Episodes
-
In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers.
Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:
How to manage a complex rebranding process while preserving brand equity.The significance of aligning internal values with external brand perception.Strategic customer prioritisation through stack ranking.Using “time to value” as a KPI to build stronger customer relationships.Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Gartner
Géraldine Tenten's Unicorny episodes
Chapter summariesIntroduction and recap of Part 1
Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation.
The challenges of rebranding and maintaining integrity
Clare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company’s values with its external brand identity.
Why brand values matter and how to live them
Clare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers.
Building internal buy-in during rebranding
Clare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company’s true identity.
Stack ranking and customer prioritisation and the ‘rule of three’
Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign...
-
In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions.
Clare highlights why marketing needs to be involved at every stage of the buyer's journey and makes a strong case for its importance at the board level. You’ll gain insights on how marketing can influence M&A processes and why collaboration between sales and marketing is crucial.
The importance of combining demand generation and brand work for effective marketing.How viewing sales as a marketing channel can redefine customer relationships.The strategic role of marketing in mergers and acquisitions, especially in unpredictable markets.Listen in to hear Clare’s advice on navigating these challenges in today’s business environment.
About Clare JonesClare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.
Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.
A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Clare Jones | Dom Hawes
Website: System C
Sponsor: Selbey Anderson
Other items referenced in this episode:
Dale Harrison’s Unicorny episodes
Sarah Robb’s Unicorny episodes
CVC
Chapter summariesIntroduction to Clare Jones and demand generation
Dom introduces the episode, outlining the focus on demand generation and its importance in modern marketing. He introduces Clare Jones' expertise and sets the stage for an in-depth discussion on the topic.
The relationship between demand generation and brand building
Clare discusses the need for a balanced approach to marketing, where demand generation and brand equity work together. She critiques the industry’s use of jargon and advocates for a more straightforward, integrated strategy.
The impact of the pandemic on buyer behaviours
Clare shares insights from her MBA dissertation on how the pandemic altered buyer behaviours. She highlights the growing role of digital channels and the increasing influence of millennials in B2B decisions.
Rethinking the role of sales in marketing
A discussion on whether sales should be considered a part of marketing. Clare argues for closer integration, highlighting the ongoing role of marketing in customer advocacy and relationship management.
The challenges of long B2B sales cycles
Dom and Clare explore the difficulties of lengthy B2B sales cycles, the need to...
-
Missing episodes?
-
In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity.
Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to contribute new ideas while balancing these efforts with the demands of day-to-day operations.
Understand how to set up a structured approach to generating and implementing new ideas.Learn about the crucial role middle managers play in nurturing a culture of creativity.Discover examples from large companies like Bayer and BASF on how they effectively manage new ideas.This discussion provides practical advice for those looking to create a more dynamic and forward-thinking environment in their organisation.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M. Bensaou with Karl Weber
Basotect,
BASF
Fostering Employee Innovation at a 150-Year-Old Company by Monika Lessl, Henning Trill, and Julian Birkinshaw, Harvard Business Review
Chapter summariesIntroduction to part 2
Dom Hawes briefly recaps the first part and shifts focus to applying the concepts of continuous improvement within organisations, moving from idea generation to structured processes.
The innovating engine approach
Ben Bensaou introduces the "innovating engine," a framework that allows organisations to foster...
-
In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives.
Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes by involving everyone, not just the experts.
• Understand how to foster innovation across your entire organisation.
• Learn the significance of considering non-customers in your innovation strategy.
• Discover ways to manage and sustain innovation beyond just the R&D teams.
Don’t miss out on this valuable discussion that could transform your approach to innovation in business.
About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022.
Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Ben M. Bensaou | Dom Hawes
Website: benbensaou.com
Sponsor: Selbey Anderson
Other items referenced in this episode:
Built to Innovate by Ben M.
Bensaou with Karl Weber
Fiskars
How gamers with disabilities helped design the new Xbox Adaptive Controller’s elegantly accessible packaging by Deborah Bach, Microsoft
Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne
Unicorny episodes Maja Gedosev from JetBlue Airways
Joyce King Thomas' VCU Brandcenter graduation speech May 2019
Chapter summariesThe state of creativity in business
Dom Hawes explores
-
In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these innovative methods create a unique competitive advantage for purpose-driven companies.
