In the age of disruption, increasing numbers of marketing professionals are gaining roles at startup and industry disruptive organizations. CMO.com tracked down three such CMOs who are living and breathing the life as marketing chiefs working at some of these non-traditional businesses. Ben Eatwell, Andrew Balint and Craig Davis dish details on what it’s like being a CMO for a disruptor firm.
CMO tracked down three such CMOs who are living and breathing the life as marketing chiefs working at some of these non-traditional businesses.
We asked them what it’s like being a disruptor in the market, some of their top priorities and main challenges, and what makes for good marketing strategy. All three CMOs shared what they said are their ‘must-have’ marketing strategies and tips for success.
Striking a balance
For Weploy CMO, Ben Eatwell, being at a disruptor is both an “exciting and daunting” proposition. There are no precedents to what works and what doesn’t, which means the CMO always has to test and learn, he said.
Eatwell comes from a traditional corporate background, having worked at LinkedIn. In January, he accepted the first-ever CMO role at Weploy.
“The trick is trying to balance the need to fail fast with the fact that as a disrupting influence on an industry, it takes time to build trust with your audience,” he said. “I try and take a very logic-based approach to where to focus and invest. Often you don’t have a huge amount of data so when you’re approaching a complex problem or defining a far reaching strategy, breaking it down to the root elements and then asking the hard question of, ‘does this move us closer to our ultimate mission?’”
Brickx CMO, Andrew Balint, also finds the marketing chief’s post at a disruptor firm “exhilarating” in that he is helping a new business start from scratch.
“Building a new business and brand from the ground up and in effect creating a new category is incredibly rewarding and definitely gets the adrenaline pumping,” Balint said.
“The Brickx platform is a revolutionary way for Australians to gain access to the residential property market by investing in ‘Bricks’ of a property. This means everyday people, regardless of geography or wealth, can invest in quality residential properties for as little as a few hundred dollars. By using unconventional approaches to a traditional market, we’re helping democratise access to property.
Sendle CMO, Craig Davis, meanwhile, said it’s flattering being described as an innovator and a disruptor, but it’s far from the main event. Sendle is a Sydney-based startup that’s a growing challenger to Australia Post in parcel delivery for small business. A major milestone was signing a major deal with online marketplace eBay in 2017.
“We set out to solve major customer problems really well, and disruption occurred as a happy consequence of doing a good job,” Davis said.
“Being a disruptor is really about finding ways to be better connected with the needs of your market and giving them what they value most. In our case, we identified 13 pain points that potential customers were experiencing with the dominant parcel delivery provider and we made it our business, quite literally, to solve them.”
To read about their priorities and more, click here to read the full article.