Disruption Interruption podcast host and veteran communications disruptor, KJ Helms, interviews Genefa Murphy, CMO of Five9, who says that businesses too often drastically undervalue marketing’s role in bringing ROI, which is more than what’s on the bottom line.

There is a false perception among many organizations that products and sales will do the marketing and the actual marketing itself comes later—it is just the creative and branding side designed and making attractive designs. In other words, marketing’s real importance is very much misunderstood and undervalued. What these businesses don’t realize is that marketing not only plays an exceptionally important role in bringing in ROI, but that ROI is also about the employee experience and engagement, as well as changing outside perceptions.

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But enter disruptor Genefa Murphy, CMO of Five9, who explains to KJ Helms, host of the Disruption /Interruption podcast, that younger buyers now have more disposable income and are behind the new factors in the marketing landscape. They are now looking to brands as more than just being giant profit-driven companies. They are placing value on brand intimacy, which is how the technology and behaviors they utilize are informing the buyer’s experience. These consumers are looking for companies to have a sense of social responsibility, practice diversity, and other ways to create emotional connections. If marketers can’t build leadership’s trust in them and these values, they must be willing to say “no” and if necessary, walk away.

Genefa explains:

1.    Differentiation is the means to disruption. You have to discover what makes you unique from everyone to start making your disruption.

2.    Being different is more important than being better. Simply being better than the competition won’t be enough to distinguish you from the rest.

3.    The time for marketers to get to the forefront is now. There’s a higher level of importance on them to maximize the customer experience.

4.    A higher number of younger consumers of technology have more disposable income. They want their brands to be open-minded and help the community.

5.    Know your area and have the data. Know your ideal customer profile and your marketing purpose. Strive to be ahead of the game.

6.    The four factors that influence technology adoption the most include effort expectancy, performance expectancy, facilitating conditions, and social influence.

7.    Consumers are more likely to adopt new technologies if they think important people are advocating for them. Word-of-mouth is powerful.

Disruption Interruption is the podcast where you’ll hear from today’s biggest Industry Disruptors. Learn what motivated them to bring about change and how they overcome opposition to adoption.

Disruption Interruption can be listened to via the Podbean app and is available on Apple’s App Store and Google Play.

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