On this episode of The Marketer’s Journey, I interview Gil Rosen. Gil started his marketing career in pharmaceuticals which he cites as a great training ground that helped him understand what marketing is all about including distribution, targeting different demographics, adhering to regulations and more. He is now CMO of Amdocs, a massive company with over 27,000 employees and over 4 billion in revenue. To lead an organization like this requires perspective to tell the right stories. Gil knows that storytelling is key to bridging the gap between the creator and end user, and also key in rallying everyone around an idea. On today’s episode, Gil and Randy discuss the different aspects of storytelling, escaping a legacy to expand your offering, and the importance of the communication industry in a post COVID world.
Key takeaways from this episode:
- In tech and startup marketing, finding the sweet spot between “too early” and “too late” is key in a go to market strategy. Imagine trying to explain TikTok to someone five years ago!
- One of Amdoc’s greatest challenges has been escaping its legacy, however positive it may be. They are the “Michael Jordan of billing” but this can make it difficult for them to escape this box and make a name for themselves in another domain
- A new segment has been born-- enterprise consumers. Business people are working from home, requiring security and broadband previously only available from the office. Identifying new customer segments like this is key to thriving in a changing world.