The Sleeping Barber - A Business and Marketing Podcast

What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs?

In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification.

Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes.

Enjoy the show!

Our Guest

Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies

https://www.linkedin.com/in/jefflowe2/

https://www.smarttech.com/en-gb/education

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

- Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

- Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies

3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc

5:30 - Why we need to unify B2B sales & marketing teams

9:40 - 74% of customers would prefer a rep-free experience

11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE)

13:19 - The (sales) straw that broke the (marketing) camel’s back

15:35 - Using a buyer journey map to design an org chart

18:55 - Leading the change management to support sales + marketing unification

26;04 - The biggest lesson when you remove corporate silos

27:11 - What salespeople really think of marketing presentations

28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL)

30:51 - How SMART’s culture supported employee engagement during the UCE transformation

35:11 - How to set marketing budgets when there is no marketing team for the budget

38:16 - Poker table budgeting to align teams to commercial outcomes

42:35 - A fair process isn’t the same as a fair outcome

44:55 - Why we should stop using the word “Branding” and what to use instead

50:32 - Should you spend more on brand or performance?

52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc

52:57 - A SMART case study from Australia

56:40 - Why buyer enablement and purpose are fueling a B2B renaissance

1:00:30 - How to find out more about Jeff and SMART

1:03:53 - Post-Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Boy, do we have a treat for you today!

On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School.

Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more!

This episode is a wild, and the energy levels are off the charts. Consider yourself warned.

Enjoy the show!

Our Guest

Dr. Eddie Obeng

CEO & Learning Director of the Pentacle Virtual Business School

MetaVerse Pioneer, Software Developer

Ambassador for the Association of Project Management

Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship

Author & TEDtalks alum & in-demand speaker

Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/

Qube.cc: https://home.qube.cc/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Links & Research:

TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I

Eddie’s Website & Books: https://www.eddieobeng.com/

HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work

McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture

5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE

Timestamps

0:44 - Introduction to Eddie Obeng

3:07 - Why Eddie started an online consulting metaverse 30 years ago

7:09 - Why remote work failed

9:41 - What happens when the pace of change is faster than our ability to learn?

16:56 - Policies and processes run irrespective of reality

20:10 - 3 rules to consider when trying to keep up with change

23:20 - What do high-performance organizations do in a world with excessive amounts of data

26:55 - Modern high-performance cultures don’t look back, they look forward

28:52 - Why organizations need weirdos but don’t have any

30:44 - How leaders can harness innovation by converting normal staff into productive weirdos

35:19 - The collaboration lessons we missed during WFH remote work

41:14 - Why is it hard for existing companies to become high-performance organizations

44:03 - Why corporate purpose is about orienting toward a customer, not ESG

47:29 - Success with diversity also depends on creating new ways to function

52:13 - The tooth fairy story: how KPIs can lead to bad behaviours

56:22 - AI - everyone is doing it but they don’t know why

1:01:08 - The 3-phase approach for transforming into high-performance organizations

1:05:24 - Find out more about Eddie

1:06:52 - The problem with “saving the planet”

1:07:42 - 5 methods for figuring out what’s not real aka “the truth”

1:12:43 - Post-pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry.

However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction.

In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws.

Our Guest

Webpage: https://johndawes.info/

LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Links & Research:

HBR - The One Number You Need to Grow

https://hbr.org/2003/12/the-one-number-you-need-to-grow

HBR - Where NPS Goes Wrong

https://hbr.org/2019/10/where-net-promoter-score-goes-wrong

Qualtrics - THe Ultimate Guide to NPS

https://www.qualtrics.com/experience-management/customer/net-promoter-score/

Int. Journal of Market Research: NPS - What Should Managers Know?

https://journals.sagepub.com/doi/10.1177/14707853231195003

A longitudinal Examination of NPS and Firm Revenue Growth

https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth

Byron Sharp - NPS does not predict growth

https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/

Fred Reichheld - The Ultimate Question 2.0

https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1

Why NPS is a bad tool and what to use instead

https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/

Brand Growth Potential

https://link.springer.com/article/10.1007/s11002-023-09682-7

How Brands Grow

https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560

Timestamps

0:44 - Intro to John Dawes

2:24 - What NPS is and how it’s measured.

