Global Technology Leadership: Adapt your marketing to reflect cultural nuances (podcast episode #113)

"One doesn't discover new lands without consenting to lose sight, for a very long time, of the shore."

That quote is from Nobel Prize winning novelist André Gide. And I think there is a great lesson for marketers here.

For 25 years, MarketingSherpa has published case study articles. And sometimes when I talk to marketers, they are so myopically focused on just the case studies from their industry.

We’re an ideas profession. And sometimes to get the best ideas you have to step away from the familiar…including your industry.

Which is why I was intrigued by a story in a recent podcast guest application, about a tech industry leader who learned the transformative power of digital marketing by pivoting away from the tech world for a bit to run a charity.

To hear that story, along with many more lesson-filled stories, I sat down with Tim Peters, the CMO of Enghouse Systems [https://www.enghouse.com/].

Enghouse Systems is a public company, founded in 1984, that trades on the Toronto Stock Exchange. It reported $454 million in revenue for fiscal year 2023. Peters manages a team of 52 marketing professionals at Enghouse.

Stories (with lessons) about what he made in marketing

• Leverage digital platforms to build strong communities and amplify your message
• Adapt your marketing to reflect cultural nuances for global success
• Foster trust and cooperation through transparent communication in M&A
• Embrace strategic thinking and creativity to drive measurable marketing outcomes
• Invest in people to foster talent growth and a collaborative team environment
• Align marketing strategies with financial accountability for strategic success

Discussed in this episode

Resume and Cover Letter Writer – Some marketing professionals listen to How I Made It In Marketing to get ideas for managing their career. If you’re ready to take the next step in your career, here’s a shared chat I made in MeclabsAI that can help – the resume and cover letter writer [https://meclabsai.com/share/NUB98Ta7PdfdhA8] (MeclabsAI is the parent company of MarketingSherpa).

Customer-First Marketing: Every click is a wish (podcast episode #85) [https://marketingsherpa.com/article/interview/customer-first]

CMO-CPO Collaboration: Bridge Marketing and Product for collaborative growth (podcast episode #95) [https://www.marketingsherpa.com/article/interview/CMO]

Marketing: It’s not about you, and when you make it about you, you are never going to succeed (podcast episode #53) [https://marketingsherpa.com/article/interview/marketing-not-about-you]

Marketing: High growth can be excruciating (podcast episode #64) [https://www.marketingsherpa.com/article/interview/marketing-growth]

Marketing, Communications, and Pricing Leadership: Business must have a relentless focus on ROI, which includes marketing (podcast episode #35) [https://marketingsherpa.com/article/interview/marketing-communications]

Apply to be a guest
If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application