Building trust and driving action: Johan Vrancken's approach to MRX

Stepping into the role of Head of Sales and Marketing in the competitive market research industry is no easy feat, with countless agencies worldwide vying for top positions as preferred partners to clients.

However, Johan Vrancken has not only accepted this challenge but has also thrived in it. He expertly navigates the complexities of driving revenue growth, managing fierce competition, aligning sales and marketing efforts, and adapting to ever-evolving client expectations.

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In this interview, we delve into how EyeSee’s new Head of Sales and Marketing plans to tackle these challenges through the lens of his distinctive leadership style.

‍Q: You describe yourself as a serving leader and team player, with a strong bias for action. Can you share an example of how these values and leadership style have helped you during your career?

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Johan: Marketing and sales are fundamentally about forging strong human connections, and the same holds true for leadership. As an extrovert who thrives on the energy of others, I believe in being in the trenches alongside my team and staying close to our clients. It's worth mentioning how much I appreciate that our internal sales and marketing channel on Slack is aptly named "The Trenches." I felt right at home from day one.

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An example of this in action is when I led a cross-functional team on a challenging project at a previous company. By staying actively involved, addressing the team's needs, and pushing for swift execution, we were able to not only meet but exceed our targets. This approach has consistently led to growth and success for the teams and companies I've been a part of, and it has certainly propelled my own career forward as well.

Q: It’s no secret that teams in MRX companies have their own unique dynamics. For instance, our insights pod teams are renowned for being nerdy experts with a refined sense of clients' true needs. In your opinion, what are the key characteristics of a successful MRX sales team?

Johan: Let me start by stating that in the data, analytics, and insights industry, we all embrace a bit of our inner nerd, regardless of our role. It’s an essential part of what we do, and this certainly extends to sales.

Clear and concise communication is another critical characteristic. Ensuring that everyone within the agency is aligned with our goals and objectives is key to avoiding surprises and hiccups along the way. One principle I learned early in my career is that everyone has the right to make mistakes, but it’s crucial not to repeat them.

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Lastly, maintaining a strong reputation with clients allows us to push back when expectations are unrealistic or when we don't have a suitable solution within our methodologies. This honesty and transparency help build long-term trust, respect and repeat business with our clients.

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Q: You’ve had an impressive career spanning startups, global corporations, and multiple countries. But let’s go back to the beginning: Your career started in brand marketing within the CPG industry. How has that foundation influenced your approach to market research and innovation?

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Johan: My foundation actually began before I graduated and started in CPG brand marketing.

I’m also very grateful for the first seven years of my career spent on the client side at leading marketing companies like the Danone Group, where I learned from a lot of smart talent at both LU in Belgium and Saiwa in Italy (both now part of Mondelez), and later at Inbev in Belgium. Starting my career in 1999 gave me the opportunity to be schooled as a classic marketer during a period when the digital part of our lives was slowly emerging.

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From advertising to trade promotions, from packaging to production, experiencing all facets of brand manufacturing has been invaluable during the second part of my career on the agency side. This broad foundation has deeply influenced my approach to market research and innovation, enabling me to understand both the granular details and the bigger picture, and to anticipate trends and shifts in the market with a well-rounded perspective.

Q: Achieving revenue growth in an industry with long sales cycles can be challenging. How do you plan to balance the need for short-term wins with the company’s broader strategic goals?

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Johan: We’re at an exciting juncture in our industry where more clients are open to experimenting with and embracing new approaches, such as incorporating behavioral methodologies to get closer to understanding human life.  

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With EyeSee's unique and differentiating offerings, achieving revenue growth is very much attainable if we channel our focus and energies in the right directions. Every short-term ad-hoc project presents an opportunity to develop a long-term strategic client relationship, which makes me very optimistic for EyeSee in 2025 and beyond.

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Balancing short-term wins with broader strategic goals involves leveraging these ad-hoc projects to build credibility and trust, ultimately leading to long-term partnerships. By consistently delivering value and aligning our efforts with clients' needs, we can achieve sustainable growth while positioning ourselves as trusted advisors in the market research space.

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Curious about EyeSee's team predictions for 2025? Acquire your copy of the 2025 Insights Playbook for curious market research minds.