Q&A with Tara O'Sullivan, CMO at SKILLSOFT

Q&A with Tara O'Sullivan, CMO at SKILLSOFT
Tara O’Sullivan, the CMO of Skillsoft shares her insights on the impact of digital transformation on marketers and the need to focus on slashing the wide gender pay gap. With over 25 years of experience including B2B marketing in Ireland, EMEA and the US, Tara has extensive expertise in using marketing to effect change.

Here are her thoughts on women in marketing and the changing dynamics of the profession.

MEDIA 7: Tara, how old were you when you had your first paying job?
TARA O'SULLIVAN:
14 – I worked for my Dad photocopying manuals for software training. I loved the work, I loved being in amongst the team of people who were there. There was a lot of fun with the other people who worked there, and I learnt a lot of lessons on dealing with people, working on end user manuals which were like 500 pages thick, making sure they were all collated properly, the cover looked good – all to provide a real sense of the importance of the training.

"Marketing teams are not aligned to what technology can do for them and how it can transform the business."



M7: What do you consider the biggest challenges for a CMO these days?
TS: Digital transformation. I believe the impact of digital transformation is impacting the CMO even more than other areas of the business. There are so many tools that can help the CMO get the data s/he needs, but it is figuring out which ones are the most relevant, timely and useful. I think a lot of marketing teams are not aligned to what technology can do for them and how it can transform the business.
The other major challenge is around proving to the business the benefit of marketing. As well as the funnel, and marketing sourced OI, we also need to better measure the branding impact on the business and how it supports revenue.


"Agile marketing is becoming more and more the standard, and in order to be agile, you need to be able to pivot."



M7: How important is learning and unlearning in today’s digital age of data and automation?
TS: Learning is the most important thing in my view. From figuring out what the new version of Excel can do for you (LOADS) to determining the best tech stack your marketing organization needs – we need to be learning. Agile marketing is becoming more and more the standard, and in order to be agile, you need to be able to pivot. This means that you need to be continually changing your approach in order to make the company more successful. Agile marketing is a brand new mindset for marketing people – there isn’t an annual budget, the team decides what to spend it on a quarterly basis, so sometimes you will be investing in SEO, or investing in demand generation depending on the needs of the business.


"The gender pay gap is wide and people think about it as being 80 cents on the dollar."



M7: Is Skillsoft closing the gap between the number of men and women in marketing? What are your views on gender equality in the present corporate world?
TS: Well I always thought marketing is different – I assumed that the majority of people entering marketing are women, but that’s not strictly true. Research from Axonn shows that women are only slightly more likely than men to enter the marketing world (21% vs 16%).
Marketing Week (a UK-based publication) carried out a survey and found that  female marketers earn less than male marketers in every sector and in every role, except that of marketing assistant.
Let’s remember though that the gender pay gap is wide and people think about it as being 80 cents on the dollar.  This is awful – but think about it over the lifetime of the female worker. Recent research analyzed a longitudinal dataset which shows total earnings across the most recent 15 years for all workers who worked in at least one year. The study found that women workers faced a wage gap of 51% in the 2001-2015 period. The research also found that the cost of taking time out of the labor force is exorbitant for women. For those who took just one year off from work, their annual earnings were 39% lower than women who worked all 15 years between 2001 and 2015.

ABOUT SKILLSOFT

SKILLSOFT is a global leader in corporate learning, delivering beautiful technology and engaging content that drives business impact for modern enterprises. Skillsoft comprises three award-winning systems that support learning, performance and success: Skillsoft learning content, the Percipio intelligent learning experience platform and the SumTotal suite for Human Capital Management.

Skillsoft provides a comprehensive selection of cloud-based corporate learning content, including courses, videos, books and other resources on Business and Management Skills, Leadership Development, Digital Transformation, Technology and Developer, Productivity and Collaboration Tools and Compliance. Percipio’s intuitive design engages modern learners and its consumer-led experience assists in accelerating learning. The SumTotal suite features four key components built on a unified platform: Learning Management, Talent Management, Talent Acquisition and Workforce Management.

