IT’S THE NEW AGE OF BRANDING

In this episode of The Business Conversation, Garrio welcomes Michael Stich, Partner at CourtAvenue and Investor and Advisor to various companies. He discusses the challenges being faced by the modern-day CMO and how much evolution this role has seen over the years.

Michael talks about starting with the basics of the language of money and bridging the gap between marketing and sales. He also dives deep into the need for strategic planning and alignment, the journey from data to the creative process, and how to use data to drive business monetization.

HIGHLIGHTS

MICHAEL: BUILD A ROADMAP WITH A CLEAR VISION OF OPTIMAL CUSTOMER EXPERIENCES

“What the roadmap is is the series of initiatives that we're going to go put in place to achieve those and to realize those experiences that drive that profitable growth for our company. We can tie all that together, that we've got ourselves in alignment and a vision for where we want to go. Many companies will develop a vision but they won't have a journey and they won't have a roadmap. Many companies will have a journey, but it won't ladder up to a Vision and CFO will wonder why you doing all that. Or we want to have a roadmap that delivers on that journey so that everyone can walk around, but they don't understand how their day-to-day jobs to deliver on it.”

MICHAEL: START FROM THE POINT OF SALE AND NOT FROM ABOVE

“Where are we going to start? That's peace, love and happiness is an optimal basis, right? So where do we actually start, where we find that things get self-funded, is by staying close to the point of sale. So that optimal experience is great. But why don't we get some sales going first, within that, and prove to me that all of this great planning results in that you can do that, then great, we can, we can start to build a flywheel around left. But if you start at the top of the funnel, or the point of wealth, etc, coming on this unified framework, you get some companies that lose momentum, or at times lose patience or what have you.”

MICHAEL: YOUR PERSONALIZATION STARTS WITH THE VOICE OF THE CUSTOMER

“So we're sort of the facilitator in that multi-party effort. But we have sort of integrated teams with different audiences, are those different parties that I mentioned, coming together to say, great, what is our personalization roadmap? How are we going to guide that? And it starts with the customer. It starts with understanding what are the requirements. What are the needs that they have. And we're very fortunate that we've got the voice of the customer, like literally primary user research brought into those sessions to tell us what people would like to have more personalized"

Follow the link below to learn more about Michael Stich:

• Linkedin: https://www.linkedin.com/in/mstich/
• Website: https://courtavenue.com/

This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future.

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