3:50 - Why NPS benefits from extreme scoring

5:48 - The downside of the NPS scoring method

8:38 - Why 66% of Fortune 500 companies use NPS

10:40 - The false promise of high NPS scores

13:44 - The trouble with NPS-based incentives

16:46 - The disconnect between NPS scores and business performance

19:30 - The challenges of NPS with growing vs established brands

21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth

26:02 - Are NPS detractors actually bad?

29:50 - Is NPS a superior metric to CSAT scores for predicting growth?

33:17 - What is NPS good for & what to ask instead

37:56 - Can Google Reviews replace NPS?

39:25 - Metrics better than NPS for predicting growth

42:53 - Can we put the NPS genie back into the bottle?

46:47 - If not NPS for growth, then what?

49:32 - 50 years of brand performance disproves loyalty as a growth driver

52:19 - How to find out more about John

54:01 - Post-pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Unilever promotes internally to appoint new top marketer.

Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/

What B2Bs Need to Know About Their Buyers.

Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers

Nestle promises an across-the-board increase in marketing spend.

Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/

Synthetic data is suddenly making very real ripples - Mark Ritson

Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/

Amazon upgrades ad suite with new data clean room, AI image generator

Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/

Unilever thinks purpose is pointless for some brands

Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/

The Marketing Moment:

ZGM: AB is Calling

Background

In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.

Challenges

Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.

Strategy

Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.

Lead with The Cost of Living targeting Toronto & Vancouver

Execution

Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities

Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper

Results

AB had the biggest positive net migration from other provinces

Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.

Ad of the Week

The King & The Viking - Beats by Dre

The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.

In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.

AD Link: https://youtu.be/EuUXiJW2HjY

© 2023 Sleeping Barber

Right on time for the final sprint!

Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.

This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.

Enjoy the show.

Our Guest

Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/

Touché!: https://www.touchemedia.com/en/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/

Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/

Timestamps

0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group

3:12 - Q4 has become more of a marathon than the sprint it used to be

4:10 - Shopping habits of consumers

6:45 - How media consumption habits are affecting media buyers

7:56 - Applying viewer attention to ad platform impressions

9:16 - The impact of viewer attention on the measurement of long v. short term activations

11:03 - Pandemic and Inflationary affects on consumer shopping behaviour

13:55 - SportChek case study

16:50 - AI-based tech to build ad creative and increase speed to market

18:30 - Ad units to leverage in Q4

19:52 - The growing opportunity with Retail Media Networks (RMNs)

23:24 - How media buyers can integrate RMNs with brand s

25:05 - Splitting media budget between brand with activation ads in Q4

26:15 - Advice for winning Q4

28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media

30:53 - Audio placements: radio and podcast opportunities

32:22 - Media Mix Modeling and optimization of media spend

34:00 - The rule of thumb for splitting budget between media and creative

35:07 - Balancing reach with personalization

36:30 - Reaching loyal versus light customers

38:20 - Tips for small and medium-sized businesses

40:10 - Setting budgets for the holiday season & the Markov curve

42:44 - How to maximize ROI during the cyber 5

44:41 - Should companies hide online products to steer people into a store?

48:22 - Why retailers shouldn’t force customers into a sales channel

50:37 - Marketing metrics to focus on

54:04 - Why measurement is a big challenge

55:43 - Incrementality is the game, not ROAS or ROI

58:14 - Things to avoid in Q4

59:40 - Post-pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:

https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose

Source: Fast Company

‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.

https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/

Source: Marketing Week

Marketing enters its Taylor Swift era: Here’s what the numbers say!

https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/

Source: Marketing Dive

AD Platforms are Dropping New Toys for the Holidays

https://marketingnewscanada.com/news/new-toys-from-meta-pinterest

Source: Marketing News Canada

Canadian Survey of Consumer Expectations—Third Quarter of 2023

https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/

Source: Bank of Canada

Ads don’t wear out, Only marketers do

https://www.marketingweek.com/consumers-tired-ads-marketers/

Source: Marketing Week

The Marketing Moment

Sprite: Heat Happens, Stay Cool.

Literature links:

Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat

Ogilvy: https://www.ogilvy.com/work/heat-happens

Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5

Ad of the Week

Cadbury - Garage

https://www.youtube.com/watch?v=JHEJfRnWyBM

© 2023 Sleeping Barber

Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.

