CMO50 #26-50: Grant Lee, M2 Group
Grant Lee was appointed M2 Group's first joint GM of business sales and marketing in June after spending six months in business marketing.
Prior to joining the telecommunications company, he spent two years as marketing director for Lumo Energy. His resume also includes business development for DealsDirect, a managing director's position for Rapp at DDB, and account director at George Patterson Y&R.
ASX-listed M2 provides a full suite of traditional and next-generation telecommunications products in Australia and New Zealand, in addition to utility services in Australia, and was founded in 1999. The solutions are aims at SMB, families and individuals.
2014 revenue was $1.12 billion with EBITA of $170 million generated by 3300 team members. The business segment had 363,000 services in operation and revenue of $346 million.
“Typically, most companies have a traditional structure with someone in charge of marketing and a different person in charge of sales. The new role of group general manager, business sales and marketing was created by our COO to ensure one person ‘was on the hook’ for driving sales growth," Lee says of his appointment, as well as plans for the CMO function over the next 1-2 years.
He adds that as someone with a pure marketing background, it is a challenging one, being accountable on a daily basis for behavioural change (sales) as well as attitudinal change (brand preference).
"Comments such as “sales would be great if the marketing leads were valid” or “the marketing/advertising is working fantastically, the sales team can’t convert” are not much use when you are talking to yourself,” he adds.