AI-driven toolkits as a resource for business scalingThe impact of executive collaboration on content effectivenessPurpose-driven approaches that differentiate in the marketLong-term benefits of aligning purpose with growthDiscover how these methods can enhance your business for sustained success.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Dominic Rodgers | Dom Hawes
Website: Frog Capital
Sponsor: Selbey Anderson
Other items referenced in this episode:
Frog Capital: How to Scale up resources
Frog Capital: How to Scale.ai
Geoffrey Moore’s Unicorny episodes
Ben Bensaou
The Long and the Short of it by Les Binet, Peter Field
Thinking, Fast and Slow by Daniel Kahneman
Ehrenberg-Bass Institute
95:5 rule
Chapter summariesIntroduction to purpose-driven growth
Dom Hawes kicks off the episode by introducing the focus on how purpose-driven businesses can achieve sustainable growth. He sets the stage for a deep dive into Frog Capital's unique approach.
Frog Capital's AI-driven toolkits
Dominic Rodgers introduces the AI-driven toolkits developed by Frog Capital, which are designed to help businesses scale. These toolkits are made publicly accessible, aligning with Frog's purpose of supporting broader business growth.
Innovation through open access
Dominic discusses the innovative decision to make their toolkits available to the public, highlighting how this approach not only serves their portfolio but also acts as a magnet for the right types of companies.
The Godfather strategy: Giving to get
Dominic introduces the "Godfather Strategy", where businesses add value by sharing their resources and knowledge openly, creating a halo effect that strengthens their brand.
Co-creation with operating partners
Dominic explains how Frog Capital co-creates content and toolkits with their operating partners, ensuring that the resources are practical and address the most pressing challenges faced by their portfolio companies.
Building a virtuous cycle in marketing
The
-
In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy.
Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning purpose with business strategy creates a sustainable and competitive advantage.
Frog Capital’s unique position in the investment world and how they integrate purpose at every level of their operations.The scale-up methodology used by Frog CapitalThe role of purpose in business growthListen to this episode to discover how integrating purpose into your business strategy can lead to sustainable growth and resilience.
About Dominic RodgersDominic Rodgers has worked with businesses ranging from start-ups to large corporations, as well as on the agency side, gaining a wide range of sales and marketing experience across industries such as publishing, technology, arts & culture, and financial services.
In 2008, Dominic helped start Raconteur, the publisher and content marketing agency, where they produced special reports for The Times newspaper. During that time, he predominantly focused on tech topics like Software as a Service, Virtualisation, and Cloud Computing, making his work with Frog, who specialize in investing in these technologies and growing businesses that have reshaped numerous industries, a natural progression.
He joined Frog in 2019 and now leads Marketing and Communications. Dominic particularly enjoys building Frog’s library of Scale-Up podcasts and toolkits called How to Scale, as it embodies Frog’s mission to assist businesses in the Scale-Up phase. Frog’s team of Operating Partners and Senior Partners have encountered many of the challenges software leaders face as they scale their startups, and creating meaningful content to help others overcome these challenges is highly rewarding for him.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Dominic Rodgers | Dom Hawes
Website: Frog Capital
Sponsor: Selbey Anderson
Other items referenced in this episode:
70. How entrepreneurs create value
71. Thesis-Driven Marketing: you heard it here first
Frog Capital: Scale-Up Methodology graphic
Frog Capital: How to Scale up resources
IMP
framework
Clue
Modulr
-
In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner.
Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understanding your customer’s challenges is crucial, whether you're running a yoga studio or leading a global marketing team.
This episode is packed with practical advice for marketers aiming to elevate their strategic impact.
• Learn how Lean Six Sigma can improve your marketing operations.
• Understand why focusing on customer needs is essential for success in both B2B and B2C.
• Identify and address inefficiencies in your marketing processes.
Looking to refine your marketing strategy? This episode offers actionable insights that can help you streamline operations and drive results.
About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.
In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.
Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.
Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.
Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Sandra Vollrath | Dom Hawes
Website: img
Sponsor: Selbey Anderson
Other items referenced in this episode:
Six Sigma
B2B Ignite
Guest host Rachel Fairley
Rebrand Right by Rachel Fairley and Sarah Robb
Chapter summariesThe holiday mood continues
Dom Hawes introduces the continuation of the holiday-themed episode, reflecting on Sandra Vollrath's journey from B2B marketing to yoga studio ownership and the valuable lessons we can draw from...
-
In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship.
Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons applicable to both small businesses and large enterprises.
This episode sheds light on the importance of knowing your customer, mastering your product, and the often-overlooked significance of marketing operations. Join us as Sandra's insights challenge conventional marketing approaches and inspire new ways of thinking.