This episode will not disappoint.

Enjoy the show.

Our Guest:

Roger’s Website: https://rogerlmartin.com/

LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/

Medium Blog: https://rogermartin.medium.com/

Thinkers 50: https://thinkers50.com/biographies/roger-martin/

HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR Articles

https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated

Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9

Timestamps

0:44 - Intro

5:01 - Results from the Promise to the Customer (PTTC) report

6:59 - The difference between a brand promise and a PTTC

9:01 - Only 40% of campaigns include a PTTC

9:45 - A brand promise isn’t as powerful

11:48 - Small brands can also benefit from PTTC

13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is

16:45 - Eliminating bias in the WARC database and research methodology

19:06 - The hypothesis of what makes a brand. ie. FedEx

24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns

26:12 - Snickers: How to correctly build on a PTTC

28:45 - Why this is the most striking research result in Roger’s career

30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career

34:33 - Walmart’s Everyday low prices is a PTTC

35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico

40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet

43:27 - How P&G used the PTTC framework to evaluate their ad creative

49:44 - Why a PTTC can organize and align an entire company

52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate

57:45 - Customer loyalty is overrated, focus on habit instead

1:00:02 - Social media buzz is NOT a good indicator of PTTC success

1:04:04 - The first thing a CMO can do to benefit from the PTTC findings

1:06:15 - What’s coming with the PTTC framework

1:08:40 - Find out more about Roger (use the L.)

1:10:55 - Our best compliment ever

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners.

We hope that you enjoy it!

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Lululemon & Peloton Deal:

https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800

Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation:

https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Only one in five CMO-CFO relationships are truly collaborative:

https://www.marketingweek.com/cmo-council-cfo-relationship/

The New Coke Y3000:

https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html

Microsoft debuts a platform to help retailers launch and scale an ad business:

https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/

Hornets launch jersey-patch deal with influencer MrBeast:

https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast

Our Marketing Moment

How Lidl uses excess share of voice to boost sales & market share:

https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s

Ad of the Week

IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time

https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.

This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.

This is a very polarizing episode we hope you enjoy!

Our Guest

Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/

Hire Value Inc: https://hirevalueinc.com/

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back

CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html

HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace

SHRM - Most people never complete job applications:

https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx

Social media has reinvented the way Gen Z finds jobs:

https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs

Timestamps

0:44 - Intro to Shelley

2:56 - The connection between marketing, brand and talent acquisition

4:54 - Winning the war for talent vs. the race for talent

7:26 - The difference between talent acquisition and HR

11:02 - Recruitment and HR have different incentives

14:37 - How corporate culture influences recruitment

18:54 - Why talent acquisition should live outside of HR (KPMG example)

22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent

25:28 - The skills for success in HR and recruiting are different

26:35 - Abandonment rate in application submissions

28:09 - How unqualified job seekers overload ATS

30:23 - How qualified candidates work around ATS

31:53 - How LinkedIn and Indeed work

34:44 - How great brands like Microsoft manage their talent & database

40:38 - Why candidates need to continuously invest in their personal brand

43:02 - Why the odds of getting a job through an online application are less than 1%

47:44 - The best way to write job descriptions and respond to them

53:16 - The traditional hiring system is broken - why networking is so important

58:54 - The one thing a company can do to fix talent acquisition

1:00:47 - The one thing a candidate can do to improve their odds of getting a job

1:05:38 - The one thing recruiters can do to create a great brand experience

1:07:55 - How to find out more about Shelley

1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands

1:14:07 - Post-Pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss.

Enjoy the show.

Our Guests

------------

Ben Wise - https://www.linkedin.com/in/benwise1/

Head of Programmatic Media at Google

Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/

Head of Programmatic Media, Agency at Google

Our Hosts

-----------

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature

--------------------

Understanding Programmatic - Think With Google

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

Programmatic analysis tools | BigQuery | Google Cloud

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

The Future of Programmatic Media in 2023

https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023

Google’s new prototype AI tool does the writing for you

https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda

Timestamps

------------

0:44 - Introductions

3:25 - What is programmatic media buying?

