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2 episodes with marketing partnerships
3 episodes with marketing partnerships
2 episodes with marketing partnerships
2 episodes with marketing partnerships
2 episodes with marketing partnerships
2 episodes with marketing partnerships
2 episodes with marketing partnerships
2 episodes with marketing partnerships
2 episodes with marketing partnerships
Don't miss Celessa Baker, VP of Marketing Partnerships at SEPHORA, on this episode of The CMO Suite podcast, Hosted by Sean Halter, founder of MiO Marketplace and sponsored in part by YouConnex - True Transparency in the biddable media space.
Tune in as Dave talks with Gretchen Steenstra, project strategy and leadership at DelCor, and Laura Sparks, director of marketing and web manager at ENTSOC. They discuss the key factors that contribute to a successful partnership between IT and marketing.*Recorded while Laura was at ENTSOC, now Director of Marketing and Communications at IEDC
This episode was recorded during P2PI and SMG's Retail Media Summit UK 2024. In this conversation, Efrain sits with Adam Aldridge, Retail Performance Lead at Kimberly-Clark. With him, we explore how the US-based paper product leader is approaching Retail Media and the Data they have unlocked to create a more meaningful connection with their consumers. Watch on YouTube: https://www.youtube.com/watch?v=-gyc6epNDC8 Topics Covered: The impact of Retail Media on an FMCG Company like KCC His view on the impact of Digital to better understand the consumer (given his background in Marketing) Partnerships with grocers Key bottlenecks he's detecting
The Twenty Minute VC: Venture Capital | Startup Funding | The Pitch
Matt Plank is Rippling's Chief Revenue Officer where he oversees all Sales and Account Management functions in the US and Internationally. Matt joined Rippling in the very early days when Parker Conrad (founder) was building V1 in a basement with $0 in revenue. Today the company is a market leader with 100s of $Ms in ARR. Prior to Rippling, Matt was a Sales Director @ Zenefits where he helped the company scale to $70M in ARR. In Today's Show with Matt Plank We Discuss: 08:25 Challenges and Strategies in Outbound Sales 10:29 Building Effective Sales and Marketing Partnerships 13:37 Founders and Sales Playbooks: Who Should Create Them? 20:45 Pricing Strategies and Customer Success 24:43 Discounting and Urgency in Sales 33:57 Building Relationships for Successful Deals 34:22 Effective Deal Reviews: Asking the Right Questions 35:30 Pipeline Reviews: Frequency and Participants 35:59 Handling Deal Slippage: Acceptable vs. Non-Acceptable Reasons 39:17 Maintaining Morale in Volatile Times 42:14 Outbound Sales Strategy: Lessons Learned 46:03 Scaling Sales Teams: Hiring and Promoting 47:15 Challenges and Strategies in International Markets 01:00:45 Signs of Scaling Issues in Sales Leadership
In this epiosde we talk to the Head of Marketing Partnerships and Influencer Marketing at Wix, Sarah Adam. Sarah has over 10 years experience in various B2C and B2B SaaS Marketing roles, from PR, Field Marketing and Content to Partner Marketing and Influencer Marketing. Sarah is focusing on Wix's new end-to-end web creation platform for Agencies and Enterprises, called Wix Studio.
On the latest podcast episode, Philipp Schuster talks about bringing his agency and procurement background to build meaningful and innovative marketing partnerships at Bayer. This is his shiny new object, which he likens to "getting better if you play against a better team" and sees as supporting growth on both agencies' and clients' side. Learn more about this new model and get Philipp's top data driven marketing tips, including why we need to keep putting ourselves in uncomfortable situations.
Au programme de ce nouvel épisode, Nicolas Pinto revient sur son parcours et nous partage son expertise au micro du Lab. Hébergé par Acast. Visitez acast.com/privacy pour plus d'informations.
This episode features an interview with Cristy Garcia, CMO, impact.com, a partnership management platform that automates business partnerships, at scale.In this episode, Cristy shares the do's and don'ts of marketing, and the primary reason for failed partnerships. She also discusses the evolution and importance of using influencers in marketing, and what it's like marketing to marketers.Key Takeaways:Influencers have been around for awhile, but they became even more important during the pandemic. If you aren't working with influencers as a marketer, you're being left behind. When partnerships fail, it is most often due to lack of communication. Make sure to be very clear about payments, expectations, and what you are promoting. You can generate significant revenue through partnerships, for some companies, as high as 28 percent of their total revenue. Quote: “If you're not working with influencers right now as a marketer, you're left behind. This is happening now. The rise of influencers, they've been around for a long time, I spoke at mommy blogger conferences back in 2012, so it's not new. But what is new is sort of the heightened awareness and demand for influencer content. And I think it all happened around the pandemic when people were at home with their phones, creating social interaction, buying things online, and the influencers really took off.”Episode Timestamps:*(3:06) The Trust Tree: The rise of commerce content*(14:20) The Playbook: THe dos and don'ts of partnerships*(35:55) The Dust Up: Knowing your worth*(37:28) Quick Hits: Cristy's quick hitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Cristy on LinkedInLearn more about impact.comLearn more about Caspian Studios
In this episode of Thought Leadership Studio, join us as we delve into the world of strategic marketing matchmaking with Behdad Jamshidi, award-winning marketing strategist and founder of CJAM Marketing. Discover how Behdad connects businesses with the right marketing partners, bridging the gap between business needs and specialized marketing expertise. Learn about the innovative use of AI in marketing and the importance of finding passionate, long-term partners. Behdad shares his insights on building successful marketing partnerships and offers practical advice for advancing your online messaging. Whether you're a business owner looking to enhance your marketing efforts or a marketing professional seeking new strategies, this episode provides valuable knowledge and inspiration. **What this episode will do for you:** - Understand the role of strategic matchmaking in marketing success. - Learn how to leverage AI for innovative marketing solutions. - Discover the importance of specialized marketing partners for business growth. - Gain insights on improving your online messaging. - Explore practical recommendations for advancing your marketing strategy. - Find out how to connect with Behdad Jamshidi for further guidance. For a curated transcript and links to free offers and resources discussed, go to the episode page at: https://www.thoughtleadershipstudio.com/b/podcast/Matching-Marketers-to-Companies-with-Behdad-Jamshidi
Takeaway points: - Partnerships are the secret sauce in your marketing plan. - Strategic Marketing Partnerships provide REACH to your ideal customers, CREDIBILITY in your industry and community, and DIFFERENTIATION from your competitors, that drives profitability. - Sponsorship is dead. Triple win partnerships make headlines, build hype and get you creatively deliver new offers to your mutual customers. Therese has the magic touch when it comes to speaking the language of brands, securing collaborations, partnerships, and sponsors that grow businesses. She's the Best Selling, triple gold medal Author of SWAP! Marketing without Money where she reveals her insider strategies and a trailblazing track record that speaks volumes. Therese secured major partnerships with brands Jeep, Sesame Street and Benetton to create a $10m business. A seasoned TV strategist, she's been a judge on Channel 10's ByDesign, and weaved brands seamlessly into shows like The Block, Selling Houses Australia, and The Living Room and has become the sought-after expert for securing sponsorships that deliver a 3-way win. __ Get Your Free Ebook Copy Of Mike Handcock and Landi Jac's Entrepreneur X Factor: www.exfbook.com www.worldwidebusinessintelligence.com We bring you worldwide business intelligence with heart, purpose and one goal. Your increased Prosperity, with greater Freedom and significant purpose.
Today's Masterclass episode is all about 5 Ways To Develop Your Creative Skills In The Football Industry, With Curiosity, Coaching, Leadership, And The Right Working Environment Learn from 5 Sports Industry Professionals sharing their tips on how to improve your Creative Skills in the Sports & Football Industry In this podcast episode: Lizi Hamer, Global Executive Creative Director at Octagon, discusses how pursuing a degree in Art enhanced her graphic design and marketing skills. James Galanis, President of Universal Soccer Academy, explains how visualization techniques have improved his football coaching abilities. Mayi Cruz Blanco, Head of Marketing Partnerships at TEAM Marketing, talks about the role of creative leadership in advancing women's football. Dan Wood, from the World Freestyle Football Association, critiques 'copycat' marketing strategies in the football industry and emphasizes the importance of creative thinking for authenticity. David Alfrey, Partner at Addleshaw Goddard, highlights how creativity can thrive with the right work environment. Connect with Ed!! Connect with Ed on LinkedIn: https://www.linkedin.com/in/edbowers101/ Follow Ed on Instagram: https://www.instagram.com/edbowers101/
Have you ever found yourself at a career crossroads, unsure which path to take? Dr. Jamie Parks, CEO of American Hearing and Audiology, joins us to narrate her journey from an uncertain undergrad to a business maven, operating 20 clinics across several states. Our conversation dives into the moments that shaped her audiology career, from her initial steps in clinical work to the leap into sales, and circling back to her true passion in private practice. Alongside this, Dr. Parks unveils the transformative impact marketing and a relentless pursuit of independence had on her growth, proving that a mix of vision and grit can lead to doubling revenues and successful entrepreneurship in healthcare.When we think about business, we don't often pair it with the intricacies of forming partnerships, but Dr. Parks walks us through the complex dance of expansion. She shares her insights on building a robust team dynamic, the art of structuring partnerships, and the crucial elements of trust, communication, and aligned goals. Whether discussing how to create a solid operating agreement or leveraging each other's strengths for effective problem-solving and decision-making, this episode provides a playbook for entrepreneurs looking to scale and solidify their ventures through collaborative efforts.Lastly, we tackle the strategies that ignite business growth and keep the engine running smoothly. Dr. Parks elaborates on the use of affiliate programs, consulting services, and the pivotal role of cultural leadership in nurturing a thriving workplace. We also cast a wider net to examine the audiology industry's trends, the role of private equity, and the strategic importance of vendor relations. For those hooked on the narrative of American Hearing and Audiology or curious about the commercial side of audiology, Dr. Parks points you towards resources and opportunities to engage further and perhaps even find the ideal location for your practice through Leaders Real Estate. Join us for an episode rich with actionable insights for both the budding entrepreneur and the seasoned business leader.If you need help finding the perfect location or your ready to invest in commercial real estate, email us at podcast@leadersre.com. Sign up for a FREE vulnerability analysis and lease renewal services View our library on apple podcasts or REUniversity.org. Connect on Facebook. Commercial Real Estate Secrets is ranked in the top 50 podcasts on real estate
In this enlightening episode of The Content Amplification Podcast, host Shaun Whynacht sits down with Yoran, the visionary founder behind a groundbreaking affiliate management platform tailored for B2B SaaS companies. If you've ever pondered the real benefits of affiliate marketing, how to leverage it to grow your business, or even the nuts and bolts of what affiliate marketing entails, this conversation is a goldmine of insights.Yoran demystifies the concept of affiliate marketing, illustrating how it serves as a partnership that drives traffic and, ultimately, paying clients to your business. With a focus on SaaS and B2B, he explains the unique advantages of recurring subscription models and higher ticket prices in affiliate marketing.The journey to founding his company is as fascinating as it is inspiring. Frustrated by the limitations and challenges of existing affiliate networks, Yorin embarked on creating a solution that prioritizes trust, transparency, and efficiency. He shares the hurdles of bootstrapping a SaaS company, the strategic moves that propelled his platform forward, and the importance of having a solid foundation before diving into affiliate marketing.For SaaS companies curious about starting their affiliate program and individuals considering the affiliate path, Yorin offers invaluable advice. He emphasizes the importance of understanding your product and market first and shares tips on building a successful affiliate program and becoming an effective affiliate.Discover how Yoran's platform is revolutionizing the affiliate marketing landscape for B2B SaaS companies and affiliates alike, making it more transparent, trustworthy, and profitable. Whether you're a SaaS entrepreneur, a marketing professional, or someone interested in the affiliate marketing world, this episode is packed with actionable insights and stories that will inspire and inform.About JoranJoran Hofman founded Reditus, an affiliate management platform for B2B SaaS companies. He has been growing the company entirely bootstrapped and with a straightforward value-led approach. Before starting Reditus, he was an affiliate marketer and saw an apparent problem in the market. Hence, he started Reditus.We will be diving into bootstrapping a SaaS and how a value-led approach can help you grow your business long-term.What is the biggest challenge Joran is trying to help people overcome right now?How to leverage someone else its network to grow your own SaaS. I also run my own podcast (https://www.getreditus.com/saas-podcast/) where I leverage other peoples network as well, to become a thought leader & grow my own business.Affiliate marketing does this as well, how can you use the audience of someone else to generate paid clients for your software. See our marketplace with SaaS companies here: https://app.getreditus.com/marketplace
