Volaris Marketing Summit – Insights, Zombies, and More


Volaris Marketing Summit – Insights, Zombies, and More

Last week, we brought together marketers and some sales leaders from across all our different business units for the first ever Volaris Marketing Summit. Over 20 business units and six geographies were represented and it was a great opportunity to connect and share best practices across Volaris. With marketing being reinvented to focus on connecting to people rather than businesses, it was the perfect time to hold this summit. Both employees and external speakers presented over the three days – all sharing great insights and knowledge regarding different aspects of marketing.

Insight #1: Are We Spending Enough on Marketing? 

In a perfect world, every department would be fully funded and have access to all the resources they desire. Unfortunately, that’s not the case and often times it’s marketing that is the most stretched on time and resources. In some organizations, sales controls a disproportionate amount of the spending of the budget dedicated to customer relationships. This caused me to reflect on whether our business units are spending enough on sales and marketing in order to connect with current customers and customers to be.

Insight #2: Marketing is Massively Evolving 

The world of marketing isn’t what it was 15 years ago, 5 years ago, or even a year ago. Content marketing and nurturing campaigns are the new normal and no longer the exception. Plus, everyday more and more technologies are available to marketers to deliver and measure their efforts. With the tectonic plates of marketing shifting, it’s an exciting time to be in the field and those firms that are staying ahead of the curve will be the ones that succeed.

Insight #3: We Still Have More to Do

It was amazing to see some of the creative and ingenious things our people are doing with their marketing efforts (which may or may not have included zombies). But even though our business units have come a long way, there’s still more that we can do. It’s important to take a moment and appreciate our successes, but we must continue to push forward, innovate, and break new ground.


In today’s business landscape, marketing isn’t relegated to just one department – a company needs to have a marketing focused culture to be successful. I’m glad to say that Volaris is getting there and having a Marketing Summit is a step in the right direction. 


About the Author

Mark Miller

Mark Miller's avatar

Mark Miller is the Global CEO of Volaris Group and Trapeze Group. In addition, Mark is the COO at Constellation Software – Volaris Group’s parent company. He began his career as a software developer and it was during that time that he cofounded Trapeze Group in 1995. Mark has a passion for software technology and building innovative businesses that last forever. His goal is to help intrapreneurs and entrepreneurs surround themselves with a great team so that they can be leaders in their industries.

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