Ep 4 - Digital Sales & Marketing with Terry Kaufman

Today’s episode is an Executive Roundtable that we hosted at the end of last year, with guest speaker Terry Kaufman. Terry Kaufman is the Director of Strategy at Formerra, a $1B plastics distributor spun out of Avient Corporation. Formerly, he was Director of Inside Sales at Avient and former Sr. Manager, Digital Marketing and Customer Experience. He’s spent the last decade working at the intersection of marketing, sales, and technology building digital ecosystems to accelerate B2B growth.

We all know digitalization is becoming more critical in our industry. It’s harder though to really get a sense of how digital is upending the way sales is done. In many quarters sales is still a relationship, face-time game. In order to help you visualize the change, I wanted to visit with a group that has centered their work around digital tools to understand how traditional approaches to sales have to be modified.

You'll see in our discussion, Terry's group doesn't just use digital to do sales the same way it's been done, it requires not only new tools, but new processes, new organizational design and new culture.

When I was thinking about what kind of guest was right for today’s show, I was looking for someone who had spent his career in Digital, and someone who was a digital native. Frankly, when I talk to executives my age, we’re … best ways to put it is “behind” - when it comes to digital. I think Terry has unique insights to share on theses trends.

Get ready to have your thinking turned upside down as we speak with Terry here at Material Growth.

Show Notes

* Video Replay - July 19, 2022 10 am ET

* Executive Roundtable for Materials Growth website

* Executive Summary

* Slides presented during interview

* Chief Martec - tech stack landscape

* Related White Paper: Going Digital - Why the Materials Industry Struggles

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