Business to Human: The Power of a People-First Marketing Approach – Newsweek | Region & Cash

The rise of remote work encouraged employees to rethink their relationship with work and put themselves first. We spoke to Newsweek Expert Forum member — and longtime remote worker — Melissa Puls about the “human experience of work” and how putting people first should not only impact how you lead your team, but how it does Your relationship with your clients and customers.

Two and a half years into the pandemic, it’s clear that hybrid and remote work is here to stay. Enabling employees to work from a location of their choice is now a given for companies looking to attract and retain top talent. However, facilitating this transition requires a high level of IT infrastructure, including unified endpoint management of users, devices, applications and locations and their required permissions and credentials. The experience needs to be user-friendly and accessible, but also secure and compliant while delivering actionable, data-driven insights.

That challenge – to deliver everything businesses need to keep employees from every corner of the world happy and productive – is summed up in the mission statement Melissa Puls, senior VP and CMO of IT software company Ivanti, launched for the start-up of the company -brand wrote in 2022, “Enable the Everywhere Workplace so people and organizations can thrive.”

The “workplace everywhere” might make a splash in 2022, but for Puls it was a way of life long before the pandemic. Two decades ago, while pursuing a career in IT, she decided to raise her family in Cape Cod — rather than one of the big tech capitals like San Francisco or New York — without jeopardizing her career aspirations. Puls eventually held marketing leadership positions at Progress, Iron Mountain, Infor and Avid while working from a place where she explains she could walk along the beach and feel empowered. “It was important to me that my children also had this experience,” says Puls.

The balance between motherhood and a high-energy career “runs in the family,” explains Puls, who proudly describes herself as a second-generation female CMO. Puls’s mother spent many years as the senior marketing executive of software development giant Kronos, now part of UKG, and Puls recalls he was usually the last child picked up from gymnastics training, often by a mother who had a power wore a suit (while the other mothers wore it). Jeans.) Pulse recalls being a little embarrassed about it all at the time — but she also felt invigorated hearing about her mother’s responsibilities and accomplishments at work, especially when her mother began asking Pulse about his opinions on Aspects of business to ask.

It came as no surprise when Pulse began her own career at Kronos, stuffing envelopes with information to deliver to potential clients. Eventually she began working directly with the marketing team and persuaded her manager to let her hire an intern (a local college student who Puls is still friends with) to help her out. Puls describes the experience as formative, both in her own recognition of her skills and interests and in developing an understanding that success in the workplace means “not just going up, but going out” by providing opportunities for others.

Within Ivanti’s marketing department, Puls enjoys the excitement of helping achieve sales goals while helping customers do the same. Puls thinks about the human experience of work, both on an employee and customer level. She gives great credit to IT teams, whom she considers the “underrated heroes” of this current era of global workplace change. Your job is to create and support the seamless workflow needed to make the Everywhere Workplace work so employees can do their best work.

Puls also sees Ivanti’s offerings as transcending B2B or B2C transactions and instead refers to them as B2H – “business-to-human”. Again, this speaks to the idea of ​​the end user – always keeping the pulse at the forefront of their thinking – and the consequent need to continually deliver better user experience and functionality. These changes to products and services, Puls emphasizes, must be driven by data and supported and facilitated by AI solutions; Paradoxically, according to Puls, the increasing dependency on machines correlates with the need to create an ever more human touch.

The results of Puls’s approach speak for themselves; In her role as head of global marketing, she has guided Ivanti to hundreds of millions of dollars in revenue and to the attention of institutions such as management consulting giant and kingmaker Gartner, who named Ivanti a Leader in the 2022 Gartner Magic Quadrant for Unified Endpoint Management Tools and a leader in the Gartner Magic Quadrant 2021 for IT Service Management Tools. As the Everywhere Workplace becomes the norm (and as part of the Great Resignation employees are empowered with more choice in the type of environment they work in), the IT capabilities that Ivanti offers combine with the company’s clear-sighted vision of what is human Really searching for users isn’t just a nice touch, it’s a necessity. (Puls estimates the company won about 22 awards over the past year for the company’s bold brand relaunch and marketing vision.)

When asked about her success, Puls recounts another incident from her youth: she walked with her father, a local politician, through Marlboro, MA, to his constituents’ homes, where they drank tea and spoke to families about their needs. At various points in her career, Puls has “parachuted” into marketing departments at other companies to talk to them about their problems and help them find quick fixes to their pain points – something she says she enjoys doing would do again the future. But it’s her father’s community service memory that, quite literally, most closely aligns with Puls’s mission to bring people-centric products and solutions to market.

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