Former Curtin Uni CMO and CMO50 honorary debuts new consulting business

Growth Generators focuses on improving marketing efforts around growth and agile, transformation and customer engagement strategy

Tyron Hayes
Tyron Hayes

Former Curtin University CMO and CMO50 top 10 honorary, Tyron Hayes, has debuted a new consulting offering aimed at helping marketing teams close the gap on culture, capability and innovation.

Called Growth Generators, the business is designed to bridge the gap between strategy and execution and takes its cues from the practical experience Hayes chalked up during his eight-year tenure at the Perth-based tertiary education institution.

His innovative work at Curtin, which resulted in the university’s first-preference market share growing from the high 30s to 53 per cent, led Hayes to be recognised in the top 10 CMO50 list in 2017.

Growth Generators is focused on three core pillars that drive growth, Hayes said. The first is design and innovation through a customer-centric lens, while the second is building an experimental modern marketing approach. The third is leadership and culture, which he said is about upskilling and aligning teams to build a high-performing and agile culture.

Informing the business approach was interviews with nearly 20 marketing leaders across several industry sectors including financial services and higher education.

“Most CMOs are grappling with at least one of the three areas of the offering depending on their stage of maturity,” Hayes said.

Hayes told CMO his approach will start with reviews to identify where the weak points are, then incorporate high-touch sessions, workshops and programs that help build up capability. He also expected to work with teams on transformation roadmaps, both in terms of org structure and technology, and even assist in running growth marketing sprints.

“Through discovery sessions, I’ve been asking where the current pain points and challenges are, then employed sliding scales for growth and agile marketing, high-performing teams, tech stacks and agency partners,” he explained. “That gives me an indicator of the level of maturity and which of the three legs may be shorter than the others in terms of my offering. I also ask where they’ve been spending their time and money through the funnel, from awareness to conversion, upsell and so on.”

One common challenge is capability uplift and cultural change in alignment with a digital transformation agenda, Hayes said. Another is internal structures to support both the organisation and a more high-octane marketing strategy, particularly with regards to improving agility. A third is executing against customer experience strategies and ambitions.

“This work has given me the confidence in my offering and where I can help,” he said. “If they’re at the start of a transformation journey, I’d like see myself as a transition partner, and can work on a transformation roadmap… if the CMO has been in the seat a few years and well settled in terms of org structure and brand, they may be ready for agile or growth marketing.”

Hayes agreed technology was another area many CMOs needed help, adding many have purchased the martech stack and “are driving the Ferrari like a Mini”.

“There may be some that need to build their tech stack roadmap, and that’s where I can help support depending on the level of maturity, and existing tech stack,” he said. “There will be some lightweight tech stacks I might use and bring in, but I’m working still on the more enterprise-level martech stacks and how to approach that piece.”

Hayes’ target customer base is medium to large organisations from any industry sectors looking at digital, marketing or cultural transformation. While seeing clear opportunities at a national level, he’s also open to international work.

As well as tapping into his own expertise, Hayes is looking to build a network of agency, consulting and technology partners that can assist depending on the needs of clients. The differentiator to other consulting firms will be a hands-on, customisable approach, Hayes said.

“Higher education, financial services, retail and large not-for-profits are some industries where we believe there will be initial demand for our services,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.   

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in