In this episode, Paul chats to Alison Sagar, ex CMO of Paypal, Marketing Director of Amex and now VP of Global Marketing for scaleup Snappy Gifts. Alison is a wonderful exemplar of commercially led marketing having not only worked in financial services for much of her career, but has also made it her mission to build a strong bond with the CFO and rest of the C -Level wherever she has worked. Alison highlights and de-mystifies the key metrics the finance team care about and how she wins trust through transparency, NPS and smart use of working capital. Alison and Paul also discuss the downward pressures on the role of marketing (particularly in early stage businesses) where product demotes marketing down the agenda whilst simultaneously recognising the positive upwards pull that greater accountability through data and digital is delivering to the boardroom. Alison highlights that given marketing own the value proposition, they really should be leading more from the front, as “the value proposition is the business.” An episode packed full of juicy nuggets.