Marketers have a fetish for measurement | Tom Hunt,

What’s the one marketing trend that you wholeheartedly disagree with?

I think marketers have a fetish for measurement.

And don’t get me wrong.

Theres like nothing wrong with measuring stuff. But there is something wrong with measuring stuff if that gets in the way of the thing actually happening.

The most important thing is, as a marketer is to make the thing actually happen, once is happening, we can then start measuring to try and make more of this stuff happen.

And so what we tried to do with Fame is first make the thing happen. And only now after three years, are we actually trying to measure and understand, okay, we can use this to do more of the right things to get the result.

But I see marketers online like measuring before the thing is actually happening.

So I think it’s a prioritisation of measuring versus actually doing stuff.

If you could talk to all B2B revenue leaders in the world for 1 minute, what would you say?

I would say pick out the person in your team that A – has the best communication skills and B – has the most knowledge of the subject matter a combination of the two.

If you had to prioritise I probably say communication skills.

And then your focus over the next 12 months. If just to make this person famous, the way you make someone famous is to enable that person to create a lot of great content around that niche, consistently.

Step one, step two, if then just to have that person be seen around other famous people in the niche.

So I just execute their strategy through LinkedIn through podcasts, through any other channel, I probably start with those to just execute that.

What’s the most important character trait that helps you succeed in your career? Why?

This is something that I learnt and it is a bit cliche, but from Jeff Bezos, which is, especially in the early days of business, is to only spend on things that are going to increase value for the customer.

This way, you can become more lean and ideally build something that’s going to be cheaper, more valuable and cheaper than your competitors, which will innately lead to growth.

And so why see some other founders or I think this applies to marketing teams as well, right? Because you your marketing team has a runway and a budget etc. is to not get carried away with the things that you think you need, because that’s what you need easy like an office or a CRM.

And just only make those investments into things that you know are going to add value to customer in the early days.

If you’re growing really fast, and you want to invest in your culture, etc.

Or you want to invest in a sales function and get the CRM get the office but nowadays, no, keep it lean. And I think that’s going to drastically increase your chances of success, especially in the early days.

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