Leader’s Corner: Graham Wylie, ADP

ADP’s Vice President of Marketing, International, shares insights into his journey of driving exponential growth, building a strong marketing organisation, and adapting to the changing landscape of B2B marketing.

Graham Wylie, Vice President of Marketing International at ADP, has spent the past seven and a half years leading a profound transformation in the company's marketing approach. Through a combination of strategic innovation, curiosity and a focus on team collaboration, Wylie has not only driven substantial growth but also redefined how ADP connects with its customers across the globe. 

In this Leader’s Corner interview at The Studio, Wylie delved into his journey, exploring the key elements of his leadership that have propelled ADP's marketing impact to new heights.

Leader's Corner insights with Graham Wylie:

• Curiosity: the marketeer's superpower
• Building a robust marketing organisation
• Navigating structural change
• Embracing community in a post-Covid world

Curiosity: the marketeer's superpower

As Vice President of Marketing International, Wylie has overseen a period of significant growth, with sales increasing by over 65 percent and marketing impact multiplying fifteen-fold. For Wylie, this success is a testament to the power of teamwork. "Our breakthrough year is really a recognition of the collective effort," he reflects, highlighting the importance of a collaborative approach. 

Wylie attributes much of his success to one key trait: curiosity. He believes it is the driving force behind his ability to navigate multiple industries and implement impactful marketing changes. "Curiosity is, or should be, the marketer's superpower," Wylie asserts. His inquisitive nature has allowed him to explore the many nuances of B2B marketing, uncovering what makes different businesses tick and applying these insights to propel ADP forward.

Building a robust marketing organisation

A significant achievement under Wylie’s leadership has been the establishment of a comprehensive product marketing organisation at ADP. "The greatest achievement has been building a product marketing organisation and introducing a new product introduction process," he explains. 

This process, now universally adopted across ADP's international business, emphasises a customer-driven approach and a stage-gated product launch process. The result? A lower cost go-to-market strategy, quicker time to impact, and a more engaged sales and marketing organisation. Wylie is particularly proud of how this structural change has enhanced ADP's internal credibility. By aligning marketing with business goals, his team has secured incremental funding, working closely with the CFO and sales leader to drive further growth.

Navigating structural change

Transforming ADP’s marketing organisation was not without its challenges. Upon joining, Wylie found over 100 people engaged in marketing activities, yet the function was not aligned with business goals. "We had to go through the difficult transition of focusing the organisation, right-sizing it to the opportunity, and freeing up investment money to prove marketing’s value," Wylie shares. Despite the tough decisions, the impact on the business has been transformational.

Embracing community in a post-Covid world

The Covid-19 pandemic reshaped the way businesses approach events and Wylie has been quick to adapt. He notes that while pre-Covid events focused heavily on content and knowledge transfer, the pandemic demonstrated the value of digital engagement.

"We've had to rethink our event strategy, focusing on building communities and creating dialogue," Wylie explains. This shift reflects a broader trend in B2B marketing, where fostering connections and encouraging interaction has become just as important as delivering content.

Watch the full Leader’s Corner interview with Graham Wylie.

Leader's Corner: check out our line-up of HotTopics Leaders Profile interviews.

HotTopics produces interviews with a diverse array of leaders, C-suite marketing and technology leaders. These take place in-person during our much-anticipated flagship event, The Studio, and virtually with leaders based all over the world. Learn more about what makes these leaders tick, and their experiences and expertise that have supported them in their careers so far.