Six steps to the executive table

Drawing from his diverse background and entrepreneurial spirit, Richard’s developed a strategic, data-driven, and human-centric approach that’s positioned marketing as a key driver of business growth at Workhuman. Here are seven key steps that have been instrumental in his rise to the executive level.

Richard credits much of his success to the innovative mindset he honed growing up in South Africa. This mindset, shaped by a culture that values wellbeing and adaptability, fuels his passion for exploration and innovation. Richard’s ability to engage with diverse audiences and integrate emerging trends into business models stems from this entrepreneurial approach. His openness to change and curiosity have been crucial in navigating the rapidly evolving marketing landscape and achieving dynamic leadership.

Earning a seat at the executive table hinges on exceptional delivery and execution. Richard emphasizes that “If you don’t deliver, you can’t sit at the table.” Success involves more than meeting performance goals; it requires building trust, maintaining transparent communication, and being adaptable. Richard recognizes that his role continually evolves, and he balances personal accountability with a strategic, team-oriented approach. Effective leadership blends individual achievements with a cohesive, adaptable strategy that leverages both personal and team contributions.

Empowering your team and leveraging diverse skills and cultural strengths is vital for success. Richard has adopted a more agile approach to team restructuring, focusing on efficiency and effectiveness rather than large-scale annual reorganizations. He underscores the importance of evaluating each team member’s skills and cultural contributions, stating, “By assessing what everyone brings to the table, we create a stronger network effect that propels projects forward.” This approach fosters collaboration and cross-functional exposure, unlocking the full potential of his marketing team.

Reflecting on his leadership journey, Richard highlights the shift from focusing solely on performance metrics to recognizing the critical role of organizational culture. “Performance without culture will dramatically fall off the planet Earth,” he notes. He explains that when projects falter, it’s often due to cultural issues rather than tactical flaws. Prioritizing a positive culture and fostering trust demonstrates that effective leadership and successful project execution are deeply intertwined with strong team collaboration and cultural integrity.

For Richard, marketing is a strategic growth engine rather than just a cost center. “Marketing is not in service of marketing; it’s in service of the business,” he asserts. Aligning marketing initiatives with broader business objectives—such as enhancing brand reputation, driving pipeline growth, supporting sales effectiveness, and improving customer experiences—is crucial. By integrating marketing strategies with these key goals, Richard has been able to showcase marketing's tangible impact on the organization’s bottom line. This alignment has earned him the support of the executive team, positioning marketing as a driver of long-term success.

Building strong relationships and earning trust within the executive team are foundational to Richard’s success. He emphasizes the importance of transparency, risk management, and a solutions-oriented approach when challenges arise. “If everything is just sunshine and roses, I don’t think you build the trust, the vulnerability, or the communication skills,” Richard explains. Effective leadership involves demonstrating how marketing drives business outcomes and fostering executive support through clear and honest communication.

Effective marketing extends beyond internal operations and directly impacts customer success. Richard emphasizes the importance of a customer-centric approach, saying, “We are deeply engaged with our customers.” This involves not only delivering high-quality products but also providing thought leadership and custom research to drive client success. By aligning marketing strategies with customer needs and fostering strong relationships, Richard’s team enhances brand reputation and supports business growth. This holistic view ensures that marketing efforts contribute to broader organizational objectives while delivering tangible value to clients.

“Everything is in service of the customer being current and future. I think the strategies are different for both. But as we look at our own earned, shared, and paid assets across the organization, in every single one of those spheres, the customer plays a very, very strategic role.”

Richard Maclachlan, CMO, Workhuman

Listen to my full conversation with Richard on The Account-Based Marketing podcast.