Syncron stands at the forefront of the service economy, offering innovative cloud-based solutions that empower manufacturers to enhance service delivery and customer loyalty. With a global presence and a team dedicated to simplifying complex challenges, Syncron helps leading manufacturers & distributors identify efficiencies and create new revenue streams. Our Connected Service Experience (CSX) AI cloud platform optimizes aftermarket and aftersales profitability, increases customer loyalty, and enables our customers to transition to service-centric business models. We enable more than $3 billion in annual value creation across automotive, construction, mining, agriculture and industrial equipment, medical devices, consumer durables, high tech and aerospace.
“At its core, Syncron is driven by a mission to make the world a better-serviced place, fostering continuous growth, mutual respect, and a culture of innovation known as Orangenuity,” says Mauro Paretti, Global Head of Field Marketing and Demand Generation at Syncron.
Syncron specializes in assisting leading manufacturers and distributors in identifying operational efficiencies and cultivating new revenue streams. Through its Connected Service Experience (CSX) AI cloud platform, it optimizes aftermarket and aftersales profitability while bolstering customer loyalty. This empowers Syncron’s clients to transition towards service-centric business models, fostering sustainable growth and profitability. Operating across diverse sectors including automotive, construction, mining, agriculture, industrial equipment, medical devices, consumer durables, high tech, and aerospace, Syncron facilitates over $3 billion in annual value creation. “Our unique approach lies in the integration of cutting-edge technologies such as AI and machine learning into our solutions. We maintain our distinctiveness by prioritizing customer-centric innovation, continually enhancing our thought leadership, and remaining steadfast in our commitment to delivering unparalleled service excellence,” says Mauro.
The Professional Journey
Throughout his professional journey, Mauro has had the privilege of contributing to renowned corporations like HP, Computer Associates, and GE Digital, as well as dynamic mid-size companies such as ServiceMax, Plume Design, and currently, Syncron. His focus has consistently been on marketing, operating predominantly at the international level.
Mauro’s motivation for pursuing a career in marketing stems from recognizing its pivotal role within organizations. Marketing not only collaborates extensively across various departments but also wields a significant influence on company strategy. What truly resonates with him is the blend of strategic planning and hands-on execution, allowing for genuine interactions with customers and prospects.
“I’ve always been drawn to global or region-wide roles, cherishing the opportunity to collaborate with diverse teams worldwide and indulging in the enriching experience of travel. This global perspective fuels my passion for marketing, driving me to continually seek innovative approaches to address the ever-evolving needs of our global audience,” he says.
Leading with an Innovative Approach
As the Global Head of Field Marketing and Demand Generation at Syncron, Mauro’s primary responsibility is to drive pipeline generation initiatives worldwide, encompassing the entire spectrum from crafting marketing strategies to their execution and subsequent reporting. Upon assuming this role, he recognized the need to streamline and unify their marketing efforts, which were previously fragmented. To achieve this, he delved deep into understanding the business strategy to align the marketing activities effectively.
One of the innovative approaches Mauro introduced was the implementation of exclusive executive dinners or lunches. These intimate gatherings not only facilitated stronger relationships with our customers and prospects but also served as a platform to swiftly launch targeted digital marketing campaigns. While seemingly conventional in other contexts, these initiatives represented a significant leap forward for Syncron, amplifying our brand presence and engagement within our target audience.
Another approach was when, from a digital marketing perspective they tried to change their approach to engage more with people, developing tools that can the audience can use to understand Syncron’s value and trying to reshape the message in different format like infographics, video driven by AI, and shorter documentation to make sure to address everyone’s way to digest content.
Mauro’s working style is characterized by dynamism, flexibility, humility, and a strong focus on objectives. As a manager, he provides his team with clear objectives while granting them the autonomy to achieve them. He thrives on collaboration and draws inspiration from his team, aiming to reciprocate that inspiration. Mauro believes in empowering his team rather than micromanaging them, fostering an environment where they can flourish. This involves eliminating obstacles, fostering cross-departmental connections, and ensuring they grasp the bigger picture.
