In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Adam Sharp, CEO and Co-founder of Clever Touch, Robert Nicholson, Digital Marketing Director at Robert Walters, and Alec Weeks from Clever Touch. Together, they tackle one of B2B marketing's most persistent challenges: MarTech integration. Despite years of investment and countless vendor promises, only 14% of marketing technology systems are properly integrated, and a staggering 60% of MarTech capability goes entirely unused. But why does integration remain so stubbornly difficult, and what's really holding organizations back?

➡️The guests bring unique perspectives from both consulting and practitioner sides. Adam chairs the Mosaic MarTech Think Tank, which convenes senior marketing technology practitioners to explore real-world challenges. Robert has scaled Robert Walters' marketing operations from a team of three to 40+ globally. What emerges from their conversation is a crucial insight: integration isn't primarily a technical challenge—it's a trust challenge that happens to involve technology. They dive into why trust between marketing, IT, legal, and compliance teams is the real bottleneck, how vendor AI promises often clash with compliance realities, and why data governance remains fundamental. The conversation explores whether AI will make integration non-negotiable or add another layer of complexity, while sharing practical insights on building the business case, balancing centralized control with agility, and taking first steps that drive value.

Chapters:

00:00:00 - Introduction to Trust & Influence in B2B

00:02:36 - The MarTech Integration Challenge

00:05:00 - Why Integration Remains So Difficult

00:10:00 - The Trust Problem Between Teams

00:15:00 - Data Quality and Governance Issues

00:20:00 - Vendor Promises vs Reality

00:24:00 - The Role of Marketing Leaders

00:28:00 - AI's Impact on Integration

00:33:00 - Centralization vs Agility Debate

00:38:00 - Building the Business Case

00:43:00 - Practical Steps Forward

Follow Adam Sharp

https://linkedin.com/in/adamsharpconsultant/

https://clevertouch.com/

Follow Robert Nicholson

https://linkedin.com/in/robert-nicholson-digital/ https://robertwalters.com/

Follow Alec Weeks

https://linkedin.com/in/alec-weeks/

If you're struggling with MarTech integration or wondering why your stack isn't delivering value, this conversation offers honest, practical insights from people who live these challenges every day.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬How are you tackling MarTech integration in your organization?

🔔Subscribe for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

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LinkedIn ▶

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management company. They explore how Mitie transformed from a -10 NPS to +63 NPS through authentic brand purpose. What does it take to make purpose resonate with 70,000 employees and drive real trust?

➡️ Maria shares the journey of developing "Better Places, Thriving Communities"—a purpose that needed to work for everyone from frontline cleaners to AI engineers. She reveals why they involved hundreds of employees early, how they balanced internal embedding with external launch, and why letting go of legacy language was their biggest challenge. They discuss the purpose-trust connection in service businesses, why marketing-HR alignment is critical, and the compelling data: organizations with well-embraced purposes have 39% higher revenues.

Chapters:

00:00 - Introduction to Trust in B2B Marketing

02:14 - Maria Winn's Journey to Mitie

05:37 - Why Brand Evolution Became Necessary

06:23 - The -10 to +63 NPS Transformation

08:15 - Creating Authentic Purpose, Not Just Words

10:18 - "Better Places, Thriving Communities"

14:07 - Engaging 70,000 Employees in Purpose

18:22 - Purpose as a Trust Builder in B2B Services

22:27 - Balancing Long-Term Brand with Demand

25:51 - Overcoming the Legacy Challenge

30:01 - Key Principles for Purpose-Driven Trust

33:16 - Embedding Purpose in Culture

35:37 - The Business Impact: 39% Revenue Lift

Follow Maria Winn,

https://linkedin.com/in/mariawinn/

https://www.mitie.com

If you're leading brand transformation or wondering whether purpose drives business results, this conversation delivers practical insights and honest reflections on building trust through purpose.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬What's your experience—does purpose drive trust in your organization? Share your thoughts.

🔔Subscribe for weekly insights, interviews, and perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/

#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #BrandPurpose, #EmployeeEngagement, #NPSTransformation, #CustomerTrust, #CMOInsights

B2B marketing faces a growing trust and attention crisis as buyers are overwhelmed by content and AI-driven noise. Hosted by Joel Harrison, a long-time B2B advocate and founder of B2B Marketing Magazine, the podcast focuses on how trust and influence are truly built in modern B2B. Through conversations with CMOs, founders, analysts, and practitioners, it delivers practical, real-world insights on earning buyer trust, the evolving role of thought leadership and influencers, and how brands can be chosen—not just noticed—to drive growth.