• Understand the true role of marketing operations and why it’s more than just technology.
• Learn how entrepreneurship can offer fresh perspectives on B2B marketing.
• Discover the significance of knowing your customer and product inside out.
Tune in to hear Sandra Vollrath’s unique blend of B2B expertise and entrepreneurial spirit.
About Sandra VollrathSandra Vollrath is an accomplished marketing professional and entrepreneur with over 25 years of experience. Currently, she is the Director of Consulting (Marketing Operations & Strategy) at Intermedia Global (IMG), where she delivers major marketing operations projects with a team of marketing operations and process consultants.
In 2019, Sandra founded Unwind Yoga Studio in Maidenhead, Berkshire, which is a profitable and thriving business even through challenges like the pandemic, economic disruptions and market fluctuations.
Sandra's career includes significant roles at Bentley Systems Inc., where she excelled in product marketing and global campaign management. She led B2B marketing campaigns for Bentley's flagship product MicroStation, and implemented innovative marketing systems that enhanced operational efficiencies for a global team of 150 colleagues, supporting Bentley Systems' revenue growth.
Sandra is venturing into angel investment, focusing on female-led sustainable businesses, and aims to use her marketing expertise to create value for these ventures. She believes that marketing needs to be a strategic business function, supporting business objectives by creating value and increasing profits, whether in a B2B or B2C, SMB or enterprise environment.
Sandra's commitment to excellence and passion for leveraging marketing to drive business success make her a standout in her field.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Sandra Vollrath | Dom Hawes
Website: img
Sponsor: Selbey Anderson
Other items referenced in this episode:
76. Everything gone PEAR shaped? Here's why that’s a good thing
77. The secret sauce to marketers' mojo?
Bentley systems
Unwind yoga studio
7. Perfecting Value Propositions with Barbara Moreno
Chapter... -
In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities.
He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.
Understand marketing beyond promotionsHow marketing impacts business outcomesThe debate between differentiation and distinctivenessThe importance of balance and flexibility in marketing activitiesCan we redefine our approach to B2B marketing for better results? Tune in to find out!
LinksLinkedIn: Dom Hawes
Website: Unicorny.co.uk
Sponsor: Selbey Anderson
Related Unicorny episodes:
80. The Unicorny Marketing Manifesto: What marketing is
Other items referenced in this episode:
74. Breaking boundaries by bootstrapping broadcast
Uncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg
This is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeek
Segmentation, Targeting and Positioning (STP)
64. Perfect positioning: April Dunford's playbook for success
Marketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021
"The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76
How Brands Grow: What Marketers Don't Know by Byron Sharp
How Brands Grow Part 2 by Jenni Romaniuk, Bryon Sharp
It’s time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek
77. The secret sauce to marketers' mojo?
AML group are shortlisted for an IPA award
Chapter summariesIntroduction and recap of the last episode
Dom Hawes sets the stage by revisiting key points from the last episode,...
-
In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today.
Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unified understanding to enhance their roles' credibility and effectiveness. This episode covers:
Diverse definitions of marketing create confusion and distrust within businesses.The importance of having a clear, unified definition to boost marketing's credibility.The impact of jargon and misapplied metrics on the perception of marketing.Strategies for redefining and communicating the true purpose of marketing.Listen in to hear the Unicorny Manifesto for the future of marketing in business.
LinksLinkedIn: Dom Hawes
Website: Unicorny.co.uk
Sponsor: Selbey Anderson
Related Unicorny episodes:
60. Cut the Jargon: Simplifying brand strategy for better results
61. Unlock the secret to beating imposter syndrome in branding
Other items referenced in this episode:
The Propolis Community Index
Asos reduces reliance on promotions as ‘transformation’ continues by Niamh Carroll, MarketingWeek
Airbnb CMO on ditching performance marketing for big, bold brand campaigns by Kendra Barnett, MarketingWeek
68. The truth about demand creation? It’s a lie.
Definition of Marketing by The Chartered Institute of Marketing
Definition of Marketing by the American Marketing Association
56. How to change KPI chaos into customer bliss
Marketing Land by The Proper Marketing Club
Mini MBA by Mark Ritson
62. Segmentation secrets: precision...
-
In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing.
They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. The conversation sheds light on the rapid developments in AI, the potential for hyper-personalization, and the necessity for responsible innovation.