“In driving growth within a B2B setting, I prioritize alignment with the sales team. When marketing and sales share common goals and target accounts, it significantly drives business growth. To foster innovation, I advocate for a culture of experimentation and learning from failures. Embracing curiosity and trying new approaches, even if they result in setbacks, is crucial for driving innovation. Additionally, I encourage continuous learning and skill development within my team to keep them engaged and innovative,” says Mauro.
Overcoming Challenges
The most significant challenge Mauro encountered in his career was assuming the role of Head of Marketing at an Italian-based company. Unfortunately, it became evident that there was a cultural mismatch, both for him and the company. Transitioning from an international environment to one deeply rooted in Italian culture presented communication hurdles and resistance to new ideas, particularly when reporting directly to a CEO who was not receptive to change.
Navigating this landscape, managing expectations, and fostering alignment proved immensely challenging. Mauro had to confront the possibility that perhaps he wasn’t fully prepared for the role. However, this experience underscored the importance of evaluating changes thoroughly, considering both the benefits and drawbacks. “Ultimately, the experience taught me valuable lessons about adaptability and self-awareness. While change can offer growth opportunities, it’s crucial to assess the cultural fit and align expectations accordingly. Subsequently, being re-hired by my previous company reaffirmed the significance of context in fostering personal and professional development,” he says.
A Global Outlook
Creating a global marketing strategy that resonates with diverse audiences across different regions hinges on a deep understanding of the target audience. Mauro opines that it’s imperative to identify their specific pain points, business objectives, and operational context. Without this clarity, even the most well-crafted marketing campaign may miss the mark. Tailoring messaging to address the unique needs of each audience segment is paramount. “We must articulate why our solutions are the right fit for their challenges and align with their goals,” he says.
This approach rejects the notion of a one-size-fits-all strategy, particularly in the context of SaaS companies operating across multiple countries. While some needs may overlap, environmental, governmental, and social factors can significantly influence market dynamics. Recognizing and adapting to these nuances is essential for crafting successful marketing campaigns that resonate across diverse regions.
Eye on the Trends
Mauro feels that in the next five years, several key trends will shape the landscape of the marketing industry:
- The Digitalization Imperative: Organizations are increasingly recognizing the necessity of digitalization across service processes, pricing, and execution. Servitization is evolving from a competitive differentiator to a fundamental requirement to meet customer expectations.
- AI’s Role in Monetizing Service Contracts: Efforts to monetize service contracts are gaining prominence, with AI emerging as a solution to improve transparency into service contract profitability and enhance overall profitability throughout the product lifecycle.
- The Shift to Value-Based Pricing in Service Contracts: There’s a notable shift from cost-based to value-based pricing in service businesses, particularly in areas like parts pricing. Technology will simplify complex data, facilitating the adoption of value-based pricing strategies.
- Building Loyalty through Customer-centric Approaches: Loyalty, from end customers to dealers and back to OEMs and service businesses, is becoming increasingly critical. Service level execution is a board-level discussion topic due to its profound impact on loyalty.
To prepare Syncron for these trends, Mauro and his team are prioritizing strategic initiatives:
•Incremental Digitalization: Recognizing that digitalization is not an “all or nothing” proposition, we are adopting a phased approach to modernize their processes incrementally.
•Leveraging AI for Profitability: They are investing in AI to enhance transparency into service contract profitability and optimize profitability across the product lifecycle.
•Embracing Value-Based Pricing: They are transitioning towards value-based pricing strategies, leveraging technology to simplify complex data and ensure a holistic approach to pricing.
•Fostering Customer Loyalty: Customer-centricity is at the forefront of their strategy, with a focus on building loyalty through enhanced service level execution and fostering strong relationships with dealers.
