Leadership
Former Carsales marketer and chief customer officer, Vladka Kazda, has joined the Xero team to head up marketing.
Customer Experience Management
Xero has today launched its new My Cases feature within Xero Central, which uses machine learning to personalise content and speed up response time, for a better customer experience (CX).
People
Rachael Powell’s job title tells us all we need to know about marketing right now. As chief customer, people and marketing officer at Xero, she is the embodiment of the evolution of marketing and how, in order to achieve true connection with the customer, trust must occur from the inside before it can go out to the customers.
Digital Marketing
Building a modern-marketing function - and injecting and maintaining ‘cultural’ elements like back-end collaboration - is easier said than done, according to a group of marketing chiefs speaking at the second annual CMO Momentum.
Leadership
A new tagline is the beginning of Xero’s evolution from a pure accounting software supplier to a more holistic small business platform, a move, it says, is vital in a changing market.
Strategy
The days of quick customer experience wins through digital and mobile innovation are gone and organisations must tackle the more complex task of overhauling their culture in order to find sustainable improvement.
Strategy
Just what does it take to build a community around your products and services in the age of digital, data-led interaction? And how can machine learning help brands achieve these aims?
Digital Marketing
From his studio in Auckland, Pat MacFie leads a team of video professionals that would put some independent production houses to shame. But he's not running an independent video production house. Instead, his group is part of an internal marketing agency producing content to help attract and retain customers for the online business software maker, Xero.
The key metric Andy Lark uses to demonstrate marketing’s effectiveness is new customer growth.
Leadership
The first global marketing chief at cloud-based accounting software provider Xero has highlighted culture and embracing the brand’s ‘alternative’ position with small businesses as key to his success.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
