INTERVIEW with CxO Outlook

“To break into marketing and excel in this field, a combination of diverse skills is essential including a deep understanding of integrated marketing, strategic planning, marketing strategy, competitive analysis, customer relationship management (CRM), analytics, marketing management, business development, and management consulting. ”

- Dave Sutton

In an exclusive interview with CXO Outlook Magazine, Dave shared his professional trajectory, his roles, and responsibilities as Managing Partner at Blue Rhino Capital, the key learnings that helped him navigate the complex and ever-changing landscape of marketing, plans, words of wisdom, and much more.

The following excerpts are taken from the interview:

Tell us about your journey into marketing and your mission to make a positive impact on the world.

My marketing journey has been centered around the concept of Transformational Marketing. I founded TopRight LLC, a marketing consulting firm, to help companies move to the top right quadrant of their competitive frame and corner the markets where they choose to compete.

Tell us about your roles and responsibilities as Managing Director at Blue Rhino Capital.

As the Managing Partner at Blue Rhino Capital since June 2005, my primary role involves guiding this specialized private equity group to help smaller strategic investors engage in high-growth and high-return investments. We focus on identifying and capitalizing on unique opportunities that are often overlooked by larger firms.

You are currently a Member of the Board of Directors at Overdrive Interactive. Tell us about this organization and your role in it.

Overdrive Interactive is a digital marketing agency that specializes in creating multi-channel internet marketing strategies and online lead generation plans for large national companies. . As a member of the Board, I evaluate strategic plans, provide feedback on performance, and guide the CEO and leadership team in the attainment of their goals.

According to you, what are the most important skills you need to break into marketing? Which marketing certification courses, skill development paths, books, or channels do you recommend for upskilling to aspiring professionals?

It’s important to combine formal education with practical experience and continuous learning to stay abreast of the rapidly evolving marketing landscape. Engaging with diverse sources of knowledge and skill-building opportunities can pave the way for a successful career in marketing.

What have been some of the lessons that you had to learn the hard way along your career path?

Question the need for “Bright Shiny Objects”.  It’s essential not to follow new trends blindly just because they are popular. Instead, take a deep look at why a trend is appealing and whether it is necessary for your success. Articulating your brand’s destination, which specifies how you want customers to perceive and interact with your brand, is crucial. This approach helps in evaluating new trends and making the right marketing decisions to achieve success.

What good aspects of basic marketing have marketers neglected in recent years?

Marketers must shift from treating marketing as an art to a science. It is critically important to use customer knowledge to define a brand’s value proposition and then translate this into specific actions for an effective customer experience. Secondly, focus on managing your brand, not your customer.  Marketers should focus on taking ownership of the brand experience and evaluating investments based on their ability to help companies sell more products or services. Through collaboration with other departments like sales, finance, operations, and service, marketing can enable a better and more profitable brand experience for customers. And finally, Marketers must think about reinventing the business, not just communications. Marketers need to adapt to new economic drivers, such as globalization and technological innovations. Brand leaders must shift from a “make-centered” to a “sell-centered” business model, focusing on delivering on the brand promise from the customer’s perspective.

How marketing leaders can be better mentors and true leaders of their teams?

In my experience, marketing leaders can become better mentors and true leaders of their teams by adopting several key practices.  It all starts with embracing a strategic vision. Leaders should have a clear vision and understanding of the market and their brand’s place within it. This involves defining a strategic direction, as highlighted in my book “Enterprise Marketing Management”, which focuses on running brands as businesses and managing them, not just the customer.  True leaders also foster a culture of learning and innovation.  Encourage continuous learning and innovation within the team. As discussed in my book “Marketing Interrupted”, it’s crucial to sometimes go a little crazy and think outside the box to succeed in marketing.

What skills will marketers need in the future? How do you stay sharp?

Based on my expertise and insights from thought leaders in the field, here are nine specific skills that future marketers will need and how they can stay sharp:

Data Analysis and Interpretation: As marketing increasingly relies on data to drive decisions, the ability to analyze and interpret data will be crucial. Understanding customer behaviors, preferences, and trends through data analytics is essential for effective targeting and personalization.

Digital Proficiency: Familiarity with digital tools and platforms, including social media, SEO, content management systems, and digital advertising, is necessary. Marketers should stay updated with the latest digital marketing trends and tools.

Content Creation and Storytelling: The ability to create compelling content and tell engaging stories that resonate with the target audience is fundamental. This involves not just writing skills but also an understanding of visual content, video production, and storytelling techniques.

Understanding of AI and Machine Learning: As outlined in my article “5 Reasons Why Artificial Intelligence Will Transform Marketing As We Know It”, AI and machine learning are becoming integral to marketing. Marketers need to understand how these technologies can be leveraged for predictive analytics, customer segmentation, and personalized marketing.

Adaptability and Flexibility: The marketing landscape is constantly changing. Marketers must be adaptable and flexible to keep up with new trends, platforms, and consumer behaviors.

Strategic Thinking and Planning: The ability to think strategically and develop long-term plans aligned with business objectives is crucial. This involves understanding the market, competition, and how different marketing channels contribute to achieving business goals.

Customer Empathy and Experience Design: Understanding customer needs and experiences is key to creating effective marketing strategies. This involves empathy and the ability to design customer journeys that enhance engagement and satisfaction.

Collaboration and Communication Skills: Effective communication and collaboration with different teams and stakeholders are vital. This includes both internal communication within the organization and external communication with customers and partners.

Ethical Marketing and Social Responsibility: As consumers become more conscious of corporate ethics and social responsibility, marketers need to ensure that their practices align with these values.

What drives you? How do you measure personal success?

I am driven by a desire to help business leaders transform their marketing to routinely beat their competition and become category leaders. Transformational Marketing literally transforms how your customer experiences you, understands you, and interacts with you. It is a change in mindset as well as methodology. I measure my success by the success of the companies and the business leaders that I serve.  If they’re not successful, then I’m not successful.

What are your plans for the future?

I plan to continue working with and investing in innovative companies and business leaders who have a transformational mindset.  By that, I mean leaders who recognize that the power and impact of their brand, their products, their services, and their story comes from making the customer the hero! 

What advice will you give to mid-level managers to move on to leadership roles?

Develop a broad perspective. Leadership roles require a holistic understanding of the business. Expand your knowledge beyond your immediate functional area. Understand how different parts of the organization work together and contribute to the overall success.  Always be cultivating your people skills. Leadership is largely about people management. Develop skills in communication, empathy, and motivation. Learn how to inspire and lead teams effectively. Be proactive in taking responsibility. Seek out new challenges, especially those that push you out of your comfort zone. Show initiative in tackling complex problems or leading challenging projects. Remember, transitioning to a leadership role is a journey that involves continuous learning and growth. Demonstrate your value, be ready to take on challenges, and consistently work on improving your skill set.