In this episode, the hosts discuss the new games coming to Fortnite, including Lego Fortnite, Rocket Racing, and Fortnite Festival. They also analyze the trailer for GTA 6 and share their thoughts on the game's world and characters. Finally, they speculate on the possibility of next-gen consoles being released alongside GTA 6. The conversation covers topics such as GTA 6, Dragon Age, Game Pass partnerships, Shohei Otani's destination, ownership of digital movies, physical media, and Game Awards predictions. In this episode, the hosts review the movie Die Hard and discuss whether it is a Christmas movie. They praise the pacing and setting of the film, as well as the flawed and relatable protagonist. The hosts also discuss the sequels to Die Hard and share their thoughts on the upcoming Avatar: Frontiers of Pandora game release. They conclude the episode by inviting listeners to join them for their live coverage of the Game Awards. Website: https://strangelyawesomegames.com/ Vote for our 2023 Best of Awards here! Takeaways Fortnite is introducing new games within its platform, including Lego Fortnite, Rocket Racing, and Fortnite Festival. The trailer for GTA 6 showcases a vibrant and detailed world set in a fictionalized version of Florida called Leonida. The hosts are excited about the potential of GTA 6's story mode and the intimate, low-level crime focus. The release of GTA 6 may coincide with the launch of next-gen consoles, offering an enhanced gaming experience. GTA 6 is expected to have marketing partnerships with Sony or Microsoft. Dragon Age is targeting a full reveal and potential release in summer 2024. Game Pass is unlikely to be available on PlayStation or Nintendo platforms. Shohei Otani's destination is uncertain, but Toronto is a potential contender. Ownership of digital movies on PlayStation is at risk due to rights issues. Physical media, such as steel books, can provide a more tangible and secure ownership experience. The Game Awards predictions include categories such as action-adventure, narrative, and game of the year. Die Hard is a classic action movie with a Christmas setting, making it a popular choice for holiday viewing. The pacing and setting of Die Hard contribute to its success, creating a claustrophobic and intense atmosphere. The flawed and relatable protagonist, John McClane, adds depth to the film and makes it more engaging. The sequels to Die Hard vary in quality, with Die Hard 3 and Die Hard 4 being particularly well-received. The hosts are excited about the upcoming release of Avatar: Frontiers of Pandora and invite listeners to join them for their live coverage of the Game Awards. Chapters 16:33 GTA 6 Announcement 22:29 GTA 6 World and Characters 29:00 GTA 6 and Next-Gen Consoles 30:05 GTA 6 and Marketing Partnerships 34:02 Dragon Age and Dread Wolf 35:50 House of the Dragon and TV Shows 37:12 Game Pass on PlayStation and Nintendo 44:04 Ownership of Digital Movies 50:16 Physical Media and Steel Books 54:18 Game Awards Predictions 58:15 Die Hard: A Christmas Movie 01:02:49 Die Hard Review 01:06:14 Die Hard Sequels 01:10:32 Die Hard Pacing 01:13:29 Al Powell's Character 01:16:14 Die Hard as a Tradition 01:19:57 Avatar: Frontiers of Pandora Release 01:21:57 Other Game Releases 01:23:29 Conclusion
In this episode of Entrepreneur Money Stories, Danielle and Lindsay delve into community-driven business growth, partnerships, starting and growing a business without funding, and Lindsay's journey of selling her business. Discover insights on organic marketing, business development, challenges, key lessons, and cost-effective marketing strategies. Topics Discussed: Intro (0:00) Lindsay's current mission and focus (2:47) Lindsay as an “accidental” entrepreneur and how to grow your business with no funding (4:04) Balancing full-time work and building a business (6:48) Attracting brand partnerships: luck or skill? (10:23) Money Mindset Mastery Framework (20:50) The journey of selling your company: navigating due diligence inquiries (21:51) Leaving your business behind and pivoting to a new business (28:46) Lindsay's most important lesson learned and strategies for success (37:00) Connect with us for help (45:20) For help with finances while growing your business, visit: https://kickstartaccountinginc.com/get-started/ Connect with Danielle: Instagram | @Daniellehayden__OH Instagram | @Kickstartaccounting Website | Kickstart Accounting, Inc. Facebook | Kickstart Accounting, Inc. Get Started Today: https://kickstartaccountinginc.com/get-started/
In this episode of Entrepreneur Money Stories, Danielle and Lindsay delve into community-driven business growth, partnerships, starting and growing a business without funding, and Lindsay's journey of selling her business. Discover insights on organic marketing, business development, challenges, key lessons, and cost-effective marketing strategies. Topics Discussed: Intro (0:00) Lindsay's current mission and focus (2:47) Lindsay as an “accidental” entrepreneur and how to grow your business with no funding (4:04) Balancing full-time work and building a business (6:48) Attracting brand partnerships: luck or skill? (10:23) Money Mindset Mastery Framework (20:50) The journey of selling your company: navigating due diligence inquiries (21:51) Leaving your business behind and pivoting to a new business (28:46) Lindsay's most important lesson learned and strategies for success (37:00) Connect with us for help (45:20) For help with finances while growing your business, visit: https://kickstartaccountinginc.com/get-started/ Connect with Lindsay Pinchuk: Website | www.lindsaypinchuk.com Instagram | @lindsaypinchuk LinkedIn | Lindsay Pinchuk Connect with Danielle: Instagram | @Daniellehayden__OH Instagram | @Kickstartaccounting Website | Kickstart Accounting, Inc. Facebook | Kickstart Accounting, Inc. Get Started Today: https://kickstartaccountinginc.com/get-started/
Golf. Hard to believe there are other sports played here in The Valley as everywhere you look is a golf course. But one organization in particular is celebrating 100 years this year, the AZ Golf Association. The AZ Golf Association serves as the official governing body of amateur golf in Arizona. What started as a small group of golfers who got together to run the annual Amateur Championship has grown to an association of more than 700 men's and women's clubs, serving nearly 80,000 individual members. Today, the AGA is a volunteer-based organization directed by amateur golfers promoting the game of golf and providing valuable benefits and services to its members. This week I have Chris Montgomery who is the Dir of Marketing & Partnerships at AGA. Hopefully I can learn a thing or two about the game. We also have two of our favorites, Jeremy Mueller of State Farm Insurane and Dr. Rob DiVito of AZ Center for Laser Dentistry.
Golf. Hard to believe there are other sports played here in The Valley as everywhere you look is a golf course. But one organization in particular is celebrating 100 years this year, the AZ Golf Association. The AZ Golf Association serves as the official governing body of amateur golf in Arizona. What started as a small group of golfers who got together to run the annual Amateur Championship has grown to an association of more than 700 men's and women's clubs, serving nearly 80,000 individual members. Today, the AGA is a volunteer-based organization directed by amateur golfers promoting the game of golf and providing valuable benefits and services to its members. This week I have Chris Montgomery who is the Dir of Marketing & Partnerships at AGA. Hopefully I can learn a thing or two about the game. We also have two of our favorites, Jeremy Mueller of State Farm Insurane and Dr. Rob DiVito of AZ Center for Laser Dentistry.
All in 24 Minutes or less… In Season 4, Episode 7, Travis sits down with Chris Marciani, Brand and Marketing Partnerships for The Brandr Group. Chris has worked in senior sales roles at leagues, teams, and agencies. Tune in to hear what he believes the similarities are in selling at a high level for different properties and teams. 3 Hot Topics: ✅ Sell Regardless of Performance ✅ Unique Parts of Large Deals ✅ Key Characteristics in Top Executives www.52weeksofhustle.com Book Available - https://www.amazon.com/dp/1735610801 Learn more about your ad choices. Visit podcastchoices.com/adchoices
Struggling to expand your customer base and enhance the traction for your offerings? Well, today's episode delves into a proven, yet underutilized strategy that's an absolute game-changer - Strategic Marketing Partnerships. We break down the process of forming a powerful alliance with non-competing businesses that share the same target audience. Discover the incredible potential these partnerships unlock in driving exponential growth and boosting customer retention. You'll learn how to identify prospective partners and integrate your services in a way that amplifies the value you deliver to your customers. And that's not all. We also discuss how to effectively leverage your partners' user bases to promote your product or service, resulting in unprecedented traffic to your offerings. But wait, there's a third point - a secret sauce if you will, that ties all of these strategies together. It's a game-changing insight you can't afford to miss. Ready to unlock massive growth for your business? Well listen closely and dive into a world of strategic alliances and the incredible potential they hold.
Instead of our normal broadcast, we're doing something a little different. Will and Tim spend 30 mins chatting about the past week's most interesting eComm (and beyond) news. Think Pivot meets Morning Brew pod meets The Rest Is History. We discuss Threadup's resale report and the general state of circular platforms, Gymshark's approach to retail and where omnichannel is at, Vice's demise, KIKI the new Web3 beauty brand and Domm Holland's new startup, Trady. …………. Sign up to the Your Basket Is Empty newsletter here and learn more about Recharge here ⚡️ Enjoy ✌️
Jenna is the CMO of IPSY, a direct to consumer business which happens to be the largest beauty subscription brand in the world. Prior to that, she was the CMO for 7 for all mankind, the denim brand, and was recognized as Forbes top 50 Entrepreneurial CMOs. Jenna talks about how the creator economy and developing a tiered approach with influencers has been a significant growth driver for IPSY. She goes into the KPIs that are important to them like Earned Media Value and how that ties to organic traffic which is a direct source for acquisition and how these partnerships serve as a primary communication vehicle for product announcements and earned media to drive existing subscriber AOV. One of the sources IPSY has at their disposal is an influencer network that reaches north of 20M brand proponents. Not only do they have distribution at scale, but the brands and personalities of their creators, also then drive even more brand loyalty. So it's two feedback loops. One for distribution and another for brand sentiment. --- Where to find Jenna: https://www.linkedin.com/in/jennahabayeb/ Where to find Patrick: https://www.linkedin.com/in/pcmoran/ --- Sources we discuss: https://www.tribedynamics.com/blog/earned-media-value https://www.ipsy.com/about --- (2:42) A description of IPSY as a business and when it got started (4:14) Brand Partnerships as a supply source of products, Marketing Partnerships for amplification, and Creator Partnerships (7:21) The differences between Marketing Partnerships and Creator Partnerships (9:11) How IPSY got started building their creator economy (11:44) Breaking down the creator economy into three tiers (16:35) Using Earned Media Value to determine effectiveness (19:34) Impacting new subs and driving engagement (21:29) Building non-transactional and authentic relationships with creators (24:03) The emergence of de-influencing (25:26) Using the community and customer forums for real time feedback and establishing deeper relationships (28:26) How the internal teams leading creators, the community, and paid acquisition work with each other (30:25) How brands and companies can get started with a strong influencer strategy and build larger and stickier communities (33:51) Defining effectiveness by aligning to business objectives (37:14) Investment approach for influencers and tying to the right KPIs (38:45) Starting small and thinking about creators as partners in both distribution and content
Golf. Hard to believe there are other sports played here in The Valley as everywhere you look is a golf course. But one organization in particular is celebrating 100 years this year, the AZ Golf Association. The AGA serves as the official governing body of amateur golf in Arizona. What started as a small group of golfers has grown to an association of more than 700 men's and women's clubs, serving nearly 80,000 individual members. Today, the AGA is a volunteer-based organization directed by amateur golfers promoting the game of golf and providing valuable benefits and services to its members. This week I have Chris Montgomery who is the Dir of Marketing & Partnerships at AGA. Calendar of Events Happy Easter and Passover to all those who celebrate. Click here to learn more about AZ Golf Association Hoppy EasterScottsdale Quarter is hosting an egg hunt on April 8 from 11-2. Tickets are $5 to secure a bag and eggs for your child. Make an afternoon out of it and enjoy a little shopping while you're there. Frank LebowitzComing to the Scottsdale Center for Performing Arts on April 7. Tickets start at $35. You're definitely in for night of laughs and puns. The Bachelor LIVE on Stage at Salt River Fields The ultimate Bachelor Nation fan party comes to Talking Stick Resort for six shows in the form of a wildly flirtatious and interactive evening. The audience and on-stage participants will leave feeling like they just spent an evening at the mansion. Each weekend in April features different Bachelor and Bachelor contestants. Check the link to see which weekend your fan favorite is coming to town.
Golf. Hard to believe there are other sports played here in The Valley as everywhere you look is a golf course. But one organization in particular is celebrating 100 years this year, the AZ Golf Association. The AGA serves as the official governing body of amateur golf in Arizona. What started as a small group of golfers has grown to an association of more than 700 men's and women's clubs, serving nearly 80,000 individual members. Today, the AGA is a volunteer-based organization directed by amateur golfers promoting the game of golf and providing valuable benefits and services to its members. This week I have Chris Montgomery who is the Dir of Marketing & Partnerships at AGA. Calendar of Events Happy Easter and Passover to all those who celebrate. Click here to learn more about AZ Golf Association Hoppy EasterScottsdale Quarter is hosting an egg hunt on April 8 from 11-2. Tickets are $5 to secure a bag and eggs for your child. Make an afternoon out of it and enjoy a little shopping while you're there. Frank LebowitzComing to the Scottsdale Center for Performing Arts on April 7. Tickets start at $35. You're definitely in for night of laughs and puns. The Bachelor LIVE on Stage at Salt River Fields The ultimate Bachelor Nation fan party comes to Talking Stick Resort for six shows in the form of a wildly flirtatious and interactive evening. The audience and on-stage participants will leave feeling like they just spent an evening at the mansion. Each weekend in April features different Bachelor and Bachelor contestants. Check the link to see which weekend your fan favorite is coming to town.
