Marketing Beyond with Alan B. Hart Podcast Por Alan B. Hart arte de portada

Marketing Beyond with Alan B. Hart

Marketing Beyond with Alan B. Hart

De: Alan B. Hart
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Join Alan B. Hart as he dives into conversations with the world’s leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionaries—and stay ahead of the curve.© 2025 Economía Marketing Marketing y Ventas
Episodios
  • 13: Ways to nail your product positioning: Insights from Sjoerd Handgraaf, chief marketing officer at Sharetribe

    13: Ways to nail your product positioning: Insights from Sjoerd Handgraaf, chief marketing officer at Sharetribe
    Jul 16 2025
    How do you determine your product's market value beyond its features? In today’s episode, Alan and Sjoerd Handgraaf, Sharetribe's chief marketing officer (CMO), discuss Sharetribe’s origins, product evolution, and how Sjoerd’s team identified its ideal product positioning by evaluating the true value it provides to marketplace founders. Sjoerd shares insights into the unique dynamics of building and branding two-sided marketplaces and explains how a “give first, ask later” philosophy has helped Sharetribe develop trust and lasting relationships with its community. Sjoerd grew up as a do-it-yourself (DIY) punk rocker in a steel town in the Netherlands. He originally planned to become an English teacher, but love brought him to Finland, where he discovered the startup world. With his DIY background, Sjoerd joined Sharetribe as the first marketing hire in 2016 and became CMO in 2020. Sharetribe is a software as a service (SaaS) solution that aims to democratize the sharing economy by empowering marketplace founders with a no-code platform builder. Key quotes: “We just put value out in the world, and we hope that convinces people to at least give us a try.” - Sjoerd Handgraaf, chief marketing officer at Sharetribe “Look at what your [product’s] unique benefits are compared to those [competitive alternatives] and then try to wrap those [benefits] in value, not features. A lot of tech marketers are quite fond of listing the features, but what is the value that [the feature] unlocks? What is the thing that it gives to customers?”” - Sjoerd Handgraaf, chief marketing officer at Sharetribe In this episode, you'll learn: Common pitfalls to avoid when starting a marketplace business How to conduct an objective self-assessment to clarify positioning Sjoerd’s tips for marketers on navigating AI Key highlights: [00:30] Introduction [01:38] A punk record label mogul [03:00] The Dutch directness [05:15] Sjoerd’s path to Sharetribe [09:17] Who does Sharetribe serve? [10:40] Sharetribe’s origin story [16:30] How to get the product positioning right [33:27] The notion of “give first, ask later” [28:25] Why marketing is moving back to basics [31:15] Lessons learned from Two-Sided: The marketplace podcast [36:15] An experience that defines you: Being a DIY punk [37:20] Advice to your younger self: Be even more entrepreneurial [38:05] A topic marketers need to learn more about: AI is unavoidable [42:55] Subcultures and trends to follow: No-Code and Indie Hackers [44:35] Largest opportunity and threat to marketers today: Leveling up with AI Resources mentioned: Sjoerd Handgraaf Sharetribe Two-sided: The Marketplace Podcast The Lean Marketplace Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Sjoerd Handgraaf and Sharetribe: Sharetribe on X Sharetribe on Facebook Sharetribe on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    48 m
  • 12: Forging a regenerative future for fashion: Insights from Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective

