Soul & Science: Fast Forward Your Marketing Mind
#34: Supplyframe CMO Richard Barnett | The Backbone of the Supply Chain
February 13, 2023 · 30 min
Why listen
A B2B CMO explains how the supply chain works before any product reaches you.
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In this episode
- Why saying no is a real strategic decision, not a default
- How transparency about roles gives teams the power to perform
- What Piggy Doggy Bunny means and why it keeps work simple
- How B2B marketing connects engineers, manufacturers, and brands
About this episode
Before any consumer product or service comes to market, there is a history of B2B activity that’s already taken place. Supplyframe CMO Richard Barnett serves the full range of engineers, manufacturers, supply-chain experts and B2B brand leaderswith a continuous loop of online resources, such as Hackaday for engineers, business connections across manufacturing and supply chains and predictive trends that go on to imbue new applications. Rooted in a Stanford education in political science and international policy, Barnett chose globalization over academia. Now, at Supplyframe, he’s focused on fulfilling the individual’s need to connect, learn and grow.In this episode you’ll learn:
- Sometimes, what you choose not to do is as strategic as what you choose to do.
- It’s important to be transparent with your team about the roles they play in the grand mechanism of the business. When everyone knows where they fit into the machine, they will be empowered to succeed.
- Keep it simple. Richard and his team tell each other “Piggy Doggy Bunny” as a reminder not to overcomplicate things.

About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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