Description

In this conversation, Dawn Colossi, CMO of Software AG, shares her insights on marketing and the power of creating a new category. She discusses the importance of understanding the buyer's journey and the need for a customer-centric approach. Dawn also highlights the failure of an inside-out approach to campaigns and the impact of launching a new category. Her book recommendation, 'Play Bigger,' emphasizes the significance of creating a unique category to differentiate from competitors. In this conversation, Dawn Colossi discusses the importance of positioning and fulfilling needs in marketing. She emphasizes the need for a visionary approach and understanding the pain points of customers. Dawn also shares the influence of early career mentors and the lessons she learned from them. She highlights the importance of balancing speed and purpose in decision-making. Dawn talks about taking risks and making purposeful jumps in her career to continue learning and stay relevant. She also discusses the changing mentality of work and the impact she has had on people throughout her career.

Takeaways

• Understand the buyer's journey and be customer-centric in your marketing approach.
• Avoid an inside-out approach to campaigns and focus on the needs and behaviors of your target audience.
• Consider creating a new category to differentiate yourself from competitors and capture attention.
• Read 'Play Bigger' to learn more about the power of creating a unique category. Positioning is crucial in marketing, and fulfilling needs is essential for success.
• Early career mentors can have a significant impact on professional growth and development.
• Balancing speed and purpose is important in decision-making.
• Taking risks and making purposeful jumps can lead to continued learning and staying relevant in a fast-paced world.
• The mentality of work is changing, with more people seeking control over their own lives.
• The impact on people is a rewarding accomplishment in a career.

Chapters

00:00 Introduction and Background

03:02 Recognized as a Tough Woman in Martech and Digital

06:32 Failure: Inside-Out Approach to Campaigns

12:48 Navigating Multiple Views in Company Culture

27:58 Creating a New Category

29:11 Positioning and Fulfilling Needs

31:22 The Influence of Early Career Mentors

34:04 Balancing Speed and Purpose

36:42 Taking Risks and Making Purposeful Jumps

39:23 Leaving Comfortable Jobs for Growth

45:44 The Changing Mentality of Work

49:27 The Impact on People