Milja Saarimaa, Group Chief Marketing Officer at Midagon, explores how short-term pipeline priorities can overshadow the relationships that support lasting revenue. She discusses earning buyer trust, expanding existing customer relationships, and bringing customer insights into leadership decisions. She encourages executives to connect departmental efforts around shared business goals while making marketing’s contribution to growth clear.
“95% of the buyers are not buying at the moment, but we still need to build the trust, the reputation, the brand with them. When they become the 5% in the buying stage and are making the shortlist, we need to already be on that list. At that point, there is no way to get onto the list from the sidelines.” - Milja Saarimaa
Milja explains how leaders can make trust and reputation part of business planning, use customer knowledge to uncover expansion opportunities, and connect internal expertise with customer needs. She also explores why ongoing dialogue helps executives challenge assumptions and coordinate growth across departments.
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