey;
• The importance of building the brand and achieving brand consistency;
• How to include the customer in your marketing and becoming more customer-centric;
• The importance of setting the right goals and measuring the right things to help the team become more commercially focused;
• Changing the conversation in the business about the impact that marketing has on organisational results;
• How to increase the capability of a team around B2B marketing;
• How to reorganise a team from a really flat structure to a new structure built around capability and workflow; and
• Leadership strategies to empower your team, clear roadblocks, free up time and create a climate where staff are encouraged to move fast and innovate.

TechnologyOne is one of Australia’s first tech start-ups. It is a Global Saas ERP company that’s listed in the top ASX 150 companies in Australia with a market cap of nearly $3 billion.

Darren is a really energetic and passionate guest with great marketing and technology insight so it is definitely worth listening to this episode.

References

• Daniel Coyle - The Culture Code: The Secrets of Highly Successful Groups.
• Janine Garner - Janine Garner - Be Brilliant: How to Lead a Life of Influence.

Contact Darren Needham-Walker

• Find Darren on LinkedIn and mention you heard him on the podcast. Find out more about TechnologyOne.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 3-stage framework for marketing team transformation.
• Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe, share and leave us a review!

This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.