In the ever-evolving world of marketing, staying ahead of the curve is not just an advantage—it’s a necessity. On the latest episode of the “Blame It on Marketing” podcast, Ruta and Emma sit down with Jessica Walker and Gina Randle from Meddicc, the sales framework, to dive deep into their unique “media first” approach. If you're a savvy marketer looking to blend media seamlessly into your strategy, this is a conversation you won't want to miss.
Jessica, the Chief Media Officer at Meddicc, shared her initial reservations about stepping into a media-focused role. “I was kind of reluctant originally when my manager mentioned the media route,” she admits. However, her transition has been nothing short of transformative.
Meddicc, a bootstrap startup founded in 2020, decided early on that media would be the cornerstone of their strategy. Ruta explains, “Everything we do is media focused. And we kind of split marketing into two routes: brand, which is long-term, and marketing, which we classed as short-term. Both rolled up into media.” This integrative approach ensures that all marketing efforts are aligned under a unified media strategy.
One might think that building a media-centric strategy requires a hefty budget. Jessica counters this notion by highlighting Meddicc’s resourcefulness: “We didn’t have money to spend on a lot of paid ads and things like that, especially when I first started. So media made sense from that point of view as well.” By leveraging content and organic growth, Meddicc has been able to position itself as an authority in the sales framework space.
Gina, the Head of Media at Meddicc, brings a wealth of experience from TV and digital production. She emphasizes the importance of integrating media seamlessly into business operations: “We don’t see it as separate anymore. It’s all rolled together, and we all have that one main aim together as a team.” This holistic view ensures that media is not just an add-on but a fundamental component of their marketing strategy.
For many businesses, the integration of media and marketing can feel like the tail wagging the dog. However, Meddicc’s approach is purpose-driven. “It’s less of the tail wagging the dog, but more of just trying to piece together what we do first,” Ruta explains. The team collaborates closely to ensure content aligns with their overall goals, often working backwards from the end goal to determine the best media strategies.
They employ tools like Asana to manage campaigns from conception to delivery, ensuring all media elements and marketing requirements are met. “Jessie leads on that as CMO; she is the key to guiding us on what needs to take priority. It's a lot of priority balancing,” Ruta adds. This collaborative effort allows Meddicc to maintain agility and quickly adapt their content strategy as needed.
While metrics are essential in any marketing strategy, Meddicc focuses on what truly drives their business: revenue. “Our core metric is revenue,” Jessica states. By attributing inbound leads back to their media efforts, Meddicc ensures that their media strategies are directly linked to their bottom line.
They monitor traditional metrics like website traffic and form submissions but place significant emphasis on how these touchpoints convert into revenue. “We are heavily focused on driving revenue as a business and from a media perspective as well,” Ruta notes. This revenue-centric approach ensures that all media efforts contribute meaningfully to the company's growth.
For small marketing teams looking to incorporate more media into their strategies, Jessica and Gina offer valuable advice:
By leveraging these strategies, even small teams can create a robust media presence without breaking the bank. Meddicc’s approach proves that with the right mindset and tools, a media-first strategy is attainable for businesses of any size.
One of the standout aspects of Meddicc's strategy is their internal culture. Jessica and Gina describe their team as an “internal agency,” where everyone is aligned and collaborates effectively to achieve common goals. “Our main client is Meddicc, and we have partners we work with as part of the Meddicc media network,” Jessica explains. This internal agency model ensures that media efforts are consistently aligned with the company's objectives.
Moreover, Meddicc emphasizes the importance of storytelling and transparency. Their CEO, Andy White, actively participates in media efforts, sharing behind-the-scenes content that humanizes the brand and fosters a deeper connection with their audience. “We actually just really enjoy sharing how we're building the business as well,” Ruta shares.
Every strategy comes with its challenges, and Meddicc is no exception. One humorous anecdote shared during the podcast involved a playful disagreement over file management. While Jessica prefers a methodical approach to asset storage, Ruta tends to prioritize quick access. This lighthearted clash highlights the importance of balancing different working styles within a team.
Despite occasional disagreements, the team’s commitment to their media-first strategy remains unwavering. “We just piece everything together and keep our end goals in sight,” Ruta concludes. This resilience and adaptability are key to Meddicc’s continued success in a competitive market.
Meddicc’s media-first approach is a testament to the power of integrating media seamlessly into your marketing strategy. By focusing on revenue-driven metrics, fostering a collaborative internal culture, and leveraging both in-house and outsourced resources, Meddicc has carved out a unique space in the sales framework industry. For marketers looking to innovate and stay ahead, Meddicc’s strategies offer invaluable insights into creating a robust and effective media-centric approach.