In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.
Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.
Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.
Andrea outlines some of the risks that come with centralisation and decentralisation, including brand strategy dilution, and the importance of balance, transparent communication, and trust-building within the team.
She also offers her perspective on AI's role in marketing and the need for its careful integration with human expertise.
Andrea’s a very, very well-known speaker in B2B marketing circles. Listen in, you’ll soon realise why.
About Andrea ClatworthyAndrea has over 30 years of international B2B marketing, in Tech, and more recently at Fujitsu where she has successfully introduced, evangelised, coached, mentored and drove 1:1 ABM from a country strategic approach, to region, then globally. Now that ABM is core to the marketing strategy and business as usual, Andrea has pivoted to looking after marketing transformation in the Europe region, the largest region outside of the Japan HQ and domestic market. She is award winning, industry-acknowledged as an innovator, and a regular judge for B2B marketing awards
LinksFull show notes: Unicorny.co.uk
LinkedIn: Andrea Clatworthy| Dom Hawes
Websites: Fujitsu| Selbey Anderson
Timestamped summary of this episode
00:00:03 - Introduction
00:01:17 - ABM as Business as Usual
00:02:18 - Transition to a Transformation Role
00:04:31 - Centralisation vs. Decentralisation
00:05:02 - Changes in B2B Marketing
00:13:54 - The Challenges of Decentralisation
00:16:14 - Shadow Marketing
00:18:09 - Transformation and Improved Performance
00:19:41 - Internal Improvement and Psychological Safety
00:22:59 - Enabling Change and Consistency
00:27:05 - The Role of Humans and AI in Marketing
00:27:26 - The Transformation Journey in Marketing
00:28:48 - The Ownership of Customer Success
00:29:58 - The Future of Marketing and Agencies
00:30:36 - Steps for Marketing Transformation
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