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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in