This episode from the archives is gold.Anthony has years of experience in social media marketing, influencer marketing, community building, team management, content creation, campaign development and analytics. He is currently the Associate Director of Social Media at OrangeTheory and formally headed up Brand Strategy & Marketing Partnerships at CEG, plus social media at Bodybuilding.com and Spartan Race.And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest performing ROAS channel by far. Visit Retention.com to book a demo today.Follow Anthony:LinkedIn: https://www.linkedin.com/in/anthonyyepez/Twitter: https://twitter.com/AnthonyYepezKeep up to date with the latest news from The Marketing Millennials:.Follow Daniel on Twitter: twitter.com/Dmurr68LinkedIn: linkedin.com/in/daniel-murray-marketing Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennialsDaniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com
I'm Josh Cooperman and this is Convo By Design with a podcast episode about podcasting and how this form of communication is finally getting the attention of those in the shelter industry. Moderated by a longtime friend, Breegan Jane and empaneled by new friends who you will meet in just a moment. I learned a long time ago that you can't force people to embrace any ideas until they are ready to do it themselves. Podcasting is something I am extremely passionate about because I have been doing it for such a long time. At the start of this show, 10 years ago, I really wanted to gain the attention of the established media because I felt like I was providing a product not available. telling the stories behind the design instead of just showing the work itself because that has always been of greater interest to me. It took far longer than I thought it would and the reason why? Because showing pretty pictures is much easier to do. Talking about the celebrity designer, starchitect or celebrity client is the design porn that gets clicks and shares instantly. it takes far more time to listen to a 30 or 60 minute conversation where the ideas build. I'm going to keep the preamble short because following is a longer conversation about the growth and development of podcasting in our industry. I was fortunate to be invited by Kim Porter, Senior Programming Manager with IMC, and Las Vegas Market, who also gives the introduction at the very beginning. In this episode, you will also hear from; Justin Honaman of Contender Cast, Daniel Russo of The Design Exchange and Michelle Sherrier of The Retail Whore. And this panel was deftly moderated by a friend of the show and previous guest, Breegan Jane. Designer Resources ThermaSol - Redefining the modern shower experience. Episode 271 featuring Mitch Altman Moya Living - Beautiful, durable powder coated kitchen, bath & outdoor kitchen cabinetry Design Hardware - A stunning and vast collection of jewelry for the home! What you are going to find is an entirely different conversation than you might expect. It covers everything from how and why to the stories that drew each of us to the platform and what the future of arts and design focused podcasting sounds like. We'll get to that right after this. Thank you Breegan, Michelle, Daniel, John. I really am so furtunate for an opportunity to share a stage with you. Thank you Kim for making this possible and Thank you to CXD partners and sponsors including ThermaSol, Moya Living, Design Hardware.. Thank YOU for taking the time out of your day to download, subscribe and listen to the show. I appreciate you and I hope this show helps you do that thing you do better. For more information about the show, about what we do here at Convo By Design, check the show notes for links and ways to connect. Until next week, be well and take today first. -CXD
In today's episode, we hear from one of the best partner-marketing leaders on the planet in Mark Kilens, and one of the most experienced partnerships people coming out of sales, Airmeet's new VP of Partnerships & Channel Sales, Rhonda Scher. Rhonda was deep into sales before working in her first partnerships role at Hopin. Mark cut his teeth building HubSpot's renowned partner and user training programs before running marketing at companies like Drift and now he's CMO of Airmeet. During our talk today, the three of us work to uncover: What partnerships mean to Mark, Rhonda and Airmeet The importance of partnerships for both Mark and Rhonda in their careers and objectives at Airmeet How partnerships lends itself to Marks core growth framework Types of partners Rhonda is working with How Rhonda puts together marketing requests What Mark needs from partnerships to treat a request from the partnerships team like an opportunity and not an obligation What can stop the partnership effort in its track if the partner person doesn't plan ahead How to take your tech integrations partnerships hat off while dealing with solutions partnerships What happens next after marketing approves a collaboration with partnerships KPIs they share and see as the next This is an excellent episode to share with your marketing team or CEO. But as usual, before we start, please hear from our amazing sponsors. Sponsors: Reveal - A free account mapping solution. Partnerstack - Partner tracking and payouts. Partnerhub® - for finding and managing your partnerships.
As a business owner, you know that what you offer is very specific. And you've probably learned that straying from what you offer to accommodate a client need isn't always the best idea. BUT. What if you strayed, and strayed wildly successfully by involving a strategic partner? Your client needs more than what you offer. It's as simple as that. What if you had control over this and how it impacts your projects for that? That's where strategic partnerships can play a role. Tune in to hear all about strategic marketing partnerships that will not only benefit your clients and customers, but you in the long run. (PS: Some exciting news towards the end of the episode, so make sure to listen all the way!)Topics discussed:What strategic marketing partnerships entailHow to discover strategic partners that align with you and your businessHow strategic marketing partnerships can boost your revenue Check out Brand in a Bottle: brandgoodtime.com/brand-in-a-bottleFollow us on Instagram: @shesbusyaf @brandgoodtimeFind us online: brandgoodtime.com & shesbusyaf.comWork with us: brandgoodtime.com/work-with-us
On this episode, Jake Jorgovan, Founder of Content Allies, a marketing agency that helps B2B tech companies launch revenue-generating podcasts and content marketing campaigns, discusses building co-marketing partnerships through podcasting. Jake talks about the value of co-marketing partnerships through podcasting for small businesses compared to larger businesses, as well as the different angles that each uses to meet different objectives. He says that before creating a podcast, it's critical to understand your objective, as well as the process around that. For example, some use podcasting for account-based marketing, to build relationships with new customers or partners, or as a showcase of thought leadership. Some of the tips Jake provides are around gathering ideas, what to do to sustain podcast partnerships after the show, ways people are collaborating together on podcasts and how to create awareness for podcast shows as well as outlets for podcasting content. Resources Mentioned: Leaders of B2B podcast - https://podcasts.apple.com/us/podcast/leaders-of-b2b-interviews-on-b2b-leadership-tech/id1541181625 Content Allies podcast agency - https://contentallies.com/ Note: SaaS Connect 2023 will take place in San Francisco April 19th and 20th. If you would like to be a sponsor, please contact us at admin@cloudsoftwareassociation.com for information. Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com. #saas #software #cloud
Dustin Riechmann is a strategic marketing coach who helps mission-driven entrepreneurs rapidly increase profits and massively grow their network using a Partnership Marketing System. Some of The Topics Discussed Include: How To Use Guest Podcasting as a Strategic Marketing Channel Dustin's Partnership Marketing Strategy How To Create a Steady Flow of Leads Without Paid Ads 3 Keys To Closing High-Ticket Sales A 90-Day Action Plan To Generate A Year of Growth In 12 Weeks Links & Resources Simple Success Coaching Connect with Dustin on Linkedin Review & Subscribe Thanks for joining us this week! Want to subscribe to our podcast and leave some feedback by posting a review? You can do so by checking us out on Apple Podcasts. The show is also available on Spotify, Google Podcasts, and anywhere else you listen to podcasts. Prefer watching these discussions? Check us out on YouTube and subscribe to our channel for the video version of each podcast. Need Digital Marketing Help? Then book a Strategy Call with me to discuss your company's marketing challenges. In less than 30 minutes, I'll help you brainstorm solutions to improve your company's marketing performance and provide you with actionable next steps to turn things around. Use the link below to schedule a time to chat with me. Book a Strategy Call
“Control what you can control.” That's the mantra that Phoenix Suns SVP of Marketing Partnerships Tom Fletcher spoke to himself as his playing days in the NFL came to an end. It was his vow to never let his future be left to the capricious whims of some unknown team executive. With that, Tom began his sports business career by focusing on what he could control: building solid relationships, saying yes to opportunities, working with great teams of people, and so much more. That focus has seen him through some ups and downs throughout his career. In our conversation, we touch upon some of his unique challenge, what the transition away from being a professional athlete was like, and lessons he picked up hanging around Coach Nick Saban an the U Alabama football team. Video clip: https://youtu.be/y2L3pC6hQHY
Marketing can be a struggle when you're first starting out and have a small audience. What if there was a strategy that could get your name out to hundreds, if not thousands, of people in your target audience fast - and it was completely free?In this episode, we're joined by Dustin Riechmann, founder of Simple Success Coaching and an expert in partnership marketing. He shares what partnership marketing is, why it's so effective, and how to get started with it. He also shares some of the most common mistakes new or aspiring business owners make when taking the leap into entrepreneurship.So if you're thinking about starting a business or are in the early stages of growing one, this episode is for you. Tune in to learn how you can use partnership marketing to take your business to the next level!Join us as we discuss:(1) The importance of having a plan when making a major career change(2) How to take the next step in your business for growth and revenue(3) Why confidence is key when selling your products or services(4) The value of networking and building relationships with other business owners(5) How to get started with partnership marketing so that you can help your business thrive(6) Examples of partnership marketing success stories(7) Dustin's advice for you if you're on the fence about quitting your job or starting your businessResourcesConnect with DustinWebsite: https://simplesuccesscoaching.com/Instagram: https://www.instagram.com/engagedmarriage/Want more tips to help you launch & grow your online business? Click here to join the FREE Quit Your Job, Sis Facebook Community!For more inspiring content that will help you up-level in your life & biz, follow me on Instagram @lindsaymhanson. Use #QuitYourJobSis to show you're listening!Support the show
Scott Levy, a globetrotting senior US sports executive with a stellar resume and decades of achievements in the NBA. Get an inside scoop into the growth of the NBA internationally, and Scott's role and journey over more than two decades with the organization. Key Highlights Passion for traveling inspired early after University, starting in the advertising world with Y&R and McCann-Erickson in New York City with a goal to combine his passion with work Joining the NBA in 1996 working in marketing and moving in Media and international television distribution His first decade at the NBA unpacked (1996-2006) Massive growth of global distribution, especially country by country deals – media a big focus of then Commissioner David Stern Over 20 deals in China alone, Shanghai Media story Clear strategy to keep everything in house, not using agencies – Scott explains the reason behind it David Stern, always pushing his team to get better, be the most educated guy in the room The impact of players on growth, Yao Ming, Dirk Nowitzki and the US superstars from MJ to Kobe Bryant The different impacts of Yao and Dirk in their respective territories, Kobe and LeBron, social media exploits and travelling the globe Teams travelling globally to promote the League (pre-season games), comparing to European/UK Football Clubs. Decisions are centralized and coordinated by the League Initially teams often didn't want to travel (Coaches preferred to train at home for pre-season) and now it's a part of their global brand and team building Teams been travelling since the 90s, first in Japan, up to 6-8 teams now regularly travelling each year, mostly teams playing each other Teams now using Tours to expand fan base, bring in new sponsors, etc, also driven by more diverse group of NBA Team owners MJ Global Sports & Media – short 2-3 year break as consultant Back into the NBA for the second round (2009-2022) Coming back as SVP & Managing Director for NBA Asia based in Hong Kong His role, everything in region excluding Greater China (separate NBA China office), firstly “learn about Asia” Philippines, highest basketball affinity in the world – mad about the game – Eric Spoelstra visiting the Philippines India, important market and development started a decade ago Basketball Africa League (BAL) success and model, potential for other regions? NBA Digital platforms (NBA League Pass) – variety of feeds (Player, Refs & Mascot cams) different languages, local influencers calling a game in local language, different packages, fourth quarter pass, etc. Very customized to each region and country. As low as US$ 20 dollars (correction to US$ 10 dollars comment) per season Rakuten, important partnership in Japan (media partner) and globally Short form content, very important for engagement, vertical video format, finding the right mix, longer content demand growing (20-60 min) Local partnerships, depends on country, ie. Philippines, Australia and China has strong local partnerships Junior NBA program – healthy livestyle focus, more opportunities to grow with local partners Scott leaving the NBA, becoming a digital nomad, spending time between Asia and US – next moves Consulting companies in Web 3 space NBA Top Shot, NBA an early adopter in NFT space – US$ 1 billion dollar worth of transaction Scott sees exponential growth in the Web3 space from metaverse to Dao's – still early days NB2K – a form of a metaverse already, NBA Fortnite – NBA All-Star Game content (16 million visiting NBA Hub in Fortnite) His focus is on being heavily immersed in this space in the foreseeable future on his own Final words on the current NBA Play-offs and teams in the Conference Finals About SCOTT LEVY, Executive Vice President & Managing Director, NBA Asia As Executive Vice President & Managing Director of NBA Asia, Scott Levy oversees development and expansion of the NBA's branding and basketball initiatives in Asia-Pacific, including Australia, India, Japan, Philippines, South Korea and other countries across Southeast Asia and Oceania. Levy directs all of NBA Asia and NBA India's business groups, including media distribution, marketing and marketing partnerships, merchandising, events, digital media, and gaming. Levy reports to NBA Deputy Commissioner Mark Tatum. Since Levy's arrival in 2009, the league has dramatically expanded its local partnerships in Asia-Pacific, resulting in more than 460 retail locations and e-commerce sites, multiple new media and marketing partnerships, the launch of the Jr. NBA across Southeast Asia, and amassing more than 35 million followers from Asia across the league's social media accounts. From 2006 to 2009, Levy ran his own consulting company, MJ Global Sports and Media Inc. Levy previously worked for the NBA for 10 years and left as Senior Vice President, International Television and Marketing Partnerships. During his tenure, Levy helped grow broadcast distribution for NBA programming to more than 200 countries and 40 languages. Under his leadership, the NBA launched many new content offerings internationally, including NBA TV, the league's 24-hour network. Prior to beginning his first NBA stint in 1996, Levy traveled independently and extensively throughout China, Southeast Asia, Australia and New Zealand. Levy is on the board of the Global Health Society, a nonprofit organization that conducts camps and develops programs for children with bleeding disorders. He has competed in multi-sport and adventure races, including the New York Marathon, Oxfam Japan Trailwalker and many triathlons raising funds for Fred's Team and the Leukemia & Lymphoma Society. Levy is based in Hong Kong with his wife Ilene and sons Matthew and Joshua. Follow us on our social sites for the latest updates Instagram: https://www.instagram.com/sportsentrepreneurs/ Facebook: https://www.facebook.com/marcusluerpodcast LinkedIn: https://www.linkedin.com/company/sports-entrepreneurs Website: https://marcusluer.com Podcast: https://marcusluer.com/podcast To get in touch, please email us at podcast@marcusluer.com Feel Good by MusicbyAden https://soundcloud.com/musicbyaden Creative Commons — Attribution-ShareAlike 3.0 Unported — CC BY-SA 3.0 Free Download / Stream: https://bit.ly/_feel-good Music promoted by Audio Library https://youtu.be/bvgIqqRStcQ
Marketing-Partnerships Alignment can be a challenge for tech companies for a multitude of reasons, which we get into on this episode. Further, maintaining a community within product advocacy is becoming more and more crucial to category leadership. To address the why and how of marketing-partnerships alignment as well as community competency, I've asked Nick Bennet, Director of Evangelism & Customer Marketing @ Alyce, and Rob Sale Director Of Partnerships @ Alyce, to help us understand: Marketing / Partnerships alignment. How Rob and Nick run their overlapping projects. Nick's community and where/how he allows Alyce and Rob access in any way (email, social…). Community-Led Partnerships. Building a community under your partner program. Converting community members to active partners. Tracking / reporting on community KPIs. How those KPIs relate to partnerships. This is part 1 because Nick and Rob are just getting started on some major initiatives that we want to check back on in a few months. Sponsors: Sendoso - The leading sending platform. Partnerstack - Partner tracking and payouts. Reveal - A free account mapping solution.