“By proactively addressing these emerging trends, we aim to position our organization for sustained success in the evolving marketplace,” asserts Mauro.
Preparing for Continuous Growth
To stay abreast of industry changes and meet the demands of the modern consumer, Syncron prioritizes several key strategies. Firstly, it places a strong emphasis on listening to its customers and the market, actively seeking feedback and insights to understand their evolving challenges and objectives. Additionally, the team adapts to the complexities of the modern buying cycle by tailoring its messaging and approach to different personas within the buying committee, ensuring a personalized and relevant experience for each stakeholder. Furthermore, the company recognizes the importance of offering diverse content formats to cater to varying preferences and consumption habits. This involves creating multi-touch campaigns that deliver consistent messaging across different channels and formats.
“In terms of preparing for continuous growth, we believe that innovation and analytics are paramount. Analytics enables us to gain insights into past performance and anticipate future trends, while innovation allows us to differentiate ourselves in the market and remain competitive. By focusing on these core principles, we strive to maintain a trajectory of continuous growth and success in the ever-evolving business landscape,” shares Mauro.
Planning Ahead
As we look ahead to the next few years, Mauro anticipates several key contributions from himself and his team:
Innovation and Adaptability: Mauro expects himself and his team to continuously innovate and adapt to changing market dynamics. This includes staying abreast of emerging trends, exploring new technologies, and pioneering creative solutions to address evolving customer needs.
Strategic Vision: He relies on his strategic vision to guide the organization through periods of growth and transformation. He will provide insightful leadership, setting clear goals and priorities that align with Syncron’s long-term objectives.
Customer-Centricity: Customer satisfaction is paramount to Syncron’s success. Mauro expects himself and his team to maintain a customer-centric approach in all endeavors, prioritizing customer needs and delivering exceptional experiences at every touchpoint.
Collaboration and Teamwork: Collaboration is essential for driving results in a complex and dynamic environment. He will foster a culture of teamwork and collaboration within his team and across departments, leveraging diverse perspectives and skill sets to achieve common goals.
Continuous Learning and Development: The industry landscape is constantly evolving, and ongoing learning and development are essential for staying ahead of the curve. Mauro expects himself to invest in the growth and development of his team, providing opportunities for learning, skill-building, and career advancement.
“By embodying these expectations and leading my team with passion, dedication, and integrity, I am confident that I will play a pivotal role in shaping our future success,” he says.
Advice for Aspiring Entrepreneurs
Mauro shares the following advice to aspiring entrepreneurs or young individuals embarking on their careers:
·Embrace Failure and Take Risks: Failure is not a setback but rather a stepping stone to growth. Take risks, try new ideas, and don’t be afraid to fail. Each failure is an opportunity to learn and become stronger.
·Set Clear Objectives: Define your goals and objectives clearly. While your path may deviate at times, having a clear vision of where you’re headed will help you stay focused and motivated.
·Cultivate Curiosity and Keep Learning: Stay curious and never stop learning. Curiosity fuels innovation and opens doors to new opportunities. Continuously seek out new knowledge, connect with diverse people, and explore different perspectives. This constant pursuit of learning will enrich your journey and broaden your horizons.
“By embracing failure, setting clear objectives, and nurturing curiosity, aspiring entrepreneurs can navigate the challenges of entrepreneurship with resilience, determination, and a thirst for growth,” he concludes.
A Quote that Resonates:
“Success is not final, failure is not fatal: It is the courage to continue that counts.” – Winston Churchill. This quote encapsulates the resilience needed to navigate the ups and downs of entrepreneurship, emphasizing the importance of perseverance in the face of challenges. It communicates the idea that setbacks are not the end of the road but rather opportunities for growth and progress.
Quote: “Syncron helps clients embrace servitization and embed service into their equipment lifecycles to turn complex challenges into competitive differentiators.”
Quote: “We empower leading manufacturers to capitalize on the new service economy, working every day to make the world a better-serviced place.”