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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to the blog post transcription of the enlightening NTM Growth Marketing Podcast episode featuring Matt, the founder of Heinz Marketing. If you’re a marketing enthusiast or a professional looking for actionable insights, this post is tailored for you. Join us as we unravel Matt’s unique perspectives on creating predictable pipelines in complex sales situations, the evolving buying environment, and fostering synergy between different departments within a company.
When asked about his organization and role, Matt shared:
“I founded Heinz Marketing about 15 years ago. We’re all about creating predictable pipeline in complex sales situations, helping companies navigate what is often an increasingly complex buying and selling journey.”
Heinz Marketing aims to assist companies in iron out complexities in their buying and selling processes to achieve more predictable revenue outcomes from marketing efforts.
The buying environment has evolved drastically over the years. Matt highlights a few key reasons for this:
“You can’t just do random acts of marketing and expect to hit the outcome you want. You really do have to have better strategy processes and playbooks to orchestrate the outcome you want in a more consistent, predictable way.”
Matt dives deeper into their marketing strategies which are foundational to creating a predictable pipeline. The emphasis is on understanding the target market thoroughly:
A recurring theme throughout the podcast was the consensus on the necessity of collaboration between marketing, sales, and customer success teams. As Matt articulates, marketing doesn’t win unless sales win, and this unity is crucial for a seamless, consistent message to potential customers across all departmental interactions.
When asked about creating win-win situations across various departments, Matt emphasized the importance of:
Effective collaboration drives better outcomes, and as Matt notes, their best results come when sales is an active partner in every client engagement.
“To do that well, you have to have a common set of objectives, a set of metrics that reinforce the togetherness of the program, and you really do have to put egos aside and think about the jobs to be done.”
Reflecting on COVID-19 and its impact, Matt shared a personal insight about the shift in work dynamics:
Matt: For me, it was the ability to work from anywhere… I realized that in the same way the office was a construct, so is almost everything in our day.
The pandemic brought about new work methodologies, significantly impacting not only professional but also personal time management. Matt highlighted the newfound flexibility in work and the importance of re-engineering one’s day to spend time more wisely.
Matt doesn’t see a return to pre-pandemic office work norms for marketing professionals. Instead, there’s a growing need for flexibility. Trust and culture play significant roles in this shift. Those who can’t trust their employees to work efficiently from home might have deeper trust or cultural issues to address.
“If you don’t trust your people well enough to get the work done and you need them to come to the office, that is not a work problem. That is a trust problem. That is a culture problem.”
Looking forward, Matt is particularly excited about the intersection of AI and customer experience:
“The companies that win moving forward are going to have an experience-forward marketing mentality that prospects want to spend time with.”
In the world of marketing, failures are inevitable and crucial for growth. Matt candidly discusses his experiences with failed initiatives and the invaluable lessons they provide:
Matt: If you’re not failing as a marketer, you’re not doing the job right. The only way to find, to lean into innovation is to fail along the way.
Failures in hiring, managing teams, product ideas, and new market initiatives have all been pivotal learning experiences for Matt. He underscores the significance of embracing failure and using it as a roadmap for improvement and innovation.
Among many accomplishments, Matt takes pride in the creation of a robust CMO community. Initially developed through in-person breakfasts, the community successfully transitioned online during the pandemic. Today, it serves as a vibrant platform with over 3100 heads of marketing who engage in regular discussions, networking, and mutual support.
“We talk about everything. Meaningful discussions that go beyond the professional front to address real-life issues faced by these key figures in marketing.”
For those interested in learning more or connecting with Matt, you can reach him on LinkedIn or his website, linked in the above buttons.
If you’re interested in Matt’s CMO Community, it is exclusively for CMOs and Heads of Marketing. You can reach out to Matt via email <matt@heinzmarketing.com> for an invite.
The insights from this podcast episode underline the evolving and complex nature of modern marketing. With a focus on collaboration, flexibility, and continuous learning, Matt provides actionable strategies to navigate and excel in today’s dynamic market environment. Whether you’re a seasoned marketer or new to the field, these takeaways are invaluable for driving success in your marketing endeavors.
Stay tuned for more episodes and insights from The NTM Growth Marketing Podcast!
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