Strategic Financial Leadership
In the Strategic Financial Leadership podcast, finance expert and former CFO, Steve Coughran, covers the latest in business strategy, corporate finance, and economics. This weekly podcast is a forum for candid conversations with leading voices to discuss the trends, approaches, and innovations shaping the future of business and the finance function. Increasingly, CFOs are mired in detail and complexity at the risk of neglecting true value creation activities – analysis and strategic improvement. Irrelevant data, complex planning and budgeting systems, and impertinent measures keep finance and operation managers from focusing on the true levers of value. As the engine of an organization, the strategic financial leader is called to shift the organizational mindset, moving a company and its employees towards a culture founded on growth, innovation, and resilience. Through interviews with CFOs, entrepreneurs, and top business executives, Steve takes listeners inside the world of corporate finance to uncover the essential strategies that business leaders can follow to drive successful business transformation and profitability. In this podcast, Steve and guests share stories and steps to help companies shift from transactional to strategic, responsive to proactive, and from setting goals to exceeding them.
Strategic Financial Leadership
44: Separating Marketing Fact from Fiction With Atul Minocha
When it comes to shaking old habits, we quickly remember the reasons why they became habits in the first place. Whether it’s always been done this way or the risk is low and it leads to a shortcut, marketing is truly it’s own dimension of truths and fallacies. Our guest today, Atul Minocha, author of Lies, Damned Lies and Marketing, backs the notion that while marketing data will certainly show the disappointments of oversold performances, the quality of finesse at which you conduct your marketing strategy is where the value and returns really emerge.
Atul is a partner at Chief Outsiders, a marketing consulting firm that helps CEOs accelerate growth through strategic planning, customer insight, and disciplined execution of well-crafted marketing plans. With experience in startups and Fortune 500 companies like Honeywell, Kodak, and Toyota, Atul works in a wide range of industries, from automotive and healthcare to industrial goods and technology.
Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. He is a professor at the Hult International Business School, a mentor and an angel investor with Sierra Angels, a Vistage speaker, and a Forbes contributor.
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