11 Delfin Vassallo from Georg Fischer | How I lead my marketing department: where planning is important, plans less so, and where B2B doesn't mean boring 2 boring
How do you navigate the shift when your lean marketing team of nine integrates with a corporation that has a global marketing headcount of 85 professionals? What can you learn when getting buy-in from top management that you should produce up to 343 videos in-house? And how do you communicate marketing's business value when direct attribution is "delusional”?
From using videos and humor to leadership philosophies and business impact, these topics were covered in a discussion with Delfin Vassallo, Global Head of Marketing Communications for the Infrastructure Division at George Fisher. Delfin has had a career in marketing for over 25 years, so he definitely has valuable experience to share!
In this episode, you’ll hear more about the challenges Delfin faced in acquiring buy-in from top management, the importance of using humor in marketing campaigns, and the need to adopt an experimental mindset that supports ongoing improvement.
Listen to more about:
The philosophy that "marketing is responsible for tomorrow's sale”
Why direct attribution is viewed as "delusional" and how the focus is shifted to generating a massive sales pipeline (e.g., $71M+) as the core metric of success
The agile methodology for a heavy B2B environment
The strategy of creating hundreds of in-house videos featuring "solution experts" leading to direct inbound calls from new clients
Scaling a small, agile team of 9 into a global marketing organization of 85+ following a major corporate acquisition
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