5:40 - Targeting by Geo, Context, Audience and Private Marketplaces

9:55 - How programmatic media has evolved in Canada

12:01 - What inventory is available to programmatic media in Canada?

15:24 - Opportunities with Connected TV (CTV)

20:36 - How AI enhances media buying and creative placements

24:46 - Bringing programmatic in-house vs hiring agencies

27:40 - The right time & risks with bringing programmatic in-house

31:00 - Replacing people with robots?

33:03 - Performance measurement & attribution models

41:40 - Privacy sandboxes and public concerns

46:03 - Running experiments to create breakthroughs

50:10 - Factors driving programmatic growth and innovation

53:20 - Post-pod with V & Marc

Where to listen

-----------------

Apple Podcasts:

https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify:

https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts:

https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube:

https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James.

It's an episode you won't want to miss, so sit back, relax, and enjoy the show!

Our Guests

------------

JP Castlin - https://www.linkedin.com/in/jpcastlin/

Strategic Management Consultant

Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum

Speaker

James Hankins - https://www.linkedin.com/in/james-cp-hankins/

Global VP Marketing & Strategy Planning @ Sage (ERP)

Consulting Strategist @ Vizer Consulting

Co-Chair of IPA Share of Search ThinkTank @ IPA

Our Hosts

-----------

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature

--------------------

Questioning the Growth Dogma:

https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991

The Gravity of Ecommerce:

https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943?

Winning the Final Mile:

https://www.marketingweek.com/ecommerce-final-mile/

Evolution of OmniChannel to connected commerce:

https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/

Unified Commerce:

https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/

JP Creating Cash Flows:

https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/

Digital Availability:

https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/

The Jevons paradox:

https://en.wikipedia.org/wiki/Jevons_paradox

Timestamps

----------------

0:46 - Intro to JP & James

3:10 - The attraction of eCommerce

4:03 - Why profits are elusive in an ecomm businesses

9:57 - Growth at all costs?

12:20 - Digital availability - why digital ads driving ecomm aren’t really ads

18:00 - Why we underestimate the costs of ecomm

22:14 - Ways to increase ecomm profits & effeciency

25:10 - The marketers responsibility to commercial creativity (not just ads)

27:40 - Recovering the margins of digital commerce

36:37 - Can small businesses compete with Amazon?

40:29 - Why so many DTC companies open retail stores

43:19 - Value chain vampires

47:02 - Why ROAS is not an optimal financial metric

49:25 - The problem with hiring marketing specialists

52:40 - Marketers can add value by understanding the business model

58:18 - The strategy behind the vegan sausage roll principle

1:02:03 - How to find out more about JP and James

1:03:50 - The post-pod with V and Marc

Where to listen

-----------------

Apple Podcasts:

https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify:

https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts:

https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube:

https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books! 

Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development. 

Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show. 

Our Guest 

--------------------------- 

Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency 

Our Hosts 

---------------------------

 Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts: 

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ 

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 

Podcast Literature: 

--------------------------- 

Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠ 

Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠ 

Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠ 

Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠ 

How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠ 

PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠ 

Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠ 

Timestamps: 

--------------------------- 

0:44 - Intro to Yasmeen 

2:18 - What is product marketing

5:46 - How does the role of a product marketer differ from regular marketers 

10:55 - How brand and product marketers can work together 

13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle 

16:02 - Why market research is so important 

20:19 - Humility is a key skill for product development 

22:35 - The most common mistakes product marketers make 

25:34 - The importance of a community in product development 

27:25 - Getting leadership buy-in with the go-to-market plan 

29:45 - What happens if the baby (product) is ugly? 

34:17 - Differentiation vs. Distinctiveness - what matters? 

39:01 - Repositioning existing products 

43:04 - How to craft a positioning statement 

47:32 - How do you manage priorities when things are moving so fast? 

51:54 - Post-Pod with V & Marc 

Where to listen

 --------------------------- 

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC 

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2023 Sleeping Barber

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it.

Enjoy the show.

____________

Our Guest:

Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.

Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.

Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/

Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

____________

Timestamps

• 0:41 - Introduction
• 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation.
• 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power?
• 6:35 - Inflation has been steady for so many years. What is the effect on consumers?
• 8:27 - What are the main causes of inflation? Are there commonalities?
• 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction?
• 13:34 - The implications of inflation.
• 16:10 - How problematic is it for companies to navigate this new economic climate?
• 18:20 - Communicating value during inflation
• 20:30 - How are professional services affected during inflation?
• 23:30 - Customers' willingness to pay for professional services.
• 25:20 - Profits = price x volume - costs and phantom profit.
• 27:10 - What is phantom profit?
• 29:45 - Price fluctuation, not just at the pumps.
• 33:00 - Should organizations manage prices like they do at gas pumps?
• 34:00 - Are there mechanisms that organizations should think about when increasing prices?
• 36:30 - Why is there a lag in salary increases? What should companies do?
• 38:35 - What is the time lag for salary increases?
• 40:00 - Should the organization increase pricing gradually? Or go all in?
• 41:19 - Maintaining pricing agility
• 42:30 - What are some pricing strategies people can follow in this climate?
• 48:00 - Can marketers take advantage of pricing power?
• 49:50 - What kind of messaging can marketers focus on driving pricing power?
• 52:00 - Bundling. The inflation silver bullet?
• 55:45 - What can the sales force do during inflationary periods?
• 57:14 - Hermann’s advice to CEOs
• 59:32 - Post-Pod discussion

____________

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw

On this week's episode of the Sleeping Barber Podcast, we are excited to welcome Prof. Hermann Simon to the show. Prof. Simon is a bestselling author of more than 40 books and is a leading authority in pricing. His accolades include being inducted into the Thinkers50 Hall of Fame and having a Chinese business school named after him in Shouguang. 

We had the pleasure of discussing various topics, like defining the three drivers of profit, good v. bad market share, profit killers, and much more. It was an incredibly enlightening conversation we know you'll enjoy. 

Enjoy the show.

____________

Our Guest:

Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.

Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.

Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/ 

Confessions of the Pricing Man: https://www.amazon.ca/Confessions-Pricing-Man-Affects-Everything/dp/3319203991/ref=sr_1_1

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

Literature and Links:

• The Pricing Man Summary: https://jamesclear.com/book-summaries/confessions-of-the-pricing-man
• Hermann Simon Articles: https://hermannsimon.com/articles/
• Herman Simon Books: https://hermannsimon.com/books/ 

____________

Timestamps

• 0:48 -  Intro to Hermann Simon
• 2:46 - Price, the neglected stepchild of the 4Ps
• 4:29 - Cost plus, the most frequent pricing mistake
• 7:00 - Why profit, not volume, is the only meaningful goal of a business
• 9:45 - Why the airline industry is prone to price wars
• 12:15 - Profit killers: overcapacity & market share
• 14:56 - How to counteract price war
• 17:19 - Why do marginal costs define the lower price limit
• 19:06 - The three drivers of profit & which is most effective
• 23:08 - Why companies should orient to price, not volume
• 26:49 - Reconciling shareholder return vs. profit maximization
• 29:15 - Good v. bad market-share
• 32:02 - Pricing and where does it live
• 36:00 - The two categories for salespeople. Value sellers and price sellers. 
• 41:22 - Price and its effect on product development
• 45:00 - Understanding pricing models
• 52:45 - Subscriptions-based pricing model
• 56:30 - Customers' willingness to pay
• 1:05 - Post pod discussion with Marc and V

Budget planning. 

These two words can bring back nightmares for many marketers. A daunting task that pins marketers against finance departments in a game of chicken to see who blinks first. We know how difficult this process can be, so we called an expert to help us. 

In this week's show, Dr. Grace Kite, Founder and economist, joins us from Magic Numbers to discuss budget planning, channel distribution, and what percentage of total revenue should be allocated to marketing. She also helps us understand the role of econometrics and shares how she really feels about CPA! This is a timely episode that we know you will enjoy.

Enjoy the show!

