Huddler Johnny Smith, Jr. on Ad Age

May 21, 2021 12:39 PM | Anonymous member (Administrator)

Marketing as a discipline does not exist in every company. In smaller companies, the absence is often driven by founders who believe that if they make a great product, the market will find them. In larger companies, the reasons are harder to pinpoint but the result is often the same: Marketing is really an order-taking function for sales. How does a newly arrived marketer correct this situation?

When Johnny Smith, Jr., began as VP of marketing services at Encompass Health in late 2019, those assigned to marketing suffered from low morale and labored to keep up with requests. Taking a methodical approach, Smith transformed the department into one that knew customers, built the brand, drove demand and was unafraid of saying no to sales.

Marketing VP discusses the 4 principles that brought a divided team together

Read the full Q&A on Ad Age: How Encompass Health Refocused Marketing to Build the Brand

Listen to the Episode: One Marketer’s Change Management Playbook

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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