TLDR: Work the How

I’m Chris Bailey.

I’ve spent half my career B2B agency side and the other half client side, always focused on Growth and Revenue. Throughout my career I've focused on delivering meaningful revenue impact by operationalising functions for success, building highly motivated teams and supporting individual's growth. I lead teams within global matrix environments to create collaborative clarity of purpose, data-driven decision making and continuous iterative improvement, driving innovation, automation, transformation and operational excellence.

I bring an uncommon experience to enterprise marketing having worked in both Sales and Marketing, having worked across global brands like ServiceNow, Microsoft, ADP, Cognizant and Amazon Business and having led both Regional, Geo and Global functions. I love transforming teams for consistent, predictable, outsized revenue impact by operationalising them for success.

  1. The goal of all Marketing is to create inception that supports Sales: I think, I feel, I want, I need...

  2. Marketing is a Brand and Sales efficiency engine and must operationalise for scale.

  3. Great Sales and Marketing is buyer enablement: continuously moving customers to the next step of their journey.

  4. Data-driven marketing means understanding what you don't know as much as what you do.

  5. Marketing teams create outputs. The Marketing team delivers impact.
    How you work drives how effective you are.

Strategy is a commodity, execution is an art.

Peter Drucker

The highest performing marketing teams consistently deliver outsized impact compared to their peers by using the same four ways of working.

  1. Collaborative clarity of purpose. They have a clear long-term vision that everyone can share and they use cross-functional teams to work together to develop responses to data-driven needs.

  2. Data-driven decision making. They collect and share data freely and use it to drive collective understanding of business problems, potential solutions and process efficiency to deliver them.

  3. Continuous evaluation and iterative improvement. They use continuous delivery to create value faster and accept calculated risks to evaluate effectiveness earlier.

  4. Automation. They continually invest in automation to remove lower value, error-prone work from the process and increase team productivity and satisfaction.

To achieve this, the most effective Marketing functions have a clear operating model.

Strategy prioritises where maximum value can be delivered.
Operational excellence minimises waste in delivery.

Together, the whole Marketing team must be able to answer the 8 Hows.

Work the How by strategically planning, enabling, governing and investing in how the Marketing organisation operates.