What Makes a Marketing Visionary?
Transforming the Culture
Colin Hall, Allen Edmonds, CMO and GM International Business
“Colin transformed the brand for exponential growth. He took an aging company and rebranded it to create a story that customers/prospects loved. He used data to guide the process and the results followed. He truly knows how to build a team to execute on a brand’s vision.”
Kristin Guthrie, ICW Group Insurance Companies, VP Customer Experience
“New to the company, she has been influential in getting the members of the executive team and other stakeholders to buy into the importance of CX [customer experience] and its impact to the bottom line. ... Rather than waiting for our culture to change on its own over time, we took an action to treat our culture change like a product, targeting the message to the internal audience as if it were a full-scale marketing campaign: A/B testing, multichannel communications and rigorous effectiveness measurement.
“Using a product development mindset allows us to bring structure and accountability, in order to lead us toward CX excellence. Before we could create the plan, we first performed a company-wide evaluation to identify individuals and departments who already exhibited the customer-first mindset we wanted to instill and those (including leadership) who did not. In marketing terms, we identified our target market and key value prop components, measured awareness and demand/appetite, and identified the preferred communication channels. Using personalized communication strategies, via segmentation, we created bite size CX learning content that was 1) easy to read, 2) easy to relate to how CX fits within our business, 3) how their roles support CX, 4) and how to do their jobs better to serve customers — we were driving adoption. We needed the organization to BUY customer experience and then used it!”
Dennis Ineman, Friendly’s Ice Cream, Marketing Director
“Successfully introduced several new consumer package goods products to established and new markets using primarily digital tactics in traditional legacy company.”