CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
Ty Hayes from Growth Generators
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11. Building a commercially focused B2B marketing team inside Technology One with Darren Needham-Walker
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
02/22/21 • 45 min
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.
10. How to use SMART Work Design to help your team thrive in the Future of Work with Prof. Sharon Parker
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
02/15/21 • 56 min
In this week's episode, you hear from Sharon Parker, Director of the Centre for Transformative Work Design at Curtin University.
Sharon is a highly distinguished Professor of Organisational Behaviour and an ARC Laureate Fellow. In 2019, she was named among the world’s most influential Scientists by the Web of Science Group.
In this episode, we discuss:
- The ‘future of work’ - how digitisation and automation are impacting on jobs and skills of the future;
- The responsibility managers have to use technology as a force for good and not evil;
- The concept of ‘work design’ and the ‘SMART’ work design framework that Sharon has developed; and
- What managers can do to become better remote managers.
To find out why Sharon is so well regarded and to get the practical tips you can use to better design work for your team, make sure to listen to this episode.
References
- BJ Fogg - Tiny Habits: The Small Changes That Change Everything.
- Business.com - Management Theory of Frederick Taylor.
- Carol Dweck - Decades of Scientific Research that Started a Growth Mindset Revolution.
- Centre for Transformative Work Design - “Solving the Unsolvable”: Uncovering the Active Ingredients in the WA.
- Centre for Transformative Work Design - Tips on Working from home.
- Colonnade - 171% More Productive Call Center Employees?.
- Jeffrey Pfeffer - Dying for a Paycheck: How Modern Management Harms Employee Health and Company Performance - and What We Can Do About It.
- SMART Work Design Survey.
- Undiagnosed Diseases Program.
Contact Sharon Parker
- Find Sharon on LinkedIn and mention you heard her on the podcast. Find out more about The Centre for Transformative Work Design.
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.
- Take a look at our High-Performance Marketing team training services
- 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.
56. How to get started with Agile Marketing
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
06/13/23 • 53 min
with Frank Days, Chief Marketing Officer of Aerospike and Co-host of the Marketing Agility Podcast
In this episode, we discuss the following:
- Frank’s learnings and observations from how numerous companies have applied Agile Marketing over the years
- The four rituals and ceremonies that get you 80-90% of the way with Agile Marketing
- The importance of self-empowerment in the team
- The role of agile software and what to consider when choosing a tool
- The watch-outs and mistakes that most teams make when getting started with agile marketing
- The keys to a successful agile marketing rollout
- The imperfect nature of Scrum and how perfectionism can be the enemy of any Agile implementation.
Frank is a pioneer in the Agile Marketing space having hosted his podcast since 2010, and has rolled out Agile Marketing in many different incarnations for varying team sizes in multiple technology companies.
Enjoy the show!
P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Frank, with all the tips and strategies laid out in an easy-to-read format.
References
- The 6th Annual State of Agile Marketing Report by Agile Sherpas
- The Agile Marketing Alliance Podcast Featuring Ty Hayes (5 April 2023)
Contact Frank Days
- Find Frank on LinkedIn and mention you heard him on the podcast. Find out more about the Agile Marketing Alliance
Contact Growth Generators
- Find out how Ty and Growth Generators can help you implement Agile Marketing in your company through their training, coaching and consulting services.
- Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.
Could you help us continue to help you?
- Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
- Please take a moment to rate and review us on your favourite platform.
We love hearing from our listeners, and your ratings and feedback help us continue to attract the best guests and improve the show.
This podcast was produced by Ty Hayes and edited by Lewis Hallam.
Thank you, and enjoy the show!
61. Design your marketing team structure to fit your company's growth stage
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
12/19/23 • 47 min
Jonathan Metrick, Operating Partner at Sagard joins us on the episode today.
In this episode, we discuss:
- Jonathan’s role at Sagard and how investment companies have shifted their focus from growth at any cost, to sustainable growth and profitability and how crucial this is post 2022.
- The research report that Jonathan and co-author Kimberly Whitler released this year to help answer a common CMO question - how to design a marketing team structure and how this should change as a company scales.
- Jonathan shares the three company growth stages identified in the report - early, developing and mature and the characteristics associated with these.
- Jonathan explains the typical team structures, responsibilities and leadership profiles associated with the three company growth stages.
- How CMOs can lead an upward company growth stage transition including common traps to avoid.
- How the company growth stage can be a useful consideration for marketing professionals and leaders considering the best-fit roles for them.
- How AI is having an impact on marketing team design and structure.
Enjoy the show!
P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format.
References
- Jonathan Metrick & Kimberley Whitler Design Your Marketing Organization to fit your company’s growth scale.
- HBR’s 10 must reads on strategic marketing
- Give away your legos and other commandments for scaling start-ups
Contact Jonathan
- Find Jonathan on LinkedIn and mention you heard him on the podcast.
Contact Growth Generators
- Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. Follow or connect with Ty on LinkedIn.
Help us help you
- Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
- Please take a moment to rate and review us on your favourite platform.
We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.
This podcast was produced by Ty Hayes and edited by Clare Ryan.
