VIDEO INTERVIEW: Michelle Speranza, SVP, Chief Marketing Officer, LEAF Commercial Capital discusses why building a company culture where marketing is absorbed into every facet of an organization is essential. In this video, Speranza explains how marketing needs to be a strategic initiative pushed from the top down and why companies should avoid engaging marketing only when experiencing a slow period or kicking off a new promotion to stimulate volume. As Speranza explains, marketing is about communicating and building your company’s brand with employees, and promoting a consistent message to your customer base.

According to Speranza, marketing professionals must also consistently solicit feedback from their sales teams as they are the key to understanding what customers want and need. She also explains why sales and marketing should never work in silos, but rather, work together to create effective marketing assets.

Equipment Finance Advisor’s Thought Leadership Videos feature interviews with subject matter experts and leaders from bank-owned equipment finance companies, leasing companies, banks, independent commercial finance companies, consultants, service and product providers and more – offering their candid thoughts in interviews broadcast via Equipment Finance Advisor’s YouTube Channel.