Marketing Transformation by Fire: How change is driving true buyer centricity

Buyer centricity has long been the war cry for marketers and sellers alike, but the recent Global pandemic, economic crisis, and even civil unrest has proven that the reality falls desperately short of the promise. The root of the issue resides in the fact that marketing and selling, at least under ‘business as usual guidelines’, feel trite. The traditional go-to-market motions that many organizations have built come with a dependence on some degree of sleight of hand.

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The promise of “results” is propped up by practices that neither understand the true needs of Buyers nor feel any ownership in achieving them. We’re living through events that have the potential to finally force true change. The only organizations surviving and in many cases thriving in the current environment are those that both had formed true relationships with their buyers and were agile enough to respond to how the market was affecting those individuals and others like them.

About Mike's guest: Justin Gray Founder & CEO, LeadMD

Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue performance consultancy, having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing, and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch, and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017 and a daughter in November 2019.

This episode of WVU Marketing Communications Today is hosted by Michael Lynch from West Virginia University which is a program on the Funnel Radio Channel.