For the end of Series 7, we have a special roundup episode in store for you, in which our Host James Mitra sits down with 40 Minute Mentor Producer and JBM Head of Marketing & Partnerships, Hannah Urbanek. Together, they reflect on their favourite moments of Series 7 and tell us a bit more about the upcoming episodes, including the comeback of a very popular mini series. ➡️ If you're not all caught up on Series 7 yet, make sure you have a look through the episode archives at https://podcasts.apple.com/gb/podcast/40-minute-mentor/id1459665761?uo=4&ct=ratethispodcast&mt=2&ls=1⭐ If you enjoyed Series 7 and can't wait for more, please do make sure you hit the subscribe button and leave us a review at https://ratethispodcast.com/40mm
You can be good at selling but if you can't listen, you'll never be a successful sales leader. Leadership is all about finding your weaknesses. Join your host Lance Tyson as he sits down with Ron Skotarczak, Executive Vice President of Marketing Partnerships with MSG Entertainment. As you listen to Ron reflect on his career's evolution, you'll gain insights into growing as a leader. Listen closely and you'll discover his necessary ingredient for success, the importance of relationships in selling, how adversity tempers you mentally for future success, and the values he uses to drive his team forward. Break out your notebooks and be prepared to take notes as Lance and Ron explore what it takes to be a successful sales leader at this time.Love the show? Subscribe, rate, review, and share! https://www.lancetyson.com/podcast
Anthony has 13+ years experience in social media marketing, influencer marketing, community building, team management, content creation, campaign development and analytics. He currently is the SVP of Brand Strategy & Marketing Partnerships at CEG. He was formally the headed up social media at Bodybuilding.com and Spartan Race.
What does customer success look like at a venture firm? A Chief Customer Officer turned venture partner, Cassie Young is tackling this question head-on as she brings her customer success strategy expertise to the world of venture capital through a unique operating model. In this episode of Value Builders, listen to Cassie explain how Primary Venture Partners is taking a new approach to supporting its portfolio by leaning on customer success principles as a catalyst for portfolio success. She also details the importance of customer storytelling, understanding that retention is a growth catalyst for new business sales, and why she believes that the CROs of the future are the CCOs of today. About Cassie Young As Primary's Operating Partner focused on go-to-market, Cassie helps founders and portfolio companies to build and scale their sales, marketing, and customer operations.After graduating from Duke (making her a life-long Blue Devils fan), Cassie began her career as an analyst at Citigroup and entered the NYC tech scene in 2006 when she joined TheLadders as an early employee. Cassie took a quick break from NY to earn an MBA at the Tuck School at Dartmouth, but quickly returned to NY and has since worked as VP Marketing & Analytics at GLG and as VP Marketing & Partnerships for Savored (acquired by Groupon in 2012).Before joining Primary in early 2020, Cassie was Chief Customer Officer for CM Group, where she ran global customer and commercial teams for a $200 million+ martech portfolio. Cassie joined CM Group as part of their acquisition of Sailthru, where she was the Chief Revenue Officer.
This week on the Digital Velocity Podcast, Robert Glazer of Acceleration Partners joins Erik and Tim to discuss driving successful growth in an organization with affiliate marketing partnerships. https://www.digitalvelocitypodcast.com/episodes/14-driving-growth-with-affiliate-marketing-partnerships-robert-glazer
In this conversation with Heidi Solchenberger, Senior Manager of Affiliate Marketing and Partnerships at Foot Locker, she talks about partnerships and marketing. Hear about the top-of-mind thoughts around partnerships, Foot Locker's promotion strategies, some of the interesting industry dynamics, and The Data Lab.For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers.Episode Outline[00:45] About Heidi and Foot Locker[02:41] Internal affiliate roles[03:53] Partnerships[06:07] What keeps Heidi up at night?[07:10] Targeting[09:20] Promo strategies[12:10] Interesting industry dynamics[14:33] New B2B partnerships[15:57] The Data Lab[18:09] Heidi's mentorsHeidi's MentorsJennifer GoodwinConnect with HeidiLinkedInWebsiteConnect with impact.comWebsiteLinkedIn (Impact)LinkedIn (Dave Yovanno)LinkedIn (Todd Crawford)
This podcast is about big ideas on how technology is making life better for people with vision loss. Today's big idea is the power of virtual reality - how people are using VR to remap sight and help people with vision loss in their daily lives Dr. Roberts visits with Grace Andruszkiewicz and Dr. Frank Werblin about how emerging technologies help people with low vision access the areas of vision they still have, by using a virtual reality system. They also talk about how sight works biologically, and how one such device, IrisVision, works to connect people socially. The Big Takeaways: Virtual reality changes the sensory inputs our brain receives, to change the visual field our eyes are scanning and the sounds we are hearing. These new inputs trick the brain into thinking we're in a different reality. IrisVision is a combination of a Samsung phone and a headset for virtual reality that modulates the visual field of a person with low vision so they can see better. The technology re-maps the visual world they're seeing so it becomes resonant with their individual pathology. The development of IrisVision technology started as a device to improve macular degeneration, but has evolved to resolve any type of visual pathology (retinal versus cortical), including magnification or “minification” (reducing the size) to modify the visual field depending on the user's visual function. IrisVision re-mapping provides the brain access to the raw material; after using the device for a few months, users' native vision is often improved, ultimately leading to a renewed social connection for users. People who use the device need to have some remaining vision. Tweetables: “What's really meaningful too is helping people go back to places that are really emotionally meaningful from their past. When they feel like they're back in that place or doing that thing, they come alive again.” - Grace Andruszkiewicz describing senior's experience with virtual reality “Because the screen is a half an inch from your eyes, it's not uncommon for people to see something clearly for the first time in a VR headset.” - Grace Andruszkiewicz “It occurred to me that what was needed was a low-cost, non-invasive device that could recode the visual message in a way that would resonate with those islands of sight that people still have remaining.” - Dr. Frank Werblin on the development of IrisVision “Assisting patients with visual loss has a much broader function - it reconnects people with each other. IrisVision assists people in seeing the visual world, but what it's really doing is reconnecting them socially.” - Dr. Frank Werblin Contact Us: Contact us at podcasts@lighthouseguild.org with your innovative new technology ideas for people with vision loss. Pertinent Links: Lighthouse Guild Rendever IrisVision Guest Bios: Dr. Frank Werblin, Co-Founder, Chief Scientist, IrisVision IrisVision was founded by Dr. Frank Werblin, an MIT graduate, Guggenheim Fellow, and professor at UC Berkeley. Dr. Werblin is renowned for his scientific contributions to our understanding of retinal functioning. He has dedicated his life to innovating, developing and delivering an affordable non-invasive solution for millions of people with low vision. With the help of our research partners at Stanford, Johns Hopkins, UC Berkeley, UPMC, The Chicago Lighthouse for the Blind, and other institutions contributing to low vision science, IrisVision is the realization of that lifetime of work. He is dedicated to pushing the boundaries of low vision solutions by continuing to expand the relationship with top vision scientists and technology powerhouses like Samsung. Grace Andruszkiewicz, Director of Marketing & Partnerships, Rendever Host Bio Dr. Calvin W. Roberts Calvin W. Roberts, M.D., is President and Chief Executive Officer of Lighthouse Guild, the leading organization dedicated to addressing and preventing vision loss. Dr. Roberts has a unique blend of academic, clinical, business, and hands-on product development experience. Dr. Roberts is a Clinical Professor of Ophthalmology at Weill Cornell Medical College. He was formerly Senior Vice President and Chief Medical Officer, Eye Care, at Bausch Health Companies where he coordinated global development and research efforts across their vision care, pharmaceutical and surgical business units. As a practicing ophthalmologist from 1982 to 2008, he performed more than 10,000 cataract surgeries as well as 5,000 refractive and other corneal surgeries. He is credited with developing surgical therapies, over-the-counter products for vision care, prescription ocular therapeutics, and innovative treatment regimens. He also holds patents on the wide-field specular microscope and has done extensive research on ophthalmic non-steroidals and postoperative cystoid macular edema. Dr. Roberts has co-founded a specialty pharmaceutical company and is a frequent industry lecturer and author. He currently serves as an Independent Director on multiple corporate boards and has served as a consultant to Allergan, Johnson & Johnson, and Novartis. A graduate of Princeton University and the College of Physicians and Surgeons of Columbia University, Dr. Roberts completed his internship and ophthalmology residency at New York-Presbyterian Hospital/Columbia University Medical Center in New York. He also completed cornea fellowships at Massachusetts Eye and Ear Infirmary and the Schepens Eye Research Institute in Boston.
In This Episode…Obele and Zach have one of the most candid conversations to date with Watchen Nyanue, the SVP, Marketing Partnerships at Chicago Sky WNBA and the Founder and CEO of I Choose the Ladder. In a rare moment, Zach is left speechless by Watchen's response to what she would need to start a new business. Learn more about supporting black women, the challenges of brand marketing, and the need for life balance. [07:08] The episode kicks off with a candid conversation about the importance of diversity of thought, work-life balance, and how the hustle evolves over the different seasons of life. [16:07] Watchen explains why she started I Choose the Ladder, an organization that aims to support ambitious black women as they climb the corporate ladder. [19:37] What will 2023 hold for Watchen? She has a lot of plans coupled with the desire to balance the ambitions of her future family, building businesses, and lots of travel. [23:16] Zach asks about Watchen's best and worst marketing stories. Hear what she shares about working in brand marketing and which project makes the cut for best she ever worked on. Spoiler alert: it involves the Guinness Book of World Records. [28:10] Finally, Watchen boldly predicts the WNBA will change its season timing to gain more viewers and engage basketball lovers. People and Companies We Mentioned in the Show Watchen Nyanue, SVP, Marketing Partnerships at Chicago Sky WNBA and the Founder and CEO of I Choose the Ladder Episode Length: 38:11
If I was to ask any of your customers which organisations that your small business sponsors, would they be able to tell me the answer? One of the best things about small businesses based in regional Australia, is that when it comes to supporting local charities and fund-raisers, you are by far the most generous! However, what I see happen way too often, is that business sponsorships and donations often happen sporadically and spontaneously. From a philanthropic perspective, this is fine. However, from a strategic business perspective, there are really smart ways that you can leverage your generosity so that it strengthens your brand. Find out how in this episode of #snacktime. About Jane Hillsdon I'm a passionate award-winning marketer dedicated to helping small business owners make good decisions about their marketing. I am the founder and Managing Director of a marketing agency called Dragonfly Marketing and the author of How To Do Marketing – A Comprehensive Guide For Small Business. It's my mission to ensure that marketing is on the agenda for every regionally based small business in Australia. Why? Because I know that when marketing is done properly, it can help your business grow. I believe small businesses are the backbone of our nation. When your business grows, it benefits not only you, and your family, it benefits your whole community. Small businesses create a vibrant and connected economy. We employ local people, we donate to local charities and we work together to build resilient and thriving regional communities. On the marketing front, I am a Certified Practicing Marketer (CPM), a member of the Australian Marketing Institute (AMI) NSW Committee and a head judge for the AMI Awards for Excellence. I was awarded the Small Budget Marketing Award at the AMI Awards for Marketing Excellence in 2017, 2018 and 2019. See omnystudio.com/listener for privacy information.
