Evergreen Trading

The ProcureCon Marketing episode

Evergreen Trading recently attended and sponsored the ProcureCon Marketing conference in Austin Texas. We thought it would be fun to interview attendees and ask about their views on the conference and on the state of marketing procurement. We were fortunate to find some very smart people who had great things to say about media, careers in Procurement, the relationship between Marketing and Procurement, and even some wisdom on interpersonal relationships. ...

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Podcast with Brett Colbert

As ProcureCon Marketing approaches, we thought it would be perfect timing to talk to one of the pioneers of Marketing sourcing, Brett Colbert. The topic on which Brett and I spoke was the relationship between Marketing and Procurement/Sourcing. When I asked Brett for the name for the topic, he wrote back, "Marketing and Strategic Sourcing: Are we friends yet?" As someone who has enjoyed a remarkable career in both Marketing and later, in Procurement, Br...

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Podcast with Steve Sommers

In this episode of the Evergreen Trading Podcast, I interviewed marketing executive Steve Sommers. Steve and I spoke about the transition of the traditional CMO role to that of the Chief Growth Officer. Much of this transition is due to the ubiquity of data and digital measurement. According to Steve, today's CMO is responsible for much more than the traditional oversight of the brand. They are now largely responsible for the growth of the company and an unp...

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Podcast with Scott Neslund

We spoke to Scott Neslund about the transition of Brand Marketer to Brand Media Investor. Basically, it revolves around the concept of brand clients making investment decision with the media budget vs just spending the budget. Scott talks about the transition of brand marketers to the various new roles they must play in the digital world in which we now live. Brand marketers used to be able to manage the visual aspects of the brand and oversee the advertisin...

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