In a captivating interview, Lidia Lal, Head of Marketing for the Finance and Spend Management line of business at SAP APJ, shared her 25+ year journey in marketing, revealing her passion for storytelling and how it has evolved into a strategic, data-driven role. Lidia’s story provides valuable insights into how marketing has shifted from a creative function to a revenue-driving powerhouse, especially in today’s technology-driven world.
A Passion for Storytelling Meets Marketing Strategy Lidia’s marketing career began with her love for storytelling. Initially aspiring to be a journalist, she soon discovered that marketing allowed her to connect brands with audiences in powerful, human ways. After completing an advanced diploma in advertising and starting her career in the media department at DDB Needham, Lidia realized her true calling was in client-side marketing. Her first role at a technology distribution company sparked her interest in campaign management, brand building, and strategy—areas she has passionately pursued ever since.
Balancing Branding with Lead Generation
A key insight Lidia shared was the importance of balancing long-term branding initiatives with short-term lead-generation goals. She emphasized that a successful marketing strategy integrates both aspects: branding lays the foundation for trust and consistency, while lead-generation tactics drive immediate results. By adopting agile methods and focusing on real-time optimization, marketing teams can create synergy that supports sustainable growth and aligns both brand presence and measurable outcomes.
Marketing as a Revenue-Driving Function
As marketing becomes increasingly aligned with revenue-facing GTM (Go-to-Market) teams, Lidia highlighted how this shift has elevated marketing’s role from a support function to a critical revenue driver. By mapping the buyer’s journey, using data insights to attribute efforts to revenue outcomes, and collaborating closely with sales, marketing has gained strategic importance. This alignment ensures cohesive messaging, maximizes ROI, and positions marketing as a key player in achieving business goals.
AI and Personalization:
A New Era in Customer Experience Lidia discussed how the integration of AI is revolutionizing marketing, particularly in enhancing customer experiences. She stressed the importance of leveraging AI to improve precision and creativity, offering personalized experiences at scale. By combining AI with human creativity, marketers can harness the benefits of both—AI handles data analysis and automation, while human intuition and emotional intelligence guide impactful storytelling.
Building High-Performing Teams for Success Another key lesson Lidia shared was the importance of building and leading high-performing marketing teams. She emphasized the need for collaboration, curiosity, and continuous learning within teams, as well as the value of a stakeholder-first mentality. By empowering team members with autonomy, tools, and support, marketers can drive innovation and deliver exceptional results.
Wrapping Up
Lidia’s journey offers valuable lessons on the evolving role of marketing. As technology continues to shape the industry, the best marketers will embrace AI and data while keeping a strong focus on human creativity and emotional intelligence. Explore more of Lidia’s advice and insights on staying adaptable, fostering a culture of learning, and leading by example to build teams here.
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