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The challenge facing Richard Eglon, chief marketing officer (CMO) at Nebula Global Services, is how marketing functions in channel businesses have expanded over the past few years, and how they can support business success. shows the role the CMO plays in
There continues to be pressure on marketing staff across the industry to provide tools to support POS activities and generate new leads. However, in addition to ESG, which supports corporate value, there is an increasing need to think about more fundamental brand assets.
Eglon joined nebula Global Services in September, having built a long career in channel marketing that included stints at Comms-care and Agilitas, and was already looking to build brand equity. Confirming what the business stands for and helping external audiences understand those values and ambitions will put the company in a stronger position in the future.
Eglon is talking about starting a foundation to support the construction of a grand hotel, as opposed to other options of shallow measures that could only support the weight of a bungalow. Although this is not a priority investment for all channel players, it is one that will pay dividends in the coming years, he argued.
“What is happening now is that they are in the investment and building stage, putting the right discipline in place, getting the relevant certifications and following the right processes. By taking this approach, we believe that “We believe we can lay the foundations for more sustainable future growth,” he said.
“This is not just about marketing. It’s about marketing working closely with HR and the wider business to foster the right culture. What I’ve found is that the marketing function is becoming more hybrid. “Especially in the last five years, ESG seems to be actively promoted by departments such as marketing, human resources, and compliance, especially in small and medium-sized enterprises,” he said.
As marketing’s role expands to include more ESG activities, there is recognition that sharing best practices and informing other members of the industry about progress and experiences is a positive move. It’s increasing.
Most distributors, MSPs, and resellers are embarking on the path to net zero, albeit at different speeds, adhering to a variety of frameworks that risk inconsistency across the industry.
Nebula openly shares its sustainability strategy and is taking it forward with plans to start tracking its engineers to chart their carbon emissions.
“It becomes more of an intrinsic value to the supply chain, because at the moment people say, ‘Okay, we’re going to provide that service, but what impact will it have on the environment?’ Well, there are some statistics on the carbon impact,” Eglon said.
As customers look to channel partners to help extend the life of their hardware and support recycling, more collaborations are emerging and companies are being forced to better understand where their carbon emissions are coming from. There will be pressure. Being open about our green ambitions and sharing the routes to get there supports broader channels and removes weak points from our supply chains.
“We talk about upstream and downstream of the value chain, but overall, the technology channel is only as strong as its weakest link. And there are a lot of connections in that chain,” Eglon said. .
“There are a lot of people who are developing sustainable innovation in silos. They need to start engaging at all levels and support a more collaborative process. That is the gift they have. This collaboration That’s what’s exciting. I think the future of the industry requires a more open source approach.”
But there is still a need to promote ESG initiatives and work with local communities to establish companies and their team members as active contributors to goodwill, while also providing traditional marketing support.
According to Eglon, with ChatGPT and the temptation to use artificial intelligence (AI) to quickly generate campaigns, the need for an authentic approach is more important than ever.
“Regardless of the subject matter, creativity and innovation are essential,” he said, adding that delivering original content while benefiting from AI toolsets will further resonate with users.
His focus at Nebula is to build a sustainable brand that strengthens the business proposition and enables its foundations to be used to support business growth and future service development.
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