Octopus Energy’s CEO on why marketing should ‘define everything’
With a former marketer at the helm, the disruptive energy company prioritses marketing to define its business strategy.
Marketing defines everything Octopus Energy does, according to CEO and founder Greg Jackson, who argued marketing “is the greatest value driver for a business” if done properly.
“Marketing should be defining your deep understanding of customers,” Jackson told the audience at Marketing Week’s Festival of Marketing today (3 October) during a talk with CMO Rebecca Dibb-Simkin on how the company has risen from market challenger to leader.
As a former marketer himself, Jackson explained the purest form of marketing is to “understand what you want to say to your customers” and then ensure the business makes that true.
According to the Octopus boss, too often it’s the other way round where the CEO and CFO make decisions and expect marketing to make the most of it. He explained that by leading with marketing the company is able to be totally customer centric.