Marketing Partnerships are completely underrated. As a tactic, a partnership with another business who shares the same target audience but does not compete with you to help you both achieve your goals makes brilliant and economic sense. Katrina McCarter is a partnerships guru. She has been taking a partnerships first approach to her marketing for a very long time and my goodness has she achieved some success with this! In this episode, I ask her all about how small business owners may be able to strike up and use these partnerships to achieve some of their own marketing success. We cover off: Exactly what a marketing partnership is The benefits that marketing partnerships can bring to your business Some examples of successful marketing partnerships The recommended criteria to look out for when forming a marketing partnership The mistakes to avoid with marketing partnerships And how to measure the success of marketing partnerships Partnership Mastery program details: https://partnershipmastery.global/ You can find Katrina McCarter here: www.katrinamccarter.com www.katrinamccarter.com/outloud https://www.linkedin.com/in/katrina-mccarter/ katrina@katrinamccarter.com Would you like to work directly with me to learn the marketing framework that I use for all of my clients? The How to do Marketing Academy is a 6-month program that shows you how to plan, implement and measure your marketing to create consistent results for your business. So if you are sick of wondering what content you should be posting, or what marketing channels you should be investing in and whether any of the marketing you are doing is actually working, come and join us in the Academy. You'll never have to worry about that again. Applications for the How to do Marketing Academy close Friday 5 March 2021. Apply today. About Jane Hillsdon I'm a passionate award-winning marketer dedicated to helping small business owners make good decisions about their marketing. I am the founder and Managing Director of Dragonfly Marketing and the author of How To Do Marketing – A Comprehensive Guide For Small Business. It's my mission to ensure that marketing is on the agenda for every regionally based small business in Australia. Why? Because I know that when marketing is done properly, it can help your business grow. I believe small businesses are the backbone of our nation. When your business grows, it benefits not only you, and your family, it benefits your whole community. Small businesses create a vibrant and connected economy. We employ local people, we donate to local charities and we work together to build resilient and thriving regional communities. On the marketing front, I am a Certified Practicing Marketer (CPM), a member of the Australian Marketing Institute (AMI) NSW Committee and a head judge for the AMI Awards for Excellence. I was awarded the Small Budget Marketing Award at the AMI Awards for Marketing Excellence in 2017, 2018 and 2019. See omnystudio.com/listener for privacy information.
On our first episode of 2021, Drew had a chat with Lily Lewis, Marketing Partnerships Manager at CLG. Lily's first day at CLG was actually the day they all started working from home due to COVID-19. We discussed her unconventional path into esports, why she believes you should work outside of esports first, and how she's making a difference in her role at CLG. Follow Lily: https://twitter.com/lilyolewisDrew's Twitter: https://twitter.com/dweebggRobin's Twitter: https://twitter.com/UnderscoreSilkySupport the show (https://cash.app/$dweebez)
Follow these 3 steps to make sure you find the right agency partner.Develop your game planDefine the right selection processDeciding & Setting the right parametersNeed help with finding an agency partner?Work for an agency, and want to be a guest on a future podcast episode?Email us at connect (at) the marketing help (dot) co.Other key resources for your Marketing Career JourneyLinkedin Learning For Marketers The Marketing Help Membership LibraryThe Marketing Help Newsletter
With more than 20 years of professional and collegiate sports experience, Tom Fletcher has just about seen it all. From helping build 24 Hour Fitness's sports sponsorship portfolio to now as SVP of Marketing Partnerships with the Phoenix Suns and Mercury, Tom shares thoughts and stories from his perspective seeing the sports marketing business grow over the past few decades. Tom also dives into the current partnership climate, from pursuing new business and taking care of current clients during the coronavirus pandemic to working with athletes and brands on social issues.
Guest: Gabriel Garcia - Global Head of Mobile Apps Marketing @Expedia, Head of Marketing - APAC @Expedia (Formerly @Newscorp, @CareerOne.com) Guest Background: Gabriel Garcia is Global Head of Mobile Apps Marketing for Expedia ($6/share in Nov ‘08 → $133/share yesterday). He is responsible for Expedia's Mobile growth and Apps adoption strategy across 35+ markets and helping define Expedia's investment plans across new app ecosystems. Besides his global remit, he leads Marketing for Asia-Pacific and is responsible for defining Expedia's marketing channel strategy and identifying growth opportunities for Expedia in the region. Prior to this role, Gabriel was Senior Director of Strategy and Business Development. Prior to joining Expedia, Gabriel spent six years at Newscorp in Australia holding several roles, including Product and Strategy Director, Director of Strategy, and National Sales Director for Newscorp's joint venture with Monster.com. Prior to this, he was Managing Director of the Latin American subsidiary of Monitoring Systems Technology, a leading European technology provider for the outdoor media industry. Originally from Mexico City, Gabriel holds an MBA from Macquarie Graduate School of Management; a Bachelor in Business Administration from ITAM University in Mexico City and studies at Hogeschool Voor Economische Studies (University of Amsterdam). Outside of work, Gabriel is passionate about travel, meditation, Buddhist philosophy, surf and his family. Guest Links: LinkedIn Episode Summary: In this episode, we cover: - The Scientific Method - Application to Marketing - Mobile App Marketing - The Customer Journey Design - A Mobile-First Marketing Mindset - Strategic Marketing and Channel Partnerships - Multiple-Stakeholder Engagement - Marketing Budgeting & Planning Process Full Interview Transcript: Naber: Hello friends around the world. My name is Brandon Naber. Welcome to The Naberhood, where we have switched on, fun discussions with some of the most brilliant, successful, experienced, talented and highly skilled Sales and Marketing minds on the planet, from the world's fastest growing companies. Enjoy! Naber: Hey everybody. Today we've got Gabriel Garcia on the show. Gabriel is Global Head of Mobile Marketing and Apps for Expedia, who's stock price in November '08 was down to $6 per share, but has gone all the way back up to $133 per share as of today. Gabriel's responsible for Expedia's Mobile Growth and Apps Adoption Strategy across 35+ markets and helping define Expedia's investment plans across new app ecosystems. In addition to his global remit, he leads Marketing for Asia-Pacific and is responsible for defining Expedia's Marketing Channel Strategy and identifying growth opportunities for Expedia in the region. Prior to this role, Gabriel was S Director of Strategy and Business Development at Expedia. Prior to joining Expedia, Gabriel spent six years at News Corp in Australia holding several roles including Product and Strategy Director, Director of Strategy and National Sales Director for News Corp's joint venture with Monster.com. Prior to this, he was Managing Director of the Latin American subsidiary of Monitoring Systems Technology, a leading European Technology provider for the outdoor media industry. Originally from Mexico City, Gabriel holds an MBA from Macquarie Graduate School of Management, a Bachelor in Business Administration from ITAM University in Mexico City and studied at Hogeschool voor Economische Studies at the University of Amsterdam. Outside of work, Gabriel is passionate about travel, meditation, Buddhist Philosophy, surf, and his family. Here we go. Naber: Gabriel, awesome to have you on the show. Thank you so much for coming. Gabriel Garcia: It's my absolute pleasure to be here with you today. Naber: Excellent. It's our absolute pleasure to hear your beautiful accent. I can see your pretty face, but everyone else can't. They can hear your accent, which is definitely not a consolation, that is first prize. You and I know each other personally. We actually know each other more personally, than professionally. Gabriel Garcia: We do. Naber: So this is one of those of those fun conversations that I get to learn a lot more about you in depth professionally and how your headspace works. But, the good news is we know each other personally, and that's been really fruitful for both of us. What I'd love to do first is go through a bit of your personal story so people can get to know you like I know you. And we'll go through a few of the things how you grew up, where you grew up, some of the things you're interested in, and where you went to school, all that fun stuff. I know that you grew up in Mexico City, Colegio Greenhill School in Magdalena Contrarez, you went to ITAM in Mexico City as well. You spent time in Amsterdam, Madrid, obviously Mexico City, Sydney, Singapore. We're going to touch on your twin brother. We're gonna touch on your beautiful family. We'll touch on your other brother, although he sounds he's third place in my mind in that category, but we won't make him that. And we can talk about a few other things that are meaningful to you as well. And then we'll hop into the professional stuff, and that'll be the bulk of what we talk about today. That sound okay with you? Gabriel Garcia: Sounds awesome. Feels we need six hours, but let's see how we go. Naber: We won't, we'll keep it finite and not brief, but we'll keep it thorough but not too long. So why don't we start for maybe five to seven minutes on, what was it growing up as Gabriel as a kid? Where'd you grow up? What was your family situation like? What were you interested in, and then take us through school as well. Gabriel Garcia: Sure. So I'm originally from Mexico City as as you mentioned. And it was fascinating to grow up in Mexico City, in a huge city full of opportunities and full of quite a diverse range of things to do. I'm one of four kids, so I'm in the middle of the sandwich. My twin brother and I are, so we have an older brother and a younger brother. And I was always very active, very playful, and spent a lot of time, a lot of hours playing sports at school. I remember that I loved winning. I think that's something that carried over throughout my life anyways. I'll say this humbly, but it was a maybe I see it as a gift in retrospective, where without necessarily studying too much, I was able to be top of the class more often than not, particularly in elementary school. Then things got a bit more complicated in high school. But I think also having a twin to share with made life just easier. You always had a buddy to hang out with, to share ideas with, to share concerns with. So that I think made both our lives pretty smooth at least in those early days of elementary school, and certainly through all the way through high school. Naber: Nice. Awesome. And what were some of your interests or hobbies when you were a kid? Gabriel Garcia: Football, football, and football, so played, played a lot of football. And that's soccer if we have an American audience somewhere in the world. I used to just do anything that was sports-related. I did karate for a few years. And did that to just one level short of being a black belt, which I regret not going through it, but that was just change of schools, and anyway that's a different story. But yeah, football, karate, those were certainly my hobbies. It was always very sports orientated for sure. Naber: Nice. Awesome. So you said you have four brothers. You and your brother are the co-meat to the sandwich, if you will, or veggie burger depending on who's eating it. What were some of your first jobs, and what were some of the first ways that you made money? Gabriel Garcia: Oh, I was lucky enough not to have to make money at that early stage of my life, so I was privileged enough to be able to go to school, and have an education, and our parents look after us. But I remember in high school, and that's towards maybe fourth grade of high school, I was dating this girl, and her brother was selling water filters of all things. And I met him, and he was a really cool guy. And when you're 15 years old and you meet a very cool guy that is making money, you want to be him a little bit. Particularly if it's your girlfriend's brother. So that's what I started doing. I started working with him, selling water filters. And that was the first time that I earned money. The first time that I realized that I could sell something. And the first time that I realized that there were other ways of making my girlfriend happy. Naber: Good one, good one. Okay. That's a good answer. And so you went to school at Colegio Green Hills, southwest burbs del Mexico City. And you're going to ITAM, tell us about that journey through there. Gabriel Garcia: Sure. So ITAM in Mexico City is the most renowned school of business and economics in Mexico City. So, when when I finished high school, it was a tough decision actually, because I was in between studying business...And I had a clear a view that if I studied business, I would go to this school, and at least go through the process of trying to get admitted to this school...But I was in between that or studying drama. Which was very different because I was really into drama and that started in early days of high school, and become a very important part of my life. And my drama teacher and Director at that time, told me to study business because I would be able to continue to work at an independent theater company, which I did for the first years of being in school until I realized that I couldn't do everything, it was too hard. So that was the reason why I studied at ITAM because I decided to start a business because it was the top business and economic school in Mexico City. I did an admission exam, I got accepted and yeah, that's how the mid nineties started, which is a period of my life where things changed a lot - from mid to late nineties. A lot of things happen. So I started university. I stopped doing drama, so that's 95-96. My Dad unexpectedly passed away in 96. In 97 I decided to do my take my first big trip to Europe, backpacking with a few friends for a couple of months. In 99, I decided to do an exchange program from business school and go and live in Amsterdam. And I came back from Amsterdam to finish my major and take on my first real job, working for a tech startup, where I ended up being the Managing Director of that business and growing it successfully. And did that for four or five years. Soon after I joined, I was growing a business, and closing rounds of financing, and building a team, which was very unexpected that I never thought I was going to be my first gig after university, but that came as an opportunity, which I took, and I'll never regret, and that's certainly cemented what my career is today. Naber: Very cool. That's Monitoring Systems Technology, correct? Gabriel Garcia: That's right. Yep. Naber: So, did you bounce back and forth between Mexico City and Madrid in that role? Gabriel Garcia: Yeah. Great question. So I was leading the Latin America...so we started expanding Latin America, so I was leading that. And then I was going to move to Madrid because I was dating a Spanish girl, and I was going to go there and study an MBA at IE Business School. And the company owners, the shareholders that I reported into told me, hey, you want to go to Madrid not because of your MBA. You want to go to Madrid because of your girlfriend. So why don't you go and try to set up the operation of this business in central Europe. The head office of this business was in eastern Europe, in Budapest, in Hungary. But we didn't have a presence in central Europe. So they made me an offer, which I couldn't resist. So I went to Madrid, moved to Madrid, did all research, etc - put a case together. But then some of the shareholders decided not to invest, and the Mexican shareholders asked me to go back to Mexico City. This is seven months later. And I agreed, not before asking for a three month a break, which I took and I went traveling to India, Nepal, and trekking in the Himalayas, which was yet another life changing experience. Naber: Excellent. So, let's just briefly talk about some of the learnings you have from Monitoring Systems Technology cause that's a massive five year ride between two continents, and an amazing spectrum of early stage and then building up a business to having fully functional operations. So what are a few of the learnings you took away from that gig? Gabriel Garcia: Well, first of all, I've learned how to pitch to investors, which I had never done before. And I realized that everything was possible. When you find yourself as a young entrepreneur, even when it wasn't my business idea, closing rounds of financing and seeing that there's people interested in investing in the business that you're trying to, you realize everything's possible. You realize that it's all about how