Understanding the role of marketing professionals in telecommunications

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Understanding the role of modern marketing within telecommunications companies

In the new world enabled by 5G, the role of CMOs has become more flexible. We need to integrate new technologies and deliver better customer experiences. And all this without losing competitive advantage, service differentiation and brand loyalty.

An arduous task. So at Ericsson, as part of our Modern Marketer program, we wanted to know how our telecom friends and partners in the MELA region are addressing these challenges.

I’ve talked to many of my CMO colleagues from operators and partners, found out what’s bothering them, discussed trends in telecom marketing, and saw how together we can find solutions to work better.

Gina Azaric, CMO of Telia, is my wonderful first guest. Specifically, I wanted to find out what you think about building strong teams and how you integrate innovation from a marketing perspective. I’m thrilled that Gina revealed important details to me that interest every modern marketer out there.

If you want to hear the whole conversation, watch the video cast above or download the podcast version.

Keeping up with the innovation curve

During our conversation, Gina and I discussed the changing nature of telecommunications. There are numerous channels to traverse, execution is more elaborate, and the customer journey is less straightforward.

The pace of change has also been significant: we must always think about what comes next and be at the forefront of innovation. One key area where significant progress has been made is data. Gina told me she has seen a shift in the way data is used, where relevant details are implemented in a more usable and useful way.

“I remember when ‘Big Data’ arrived and all the marketers were excited … Now I see that we have matured and there is not so much enthusiasm, just an interest in knowing how to use big data.”

I witnessed this myself at Ericsson. For example, we’ve looked at how we connect with our audience. We have gained important insights into how some markets respond more favorably to certain channels. Our eyes were wide open. Gina told me about some fascinating insights Telia has discovered about what drives companies and how they are motivated by emotions and relationships just like consumers.

Ask modern marketers: How do you use existing innovations to inform marketing activity and define what you should and shouldn’t listen to?

Develop specialist skills internally

A pressure point resulting from the rapid growth of telecom innovation is having a properly trained team. I was interested in knowing Gina’s approach on this topic. She explains that the complex environment they find themselves in requires much more specialization and her solution to her was to create specialized in-house teams to bridge that skills gap. They now have multidisciplinary talent teams creating dynamic marketing campaigns.

So for Gina, as the leader of such a diverse set of people, how would that be possible?

“As a marketing professional, you have your own band, your own orchestra, and you have to direct it.”

The marketer’s area has changed dramatically. Today, the role of the CMO is to lead extremely diverse teams with a common goal. Gina compares her role to that of an orchestra conductor. I love that concept! It sums up how modern CMOs stand out with a confident presence, bringing everyone together harmoniously. It is something that Gina clearly does very well. Moving from a specialist to a general role can be difficult. I asked Gina for advice on what she prepared her for this step. Her recommendation is to develop strong leadership skills by trusting that your team knows what they are doing. I accept without reservation.

Of course, having effective internal multidisciplinary teams requires smart investments; you can learn more about this in our conversation, especially when you should partner with third parties to relieve the pressure.

Ask modern marketers: What initiatives or strategies are you currently using to ensure that the multidisciplinary skills gap is closed, now and in the future?

Get used to not feeling comfortable

As always, the changes are rapid. Both in the telecommunications sector and in the way we approach marketing. It’s something I think we should totally accept. Part of this involves accepting that there may be challenges, such as trusting team members to do their job. This is something I’m still working on for myself: getting used to not feeling comfortable. Because if we fail to make progress on discomfort and face challenges head on, we risk falling behind and failing to deliver the experiences our customers want to see.

And the great thing about my conversations with Gina and others is that I see CMOs in the telecommunications industry adopt this way of thinking. I want to continue my journey of exploration to become a better marketer and also see the progress of those around me. If you have a story to tell or insightful details to share on this topic, I’d love to hear from you.

Ask modern marketers: How to incorporate innovation into roles and teams without compromising balance and negatively impacting profits?

Contact me on LinkedIn: https://www.linkedin.com/in/sallyannecroft/

Check out the full videocast above for more revealing details or hear my full conversation with Gina Azaric.