The Evolutionary Marketing Advantage

This episode features an interview with Carmen Williams, Co-CMO and Head of Product Marketing at Zuper. Zuper builds digital solutions to help businesses provide exceptional customer experience. Their mission is to create the world’s most comprehensive tool for field workforce management. Carmen is an evolutionary marketing executive, with experience accelerating innovation and growth for fast-growing companies. She is skilled at driving marketing strategy and plans for fast-growing organizations, and is a forward-thinking, collaborative leader who advocates an evolutionary mindset and empowers teams to optimize performance.

In this episode, Carmen shares about her work with inbound ABM strategies for growing field service operations by streamlining their processes, delivering better customer service, and helping them to be more efficient to scale and grow.

Key Takeaways

• In order to help fast-growing businesses streamline their efforts, working with a team who strategically uses AI and automation for better customer service and efficiency is key to scaling.
• Deep collaboration and discussion amongst leadership is one of the secrets to ongoing success.
• Having an evolutionary, adaptive mindset and culture around testing can prove to be one of the greatest marketing advantages in business.

Quote(s): 

“We're very lucky that the culture and the mindset is around testing sort of the agile, evolutionary adaptive mindset. So we're always thinking kind of like the 80% core that we keep that's working and constantly be testing the 20%. So both my counterpart and I are very much focused with that mindset.”

“As every company I've ever been with, I'm sure every company that exists, there's always that tension between subjective, anecdotal, and data, right? Because there's never enough of the exact data you need. Uh, so I think it's just always trying to get everybody on the same page about, um, let the data speak, you know, let the evidence speak whatever it is, rather than, you know, opinions. And I think that's always the dance.”

Episode Timestamps:
*(02:56) - The Trust Tree: Zuper’s evolutionary mindset

*(07:10) - The Playbook: Carmen’s uncuttable budget items

* (22:21) - The Dust Up: Carmen’s experience with company culture fit

*(23:45) - Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen 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 LinkedIn
• Connect with Carmen on LinkedIn
• Learn more about Zuper
• Learn more about Caspian Studios