you, build it, presented, wrap it up, and how you pitch. So that got me really excited. I also, I learned about people, I learned a ton about people. I realized since those days that if I was going to be a successful at all, it was all about the team that I was forming around me, and that the value that others could bring to the table was going to be way more, way higher than the value that I could deliver myself as an individual contributor. So I learned very quickly to empower people, to enable people to do their best. And it comes through...you know, there were obviously hard times for sure. But it also also taught me that when you're gonna do that, you've gotta start taking into consideration cultural nuances. Particularly when you start thinking about different countries. And I was relatively inexperienced back then. So that came at a price, it was tough. But also at a perfect age where all you want to do is spend time in the office, which is not the case today. Not that I don't love my work, but I'd rather spend times somewhere else. So those perhaps were the biggest learnings. The realization that everything is possible if you are deliberate and you're determined to do it. And how powerful it can be to enable people, even if you're young and you don't have a clear view as to what you need to do. If you surround yourself with the right people, they can make things happen. Naber: Awesome, man. That's great. Thanks so much for that. And then MST, it comes to your time to make a move, and natural move, you move to Sydney, Australia. Classic. Tell about that move getting your MBA, and then take us through the journey of moving to Sydney get your MBA, and then takes us through News Corp and CareerOne, as well up to up to Expedia. Gabriel Garcia: Sure. So, I wanted to study overseas. I wanted to do an MBA, and I wanted to be overseas. And my girlfriend back then, is my wife these days, Cecilia, also wanted to study a Master's. And we were traveling in Myanmar, of all places. And I remember we both said, well, if we ever live somewhere, outside of Mexico, where would that be? And we both, we both said Australia. Don't ask me why we'd never been before. But we were both really into outdoors. We used to spend a lot of time at the beach, a lot of trekking and diving, etc. And when the opportunity, well the right time came to actually go and study overseas, we were really focused on going to a top 10 business school, and by the book sort of discerning process. And suddenly we realized that wasn't necessarily what we were, only what we're looking for. So it was actually Cecilia that said, well, why don't we do some research about universities in Australia. There might be some good ones there. And we did. And that's how we ended up in Sydney. We've never been there, then we just committed to two years of study, which turned into 11 years. Naber: Nice. That's awesome. Obviously, Cecilia bringing some sense to your decision making process. Shout out to Cecilia, because she's doing that all the time in your life. All right, cool. Keep going. Gabriel Garcia: Yeah. So we moved to Sydney. Loved it from day one, living in Manly Beach, one of the most beautiful places in the world, I think. And after finishing our Master's, we loved it so much that we decided we would give it a go and try to find work opportunity. And we did. And I did, just a couple of consulting gigs, just very short term what I interviewing. And then this opportunity came up at News Corp. News Corp was going through a big transformation of setting up their digital business - News Digital Media it was called back then. And as part of that, a huge transformation of the classified business. So they were just growing, everything that had to do with digital media. So I started working with them in a commercial capacity, on the classified side of their business. And I did several commercial roles in a short period of time. So I was getting promoted quite frequently, which which was quite overwhelming. And I just didn't expect it that would happen that quickly. And then we ended up doing a joint venture with Monster.com, which back then was just the biggest online job board. And that was fascinating, it was a great experience. And soon after that happened, I got offered to Head Sales for the JV. And that was challenging. That was the first senior gig that I did in a Corporate environment. It was the middle of the global financial crisis. And it was hard, man. That's all I remember about that gig. It was really hard. I was just traveling around Australia and trying to keep the team afloat, and coming up with different Sales structures, and coming up with different value propositions in the market to try to, I was going to say unlock budgets, but there was nothing to be unlocked. It was just to keep the P&L afloat. And it it was great. It was tough, but it was great. And another important thing happened back then, which Cecilia was pregnant. So all this was happening while I was about to have my first kid, which was a fascinating adventure. Very quickly, a year and a bit after that, I was offered buy our CEO of the JV, a Strategy role. Which I took with so much passion because it was very different. It was very different, and suddenly I had time to whiteboard stuff. It was like, wow, I used to spend that time on planes, and talking to clients, and managing Sales Managers. So I loved that, and that grew into a Product role. So I ended up, Heading Product for the joint venture. And I did that for three and a bit years. Huge change, massive shift managing Product Managers and a couple of Dev pods, which I've had no experience whatsoever doing before. So I learned a ton out of that experience, until I realized that it was time for me to follow my dream, which was really getting into tech. And travel has always been a thing as you can see from my story here. And Expedia was always there. We'd go to conferences, and I would see people from Expedia presenting. And I had a buddy, one of my surfing buddies, that worked at Expedia, and I told him, hey, whenever something comes up, let me know. And he did. This role as Director of Business Development, heading the Partnership Business for Australia, New Zealand region came up, and I took it. And it's been a fascinating roller coaster since. Roller coaster in a good way. he downs have been amazing downs in a good way. Just learning, shaking you up, going through the company that invented online travel, to suddenly a marketplace that everyone wants to be part of with incredibly disruptive companies, and continue to try to revolutionize travel utilizing Technology, and doing that in numerous different roles. From Partnership roles in Australia and New Zealand, then covering Latin America as well, to then two and a half years later moving to Singapore to manage Business Development and our Partnerships team for Asia Pacific for a couple years before my current boss, our Chief Marketing Officer, offered me a new role, which was very different - just heading Marketing for the region, which I took. And it was a big challenge, completely outside of my comfort zone, which that's exactly the reason why I decided to take it. And that grew into what I'm doing today, which is by far the best thing of I've done, which is heading our Mobile Marketing function globally and our Apps Ecosystems, which changes every day, man, every day. It's different, and it's fascinating, and it's challenging, and I love it. Naber: Awesome. Man, the amount of passion that comes through when you talk about your experiences, awesome. Thanks for the chronology. Let's dive into a few of a few of the strengths and super powers that you have, as well as...let's tap into some unique experience that you have. So the first thing, probably a natural segue, is you mentioned quite a few different stakeholders that you played, and quite a different few stakeholders that you obviously had at each one of those roles. So you've been the Sales stakeholder, you've been the Marketing stakeholder, you've been the Product stakeholder, you've been the Strategy stakeholder, and you've also been customer and the stakeholder on both sides of those conversations in years and years of different roles that you've had. When you're thinking about the mindset of talking to each one of those different stakeholders, can you give us some of the best practices about how one should think about interacting with Marketing, Sales, Product, Strategy as as you're having these types of conversations? Gabriel Garcia: Sure. That's a, that's a great question. There's a lot there. let me start just by, by saying that, I don't have any superpowers. So I strongly believe that I don't have any skills that are unique. I think that everyone has a set of unbelievable qualities within them, it just takes longer to identify them and nurture them. So let me just get that out of the way. No superpowers here. Sorry. Apologies. But I would summarize perhaps, the pretty full-on question, with trust. I strongly believe that building trust is key when you're communicating with any of those stakeholders that you described. And you'll build by being empathetic. You'll build trust by listening. And it's not only when you gotta listen to customers, and you gotta listen to the partners that you're trying to do business with, and to other stake holders. But it's also about listening to yourself. You need to stay put and be true to yourself. And the moment that you do that I think is a moment where you let the best version of yourself shine. And if you are a leader, then that allows you to get the best out of the people that you're working with, right? And that just tends to have an incredible, incredibly positive impact on the relationships that you build with customers, on a direct basis when you're doing business to business, Marketing or Sales, the relationships that you have with with your team, with different stakeholders. So for the people that that I mentor, there is a common question that they sometimes ask, which is, how can how can I continue to build my brand? And I always tell them, look, focus on building your trust and then the rest will follow. So that's one thing that I would, I think it could summarize and those interactions. I think...less is more, right? So if we talk less, and we listen more, it's better. If we have less objectives or more meaningful ones, it's better. If we have less dependencies, and we're able to enable other stakeholders during those interactions to be able to execute whatever they need to execute. And that might be your team or maybe someone else's team, the better. So aim for less, aim for simplicity, while building trust. And that's a formula that has so far worked for me. Naber: Nice love it. That's great. And one of the things that I've seen that is a common theme in the keynotes that you're doing, the content you're putting out, a lot of the quotes that I've seen you in the media, which you've had 30, 40 plus appearances in different media, whether it's interviews or quotes or events, etc. Just tons of stuff out there that you've talked about which is, which is great stuff. One of the themes that I see is talking about transforming the data quality and data-driven Marketing methods at Expedia specifically. You mention things around leveraging big data and machine learning. You talk about scientific method and the approach, as well as using VR within the Marketing scheme, Marketing Strategy. Let's take each one of those, if you don't mind. Could you talk a little bit about your mindset as you're using data driven Marketing methods? And then take us through, maybe a couple of key points around what businesses should be doing, and how businesses should be thinking about this? Gabriel Garcia: Sure. So the first thing I would say is, this applies, in my experience, and at least something that encourage or push the teams to focus on. This applies not only on data driven Marketing. I think it applies in business in general. And that has to do with, the scientific method for sure. But I would, I would describe it better perhaps as just being scientific towards identifying growth opportunities. And that doesn't mean that you need to trade off creativity. That doesn't mean that it's just always a fall away formula. But it means that if you do it in a methodic way, you'll be able to discern what's meaningful versus not meaningful, faster. And once you're able to do that, you can iterate on it. And that's what drives growth. So, it just starts with an observation, or a data point. And again, this is where I said it doesn't necessarily have to be data driven Marketing, it could just start with a point of view, right? And that's fine, but once you have that, you need an overall objective or hypothesis that you can go in and test. If you don't have that, then if you're going to be very difficult to define some success. And also very important to understand within that objective what's in scope and what's out of scope. I've seen many, many times in business when there's a description of what's in scope, but there is no specific clarification of what's out of scope. And that just takes people in very, very, interesting paths where they spend most of the time trying to explain why they're not doing something as opposed to just focusing on what was supposed to be in scope in the first place. A good example of that could be, you're developing, I'm trying to be generic here, I can give you specific examples for Expedia, but if you're developing a new value proposition for your Product, and your success metric is engagement, then make sure that you perfectly articulate that driving incremental, customer growth is out of scope, right? Because when you look at your success metrics, that could be a quite normal questions, like, well are we driving incremental. It's like, well, no, because that was not the aim of this experiment, right? And have very clear key results. And if you think of the things I'm touching on right now, it's following almost a scientific method, right? But if you have key results, and you know exactly what's the expected output, then you can define what your success criteria is. Now, what are the primary and secondary measures of success or metrics of success. And that also allows you to identify what are potential risks or dependencies that that could become blockers into executing on that Marketing Strategy in this case. And of course, having an estimated business value always helps, right? When it's not only about the metric, but exactly how much value is that going to deliver to the business. So that's in general terms. Now when it comes to, more specifically, the application of that into Technology, or everything that we're doing with Marketing, or data science...Expedia went through this transformation a few years ago where there was just a focus on making data-driven observations and follow the scientific method. And the way that that allows us to operate today, has transformed the way in which we innovate in every single thing we do. Not only the Product, but Marketing, even as I said in some forums, even HR today follows the scientific method in the way they operat at Expedia. And you're pretty much taking real time information, and think of an e-commerce environment, and letting your customer tell you what they and don't in real time. Naber: Interesting, can you give us some examples? Gabriel Garcia: Well, the simplest example would be an A/B test, right? If you're a, if you're A/B testing something, what people don't realize is that you are actually getting real time feedback of whether an ad resonates more with an audience or not. How you take that feedback and how you iterate on that process is what then drives the success. But that's in the simplest example. There are obviously many other, more complex ways in which you can apply the scientific method, you can apply data science into the way that you're automating process, and learning from those data loops, and learning from your customers to improve your Product and improve your Marketing. But a few things that I would say are key to focus on, from a Marketing standpoint...if you think of how complex marketplaces have become - the multidimensional nature of the cross-channel Marketing world we live in today, there are multiple, storefronts and touchpoints, right? And I always say the same thing, which as marketers it's unacceptable to ignore the infinite amount of data that is coming our way. And everyone talks about big data, I know. But if you really take that data and ensure that the next customer interaction is being informed and dictated by the data that you've been gathering, naturally you're enhancing whatever you're putting in front of your customers, either a Product, or a Marketing message, or a value proposition, or whatever it is. And in the past, that linear path to Marketing was pretty simple, but today it doesn't work that. Today, we have different devices. Today, we have those multiple touch points. Today, we have complexities around, multi-channel attribution and cross-device attribution. And so it's a lot more complex. And the amount of customer data out there, means that the customer journey is quite fractured. So unless we find specific ways in which we can start to test with the data that we're gathering, it's very difficult to deliver on measurable results and iterate on those, which goes back to what I was saying before, right? And just following that simplistic