____________

Our Guest:

Follow Dr. Grace Kite on LinkedIn: https://www.linkedin.com/in/grace-kite/

Magin Numbers: https://magicnumbers.co.uk/

Magic Numbers Profile: https://magicnumbers.co.uk/people/dr-grace-kite/

Marketing Week Author Page: https://www.marketingweek.com/author/grace-kite/

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

Literature:

Three data-led pointers for marketers during budget season: https://www.marketingweek.com/grace-kite-three-pointers-budget-season/

When it comes to marketing payback, words matter just as much as numbers: https://www.marketingweek.com/grace-kite-marketing-payback-words/

If there was a marketing effectiveness ‘crisis’, it’s now over: https://www.marketingweek.com/grace-kite-effectiveness-crisis/ 

____________

Timestamps:

• 0:40 - Introduction to Dr. Grace Kite
• 1:30 - What percentage of total revenue should be allocated to marketing?
• 6:30 - Does the industry impact what percentages of total revenue are allocated to marketing?
• 9:00 - What is the best way to allocate your budget?
• 10:30 - Econometrics and channel distribution.  
• 11:50 - The 60/40 rule, budget allocation, and the nuances between offline and online.
• 14:00 - Excess share of voice and its impact on setting budgets.
• 17:30 - Market orientation and its impact on budget planning.
• 20:00 - Budget planning during a crisis.
• 23:00 - And why testing is important.
• 26:00 - Reach vs. frequency.
• 29:35 - Academic research may not be representative of all industries. 
• 31:20 - Online vs. Offline media
• 38:04 - Did we shift to digital means more than we should have?
• 40:10 - CPA and why it can be misleading.
• 44:00 - What is incrementally?
• 49:00 - When SEM is important
• 52:36 - The role of econometrics measuring the efficacy of marketing.
• 54:00 - Defending research and the marketing budget.
• 57:30 - Defending budgets through the lens of time.
• 59:40 - Decrease in price sensitivity. How do marketers influence price sensitivity? 
• 1:09 - How to get in touch with Grace
• 1:10 - Post-pod discussion with Mark and Vassilis

The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the framework to create value. It is a fantastic conversation that we're confident you will enjoy.

____________

Our Guests:

Follow Graham Staplehurst on LinkedIn: https://www.linkedin.com/in/gstaplehurst/

Follow Jorge Alagon on LinkedIn: https://www.linkedin.com/in/jalagon/ 

The 2022 Global BrandZ Report: https://www.kantar.com/campaigns/brandz/global

The Meaningful Difference Framework: https://kantaraustralia.com/kantar-millward-browns-meaningfully-different-framework-receives-marketing-accountability-standards-board-accreditation/

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

Timestamps

• 0:43 - Introduction to Graham Staplehurst and Jorge Alagon
• 2:34 - The Brandz Model and tracking the value of brands
• 4:27 - What is the vision of Brandz?
• 6:50 - How are brands valued?
• 9:20 - What makes Kantar's database valuable?
• 13:20 - What is the meaningful difference framework?
• 20:00 - What other attributes were considered for the meaningful difference framework?
• 25:20 - Understanding salience
• 28:42 - How does emotion stand as an attribute within the meaningful difference framework?
• 35:00 - Are brands really important? What does neuroscience say?
• 37:00 - How do brands create value?
• 39:30 - What are the important attributes marketers should be applying?
• 47:40 - How do you weigh the meaningful difference attributes against one another?
• 50:40 - How is 'difference' defined in the meaningful difference framework?
• 56:00 - The attributes help nudge consumers
• 56:45 - How actionable are the three core attributes?
• 01:00 - How to think about being meaningful as a brand
• 01:01 - Are there nuances between B2B and B2B industries?
• 01:09 - Post pod discussion 

In this episode of the Sleeping Barber, we welcome to the show Ty Heath, Director, Market Engagement at the B2B Institute at LinkedIn, where we discuss the contrarian matrix, the future cash flow model, the importance of content and emotion in B2B marketing and so much more.  

While the focus of the discussion revolves around B2B, Ty shares a lot of great information that can apply to B2C as well.

Enjoy the episode!

____________

Our Guest:

Follow Ty on LinkedIn: https://www.linkedin.com/in/tyronaheath/.

Research from the LinkedIn B2B institute: https://business.linkedin.com/marketing-solutions/b2b-institute

Get more information on Ty Heath: https://tyronaheath.com/.