Understanding the transition from AGI to superintelligenceThe impact of quantum computing on real-time data processingEthical considerations and potential risks of advanced AIFuture marketing strategies driven by AI capabilitiesThe importance of maintaining trust and transparency with customersTune in to explore the future of AI in marketing and the profound changes it promises.
About Steven MillmanExecutive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Steven Millman | Dom Hawes
Website: Dynata
Sponsor: SelbeyAnderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can expect to learn:
Potential of quantum computing to enhance AI capabilities and efficiencyInfluence of advanced AI on creative development and advertisingEthical considerations and responsibilities in using these powerful technologiesFuture of hyper-personalized marketing messagesStay with us for more on how these innovations will reshape marketing.
About Steven MillmanExecutive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Steven Millman | Dom Hawes
Website: Dynata
Sponsor: SelbeyAnderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment.
They also explore Simon's book "Two Lengths of the Pool," offering insights into focus and task simplification to boost performance. Learn how to tailor motivational strategies to fit your team and enhance overall job satisfaction.
Learn practical steps to implement the PEAR framework.Understand the importance of focus and task simplification.Discover how to create a motivating environment tailored to your team.Gain insights into maintaining a balanced and motivated team.Find out how to build a happier, more productive marketing team with actionable strategies.
About Simon HartleySimon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams.
Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.
During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.
For more information on Simon, please visit www.be-world-class.com
LinksFull show notes: Unicorny.co.uk
LinkedIn: Simon Hartley | Dom Hawes
Website: be worldclass
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work.
Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR framework—Purpose, Enjoyment, Achievement, and Recognition. Learn how to create a more fulfilling work environment and improve overall team performance.
Understand why job satisfaction matters in marketing.Learn about Simon Hartley's PEAR framework for motivation.See how principles from sports psychology can be applied to business.Discover practical steps to improve work environment and team motivation.Find out how to foster happier, more motivated marketing teams and apply these insights to your organisation.
About Simon HartleySimon Hartley is a globally respected sport psychology consultant and performance coach. For over 25 years, Simon has worked with gold medallists, world record holders, world champions, top five world-ranked professional athletes, Olympians and championship winning teams.
Since 2011, Simon has published twelve books, including Stronger Together; How Great Teams Work, Peak Performance Every Time and Motivation is P.E.A.R. Shaped.
During the last 20 years, Simon has also applied the principles of sport psychology to business, education, healthcare and the charity sector. This has included projects with some of the world’s leading corporations and foremost executives. He is also an award winning international professional speaker, delivering keynotes throughout the world.
For more information on Simon, please visit www.be-world-class.com
LinksFull show notes: Unicorny.co.uk
LinkedIn: Simon Hartley | Dom Hawes
Website: be worldclass
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need for authentic engagement in a global business environment.
Aligning marketing efforts with business objectives.Use of dashboards and technology for tracking and measurementBuilding and utilising effective crisis management strategies.Adapting communication strategies for diverse global audiences.Learn how James' strategies can help you enhance your marketing effectiveness and prepare for future challenges. Tune in to gain practical insights and actionable advice.
About James GatoffJames is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.
James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.
Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.
Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams.
He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.
He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.
LinksFull show notes: Unicorny.co.uk
LinkedIn: James Gatoff | Dom Hawes
Website: Lombard International Group
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the importance of a commercial focus in marketing communications.
James provides practical advice on integrating video content into marketing strategies and highlights the importance of clear communication and team engagement in achieving marketing success.
Marketing in regulated and complex environmentsImportance of cultural understanding in international teams.Building and utilising in-house video production.Maintaining a commercial focus in all marketing efforts.Tune in to learn how you can apply these strategies to better your marketing game.
About James GatoffJames is currently the Group Chief Marketing and Communications Officer at Lombard International Group. He is a member of the Group Executive Committee responsible for Global Marketing and Communications. He leads the marketing, brand, corporate communications, media relations, digital media, marketing production, internal communications and the events & sponsorship teams.
James has over 20 years’ experience in international marketing, communications and business development in Global Financial Services, spanning FTSE100 Insurance, FinTech, Wealth Management and Private Equity.
Before joining Lombard International, James was the Group Marketing and Communications Director at FNZ, a global FinTech which powers the wealth management, administration and custodian platforms of major financial institutions (including retail and private banks, asset and wealth managers, insurers and financial adviser groups) across Europe, Asia and Australasia.
Prior to FNZ, James was Group Communications Director at Friends Life Group where he led the global communications team (based in the UK, Isle of Man, Luxembourg, Hong Kong, Singapore and Dubai) and overseeing the Group’s subsidiary businesses’ communications teams.
