In Episode 7 of Marketing Dividends presented by the AANA, Ed Smith, Executive Director Sales and Marketing at Foxtel, details the collaborative structure within Foxtel that drives customer growth.
“Our whole process from driving demand, converting the demand into acquisition and then retaining the customer is all contained within the one sales and marketing business unit. That is really the customer growth engine,” Mr Smith said.
“At Foxtel the customer really is at the heart of what every part of the business does. Maybe that makes our job easier, but we’re not having to be the only voice of the customer. Everyone’s voice is that of the customer. Always.”
Smith went on to say: “The role in our company that contemporary marketing can play is we don’t have all the answers, life’s too complicated now. But we can facilitate a process of collaboration that brings together all the other parts of the business. That will create something that the customers will value.”