Why HubSpot killed the sales funnel

Byron Cannon is the CEO of LDK Seniors' Living, a business created with the aim of disrupting the aged-care industry by providing high-quality care in vibrant communities. As the Chief Executive Officer, he is responsible for the day-to-day management of the business, making decisions on all matters affecting operations, performance and strategy. In today's episode, Byron shares the secret of what makes LDK different.   Resources and links: https://ldkhealthcare.com.au/ https://www.linkedin.com/in/byroncannon/   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Jeff Sells is the Executive General Manager of Retail Pharmacy for Sigma Healthcare, a leading network of independent and franchised pharmacies and healthcare providers across Australia. In this episode, Jeff unpacks how Sigma Healthcare manages their brands across two main value propositions: price/range and service/value; and how they navigate running a B2B organisation while still emphasising their B2C side. He also discusses the impacts of the pandemic on the pharmacy industry.   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Alana Parker is the Chief Marketing Officer at the Royal Freemasons'​ Benevolent Institution (RFBI). Alana is an experienced marketing and communications professional with over 20 years' experience, spanning both the for-profit and not-for-profit sectors. In this episode, she shares the insights she's gained working in the aged care sector, how to work with your customers to change their perceptions, and how the aged care sector is dealing with the pandemic.   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Rosemary Martin is the Chief Customer Officer for Flybuys, the most popular customer rewards programme in Australia. In this interview, Rosemary discusses valuable customer insights Flybuys has gained throughout their twenty-five years of existence, and how the customer experience and the features Flybuys offers have changed during the pandemic.   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Ryan Baker is the General Manager of Operations at Bunnings and a retail professional with 15 years of experience driving high performing teams. He's been working with Bunnings since he was twenty and has now been with the company for almost nineteen years. After working his way through various roles, he now looks after all the stores in Australia. In this episode, he discusses how Bunnings maintains a connection to their local community by allowing individual stores to create their own set of values, and how they manage to have a staff retention rate of 90%.   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Andrew Durack is the Marketing Manager for St Ives, a leading retirement living operator in Western Australia. Rather than comparing themselves to competitors, Andrew has looked to the lives being led by their residents for his marketing inspiration. The first thing you’ll learn in this episode is that retirement living and aged care are very different things. Retirement village residents prize their independence and autonomy, so customer experience must walk a tight-rope between being invisible and discrete, and still providing timely service. Listen in to learn how resident referrals have become their most important marketing channel, and many other CX fundamentals you can learn from this industry’s unique challenges.   Resources mentioned: Bhutan’s gross national happiness index   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Emma Brady is the Customer Experience Manager at Lush Cosmetics, a brand known for their customer service excellence. Recently, Lush won an award for Customer Experience Innovation of the Year (2018). In this episode, Emma walks us through the difference between customer service and customer experience, and shows how great experience design is about understanding customer needs and expectations. We also talk about the tension between decentralisation and consistency, and how Lush transformed their business by giving radical empowerment over store management to their front-line teams.   Resources mentioned: The CX Accelerator online community The Power of Habit (book), by Charles Duhigg   Connect with us: Michael Momsen on LinkedIn This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

A few special announcements for Customer Experience Leaders in 2020.   Resources mentioned:  Michael Momsen (LinkedIn) Adam Jaffrey (LinkedIn) This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Bruce Dobson is the Director Customer Experience and Business Transformation at the City of Boroondara. He is leading a revolutionary $129M customer experience and business transformation strategy at this local government. This transformation will reconstruct every customer touchpoint and operation over a 15 year period to truly focus on customer centricity. And on this episode, Bruce walks us through the $129M program in detail, the challenges they've had implementing it so far, and how they plan to return $182M in savings as a result of implementing the business case.   Resources mentioned:  Leadership books by Patrick Lencioni (author) The Boroondara Customer First Program — overview (article) The Boroondara Customer First Program — business case (document) Michael Momsen (LinkedIn) Adam Jaffrey (LinkedIn)   Key takeaways (starts at 33:40): Have a clear vision and executive buy-in Have a plan and take ACTION! Don't be afraid to work with external experts Sell the ROI with a robust business case This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.

Jon Dick is the Vice President of Marketing at HubSpot, a leading marketing software company who are focused on customer centricity. They've led the industry for years and essentially invented the inbound marketing methodology. In this episode, Jon tells us why HubSpot killed the traditional sales funnel and replaced it with their flywheel model. We also discuss how the most successful brands aren't focusing on tech disruption, but instead are leading with "Experience Disruption".   Resources mentioned:  The Ride of a Lifetime (book), by Robert Iger. Daemon (book), by Daniel Suarez. Michael Momsen (LinkedIn) Adam Jaffrey (LinkedIn)   Additional resources: How the Flywheel Killed HubSpot's Funnel (article) The Definition of Smarketing (article) The Customer Experience Flywheel (article)   Key takeaways (starts at 40:30): It's not about tech disruption, it's about "Experience Disruption". To be customer-centric, take a "SMervices" mindset. To get started, begin by implement new metrics. Be obsessive about removing friction This show is produced in collaboration with Wavelength Creative. Visit wavelengthcreative.com for more information.