    12: Forging a regenerative future for fashion: Insights from Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective
    Jul 2 2025
    Can streetwear be made with zero plastic? Eric Liedtke says it can be, and he is on a mission to systematically change the fashion industry by shifting away from petroleum-based materials to plant-based materials. In 2014, Eric was already a leader in the fashion industry as the Head of Sports Performance at Adidas when the issues of micro and nano plastics were brought to his attention. As a vegan who loves to surf, Eric could not turn away from the fact that his work in fashion was contributing to the problem. By 2019, he stepped away from his executive board position at Adidas to launch UNLESS Collective, a statement streetwear brand with a regenerative creation model, meaning their products are made sustainably using zero plastic and decompose into nutrient-rich soil. UNLESS was recently acquired by Under Armour, and with that acquisition, Eric was also hired as their executive vice president of brand strategy. In today’s episode, Alan and Eric talk about what the acquisition means for UNLESS Collective’s mission, how it fits into Under Armour’s larger strategy, and where Eric thinks the Under Armour brand can go. UNLESS is on the cutting edge of sustainable fashion, and solutions to many of its challenges are still being invented. The backing of Under Armour has empowered UNLESS to invest in the research needed to make Eric’s dreams a reality. With a background leading brands like Reebok, Eric also understands that UNLESS must meet consumers where they are and not ask them to compromise their tastes or budgets. Once the tech is fully developed and brought to market correctly, Eric believes they will truly transform the fashion industry. Key quotes: “People care. The [challenge] is they don’t want to compromise their taste or the quality of the product for their values, and they don’t want to compromise really too much on price.” - Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective “So, step one, get the value at the same level they’re [the customer is] expecting, get the quality at the same level they’re expecting, get the taste at the same level they’re expecting, [and] get it built on a better stack. Step two is scaling the brand and getting the volumes to hit the unit economics on par.” - Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective In this episode, you'll learn: How UNLESS is overcoming the challenges of manufacturing streetwear with zero petroleum-based materials Eric's strategy to bring innovative value-aligned products to market at scale The importance of authenticity in modern marketing Key highlights: [02:25] Eric's career path [06:40] The founding story of UNLESS [10:40] Zero wasted hours [13:20] The logistics of moving from plastic to plant-based [18:00] Evolving marketing with technology [21:30] Benefits of working with Under Armour [23:45] Propelling the Under Armour brand [27:15] An experience that defines you: Having purpose-led parents [30:10] Advice to your younger self: Don’t let perfect get in the way of better [31:25] A topic marketers need to learn more about: People want real [34:00] Subcultures to follow: Surf [35:40] Largest opportunity and threat to marketers today: AI and authenticity Resources mentioned: Eric Liedtke UNLESS Collective Under Armour Parley for the Oceans Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Eric Liedtke, UNLESS Collective, and Under Armour Eric Liedtke on LinkedIn Eric Liedtke on Instagram UNLESS Collective on Instagram UNLESS Collective on TikTok Under Armour on X Under Armour Instagram Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube 
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    39 m
  • 11: Exploring the “2025 CMO Tenure Study”: Insights from Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart

    11: Exploring the “2025 CMO Tenure Study”: Insights from Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart
    Jun 18 2025
    What do executive recruiters look for when placing chief marketing officer (CMO) candidates? Why do CMOs have some of the shortest average tenures among the C-suite? Richard Sanderson has spent nearly his entire career as an executive recruiter. He began as an intern at Russell Reynolds Associates in the United Kingdom, then eventually joined them full-time, and was relocated to the United States. He went on to get his Master of Business Administration from the University of Chicago before shifting into a new role as Senior Associate at Booz & Company. After five years in consulting, Richard rejoined Russell Reynolds Associates before moving into his current marketing, communications, and sales practice leader role at Spencer Stuart. In his role, he has led a series of high-profile Fortune 500 chief marketing officer (CMO) searches. In today's episode, Alan and Richard break down the 2025 Chief Marketing Officer Tenure Study. They discuss what the data shows regarding career trajectories, changing titles and expectations, and the future of marketing leadership. Richard also shares what he seeks in CMO candidates when filling a role, provides listeners with actionable tips for interviews, and suggests that marketers align their language with their CEO’s priorities. In this episode, you'll learn: The ABCs of interviewing: Leading practices and common pitfalls Career paths for CMOs after their tenure What shifting marketing leadership titles means for the role Key quotes: “Yes, it's your resume that gets your foot in the door... but it's the chemistry and the culture that gets you the job.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart “Low tenure is not a sign of failure... Many marketing leaders are being promoted into bigger and better roles. So, in other words, short tenure [does not mean] a bunch of CMOs [are] being fired. It's quite the opposite... a bunch of CMOs being promoted and given other opportunities.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart “Ultimately, when you think about the constituents of the C-suite, who is the voice of the customer? Is it the chief financial officer? Not really. Is it the chief information officer? I don't think so. Is it the chief HR leader? No. Really... the marketing leader is the true customer or consumer advocate; they are the voice of the customer.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart Key highlights: [02:10] A new (destructive) addition to the family [03:35] Richard’s unusual path to executive recruiting [06:55] How to shine in the job search and interview [13:36] CMO tenure data [17:00] Why CEO tenure is an outlier [19:05] Where do the CMOs go? [23:45] Evolution of the CMO role in financial services and healthcare [26:05] Changing titles and responsibilities [29:05] The marketing to CEO pipeline [32:00] An experience that defines you: Living cross-culturally [34:35] Advice to your younger self: Treasure your time [36:15] A topic marketers need to learn more about: The shifts in industry and politicization of brands [40:30] Largest opportunity to marketers today: Align the agenda and talk the language Resources mentioned: Richard Sanderson Spencer Stuart 2025 CMO Tenure Study Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Richard Sanderson and Spencer Stuart Richard Sanderson on LinkedIn Spencer Stuart on X Spencer Stuart on Facebook Spencer Stuart on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube 
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    43 m
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