Thank you and enjoy the show!
22. Become a smarter marketer with author Dan White | The marketing strategy frameworks every marketer should know
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
05/10/21 • 60 min
Today’s guest is Dan White, author of The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies.
Dan has spent 30 years learning what makes businesses successful, fueled by compelling brands, effective communications, customer-centric innovation and motivated teams. Dan is also one of the architects of BrandZ, the world’s leading brand equity development system.
This book is a must-have for any marketeer - whether you’re a CMO, marketing manager, or aspiring marketer. This is the handbook you need on your desk to help you tackle any marketing challenge you face. It contains dozens of hand-drawn illustrations of classic and contemporary of classic marketing frameworks and strategies such as:
- Market research’s role through the planning cycle;
- Using insights to increase sales and reduce costs;
- Brands punching above their weight (share of consideration vs. share of market);
- Business KPI pyramid (a personal favourite);
- Estimating returns from marketing;
- Ansoff’s growth strategy matrix;
- Central vs. local marketing responsibilities;
- The brand PINATA;
- BCG brand portfolio matrix;
- Burst vs. drip media spend analysis;
- Generating great innovation ideas;
- Traditional vs. Agile development; and
- Media priority matrix.
When visuals are mentioned over audio it can be difficult, so I encourage you to head to growthgenerators.io, head to the Podcast section, look out for this episode and download the notes. The cheat sheet will include all of the models that we discuss on today’s show. Better yet, just buy a copy of Dan’s book, you won’t regret it.
Enjoy the show.
References
- BrandZ.
- Byron Sharp - How Brands Grow: What Marketers Don't Know.
- Dan White - The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies.
- Karen Nelson-Field - The Attention Economy and How Media Works: Simple Truths for Marketers.
Contact Dan White
- Find Dan on LinkedIn and mention you heard him on the podcast. Find out more about Smart Marketing.
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.
19. Why creative risk-taking is the best insurance policy with Brent Smart, CMO at IAG
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
04/19/21 • 58 min
In this episode, we are joined by Brent Smart, Chief Marketing Officer of IAG.
IAG is the Australian insurance giant with leading brands including NRMA and CGU. In four years, Brent has transformed the NRMA brand from the 36th strongest brand in Australia to become the third strongest brand in the country and the strongest insurance brand in the world! This brand strength has translated to commercial success - NRMA Insurance have won 3 coveted Gold Effies in the last 2 years.
Previously, Brent spent 20 years in the advertising business, rising to CEO of Saatchi & Saatchi New York and leading the New Zealand Agency of the Decade, Colenso BBDO.
In today’s episode, we cover:
- Brent’s fascinating career, unpacking what he learned from 20 years in advertising;
- Brent scrapping and recreating a $4M USD Superbowl ad three weeks out... with the client’s approval (find out what happens next!);
- Why Brent decided to swap the sneakers for a suit and move from agency CEO to CMO;
- How to foster a culture of creative risk-taking within your marketing team;
- How to get the best work from your agency partners by setting a high creative ambition and by “buying completely”;
- How to transform a team from a totally decentralised product-led marketing team into a centralised brand-led model; and
- Some of the interesting roles that Brent brought in house to strengthen the creative, strategic and marketing effectiveness firepower at his disposal.
If you have any interest in building an award-winning, risk-taking, brand-led marketing team that could totally transform your marketing approach- then this is the episode for you!
P.S. - If you’re from an agency, you might want to suggest that your clients listen to this episode!
Enjoy the show.
References
- Robert Iger - The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company.
- Sam Gawe - Nike: Better is Temporary.
- Scott Dadich - Abstract: The Art of Design (Season 1 - Tinker Hatfield: Footwear Design).
Contact Brent Smart
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.
23. How to generate growth by focusing on CX, loyalty and omnichannel marketing with Joel Goodsir
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
05/17/21 • 49 min
Joel Goodsir, Head of Marketing at Inspirations Paint, joins us on this week’s episode.
Inspirations Paint is Australia’s largest network of paint stores, a franchise with more than 130 stores across Australia.
In this episode, we discover:
- Some of the intricacies, challenges and opportunities inherent when working in a marketing role in a franchise;
- How Joel has changed their targeting strategy, built out their tech stack and have started delivering on an omni-channel CX strategy;
- How Joel has built an E-commerce offering in the home improvement space which is currently unrivalled;
- How Joel has structured his team; and
- How Joel has continued to lead the charge and drive growth from 90 million to almost $500 million during his tenure.
Joel was ranked the #9 CMO in the CMO50 in 2020, and apart from his role at Inspirations Paint, Joel is also Chair of the University of Newcastle's External Advisory Board for the Marketing.
As always if you hear something you love, but you’re out running, at the gym or doing the dishes – then don’t worry, we’ve got you covered. When you get a moment, just head to our website growthgenerators.io, look out for this episode, and download some detailed notes with all the strategies and insights from today’s show.
Thank you and enjoy the show.
References
- Dream Weaver - Inspirations Paint "Recall" TV Ad.
- Jenny Romaniuk - Building Distinctive Brand Assets.
