28. How being customer-led can help your team transition from B2B to B2C marketing
06/21/21 • 51 min
On this week’s episode, Louise Eyres, Head of Marketing and executive team member of Vanguard Australia, joins us.
Prior to Vanguard, Louise was Chief Marketing Officer at Sport Australia. Louise has also held a series of leadership roles at ANZ bank, including leading the global marketing team as a group at GM of marketing and Louise commenced her marketing career at BHP.
In this episode, we discuss:
- How Louise went about designing the structure, how she ensured that the team was aligned to the org strategy;
- How Louise built on the knowledge from her counterparts in the rest of the world;
- The journey Louise has been on with the team to become truly customer-focused and insight-led;
- How they're piloting agile marketing and the continue evolution of the team;
- How the new structure has enabled this transition;
- The leadership insights and lessons that Louise has gained throughout a career with some great metaphors of mindsets for CMOs to consider; and
- What you can gain from being on a board, what you can bring to the board as a CMO and what you really need to think hard about before making the leap.
As always it's another jam packed episode. If something jumps out at you, make sure you download the notes for the show by going to growthgenerators.io, head to the ‘Podcast’ section and look out for this episode. Enjoy!
References
- Brian Hartzer - The Leadership Star.
- General Stanley McChrystal - Team of Teams: New Rules of Engagement for a Complex World.
- Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company.
- Satya Nadella - Hit Refresh: The Quest to Rediscover Microsoft's Soul and Imagine a Better Future for Everyone.
- Stephen R. Covey - The 7 Habits Of Highly Effective People.
- WARC - Why the CMO’s future role is ‘growth partner’, not marketer.
Contact Louise Eyres
- Find Louise on LinkedIn and mention you heard her on the podcast. Find out more about Vanguard Australia.
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 so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!
This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.
On this week’s episode, Louise Eyres, Head of Marketing and executive team member of Vanguard Australia, joins us.
Prior to Vanguard, Louise was Chief Marketing Officer at Sport Australia. Louise has also held a series of leadership roles at ANZ bank, including leading the global marketing team as a group at GM of marketing and Louise commenced her marketing career at BHP.
In this episode, we discuss:
- How Louise went about designing the structure, how she ensured that the team was aligned to the org strategy;
- How Louise built on the knowledge from her counterparts in the rest of the world;
- The journey Louise has been on with the team to become truly customer-focused and insight-led;
- How they're piloting agile marketing and the continue evolution of the team;
- How the new structure has enabled this transition;
- The leadership insights and lessons that Louise has gained throughout a career with some great metaphors of mindsets for CMOs to consider; and
- What you can gain from being on a board, what you can bring to the board as a CMO and what you really need to think hard about before making the leap.
As always it's another jam packed episode. If something jumps out at you, make sure you download the notes for the show by going to growthgenerators.io, head to the ‘Podcast’ section and look out for this episode. Enjoy!
References
- Brian Hartzer - The Leadership Star.
- General Stanley McChrystal - Team of Teams: New Rules of Engagement for a Complex World.
- Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company.
- Satya Nadella - Hit Refresh: The Quest to Rediscover Microsoft's Soul and Imagine a Better Future for Everyone.
- Stephen R. Covey - The 7 Habits Of Highly Effective People.
- WARC - Why the CMO’s future role is ‘growth partner’, not marketer.
Contact Louise Eyres
- Find Louise on LinkedIn and mention you heard her on the podcast. Find out more about Vanguard Australia.
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 so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!
This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.
Previous Episode
27. How to speak the language of your devs to build trust and achieve more
In this week’s episode, Hamish Tedeschi, CEO and Founder of Mechanical Rock - a cloud native product development company, joins us.
The purpose of this episode is to help you understand more about your developers and development teams. We dive into a variety of related topics, including:
- The changing role of developers:
- Web vs software developers;
- Front-end vs back-end vs full-stack developers;
- Critical roles of a development team; and
- An overview of languages used by different developers.
- How CMOs can get the best from their development teams:
- Cross-functional team design;
- DevOps vs Agile;
- Various concepts such as cloud computing, Serverless and infrastructure by code; and
- Other tips to get the best from your development teams.
- Leveraging technology better:
- How CMOs should be thinking about technology and where to start;
- How to build stronger relationships with IT, vendors and consulting companies; and
- How companies and developers with outdated languages can manage a two tier economy.
This one does get a little technical, but we have notes available via our website. Look out for this episode and download the notes. Enjoy the episode.
References
- Amazon Web Services - Serverless Computing.
- Eric Ries - The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses.
- Gene Kim - The Phoenix Project (A Novel About IT, DevOps, and Helping Your Business Win).
- Gene Kim - The Unicorn Project.
- Norman Tuckman - Stages of Team Development (via MIT).
Contact Hamish Tedeschi
- Find Hamish on LinkedIn and mention you heard him on the podcast. Find out more about Mechanical Rock.
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 so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!
This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.
Next Episode
29. The first 90 days in a CMO or CXO role
Chris Taylor, former guest and the current (and inaugural) Chief Experience Officer (CXO) for men’s health not-for-profit Movember, returns to the show.
In our previous episode with Chris, we spoke about his former not-for-profit marketing team at the Heart Foundation for punching above their weight to become a serial winner, including taking out an AdNews Marketing Team of the Year award back in 2020.
In this episode, we discuss:
- Why Chris has been brought in and how he's reshaping and building a modern team to help this organizsation have an even larger global impact;
- How to make the right impact in your first 90 days and a CMO or CXO role - his strategy for success, including what he focuses on, how he goes about it, and what mistakes and pitfalls to avoid; and
- Chris’ inside tips on how to get to know your team, other members of the exec and your target audience.
If you hear something you like but can’t write it down, head to growthgenerators.io, head to our Podcast section, look out for this episode and download the notes.
Enjoy the show.
References
- Byron Sharp - How Brands Grow: What Marketers Don't Know.
- CMO - State of the CMO 2020.
- Korn Ferry - CMO Pulse Survey 2020.
- Lis Binet and Peter Field - The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies.
- SpencerStuart - CMO Tenure tudy: Progress for Women, Less for Racial Diversity.
Contact Chris Taylor
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 so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a review!
This episode was hosted by Ty Hayes, produced by Dylan Todd and edited by Lewis Hallam.
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