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

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in