- Paint Edge Loyalty Program.
Contact Joel Goodsir
- Find Joel on LinkedIn and mention you heard him on the podcast. Find out more about Inspirations Paint.
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.
28. How being customer-led can help your team transition from B2B to B2C marketing
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
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.
02. How to lead like the #1CMO in Australia with Leisa Bacon from the ABC
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
11/30/20 • 41 min
Leisa Bacon, Director of Audiences for the Australian Broadcasting Corporation, known as the ABC in Australia joins us on the show today.
In October 2020 Leisa was named #1 CMO in Australia through CMO50. The CMO50 awards are judged by industry experts and it’s considered to be a coveted and highly regarded list. This follows from previous years being ranked #2, #4, #2.... And you get to find out exactly why in this interview.
Leisa has a background in branding and marketing within the FMCG industry working for brands such as Procter & Gamble, Boots and Coca-Cola.
Leisa has an incredible track record in driving marketing transformation. Working at the ABC network which has 5 TV stations, 50+ radio stations and a mix of apps, social media, Leisa has optimised her team and achieved strong results in a complex, constantly changing and highly competitive media environment.
In this episode we discuss:
- The composition of the marketing team and how this has changed over time;
- How the ABC partnership model and the importance of prioritisation has really driven results;
- How it was possible to turn around a campaign in a weekend and how her team was able to adapt during COVID-19;
- The data capability ABC marketing is investing in and harnessing to build their diverse brands and compete with big players such as Netflix, Spotify and Apple News;
- How the ABC harnesses diversity across a range of dimensions to produce better content and creative; and
- Leadership strategies Leisa uses to align her team to achieve organisational strategic goals.
References:
- Brene Brown - Daring Greatly.
- Byron Sharp - How Brands Grow: What Marketers Don’t Know.
Contact Leisa Bacon
- Find Leisa Bacon on LinkedIn and mention you heard her on the podcast. Find out more about ABC, ABC iView or ABC Listen. You can find out more about Leisa’s CMO award here.
Contact Growth Generators
- Find out how Ty and Growth Generators can help you design and build a modern, marketing team that drives growth. Email [email protected] 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.
62. Sean Ellis Decodes Growth Hacking | Discover what growth hacking is, how to build a growth team and accelerate sustainable growth for your organisation
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes
02/20/24 • 41 min
Sean Ellis, author of the book Hacking Growth, and founder of the growth hacking movement joins us on the podcast today.
In this episode, we discuss:
- What growth hacking is and how its central themes of measuring, analysing and testing stem from the heart of marketing innovation
- How growth hacking extends beyond the traditional boundaries of marketing and requires cross-functional alignment to unlock new levers of growth
- What value means from a growth hacking perspective and how this understanding can create seismic shifts in the way organisations set sustainable growth metrics and deliver products/services
- The importance of North Star Metrics to focus a team on delivering the ultimate customer value
- What roles you need on a growth team and why it’s important to start small and then scale
- Why Sean suggests that growth teams shouldn’t report into marketing and where they should report instead
- Find out how to gain organisational buy-in for growth hacking methods and foster a growth culture.
Discount code to see Sean live in Sydney/Melbourne in March-April 2024
Thanks to the crew at Unlocking Growth we have a discount code (for Australian listeners only) to participate in one of the Sean Ellis Unlocking Growth events at Melbourne or Sydney taking place in March-April 2024.
Visit the website https://www.unlockinggrowth.co/unlocking-growth-with-sean-ellis
Enter the discount code: Ty-GROW-34
As always, we’ve done the hard work of taking notes for you, so you don’t have to. To access these, head to our website, look out for this episode and download the 3-4 page PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format.
References
- Unlocking Growth for Startups & Scaleups and Unlocking Growth for Enterprises in Sydney and Melbourne in March/April 2024
- Hacking Growth by Sean Ellis
- Unlocking Growth
- Building high-growth SaaS marketing teams with Kevin Marasco from Zenefits on the on the Lean Mean Marketing Team Podcast
- What is product-led growth and how to get started with Peter Ikladious from Unlocking Growth on the on the Lean Mean Marketing Team Podcast
- Influence: The Psychology of Persuasion by Robert Cialdini
Contact Growth Generators
- Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
- Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing
- Connect or Follow Ty on LinkedIn - and mention that you are a listener of the Pod.
Help us help you
- Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
- Please take a moment to rate and review us on your favourite platform.
We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.
This podcast was produced by Ty Hayes and edited by Clare Ryan.
Thank you and enjoy the show!
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FAQ
How many episodes does CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes have?
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes currently has 75 episodes available.
What topics does CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes cover?
The podcast is about Marketing, Leadership, Podcasts, Technology and Business.
What is the most popular episode on CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes?
The episode title '59. Why you need a Marketing Operations team and how to build one' is the most popular.
What is the average episode length on CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes?
The average episode length on CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes is 43 minutes.
How often are episodes of CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes released?
Episodes of CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes are typically released every 13 days, 16 hours.
When was the first episode of CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes?
The first episode of CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes was released on Nov 16, 2020.
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