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ 

Get in touch with our hosts: 

Marc Binkley: https://www.linkedin.com/in/marcbinkley/ 

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

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Timestamps

• 0:41 - Introduction to Ty Heath
• 1:48 - A little on the LinkedIn B2B institute
• 4:32 - The contrarian matrix and the value to businesses
• 6:35 - How to succeed in B2B marketing
• 9:00 - What are the blind spots for marketers?
• 11:43 - What is performance marketing?
• 12:40 - Does the orientation of a company change how it performs? Marketing vs. Sales.
• 16:16 - Orienting a team around the consumer decision journey.
• 17:14 - Where does brand live in a B2B organization?
• 22:45 - Marketing and Sales teams, how do they play nice?
• 26:20 - Creating shared outcomes, why is it so difficult for organizations?
• 28:42 - The Finance department and how marketers can make a greater impact.
• 31:43 - Storytelling internally.
• 33:35 - Future cashflow model.
• 38:40 - The importance of content and emotion in B2B marketing.
• 44:28 - What marketing trends should marketers lean into?
• 46:49 - Post Pod discussion

We welcome to the show Dan White, author of two books, 'The Smart Marketing Book' and 'The Soft Skills Book.' We discuss our careers and how we've adapted throughout the years while also covering the importance of soft skills that can make you a successful marketer. We finish off our conversation by bestowing advice to our younger selves.

We hope you enjoy this episode!

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Our guest:

Follow Dan White on LinkedIn:
https://www.linkedin.com/in/danwhite1000/

Get your copy of The Soft Skills Book:
https://www.amazon.ca/gp/product/1911671545/ 

You can get more information on Dan's work below:
https://smartmarketing.me

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The Sleeping Barber Podcast:

Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

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Timestamps 

• 0:45 - Introductions
• 03:45 - How did this idea come about.
• 05:11 - How did we get to where we are today.
• 12:50 - How to choose your career. 
• 15:30 - Have you ever made a decision based on money?
• 21:24 - What are the soft skills that have helped you the most?
• 32:43 - The principles of good visual design
• 35:00 - The sales funnel
• 39:25 - What information should marketers spend time becoming more familiar with?
• 57:00 - Learning and development, how much is this on you or the company's responsibility?
• 1:04:30 - What has been your motivator to seek more?
• 1:08:40 - One piece of advice to your younger self.

Episode 6 is here and it's a special one for us. In this episode of the Sleeping Barber Podcast, we welcome back Roger Martin and discuss his latest book 'A New Way to Think.' We cover many topics like cumulative advantage, understanding human behavior, while discussing frameworks that can help build organizations that thrive. We are really excited about this episode, and we think you will really enjoy this one!

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Follow Roger Martin on LinkedIn:
https://www.linkedin.com/in/roger-martin-9916911a9/

Get your copy of A New Way to Think here:
https://www.amazon.ca/New-Way-Think-Management-Effectiveness/dp/164782351X/

Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

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Timestamps 

• 0:42 - Quick Introduction to “A New Way to Think” 
• 3:15 - Introduction to Roger 
• 6:00 - Are we thinking about customers the right way? 
• 10:02 - Learning to ask the right questions that inform strategy. 
• 15:17 - Understanding Cumulative Advantage 
• 22:00 - Making decisions based on loyalty vs. habit. The role of the subconscious. 
• 28:37 - Understanding human behaviour in marketing 
• 32:47 - Strategy - Planning - Execution vs. strategic planning. 
• 38:47 - Strategic planning. How often? 
• 41:05 - What counts isn't what's true. It’s what would have to be true. 
• 46:00 - How to de-risk your campaigns 
• 50:14 - Identifying problem statements vs. choice outcomes 
• 54:58 - Creating discipline by identifying “what has to be true.” 
• 59:35 - Knowledge work and decision factories 
• 1:07 - Post-Pod discussion with V and Marc

In this episode, we sit down with Chris Walker, CEO and founder of Refine Labs, to discuss the nuances of B2B marketing. The importance of lead and demand generation, vanity metrics and much more! Don't forget to stick around till the end when we discuss the key learnings from our conversation with Chris. Enjoy the show!

In this episode, we pull the curtain back on Kantar's work in defining brand equity and how to measure it. We sit down with Mary Kyrikidi, who holds the position of global thought leader at Kantar, to discuss the nuances of brand equity, the "brand power secret sauce," and are companies genuinely customer-centric? Make sure you stick around to the end, where we spend time discussing the key learnings.