Designing Marketing Systems and Organization Based on Behavioral Science

In this episode of the next CMO podcast, I speak to Sean Doyle, the co-founder and director of strategy at Fitzmartin, an innovative agency from Homewood Alabama that helps mid-market companies with organizational and system design based on behavioral scienceWe talk about aligning marketing and sales and designing your marketing organization to deliver on results. Useful links:More about Fitzmartin hereMore about Sean Doyle hereMore about The Next CMO podcast hereMore about Plannuh hereSean's bio below:Sean is a principal at FitzMartin, and our leading mind and voice on sales and marketing strategy. Sean is particularly adept at applying the science of behavior change to the art of sales and marketing. It’s an approach that he and FitzMartin have developed over thousands of client engagements since 1992.Sean is an author and speaker. His first book, Shift: 19 practical, business-driven ideas for an executive in charge of marketing but not trained for the task, was published by Rockbench Publishing in 2018.The bottom line? Sean, for the length of his career, has been helping emerging middle-market clients acquire more and more profitable customers. While the principles he uses work in almost any industry, Sean has particular experience in manufactured goods, professional services, carpet, software, and healthcare equipment. Sean’s core principle applied: “Few companies fail for lack of quality products or services. Most companies fail for a lack of revenue. If nothing gets sold, nothing else really matters.”Every marketer, when asked for a list of representative clients, will pull out the biggest names in their portfolio. For Sean, it’s Georgia Pacific, the Southeastern Conference (yes the college sports empire), BBVA Compass (one of the largest banks on the globe) among other attention getters.But the truth is that Sean has spent most of his career helping the kinds of companies that make up most of American business.“Most of my clients are owners and executives who live with the daily pressures that come when cash flow is unpredictable. They are worried about meeting payroll. They are worried about short-term sales. They are worried about the twin obstacles of regulation and competition. My clients prefer answers to rhetoric. They prefer good enough to the perfect solution at 5x the cost and twice the time to implement.”