Driving Success in the Digital Era: Aligning Sales and Marketing for the Ecommerce Future with Ben Galvin - Episode 298
INTERVIEW WITH BEN GALVIN
DESCRIPTION
In this podcast episode, Kiri speaks with Ben Galvin, former Senior Director, Omnichannel Retail Sales & Category Leadership at Constellation brands.
Kiri and Ben’s conversation revolves around the changing world of retail, the importance of digital skills and omnichannel strategies for everyone involved in retail, and the structure of ecommerce business within brands.
Ben also shares his journey from traditional sales to mastering digital skills in his role and the crucial role of digital in modern day retail, and how today’s leaders and doers can influence and educate their own organizations from within.
Make sure you tune in to find out more!
Prior to Constellation Brands, Ben held National Accounts roles at Anheuser Busch InBev and Founders Brewing Company.
“I Need to make sure that I’m upscaling myself and educating myself around the digital landscape because that’s where the retailers and consumers are going.”
KEY TAKEAWAYS
In today’s episode, Kiri and Ben discuss:
How Ben started his career in traditional sales, working in major accounts for Anheuser Bush, but has learned to incorporate digital aspects into his role, as consumers and retailers are increasingly becoming digital.
The importance of self-education in digital retail and staying aware of trends in the retail industry through podcasting, articles and partnership with retailers.
The importance of "walking the digital shelves" and understanding the sales approach of online retailers to better position their brands.
How the structure of organizations has evolved due to the rising importance of ecommerce; companies now having sales, marketing and e-commerce with some standing up an e-commerce center of excellence. Some organizations are opting to weave sales and marketing into their e-commerce divisions but some keep standalone centers of excellence for specific subject matter expertise. Which org model Ben prefers and why.
Challenges of these traditional structures, such as disagreements arising on how to measure success based on whether advertising dollars came from a trade component or an existing brand budget, affecting how and where they're spent.
With the rise of online retailers like Instacart, brands are being forced to organize themselves around a digital-first interaction as consumers continue to go online. Companies need to identify the necessary skillsets in individuals that empower everyone.
Having the right KPIs and metrics that align with the goals of the company is key.
How an ecommerce enablement team can engage with third-party marketplaces and retail media, centralizing decision-making on behalf of the company and democratizing capabilities.
Specific issues in the Bev-Alc category dictate how some online retailers like Amazon need to be treated like a regular retailer such as Walmart or Kroger, due to Amazon’s ownership of liquor licenses. Federal Tied-house Laws say that brands can’t pay a retailer for any type of advertising. However Instacart, Drizly, and Grubhub don’t have liquor licenses for this reason, so Bev-Alc brands are able to advertise with them.
The number-one skill set that employees can learn to be successful in educating and breaking down internal siloes? Storytelling. Ben explains why.
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Learn more about Acadia
Connect with Ben Galvin
