Jonny Adams
speaker
254 appearances
11 recordings
1 series
first heard May 2024
last heard 16 Jan
Jonny Adams’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jan 2026 with 1.
Appearances
You don't just sit in front of your computer putting colours on the website.
So actually to your point around misalignment of job role and the understanding of that, and actually a lot of businesses don't write out job descriptions properly. And so I think that's an interesting point, Nicky.
You know, interesting. I was smiling when you said that. I was like, oh, that's such a gimmicky thing when, you know, a supermarket chain gets the CEO to walk the floor. I'm like, yeah, right, come on.
Oh, yeah, they don't have a clue where they're going. They've missed my milk. They haven't given my apples. Just crashed into the wall.
But I was with the ex-CPO of Superdrug the other day, and she was referencing how her and now the CEO of a mutual client of ours... Used to work together 20 years ago and they worked behind the shop floor, right? But they worked together and that's how they met and now they're working again.
So it is, you know, about getting in front and understanding your customers and then understanding different parts of the business is important. I'm curious about one thing. When, you know, you're pioneering the alignment piece and I've seen how you work, Teresa, with your clients. Is there something that was sort of like a point in your time in your career where it went ding?
I really need this to happen because I've been trying my hardest in marketing in a siloed event, trying to push this change forward, but it's just never happened. When did you just think, right, if I'm going to carry on doing a job and you've been successful in selling an agency before you've done so many great things, when did you go, right, enough is enough.
I'm going to crack on and start thinking about alignment and go for that as a proposition. What was the turning point for you?
I thank you for that. And I think it'd be really important, you know, to actually have a bit of chat amongst the three of us. You know, we are the three that's coming from different, you know, marketing, sales and customer success.
And as this topic is about alignment, you know, I think it's important from our own experiences, Matt, Teresa, to think about what's an experience that we've had in business where we've witnessed the power of the three verticals making seven. As we're all going to say it now, you know, marketing, sales and success. What have we all seen personally that's been a success and an outcome?
Have you got an example, Matt, where you're thinking that you've worked with a client or been in a business even where you've seen marketing, sales and customer success come together and it's sort of been quite a powerful outcome?
I think this is an important point that we're talking about, because if we're debating this topic and coming up with these answers, I know one of the next questions will be, well, what are the challenges? And I think we need to probably think about bottoming out the framework that supports that challenge, possibly. But
I recall a client that we've worked with since 2019, approximately around about 450 sales professionals, 60 leaders, eight different businesses that sit underneath a consortium that was carved out from a previous organization in 2019. And they are a B2C organization. What they've evolved in over the last five years is...
they really got themselves understanding the key metrics to staff, which they didn't have much data integrity, they didn't have the right CRM.
And once they understood that they needed to go from sessions to leads, from leads to bookings, and then retention of repeat customers effectively in their space, that core metric enabled the chief growth officer in this case to actually really get behind that. One of the pivots that they've done over the last year is actually quite interesting.
They had eight, what I would call VP growth officers that were possibly some of the original individuals on that sort of proceedings of 2019 up to sort of 2023. And what they then started to look at was analyzing the funnel, looking at the leakage between each of those gaps, as I say, from sessions that leads to sales and in sales to retention. Yeah.
And once they're able to identify the challenge in each space, they're able to look at the capability of each of the individual aspects. So success, marketing and sales, they were like, hmm, something's happening at the leadership piece. Marketing and sales isn't fluid enough. It's not optimized enough. So what they then did, which I thought was really good.
not just go in and find a person that could do the same thing, which was both marketing and sales in another business to change. They actually split the role, went out to another market basically. So completely away from their current organizational structure and found someone that had done it bigger, stronger and a new marketing as such a subject matter expert.
And then brought another salesperson in and they're running the funnel, I suppose, in a really optimized fashion. Now, I don't think they're there completely because it's really hard then to glue the people together. But it's actually quite a nice journey since 2019, having sort of no understanding of their funnel to then understanding it, then to building that change.
I massively advocate what you're saying. One of the things that we train and teach is that whenever recruitment, which is recruiting individuals into your organization, I know we're talking about recruitment and probably supporting other businesses, but is it about 5x, 6x the cost of a mishire at the moment?
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