Ivy Exec recently interviewed Tim Petrella, Head of Corporate Development at Marketing Evolution, a consulting and technology firm that partners with Fortune 500 companies to diagnose and improve marketing ROI. The company differentiates itself by using software to integrate real-time ROI insights into the marketing planning and execution process.
Ivy Exec: In which area of your company do you expect the most growth over the next 12 to 18 months?
Tim Petrella: Marketers are no longer satisfied with just knowing whether their marketing campaigns are working or not. They want to incorporate ROI insights into everything they do: from campaign planning down to creative execution. Over the last year, we have seen adoption rates for our software rise quickly in marketers who want deeply-integrated ROI marketing systems and expect those rates to only steepen in the next two years.
IE: What changes and challenges do you think your company and industry will see in the next 5 years?
Tim: We really believe that the use of technology in marketing is going to skyrocket over the next five years. In many cases, marketers are still using the same planning systems and monitoring processes that they have been using for the past two decades. Transitioning to a new way of doing things will certainly have its bumps, but that’s really true of every industry that is touched by technology.
IE: What attracted you to Marketing Evolution?
Tim: I was most attracted by the opportunity to work at a company that is constantly innovating. Our founder, Rex Briggs, helped define the marketing effectiveness field a decade ago, and today we are setting the bar for how technology can be used in marketing.
IE: What three words best describe your culture?
Tim: Inventive – Marketing is undergoing dramatic change (from mobile to Facebook) and our clients look to us to keep them in front of those changes. Genuine – We know what’s at stake for our clients. We do everything we can to help them be successful. Energetic – It’s a lot of fun to work at a place where there is always something new going on.
IE: What are the two best perks that employees get at your company?
Tim: We are growing quickly, which carries with it a unique opportunity to take on new and varied responsibilities. We also make a real effort to stay on the cutting-edge, which means we are very active in attending conferences, marketing events, and outside trainings.
IE: Which leadership qualities best ensure success Marketing Evolution?
Tim: Given that marketing is such a multi-disciplinary field (bringing together quantitative and qualitative insights) and our company brings that field together with technology, we are really looking for well-rounded people with a diversity of skillsets. The common theme among good marketers and our most successful employees is the ability to find a solution for just about any challenge.
IE: What gets you excited about going to work each day?
Tim: Partnering with our clients to help make a good campaign into a great campaign.
IE: What is the biggest misconception that you encounter about your industry?
Tim: Most people remember Wannamaker’s old saying “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” First, today’s marketers should be using tools that tell them exactly which elements of their marketing plans aren’t working. Second, because of that, it should be a lot less than half!