The power of purpose: How Mitie transformed trust to drive brand-led growth | With CMO Maria Winn скачать в хорошем качестве

The power of purpose: How Mitie transformed trust to drive brand-led growth | With CMO Maria Winn

In this episode, Joel Harrison talks with Maria Winn, CMO of Mitie, about one of the most striking brand turnarounds in B2B services—shifting from a -10 to +63 NPS by making purpose real, not rhetorical. ➡️ Maria explains how Mitie developed “Better Places, Thriving Communities” by involving hundreds of frontline employees, why they resisted rushing into a rebrand, and how the hardest part was letting go of the old narrative. The conversation highlights the link between purpose and trust in service businesses, the importance of marketing–HR alignment, and why purpose must shape everyday behavior, not just messaging. The results speak for themselves: organizations with well-embedded purpose see 39% higher average revenues. Chapters: 00:00 - Introduction to Trust in B2B Marketing 02:14 - Maria Winn's Background and Mitie Overview 03:13 - Why Brand Strategy Wasn't First Priority 05:37 - The Risk of Not Evolving Your Narrative 06:23 - From -10 to +63 NPS: The Transformation Journey 08:15 - Making Purpose Authentic vs. Performative 10:18 - "Better Places, Thriving Communities" Explained 13:20 - Building Trust Through Consistency at Scale 14:07 - Marketing-HR Alignment for 70,000 People 17:09 - Employee Pride: "This Explains What I Do" 18:22 - The Link Between Purpose and Trust in B2B 20:26 - Business Outcomes and Early Results | 22:27 - Balancing Long-Term Brand with Short-Term Demand 25:51 - The Biggest Challenge: Letting Go of Legacy 29:43 - Key Principles for Building Trust Through Purpose 31:26 - Identity vs. Aspiration in Purpose 33:16 - Keeping Purpose Alive and Embedded in Culture 33:37 - The Business Case: 39% Revenue Impact Follow Maria Winn,   / mariawinn   https://www.mitie.com If you're leading a brand transformation, managing a large frontline workforce, or wondering whether purpose really drives business results, this conversation is for you. It's honest, practical, and full of lessons about what it takes to build trust through purpose—not just words on a wall. 🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 💬What do you think—can purpose really drive trust, or is it just marketing fluff? Let us know in the comments below. 🔔Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing.    / @joelharrison-b2b   Welcome to the official YouTube channel of Joel Harrison B2B. This is your inside track to the ever-evolving world of business-to-business marketing—told through the lens of someone who's lived and breathed it for over two decades. I'm Joel Harrison, founder of B2B Marketing, creator of Propolis, and host of the Trust & Influence in B2B Marketing podcast. Through this channel, I bring you real conversations with the people driving change, navigating complexity, and building the next generation of marketing leadership. ➡️Expect regular videos filmed on the move—from major events like Ignite, to behind-the-scenes interviews, to deeper dives into topics that matter most to today's marketers. We'll explore what it means to be a commercial marketer, how to build trust and credibility in technical sectors, and how thought leadership can evolve beyond buzzwords into something truly impactful. You'll hear from voices at the cutting edge of B2B, including marketers from global brands, fast-growing startups, and everything in between. This isn't theory for theory's sake. It's about helping you become more effective, influential, and commercially grounded—so you can thrive in a fast-moving, high-expectation world. 👉Subscribe now and tap the bell icon to get notified whenever a new episode drops—from the show floor, the studio, or the front lines of B2B. 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶   / joelharrison   Podcast ▶ https://trust-influence-in-b2b.captiv... Instagram ▶   / joelharrisonb2b   #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #BrandPurpose, #EmployeeEngagement, #CustomerTrust, #NPSGrowth, #ServicesBusiness, #MarketingLeadership, #BrandTransformation, #FacilitiesManagement