How To Ramp Up Results Even When Your Industry Lags With Ted Horan

How To Ramp Up Results Even When Your Industry Lags With Ted Horan Different industries directly impact the marketing processes, tactics, and tools that prevent marketers from being productive, organized, and focused. Is your industry leading or lagging in marketing and technology consumption? Today’s guest is Ted Horan, vice president of marketing in eCommerce at RDO Equipment Company. Ted describes how the company overcomes makeshift marketing to be a leader in the construction and agriculture industry.   Candid Customer: What works and what doesn’t with tool Farmer to Founder: Ron Offutt’s entrepreneurial spirit for equipment business Evolution of Equipment Industry: Sales-heavy, outdated, one-man operation Catch up vs. Keep up: Create a digital presence to sell more and be relevant   Ultimate Goal: Become a strategic partner with those driving revenue every day Ever-changing Tech Environment: Rely on tools to react, pivot, and adapt Pop-up Projects: Prioritizing flow of ideas and fire drills depends on budget, resources, and capacity Qualifiers: Find tools to manage/optimize workflow in a way that makes sense Are you winning? Surround yourself with a strong team and necessary skill sets   Links:   RDO Equipment Company John Deere Vermeer Microsoft Teams Gartner for Marketers (formerly CEB) The Challenger Sale by Matthew Dixon and Brent Adamson The Challenger Customer by Matthew Dixon and Brent Adamson New Marketing Suite If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes by Ted Horan: â€Å"Marketing has evolved out of necessity. When those commodity prices dipped, it created a perfect storm. In many industries, it exposed opportunities.†Ã‚   â€Å"These tools are only as important as the capacity we have to use them.† â€Å"There’s really no cookie-cutter tool that speaks to my team to the extent that it answers all our challenges and issues.† â€Å"You have to understand so much about today’s buyer and the journey they’re on to be successful. That is challenging.†