He’s experienced in leading large scale organisational change, transformation, commercial development and communication programmes including mergers, acquisitions, divestments and tendering for new business. James has a sales and marketing background and was Head of Business Development responsible for winning, implementing and managing new large corporate partnerships.
He’s a Freeman of the City of London, Chartered Insurer, an Associate of the Chartered Institute of Insurance and has a BSc (Hons)Business.
LinksFull show notes: Unicorny.co.uk
LinkedIn: James Gatoff | Dom Hawes
Website: Lombard International Group
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships.
Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives.
They examine bounded rationality, the inefficiency principle, and the role of leadership in fostering a culture that supports both operational efficiency and creative innovation. Blair introduces his upcoming book, which outlines four key conversations that can help frame the process of selling expertise and ensuring effective client relationships.
What you'll get from this episode:
Understanding the impact of departmental silos.Strategies for effective agency-client relationships.The importance of aligning business goals across departments.How leadership can drive cultural change for better innovation.Join us for practical insights on creating value-driven partnerships that foster innovation and drive business success.
About Blair EnnsBlair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing.
The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.
Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com.
The Win Without Pitching Manifesto (2010) is available on Amazon.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Blair Enns | Dom Hawes
Website: Win Without Pitching
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”.
They explore how procurement practices and outdated commercial models hinder innovation and value creation. Blair offers insights into redefining these relationships to foster mutual success.
Challenges in the client-agency commercial model. The impact of procurement on creativity.Shifting focus from outputs to business outcomes.Balancing efficiency and innovation.Tune in to understand how to build stronger, more effective relationships between marketers and agencies, ensuring sustainable success for both parties.
About Blair EnnsBlair is the founder of Win Without Pitching, the sales training program for expert advisors, and the author of three books on selling and pricing.
The Four Conversations: A New Model for Selling Expertise is available from Gegen Press on Amazon in September, 2024.
Pricing Creativity: A Guide to Profit Beyond the Billable Hour (2018) is available at pricingcreativity.com.
The Win Without Pitching Manifesto (2010) is available on Amazon.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Blair Enns| Dom Hawes
Website: Win Without Pitching
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing.
Understanding the impact of frequent pricing and packaging experiments on growth Key elements of effective value-based pricing Methods for managing packaging to optimize customer acquisition and retention The role of self-serve models in modern SaaS businesses The importance of having a clear thesis to guide marketing effortsDiscover why these tactics can be powerful levers for growth and how frequent experimentation can significantly impact revenue.
About Andrew DaviesAndrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses.
Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM.
Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Andrew Davies | Dom Hawes
Website: Paddle
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressing the importance of growth and innovation. He shares his journey from launching multiple startups to leading marketing at Paddle, and provides strategies for managing mergers and acquisitions, scaling businesses internationally, and overcoming market-specific challenges.
Discover how to reframe your marketing plan with an entrepreneurial approach. Understand the differences between venture capital and private equity growth strategies. Learn the value of experimentation in driving marketing success. Get tips on handling mergers and acquisitions and integrating diverse business cultures. Explore methods for scaling internationally and tackling market challenges.Don't miss this opportunity to gain actionable strategies and valuable lessons from Andrew Davies that can elevate your marketing efforts and drive growth.
About Andrew DaviesAndrew serves Paddle.com as Chief Marketing Officer. Paddle has raised over $295m to build out the complete payments infrastructure for high growth software companies, currently serving over 4000 customers. After the acquisition of ProfitWell in 2022, Paddle also has the industry-leading Pricing team, Retention product, and a SaaS Metrics platform used by around 30,000 businesses.
Previously Andrew led global demand, digital and brand at Optimizely - after it acquired the business he co-founded, Idio.ai. During his time at Optimizely, they integrated 5 acquisitions, rebranded the entire company, and grew pipeline and sales significantly. As co-founder and CMO, he helped build Idio from scratch to a market-leader in B2B content personalization, raising $13m+ and serving enterprise clients including Pegasystems, BNY Mellon and IBM.
Andrew also advises SaaS scale-ups, and sits on the board of Ninety, an agile digital transformation consultancy which serves the insurance industry and gives 90% of distributable profits to alleviate global poverty. He lives with his wife and two children in the Devonshire (UK) countryside.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Andrew Davies | Dom Hawes
Website: Paddle
Sponsor: Selbey Anderson
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy - Show more
