podcast |
October 14, 2018 | 4 min read
Reconstructing a Marketing Organization from Start to Finish
By: Matt Sharrers
Speakers: Andrea Brody | Matt Sharrers, SBI
Chief Marketing Officer demonstrates how she transformed a marketing organization to help her company achieve a successful exit strategy.
Joining us on the 
is Andrea Brody, the Chief Marketing Officer for Bravo Solution, which has sinced merged with JAGGAER to create the world’s largest independent spend management company.
Andrea is one of the top B2B revenue generating marketers with a passion for building brands. Andrea has a great story to share about how she led her marketing team to help her company achieve a successful exit strategy.
Below is a timestamped summary of the show segments and the topics covered. If you’d prefer to watch the video interview, click here.
Segment 1: Creating a Successful Exit Strategy
- Outlining the strategy. minute 3:55
- Determining how to assess your team. minute 5:50
- Aligning leaders across the company. minute 7:44
- Surprises you may encounter. minute 10:00
- Judging the effectiveness of your efforts. minute 12:30
Skip to minute 4:46 to listen to Andrea explain how she assessed the marketing function at BravoSolution and put her team in a position to support the desired outcome:
“There were about twelve different managing directors that just built their own little business, so when the PE companies went to the websites there were twelve different looking websites. The messaging was inconsistent…”
Segment 2: The Importance of Annual Budget Planning
- Changing the marketing budget annually. minute 17:03
- Ensuring cohesion between sales and marketing as leadership changes. minute 20:11
- Evolving metrics. minute 22:19
Skip to minute 21:18 to hear Andrea discuss the importance of interlock between sales and marketing:
“Marketing and sales are interlocked. And there is natural tension, of course. It’s collaborative. It’s interesting, because as a marketer you are a service to the sales organization. But you’re also trying to drive the business forward. The results that I’ve achieved at Bravo, I didn’t do on my own I couldn’t have done it without the trust and collaboration we had with sales...”
Segment 3: The Situation, The Opportunity, and The Result
- Assessing the current situation. minute 30:00
- Designing the marketing org. minute 32:09
- Lessons to take with you. minute 36:56
Skip to minute 30:41 to listen to Andrea’s original assessment of the company, and how she prioritized what needed to be done :
“The situation was the mandate was increase the evaluation of this company. The first thing was to rationalize the brand, the brand was very strong in one area, and not in others, so I needed to tap into that. The second thing was okay assess the team, and the strengths. It started, like I had mentioned, it was more field marketing, but needed to mature into a mature marketing organization. And the third thing was building trust with the sales org…”
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