Sales and marketing alignment is huge, and historically, sales and marketing haven’t been best friends. Steven Nghe, Head of Marketing and Communications at Kloeckner Metals, discusses when Kloeckner Metals realized that sales and marketing had changed, and they needed to change with it. He discusses the digitalization of more multidimensional and complex marketing practices that need to be enhanced for sales and marketing to make selling manufacturing more efficient. He also discusses how he gained trust from VPs on marketing being a worthwhile investment by exposing what marketing really is.

Using asymmetric marketing can help you stay agile in a highly competitive market, says David Koerner, the VP of Global Marketing for 75F. He and his team have found success by applying an asymmetric lens to their marketing efforts to attract and convert their customers. David believes that marketers need to think outside the box—he talks about examples from Burger King, Five Guys, and Southwest Airlines, where they targeted their audiences in unconventional ways to stay ahead of the competition. Hear more from David Koerner on this episode of The Kula Ring.

This week on the Summer Spotlight Series, We are looking back on our conversation with Paul Dailey. While Paul was at Outback Power he was at the helm of transitioning to new technologies and growing their available market. Paul shares some fantastic insight on marketing in a growing industry and establishing a value proposition as customers’ options expand. This was a great chat and we are so pleased to bring it back to our listeners.

When word-of-mouth is how your product is marketed the most, what are the keys to influencing the messaging among peers? In this episode of The Kula Ring, Matt Fiddes, Founder and CMO of Agility Technologies, explains how they develop their products with the specific needs of their rescue worker customer base in mind. With their FIRSTLOOK brand, they build relationships to introduce the product at all levels in the rescue industry including trainers, influencers, users, and the public tax-paying community. He also describes the importance of customer service to gain a competitive advantage in the first responder community.

Mike Donley of Setco joined us on the show this week. We talked about intensely precise machinery and how He and Setco are developing conversations about keeping them very precise for a very long time. Can education around handling and caring for your parts to get the maximum life out of them create sales opportunities? We conclude, yeah, it can! We also chat about diversifying content through video production. And, Jeff gets to complain about audio quality (his favourite).