approach to the scientific method. So what that means in practice, again, when it comes to my Marketing, when it comes to data driven Marketing and measurement, if you're truly thinking about the customer, then in order to drive sustainable growth you need to understand the value that that customer or set of customers brings in the long run, right? And I love this quote, which is from a guy from McKinsey, that I think is an Emeritus Partner now as they call them...but he says something like...I might look for you, and send it to you later....he writes a lot about capitalism, right? And the future of capitalism. And he says that the vast majority of most firms value, depends on the results three years from now, which, that's how it works. But yet Management is preoccupied with what's reportable three months from now, then capitalism has a big problem. And that happens all the time. So if I go back to what I was talking, on measurement and data-driven Marketing, we as marketers, we got to focus on the outcome, not on the metric that you're capturing, right? So some metrics like, cost per acquisition, etc, are great directional indicators. But they don't determine the value of our investments. So you need to look at what are the levers that you have in order to drive business outcomes, like customer lifetime value. And the moment that you do that, you will be challenged on your attribution models. You will be challenged on the shape of what your P&L looks like on a monthly, on a quarterly basis, even on a yearly basis. And at Expedia, we're starting to make decisions in those terms, which is, well you have one attribution model that will tell you the return on your ad spend, and you have a shadow attribution model that tells you that the mix might look slightly different if you start looking at lifetime value metrics. And not only in the 12 month basis, but even an 18 or 24 month basis. And if you're really about delivering business growth in a sustainable and future-proven manner, you cannot be looking in that short term. You gotta be, being scientific, utilizing your data and applying those metrics that look way beyond that monthly, quarterly basis. And then that keep the customer at heart. Because the moment that you do that, then customer centricity really kicks in. Because you're really delivering what the customer is interested, not only today, but 12 months from now, 24 months from now. And that drives loyalty, that drives business growth. Naber: Yep. Oh, sorry, did you have something else to add? Gabriel Garcia: You were asking about data-driven Marketing, and the one thing that is important to explain is why data is so critical, right? The more informed you are, and your organisation is, the more valuable your hypothesis becomes, right? And I was referring to the scientific method before. So data democratisation, and the access to it is fundamental to drive a test and learn culture, which is what drives that excellence, that iteration, at least in our business. And having the infrastructure and data warehouses, to capture the data, is an important foundation for sure. But having the right tools, and the analytics for different people to make sense of is obviously needed. Now what really makes the difference is acknowledging that unless every single person within the organization have access to the data, and there is a culture that drives an expectation of everyone having to experiment with it, the potential is not being maximized, right? So the sooner the data supply chain can be streamlined, and the data democratised for the consumer, the end consumer, that could be your Marketing Manager, that could be your Product Manager, the sooner that data become a strategic asset. So the test and learn culture at Expedia wouldn't really exist unless every single person in the organization had access to the data tools, to the performance dashboards, to the framework. But I think most importantly they were encouraged to fail all the time and make data driven decisions knowing that you're going to fail. About 70% of our tests fail. And unless you go through that journey, and the business is ready to invest on failing, then you won't be able to really make the most out of the application of the scientific method into all the experimentation to your Product and Marketing. The core there, is to just do it fast, right? You go experiment, fail, do to it fast, learn and move on to the next thing. Naber: Excellent. And I want to go back to something you said before about longterm growth. Can you give us a bit of a sense for how that process works for you? So how do you define what that long-term growth looks like? What indicators you look for for longterm growth, and then reverse engineering, what leading indicators you look for in order to get to that place? Can you walk us through that process, the process, the step by step process. Gabriel Garcia: Sure, let me walk you through the process, and I'll try to sort of share an example Naber: That's what I was going to say. If you can do an example, great. If not, I understand. Gabriel Garcia: Let me start with the process. Well first of all, you need to define...as I said, you start with, with defining, based on on observation, coming up with a hypothesis, right? And once you have your hypothesis and it's a strong enough hypothesis that you can go and test, then you start the testing process. And in terms of metrics, and to your question of what does that look in the long-term? It depends on what your objective is, right? So if your objective is to drive, for example, the shape of your P&L would dramatically change if you drive 90 day repeat rates of your customers. And the lifetime value of your platform mix varies. It's a tangible example. So customers on Expedia app are worth more, repeat more, our most loyal customers, than customers transacting on web, right? Process wise, you got to define that your objective would be to get a customer to transact on the app. Hypothesis being that if they transact on the app, they have a higher lifetime value because you know they have a higher liftemtime value by the way, but the hypothesis is because they repeat more, they are more engaged, and there's higher attach rates. As in you go and book a flight, the likelihood or probability of booking a hotel is higher. So that a process. So you go to your metric, which is 90 day repeat rate, which determines the lifetime value. You go to your hypothesis in place and you go on you test that. Now, what's happening in the analytics world behind it, I'm going to go get into the details of that, but that's just the way that you would set up your attribution model - look at the click stream and look at if a customer clicks on a Marketing link, most likely on Google, you've all got your money. Where does that customer click before you transact? How much of those clicks can you save? You've got a customer goes direct into your platform. How does that impact your costs per acquisition? How does that bring, what do we call our Marketing contribution, and if they end up because of that journey on the on the platform preference, how then the lifetime value increases. And you test that hypothesis. What are some of the challenges of this? Well, statistical significance, reaching statistical significance when you are applying some of these tests. Particularly when you're trying to do it in a small region. If you're trying to do it globally, that's fine. If you're trying to do it in the US that's fine. If you're trying to do it in Taiwan, it's not so easy. So, there are techniques to address those challenges where you can bundle together, similar cohorts that could comparatively allow you to reach that significance faster, or make certain assumptions. So that's the process that it would take. And I tried to describe the process with a tangible example, trying to simplify it, right. But a tangible example of you come up with a hypothesis, you have the metric that you know is the driver of that lifetime value, and then what follows after doing that is, or in parallel to that, is you need a predictive model. This is where it gets complex, that will allow you to tell you that in fact that's going to be the value, the lifetime value, of that customer in 12 or 24 months. Naber: Right, there's a lot of art and science to that. Gabriel Garcia: Yes. And hopefully you're still around 12 months later, then see how accurate your predictive model was. And once you have that 12 month cohort with a predictive model, stress testing it, you adjust the predictive model. And then life becomes a lot smoother. Naber: Wow, that's amazing. Reverse engineering into a longterm objective from a Marketing perspective, and then testing it, stress testing. I come up with hypothesis, going through that entire process that's like, that's an amazing science and art to get right. But once you do, it sounds there's massive upside to doing it. Gabriel Garcia: There is, there is a massive upside for sure. And it takes time, and dedication, and takes resources for sure. If you want to manage your entire Marketing engine in that way, which at Expedia we certainly aim for. And the investment into data science is something that requires a lot of resources, as you know, but it really pays off, right? That's when Marketing transformed into Marketing Technology. And either, you not only ride the wave, we believe we need to leave the way, as Expedia, when it comes to utilizing data science into our Marketing Strategy. Naber: Love it. Awesome. Thanks Gabriel. So let's move it into something that's also a pretty reasonable transition from that particular topic, which is, which is Mobile Apps Marketing and Mobile First Marketing. So let's talk about Mobile First Marketing, mobile first versus desktop. And Asia is an amazing playground and bleeding edge petri dish for this particular topic. If someone's thinking about mobile first Marketing, and they want to either transform their Marketing Strategy into mobile first Strategy, or if they are currently in that model right now, but they want to optimize it, what are some best practices for a mobile first Marketing Strategy? Gabriel Garcia: Great question, Brandon. The first thing I would say is, be ready to make tradeoffs. There's not such thing as free lunches, and you just got to make those trade offs. But if you are not thinking and operating that way, then you'll have to pay the consequence in the future. And to be fair, I mean we're not the pioneers of Mobile Marketing, or Mobile First Marketing. A company like Facebook, really took a stand on developing for mobile first and moving their whole company in that direction. We were kind of the late comers to the party from a tech perspective. But as the first thing, the trade offs. What I mean with trade offs, is, well, you just gotta recognize and acknowledge where your customers are spending time. Once you understand where your customers are spending time, you realize that marketplaces and mobile environments, at least to date, can be more expensive. And can be more expensive because market dynamics are different, because the cost per clicks might be different, and they're going to vary tremendously from country to country, and from region to region, right? There are some more advanced regions where the Marketing mobile ecosystems are very different. If we're talking about, what my team does with environments in Japan, you got to take into consideration Line as an environment. Or in Korea, Naver as a platform. Everywhere else is going to be highly driven by Google, for sure. But you gotta make sure that, when you're designing a mobile first Marketing, you have a mobile first Product to deliver to your customer expectations. And I guess it depends on what your business is all about and which industry you are operating in. But for sure, if you are operating in the online world, and certainly if you are operating in a two sided platform ecosystem as as we do, where you have consumers at one end and hotel partners, and airlines, and cars, etc on the other end, you have to tweak that engine, and you got to tweak that engine with a mobile first approach. If you tweak one side of the engine with one lens, and the other one with another lens, then things break...they don't break. They just cost a lot of money because you're not optimizing your Marketing spend as much as you could be. Naber: Right, you're hedging on both sides. Naber: That's right. So I touched on a couple things there, which are tradeoffs and acknowledging the relationship between Marketing and Product. The third thing, and I think it's all encompassing is design, right? And I say it's all encompassing because design touches Marketing, touches Product. The message that you would deliver in a mobile platform is not necessarily different to the message, per se - when you talk about specifically Apps it might be different, right? - but, per se is not necessarily different to the message that you would deliver on desktop. But the experience will be different. The design of the customer experience will be significantly different. How you optimize those landing page experiences in order to optimize your return on ad spend, in order to optimize the delivery of your Product, of your service, will be dramatically different. And if you try to do both...so there are two things very critical for me. If you try to do both, as in you try to put the same weight into one or the other, as in, desktop and mobile, as I said, you might fail. You need to trade off. But also very importantly, you can not assume that as the world has gone mobile then delivering the same experience in a platform agnostic way is going to solve the problem. And that's what makes it challenging. You still gotta A.) acknowledge that cross device behavior, but go and develop mobile-unique experiences for your customers. And once that you have that experience designed, then the bidding, the automation, the algorithms that allow you to optimize your Marketing spend, that's the least of the concern that just takes, again, time and iteration to continue for the machine to learn, and get better at, and particularly on bidding platforms. But it's connecting the customer, depending on which part of the journey it is, with a shopping intent, with how they are going to resonate with that message, with where the experience is where they're going to land is what really drives mobile first everything. Unless you see it in that lens, you won't be able to solve a customer problem. Naber: Right. Okay. Got It. And as you were explaining that, one of the things...and that was great by the way. Thank you. One of the things you were explaining was creating those mobile specific journeys for the customer. When you're having those conversations, and you actually sit down in those meetings - when you're the Marketing stakeholder, sitting with the Product stakeholder, sitting with other stakeholders in the room, from Eng, or whatever orgs need to be in that conversation, or they happen chronologically back to back, whatever. What input should Marketing have, and how much input should Marketing have in those discussions around the actual customer journey creation? Gabriel Garcia: Yeah. Love it. We're just going through all of that right now. Well, first of all, if you're going to go talk to a customer, or set of customers, or the world about what you stand for, you're going to deliver it on your Product, right? So the world in which Product develops Product, and then we find a way to Market it I don't think it's successful anymore. So Marketing should help define what do we stand for as a company? What do we stand for as a Product? What customer problems do we solve? What benefits do we provide to the customer? And that is based on user research. That is based on being close and having a full understanding of ecosystem, and environment, and marketplace that you're braiding in. And once we fully understand that and you articulate that value proposition, then you come out with Products that will fulfill that, right? One of the biggest mistakes that I've seen is what I mentioned in the beginning. It's the opposite. It's like, well, we build this great product, Marketing go and find a way of selling. Come up with a value proposition. I'm saying that it hasn't worked. But In today's world that tends to fail. Naber: Right. Cool. That's good. I have like a hundred followup questions, but I think we should stick on that one because that's actually really good advice, and a good overview around the way a Marketer, and Marketing mindset, and Marketing leaders should be thinking about it. Okay. So, one last question from a Mobile Apps perspective, when you're thinking about principles or the framework that one should be using as they're thinking about mobile app Marketing in marketplaces, what are the set of principles or framework that someone should be using as they're putting together their Strategy? Gabriel Garcia: First of all, is your business and app only business or not? If it's an app only business, it's completely different. As in the marketplace, the ecosystem that you're going spend most of your time are the app stores. And that's the biggest lever that you have, and then how you go and promote your app. I mean there are many different ways of doing it, through paid advertising and different networks, which, I don't necessarily recommend. There's a lot of fraud out there, and that continues to be a challenge for the industry. Now if you