Interview – Jethro Grainger-Marsh, National Head of Sales and Marketing, Alsco

Jethro is a digital, business growth, transformation and marketing leader, I have almost twenty years’ digital, marketing, sales, and transformation experience, both B2B and B2C. I deliver measurable growt

h and operational improvement through strategic marketing, growth, acquisition and transformation, and am a frequent speaker at digital transformation events throughout the APAC region. Across platform, process, and strategy, I have delivered success for some of the world’s leading brands across sectors including FS, Cloud (SaaS), and technology.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business?  

Integrating as a single business that doesn’t face the customer but stands alongside them.  Embedding customer obsession into the DNA of the company and gaining the buy in on both a process and emotional level from all areas of the business.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

Starting from understanding.  Consistently believing that the knowledge of customers we have as a business is complete, and not analysing our beliefs against cold hard data – and using this insight to drive performance and change.

What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?

Disruption on a product and engagement perspective will severely damage the brand relationships with customers.  It will no longer be Business to Consumer or Business –it will more consistently be Business to Channel to Consumer.

What is the best piece of advice you have received within your job over the years?

Step by step.