Is marketing’s focus on the customer misplaced, even harmful? We discussed this radical
idea with Tim Parkin, a global consultant and coach to marketing executives at
many world-renowned brands.
While marketers have been focusing on the customer, Tim contends that we have
neglected our internal teams. They find themselves without the processes, collaboration,
and alignment needed to make marketing to customers work. Join us as Tim explains
why he rates most large corporate marketing teams only a 3 out of 10 and gives
us an action plan to make this right. HINT: It is tied to a clever combination
of skill-based retention and a disciplined process.
Three Takeaways
- Stop and reflect on what is working and what isn’t working.
- You need to have ruthless prioritization. As simple as possible, with a process.
- Marketing requires roots, the right people, a process and a purpose.
About our Guest
Tim Parkin is a global consultant, advisor, and coach to marketing executives of many world-renowned brands. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results.
By applying more than 20 years of experience merging behavioral psychology and technology seamlessly, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike.
Tim is a speaker, author, and thought leader who has contributed to AdWeek, Forbes, MarTech, TechCrunch, and dozens of other marketing outlets. He is also a member of the American Marketing Association, the Society for the Advancement of Consulting, and was inducted into the Million Dollar Consulting Hall of Fame.
Meet the Hosts
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.
Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.
Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.
Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed School of Media and Communications, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!