12 Asbjørn Severin from Danelec | How I lead my marketing function towards commercial growth to unlock its full potential

Stop being the flyer factory: How do you transform a decades-old industrial B2B marketing team into a strategic, data-driven revenue engine? In this episode, you will hear more about leading marketing at traditional maritime technology company Danelec as it has shifted from hardware to software and data. Our guest is Asbjørn Severin, SVP of Marketing and Communications at Danelec. Asbjørn joined Danelec in 2023 to help the company realize the full potential of its marketing and support ambitious growth goals. Asbjørn has significant experience in management consulting, branding, and communications. He has worked as a consultant and advisor, helping clients navigate organizational transformations, complex M&As, and develop strategic brands. In this episode, he highlights that getting stakeholder buy-in is super important to change the perception of marketing from a "PowerPoint bureau" to a modern marketing engine. The fastest way is to align marketing KPIs with the rest of the commercial organization to ensure the marketing function serves the commercial targets. He emphasizes that sales and marketing should operate as a single team with the same revenue goals. Listen now more about: What does it take to build a modern marketing team from the ground up in a decades-old industrial business? How to successfully rebrand your marketing department internally by moving from a support role to a strategic commercial engine? What is the marketing executive's perspective during an M&A process? And how do you execute a rapid, strategic rebranding to unite three companies under a single, customer-focused story, transforming the company's perception in the market? Why is cultural change harder and slower in-house than what you experience as an external advisor? Get in touch with Asbjørn on LinkedIn.