Senior Vice President of Corporate Strategy & Marketing demonstrates how to create an inspiring brand that tells your strategic story.

Michael Speranza - SVP of Corporate Strategy and Marketing

 

IPC Systems launched a new brand identity, following its acquisition of Etrali Trading Solutions earlier this year. Our guest today shares the use case for the brand strategy that 1,400 IPC employees will use to convey a single, compelling story that inspires customers and prospects. Today’s topic is Brand Strategy and Planning. To access best practices, download the SBI annual workbook and flip to the Brand Strategy and Planning phase on pages 174 – 179 of the workbook. 

 

Joining us for today’s show is Michael Speranza, a marketing leader who knows how to build brand preference with a strong B2B brand. Michael is uniquely qualified to speak on this topic of B2B brand strategy. After IPC acquired their top competitor, Michael navigated his company through the brand evolution to help make this M&A investment pay off. As the Senior Vice President of Corporate Strategy & Marketing for IPC, Michael has guided the brand strategy of his company through a major acquisition.

 

IPC is a global B2B provider of technology solutions for the financial service markets. IPC provides communication, networking, and information governance solutions in the FinTech space. Watch as Michael demonstrates how to create an inspiring brand that tells your strategic story. This show is valuable for every marketing executive with brand stewardship responsibilities, and a must watch episode for anyone acquiring companies as part of their growth strategy.

 

Why this topic today? Your competitors are making the same claims and promises as you. They’re even using the same words. Brands that are built on “who you are” and “what you do” don’t result in above average revenue growth. Your brand impacts revenue growth when it gets activated by the sales force and becomes uniquely relevant to your customer and prospects.

 

This brand strategy use case starts with understanding the 360-degree view of your customers and prospects. This involves understanding where your brand lives and how your audience might engage with your brand. Michael describes the brand audit process, that helped inform the new brand strategy, with primary research.  IPC conducted in-depth interviews with customers, employees, and stakeholders, plus discovery workshops with many constituents, to identify key brand attributes of IPC and the acquired company.

 

Michael states that, “We identified what we thought were the aspiration elements of the brand, and we made sure that we incorporated that cultural component to embody and create a brand that was going to be embraced by not only the joint set of employees, but the joint set of customers that we’re bringing together.”   The brand audit covered all aspects that you would expect: visual identity, brand, logo, content, web, print, and advertising, as an end to end program that touched every campaign. From start to finish, this was a three month long process.

 

Watch as Michael describes how the B2B brand is lived by the sales force.  Michael recognizes how important it is to support the sales force when you relaunch a brand, and how the sales force conveys the brand in every interaction.

 

Would you like to sit down with me and my hand-picked team of B2B brand strategy experts?  Come see me in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art, executive briefing center. To grow revenue faster than your industry and competitors every month, quarter, and year is hard to do. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.

 

The Studio Executive Briefing Center

 

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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