Speaker Bio

Malcolm Johnston (NEW)

Malcolm is an experienced and dynamic interim director and consultant with over 30 years B2B line management experience working with businesses operating in both the UK and internationally. He is a leader in strategic marketing and customer management change programmes that deliver sustained improvements in revenue, brand value, customer satisfaction and employee engagement.

In the last 17 years, Malcolm has been asked to help a wide range of businesses with the resolution of strategic challenges and his engagements have covered diverse sectors including; IT, pharmaceuticals, defense electronics, wind energy, agri-business, telecommunications, industrial cleaning, bio-technology and private banking.

His international business experience was primarily gained during 17 years with BT, Cable & Wireless, T-Mobile and Telstra during which time he undertook many roles in sales, marketing and strategy from Product Manager to Sales & Marketing Director. He has lived and worked in Germany and the USA – where he created and led the C&W international sales organisation and major bids team. Prior to his commercial career, Malcolm served for 5 years in The Royal Regiment of Fusiliers, completing his Short Service Commission as a Captain in 1983.

Read more

He holds a Bachelor’s degree in Accountancy & Business Law (Stirling University) a Diploma in Global Business Leadership (Georgetown University, Washington D.C.) and an MSc in Strategic Marketing Management (Anglia Ruskin University). In addition to running his consultancy he also lectures on Masters programmes at a number of Universities including Hertfordshire and Queen Mary College, London. He is a Chartered Marketer, Chartered Manager and a Fellow of both the Chartered Institute of Marketing and the Chartered Management Institute. He is a NED for Swiftclean Building Services. He has also been a District Councillor and served for two years on the East of England Industrial Development Board.

Read less

My programmes
Filter by:

Outside in Marketing ®

The workshop explores how externally focused businesses succeed and how effective cross-functional relationships between sales, marketing and customer service can facilitate the delivery of customer value.

Read more

Outside in Marketing®: An exploration of customer value

Outline:

Malcolm debunks the myths about “marketing” as simply promotion and discusses the need to change marketing from product push to a strategic process based on better understanding of customer needs – both explicit and implicit.The workshop explores how externally focused businesses succeed and how effective cross-functional relationships between sales, marketing and customer service can facilitate the delivery of customer value. Malcolm takes a holistic view of the customer and provides practical advice and exercises that business leaders can apply at any scale and in both B2B and B2C businesses.

This workshop will examine what marketing is about:

  • Identifying value
  • Creating value
  • Delivering value
  • Communicating value

With an emphasis on the first and last of these; identifying what customers value and ensuring that this value is communicated pre-and post-purchase, consistently and aligned with the business’s value proposition. The workshop will stimulate your thoughts about how three key functions work together (sales, marketing, customer service) and whether they are communicating the right messages at a macro and micro level. The output from this workshop will help to stimulate a different way of thinking for your members and for their customer facing directors. This session takes account of three significant changes in buying behaviour:

  • B2B Buyers are 57% of the way through their purchasing decision before they engage with sales
  • On average, a B2B customer will regularly use 6 different interaction channels throughout the purchase process, and 66% are frustrated by inconsistent experiences.
  • Marketing can now deliver much better targeted, customised messages to individual members of a DMU

Outcomes:

A new way of thinking about your business – from the outside in.

Practical ideas about price, value and proposition that will get customer-facing functions to co-operate and help build customer loyalty.

A set of exercises that can be deployed with a top team to gain an holistic and agreed understanding of why customers buy and what messages should be communicated to them at company and individual level.

Outputs from these exercises that will inform sales, marketing and customer service strategies by providing a set of messages tailored to the market segment and individual members of the Decision-Making Unit.

Added August 2017.

Outside in Marketing ®

The workshop explores how externally focused businesses succeed and how effective cross-functional relationships between sales, marketing and customer service can facilitate the delivery of customer value.

Read more

Outside in Marketing®: An exploration of customer value

Outline:

Malcolm debunks the myths about “marketing” as simply promotion and discusses the need to change marketing from product push to a strategic process based on better understanding of customer needs – both explicit and implicit.The workshop explores how externally focused businesses succeed and how effective cross-functional relationships between sales, marketing and customer service can facilitate the delivery of customer value. Malcolm takes a holistic view of the customer and provides practical advice and exercises that business leaders can apply at any scale and in both B2B and B2C businesses.

This workshop will examine what marketing is about:

  • Identifying value
  • Creating value
  • Delivering value
  • Communicating value

With an emphasis on the first and last of these; identifying what customers value and ensuring that this value is communicated pre-and post-purchase, consistently and aligned with the business’s value proposition. The workshop will stimulate your thoughts about how three key functions work together (sales, marketing, customer service) and whether they are communicating the right messages at a macro and micro level. The output from this workshop will help to stimulate a different way of thinking for your members and for their customer facing directors. This session takes account of three significant changes in buying behaviour:

  • B2B Buyers are 57% of the way through their purchasing decision before they engage with sales
  • On average, a B2B customer will regularly use 6 different interaction channels throughout the purchase process, and 66% are frustrated by inconsistent experiences.
  • Marketing can now deliver much better targeted, customised messages to individual members of a DMU

Outcomes:

A new way of thinking about your business – from the outside in.

Practical ideas about price, value and proposition that will get customer-facing functions to co-operate and help build customer loyalty.

A set of exercises that can be deployed with a top team to gain an holistic and agreed understanding of why customers buy and what messages should be communicated to them at company and individual level.

Outputs from these exercises that will inform sales, marketing and customer service strategies by providing a set of messages tailored to the market segment and individual members of the Decision-Making Unit.

Added August 2017.

This speaker currently has no keynotes. Please check back soon.

This speaker currently has no retreats. Please check back soon.

My areas of expertise

Privacy Policy Settings

Required Cookies These cookies are essential in order to enable you to move around the Sites and use its features, such as accessing secure areas of the Sites and using Vistage’s Services. Since these cookies are essential to operate Vistage’s Sites and Services, there is no option to opt out of these cookies.
Performance Cookies These cookies collect information about how visitors our Sites, for instance which pages visitors go to most often. These cookies don’t collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.

Cookies used

Visual Web Optimizer
Functional Cookies These cookies remember information you have entered or choices you make (e.g. as your username, language, or your region), and provide enhanced, more personal features. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.

Cookies used

Google Analytics
GTM
Gravity Forms
Advertising Cookies These cookies are used to make advertising more relevant to you and your interests. The cookies are usually placed by third party advertising networks. They remember the websites you visit and that information is shared with other parties such as advertisers. If you do not allow these cookies, you will experience less targeted advertising.
PHPSESSID vcp_notice_shown gdpr_privacy _hjIncludedInSample _uetsid gapv _vwo_uuid_v2 Vistage_Customer_Key lsCampaignId lsLeadSource lsLeadSourceDetail lsStack lsWebCampaign lsWebMedSource lsWebMedium lsWebSource placement referrer sessionmktg _dc_gtm_UA-397931-66 _ga _gali _gat _gat_UA-397931-66 _gid