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.

In the recent Marketing Dividends video interview with NAB’s General Manager of Consumer Marketing, Kevin Ramsdale stated “Marketing is sales. The paradox of them being two divisions is a legacy of the past.”  Similarly, Mr. Smith’s insights into the marketing function at Foxtel show the interplay between investments in communications and their ROI or cost per sale. Smith details the ‘finely balanced harmonised set of investments’ that Foxtel adjust and readjust to get the most effective outcome.Foxtel’s marketing and business units have all evolved to a place where they share the collaborative vision with the customer always front and centre.“Nobody owns the customer at Foxtel. Marketing is often the place where you get customer service, sales, engineering, product development and television all coming together to work out what’s the next story we want to tell, and the next perception that we want to shift. It is more a collaboration, a facilitation, then external storytelling, through the marcomms,” 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.”

Click here to read more.
Watch more episodes of Marketing Dividends and subscribe to the AANA YouTube Channel.