Skillsoft is trusted by thousands of the world’s leading organizations, including 65 percent of the Fortune 500. Learn more at www.skillsoft.com.

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Sovos Acquires Aatrix Software, Expanding Solution and Service Capabilities for SMBs

Business Wire | January 12, 2024

Global compliance technology solutions and services provider Sovos announced today it has acquired North Dakota-based Aatrix Software, a leader in payroll tax forms, extending our leadership in compliance with enhanced capabilities across e-Filing for 1099 and ACA 1095 reporting and W2/payroll reporting – increasing our local, state and federal coverage. This acquisition brings together two companies with significant experience and expertise in helping small and medium-sized businesses navigate the complexity of tax and regulatory compliance. As the regulatory landscape continues to evolve and electronic filing thresholds are lowered, it’s important that SMBs have access to the technology solutions and services they need to ensure proper and timely tax filings to maintain compliance. Together, Sovos and Aatrix will better inform users about changing mandates and provide them easy access to the tools and support they need. Between our two companies, we bring to bear extensive reach in terms of existing partnerships and configurations to work with nearly any platform or systems provider. “The continued digitization of tax compliance affects businesses of every size, and this is especially true for SMBs,” said Kevin Akeroyd, CEO, Sovos. “Small businesses really are the backbone of the U.S. and we have made a commitment at Sovos to provide them with the technology and support they need. We believe that Aatrix shares these same principles and fits perfectly into our existing portfolio, we are excited to welcome them into the fold.” Aatrix occupies a strong segment of the market and offers customers a deep level of form functionality as well as a flexible solution that can adapt to their various software offerings. Primarily focused on serving customers through integrations with ERP and payroll providers, Aatrix has been able to leverage its critical business functionality, embedded relationships with payroll partners, and high customer satisfaction to create a highly sticky solution. Its ‘sweet spot’ is primarily mid-sized companies with geographic scale to require multiple tax forms, however the solution has broad appeal across market segments and industries. “Aatrix has been a leader in helping small and mid-sized businesses meet their compliance obligations for nearly four decades and we are extremely proud of the work we’ve done and the partnerships we’ve created,” said Steve Lunseth, CEO, Aatrix. “I believe that the timing is right for us to bring our solutions portfolio under the Sovos umbrella to create even stronger opportunities for our customers, partners and employees. Our combined expertise and reach will assure that any business that wants to streamline their filing process will have access to the best people and solutions on the market.” The terms of the deal were not disclosed. Sovos is owned by Hg, the London-based specialist private equity investor focused on software and service businesses, and TA Associates. Holland & Hart LLP served as legal advisor to Sovos. About Sovos Sovos is a global provider of tax, compliance and trust solutions and services that enable businesses to navigate an increasingly regulated world with true confidence. Purpose-built for always-on compliance capabilities, our scalable IT-driven solutions meet the demands of an evolving and complex global regulatory landscape. Sovos’ cloud-based software platform provides an unparalleled level of integration with business applications and government compliance processes. More than 100,000 customers in 100+ countries – including half the Fortune 500 – trust Sovos for their compliance needs. Sovos annually processes more than three billion transactions across 19,000 global tax jurisdictions. Bolstered by a robust partner program more than 400 strong, Sovos brings to bear an unrivaled global network for companies across industries and geographies. Founded in 1979, Sovos has operations across the Americas and Europe, and is owned by Hg and TA Associates. About Aatrix Aatrix Software is a leading provider of W2, 1099 and ACA reporting solutions servicing over 300,000 businesses. Aatrix has been developing innovative accounting software solutions since 1986. Aatrix' finance software has received numerous awards, including Software Digests highest overall rating and Home Office Computing Editors Pick. Today, the Aatrix Electronic Forms Division is one of the nation's premier payroll reporting specialists.

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