SIPA Member Profile: Mayfield a Strong Presence in UK

Kate Mayfield, Managing Director, Mayfield Solutions Ltd., London

SIPA: What was your first job out of college and how did you get into this business?
MAYFIELD: Marketing Assistant/PA at a tourist office

Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
Yes. Seeing yet another badly implemented CRM [customer relationship management] in 2007. Wishing businesses knew what I knew about how to avoid that pain. Starting Mayfield Solutions 18 months later…

In brief, describe your business/company?
Changing businesses through the wise application of CRM, sales and marketing technology.

What are two or three important concepts or rules that have helped you to succeed in business?
– Early in my career, the owner of the company I worked for asked me, what business are we in? After 20 minutes of guesswork, [with me] apparently still getting it wrong, he told me the right answer. “We’re in the business of making money. Never forget that.” I didn’t.
– Work less hard, think more.
– All sorts of people will willingly help you if you ask them.

What is the single-most successful thing that your company is doing now?
Mmm…. refocusing efforts on low-hanging fruit.

Do you see a trend or path in 2010 that you know you have to lock onto for 2011?
Marketers who want to leverage SaaS software and web analytics, and who now also control their IT spend.

What are the key benefits of SIPA membership for you and your team?
SIPA offers us access to our customers and advice for our business. It’s a magic circle for us.

Where did you grow up?
Yorkshire, U.K.

What college did you attend? Is there a moment from that time that stands out?
Newcastle University. Yes, discovering what I did best, in a flash of insight.

Are you married? Do you have children?
No, and no kids.

What is your favorite hobby and how did it develop in your life?
Camping and climbing up hills. First, wanting cheap accommodation and free entertainment. Subsequently, to get away from civilization.

Is there a book you recently read or movie you saw that you would recommend?
“The Siege of Krishnapur” by J.G. Farrell. A sophisticated analysis of humans and their condition, delivered with great humor and deceptive simplicity.

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