11 Delfin Vassallo from Georg Fischer | How I lead my marketing department: where planning is important, plans less so, and where B2B doesn't mean boring 2 boring

How do you navigate the shift when your lean marketing team of nine integrates with a corporation that has a global marketing headcount of 85 professionals? What can you learn when getting buy-in from top management that you should produce up to 343 videos in-house? And how do you communicate marketing's business value when direct attribution is "delusional”? From using videos and humor to leadership philosophies and business impact, these topics were covered in a discussion with Delfin Vassallo, Global Head of Marketing Communications for the Infrastructure Division at George Fisher. Delfin has had a career in marketing for over 25 years, so he definitely has valuable experience to share! In this episode, you’ll hear more about the challenges Delfin faced in acquiring buy-in from top management, the importance of using humor in marketing campaigns, and the need to adopt an experimental mindset that supports ongoing improvement. Listen to more about: The philosophy that "marketing is responsible for tomorrow's sale” Why direct attribution is viewed as "delusional" and how the focus is shifted to generating a massive sales pipeline (e.g., $71M+) as the core metric of success The agile methodology for a heavy B2B environment The strategy of creating hundreds of in-house videos featuring "solution experts" leading to direct inbound calls from new clients Scaling a small, agile team of 9 into a global marketing organization of 85+ following a major corporate acquisition Connect with Delfin on LinkedIn. A couple of videos discussed in the episode: Stormwise - Solutions for rainwater management - Singing in the drain https://youtu.be/Eky0ptFyn9A?si=h60e4JHG7M4JmviZ And the follow up, a bit toned down, using a 'Mad Scientist' https://youtu.be/bgbfz9Kot14?si=64lRFzYctgc7qFu8 FastGuard cable protection pipes with installer https://youtu.be/yPCYsjKPnNA?si=r-nVupAgKurIA563 Cleanwise - wastewater treatment solutions - Poo emojis https://youtu.be/ZVd0b1XdL70?si=oOR3SvWAlFA9MZXY