have a business, regardless if you have a bricks and mortar side of your business, but if you have an online business, and there's an app component, then it's slightly different. Because you got to define, how are you adding value to your customer through an app ecosystem. Remember when we're talking about the scientific method and the applicability of scientific method into testing your way through, and I mentioned the lifetime value of our app customers, it might look very different in another company or another industry. So what is the benefit, or what is the customer problem that your app is trying to solve? Once you have that well defined, then if you have a significant mass or the majority of your mass is coming through the web, hands down that conversion of web customers into app customers could be the most effective with the highest return Marketing Strategy that you could apply. You are leveraging your own assets. You're monetizing the traffic that you already captured, and driving them and converting them with no extra costs into a platform that would allow you to engage with them in more meaningful ways. Naber: Cool. So you're avoiding initial acquisition costs. And you're taking someone and potentially even approving their longterm value based on a few of the attributes you said before around the hypothesis around why mobile app customers could have a higher lifetime value. Gabriel Garcia: Correct. So, but again, you first got to define and understand, what is that customer journey? Where do they start? And depending on what your business is all about, right, the examples that I'm giving here are very e-commerce driven perhaps, and some of them very travel focused. But I think in general you have to understand the role that that your app plays. And also take into consideration when you look at the economics...and we spent years on this, even when I wasn't directly involved back then...the dynamics of the app stores are changing. So, Google and apple obviously figured out that there are ways of making tons of money out of them, as they do. So there is a lot to be said about app store optimization or ASO, as we call it, on having the right creative, the right copy when customers are searching for an app, within the industry,or whatever, they're looking for to make sure that based on that your app appears or features. So think of the SEO of app stores. But more and more so prevalence of paid ads within that ecosystem. So think of SEM, Search Engine Marketing, it's changing the rules of the game. Right? So now, now the application of data science, for example, within my team into these platforms is becoming critical to continue to optimize our spend on platforms Google, Apple, Facebook when it comes to driving app downloads. So those will be some of the fundamentals. App store optimization, and making sure that your, not only the creative on the app store, but the copy of your app store, is taken into consideration. So understand what Google is looking for or what Apple is looking for when someone is searching for an app. Understand the dynamics of that organic search result with the paid search results, so you can optimize your bidding of those ads. Take into consideration things your competitor will bid for your brand term. And that again changes dynamics, or adds challenges to those dynamics. And outside of that app store ecosystem, or organic view of the app store ecosystems is where the customers are gonna come from. And what are the different touch points that you can leverage in order to present your app? And let me say this, incentivized downloads incentivizing, incentivized installs do not work. There's a lot of fraud, and they don't drive lifetime value. So if you are a marketer, which is going to be assessed on how many downloads you drive, and that's it, you should challenge your boss. Because this is not about how many downloads you drive, this about what are the outcomes that a download is delivering, depending on what your business is all about. If it's transactions, if it's some sort of engagement, some sort of subscription, e-commerce, video games. Naber: Awesome. Awesome. All right. I'm going to go, I have two more topics that I want to cover, and this has been amazing so far. Thank you. First one is a jump into Marketing Partnerships and Channel Partnerships. When I'm thinking about building out strategic Marketing partnerships and strategic Channel partnerships within my business, partnering externally, what does the planning process look in order to choose the right potential partners? And what do you think is the best way to start courting and having the right discussions so that you get the accurate partnerships that you want at the end of the day? So that the results are exactly what you want, to getting the right partnerships, and then ultimately to creating a ton of mutual value together. So what's the planning process look like? The coating process? And how do you make sure that you have the right aligned initiatives so you get the right results together? Gabriel Garcia: So, there are a few questions there. So let me try to address one by one. First of all, unless there's the concept of value creation, there's no such thing as a partnership. So if you start identifying potential partnerships, or what you think will be apprenticeship based on the benefit that company would bring to your business, without thinking first of the benefit that you will bring to their business, you're on the wrong path. So value creation, number one. Number two, quite simplistic, but what's your objective of your Partner Marketing activity, right? Is your objective to create a marketplace that will allow you to tap into a set of customers that you cannot tap into otherwise? In our case, yes, hence I'm mentioning it. Is the objective related to a brand that will bring brand equity from a brand, from a PR perspective? That's very valid as well, thought economics and the commercial will look quite different. Is the objective to create a marketplace that you can go and monetize? And saying that in our case, we have partnerships, we call our hotels our partners, and airlines are partners. But then you have, Partner Marketing, which are companies, which is what I did for many years, and we would have a partnership with an airline in a different context. Which is the airline might want to have our hotel content for them to sell it in order to enhance their value proposition. Or a Telco that is interested in our loyalty program, in order to provide travel benefits into their customers. So, I mentioned value creation. Secondly, not only what is the potential business value, but what is the complexity on delivering to that partnership? I've seen many situations where when you go and scope out the business opportunity, it looks fantastic. And if there is an average, or not perfect, it's not only about average, it has to be perfect due diligence on what are going to be the technical requirements in order to deliver it to that partnership. Oh man, you can get into this 12 month, 18 month, 24 months project in which just the cost of delivering completely offsets any business value that that partnership was going to bring. Naber: Do you have any suggestions on how much due diligence to do before you actually have the conversation with a potential partner? Or how deep to get into it with the potential partner before you go have internal discussions with your technical teams? Where's that balance? Gabriel Garcia: Yeah. I would say starting with basic research about the company, it's important, but there's no need in my experience, unless you're thinking of an M&A opportunity, to go, incredibly, incredibly deep. You're going to learn a lot more by talking to people than what can you find publicly available. So obviously get enough information to have a meaningful discussion, and know if it's worth your time and their time. But certainly my experience engaging with a potential partner, the sooner the better. So that's one. Two, I normally or used to, coach my team on making sure that once they have that first discovery meeting, it's quickly followed by a meeting where, if you think of a pyramid you're bringing people from at least two different levels of that hierarchical structure. But more importantly that you get enough horizontal view, and you bring someone from Technology, someone from Finance, from very early days. If there's something to be flagged, or concern to be addressed, it's better that that happens early in the discussions, and these things tend to come up quite late, and they just add tremendous complexity when deal is already in progress. And thirdly, in terms of the people that you bring, just try to match them, right? There's no value of the potential partner bringing one of their engineering managers if your Biz Dev guy is not going to be able to fulfill their inquisitive nature on the tech side of the deal, right? So just match whoever is coming. Or even use as the leverage, the fact that you will bring someone, in order to get the other party to bring theirs. And then you start building relationships naturally, and organically, and accidentally, if you like. It's not accidentally, it's on purpose. But you start building relationships across organization, different levels of seniority. And suddenly that engineer will be having coffee, or more likely a beer or a spirit if they're engineers, with your engineer. And that goes a long way when it comes to getting a deal done. Naber: Absolutely. I love the tactical guidance you just gave. I think that's gold around both encouraging, enticing and incentivizing, the other group to come to the table with the right cross departmental expertise. And making sure that you plan ahead for that in the first place. That is excellent tactical guidance.Love it. Okay. Hey, last one, Gabriel. So Marketing Budget and Planning process. You've gone through, you don't have enough fingers to count. I know, that's not a hint at you being old, but you're old. But the number of budgeting and planning processes cycles that you've been through is high volume, and you've got ton of experience. Do you have a process that you go through every single year in order to make sure you get that right? Gabriel Garcia: Yes. Although the process has changed at Expedia, which makes everyone's life easier. If you're gonna utilize Technology and algorithms to predict a certain behaviors, why wouldn't you use it to predict what business cycles and financials would look like, right? So we do that these days, which very cool has changed dramatically the amount of effort and hours that we will put into. Having said that, once you have that initial view, it doesn't matter if it came from Finance, if it came from an algo, if you have the time, and your teams have the time, a bottoms up approach is always very helpful. Not in a level of granularity that would just kill your day, and weeks and months. But just to see ballpark, if the trend and the business trend, which the business thinks they'll be heading, actually make sense. And also, and the reason why I've done this over over the years, it gets your teams involved in the process, makes them accountable for delivering the number, and if they have any concerns, they will raise those concerns many, many times with incredibly valid business justifications. As opposed to that becoming a potential friction once the budgets are rolled out. So those are couple of things there. And I would say more often than not, when you get into the weeds of those P&L's, and try to make marginal changes, and put things up and down a notch, and convince other teams to be more aggressive or negotiate with your CFO why you shouldn't be that aggressive, or ask for more money...There's always, in my experience, a moment of oh, which is did a 360 here. So, over the years, whenever I'm realizing that I'm about to go into that moment, I go like, stop, just stop and drop it. It's easy to say because at Expedia, we go through those cycles every quarter. Every quarter we run our forecast, we adjust. Not our plan, our plan is our plan for the year. But we adjust our forecast, we change our Marketing mix. we manage it at a super granular level every quarter to bring into consideration market dynamics, the shape of the industry, competitors, geographical challenges, headwinds, tail winds, etc. So yeah, those would be the things I would leave the audience with. Bottoms-up if you can to get people to be a part of the journey. Don't get deep into the weeds, if you've done it before and you know that the change or adjustment is going to be marginal, it doesn't make a difference. It all normalizes in 12 months, more often than not. Naber: Yeah. Good one. Good advice. All right. Amazing. Thank you so much, Gabriel. I've got two rapid fire questions for you. Gabriel Garcia: Bring them on. Naber: Okay. First one, best travel booking advice that you have? You work at Expedia, you've have to have said this 400 times. We've got a lot of travelers in the audience, so that'd be good. Gabriel Garcia: Well, book in advance. Seriously. We do an air survey every year, and that's really we'll documented with a bunch of data points that we bring to look at different patterns, and what are the price differences in different times of the year in order to get the better price points, and be able to serve those to our customers, and give advice for customers. So rule of thumb, the earlier you book, the better, for sure. If you're going to travel economy, business is slightly different, but if you're travelling economy, more often than not you will find the better deals at least three months in advance to your trip. And I'm talking flights obviously. And better prices at least the last year, because it does vary year by year, not tremendously, but it does vary. Saturday or Sunday tends to be the best day of the week to book. That's what our data shows, right? Just looking at pricing trends. When it comes to hotels, and maybe this just sounds an Expedia pitch here, but hotels provide us with different types of hotel rates, right? And there's some that are called package rates. So the moment that you book a flight, that package rate is unlocked. So if you're going to book a flight and hotel, if you book the flight on Expedia, you're unlocking a hotel rate which is very unlikely you'll be able to find somewhere else. And that combo might actually result in significant savings. And that is big part of our value proposition to our customers. So those would be my top tips. Naber: Gabriel, am I correct in that the unlocking of savings you get from the hotel bookings is actually valid for, not just right when you book the flight, but as also residual until a certain time after that ? Gabriel Garcia: It is residual the day of your trip. So if you book a flight today, and your flight departs in three months, that preferred rate is valid until the day of departure. Naber: Awesome. So cool. Okay, that's great. Thank you for that. And last one. I tell the audience this every single time, but I ask this question with people's birthdays. Actually, I've asked this question to you on your birthday. I think we were having a couple of drinks. What is the most important lesson you've learned professionally in the last 12 months? Usually I ask personal, but we'll go with professional right now. Naber: In the last 12 months. Hmm, I have to say, and t's not new. I didn't learn this the last of months, but the last 12 months has been a good platform to put it in practice. And not only that, to share it with others...Is that things like empathy, and well being, and overall happiness are trainable skills. And the mind is trainable. So the reason why I say that in the context of the last 12 months is because this is something that I've been coaching and delivering a couple of courses, well some of the teams here, but also some of the people within my team in the US when I was recently in San Francisco, and some of the engineering teams there...on mindfulness, meditation, and the benefits of it. And the more that I bring into the workplace, and again following that scientific method, the more empirical evidence I have that that is factual. That it's true. Naber: Very cool. Love it. I have to actually sneak in a bonus one here because you are very passionate about meditation. If someone's just getting started with meditation, can you give a couple of tips in order for them to get through some of the tougher times in the very beginning? When they don't think they're very good at it, inherently. Gabriel Garcia: The fact that you are realizing that you're not very good at it, it means that you're on the right path. Because when you're trying to meditate and you realize that you're distracted, that's meditation. Meditation...normally the three very, very basic steps is that - you are trying to tame your mind...So the three steps are that you focus on something - and that could be your breath and then you will get distracte
No man is an island, or so they say. By the same logic, no entrepreneur succeeds entirely on their own. Independent business doesn't mean going it alone or taking a solitary approach. It just means you get to choose the terms upon which you partner with others. When you do, you further your success, and theirs. […] The post MBA891 Guest Teacher: Dale Beaumont- How to Use Marketing Partnerships to Scale Fast appeared first on The $100 MBA.
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