Foxtel: Marketing is the customer growth engine

Executive director of sales and marketing, Ed Smith, shares how collaboration is driving customer engagement at Foxtel in the AANA's MArketing Dividends TV series

Collaboration across business units lies at the heart of how Foxtel is driving customer growth, according to its marketing chief.

Speaking in this week’s episode of Marketing Dividends presented by the AANA on Sky News, Foxtel executive director of sales and marketing, Ed Smith, set out what he called the “finely balanced harmonised set of investments” that the pay TV company regularly adjusts in order to improve customer interaction.

Smith said the dynamic between sales and marketing, was about sales and marketing working together as a collaborative unit to ascertain what will generate customer demand.

“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,” he said.

However, Foxtel’s marketing and business units all share a collaborative vision which places the customer front and centre, Smith said. He also said every staff member’s voice is that of the customer, and that the business has unified behind several key pillars for growth. These include adding more value for existing customers, lowering entry price points to be affordable, and making Foxtel easier to do business with.

“Nobody owns the customer at Foxtel,” he continued. “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.”

According to Smith, contemporary marketers don’t have all the answers because things are too complicated today.

“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,” he said.

The Marketing Dividends series of interviews has been devised by the Australian Association of National Advertisers (AANA) in partnership with MEC Global.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

Read more

This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

Read more

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in