11 Delfin Vassallo from Georg Fischer | How I lead my marketing department: where planning is important, plans less so, and where B2B doesn't mean boring 2 boring

About this episode

Delfin Vassallo discusses the integration of a lean marketing team into a larger corporation and the importance of humor and experimental mindsets in B2B marketing.

How do you navigate the shift when your lean marketing team of nine integrates with a corporation that has a global marketing headcount of 85 professionals? What can you learn when getting buy-in from top management that you should produce up to 343 videos in-house? And how do you communicate marketing's business value when direct attribution is "delusional”? From using videos and humor to leadership philosophies and business impact, these topics were covered in a discussion with Delfin Vassallo , Global Head of Marketing Communications for the Infrastructure Division at George Fisher. Delfin has had a career in marketing for over 25 years, so he definitely has valuable experience to share! In this episode, you’ll hear more about the challenges Delfin faced in acquiring buy-in from top management, the importance of using humor in marketing campaigns, and the need to adopt an experimental mindset that supports ongoing improvement. Listen to more about: The philosophy that "marketing is responsible for tomorrow's sale” Why direct attribution is viewed as "delusional" and how the focus is shifted to generating a massive sales pipeline (e.g., $71M+) as the core…

People in this episode

Guest: Delfin Vassallo

Topics covered

• marketing leadership
• B2B marketing
• video marketing
• humor in marketing
• agile methodology
• business impact of marketing

Keywords

• marketing communications
• buy-in from management
• sales pipeline
• in-house videos

Mentioned in this episode

Products: Georg Fischer

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