The Wise Build Bridges - S4E1: James Crossland - FormusPro
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The Wise Build Bridges - S4E1: James Crossland - FormusPro
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In this episode, Duray sits down with James Crossland, Head of Marketing at FormusPro, a Microsoft Dynamics, Power Platform and AI partner working with nonprofits, universities and membership organisations across the UK.
James spent ten years as a commercial underwriter and three years selling cruises before he ever did a marketing job, and that route in shapes everything about how he thinks.
The conversation covers where sales and marketing actually meet (and where most teams get the line wrong), what AI is genuinely good for in B2B marketing versus what people are pretending it's good for, the power of storytelling when your buyers will never click a Google ad, and the realities of marketing for a Microsoft partner in a market full of them.
Vanity metrics get killed. Middle-funnel strategy gets unpacked. LLMO and SEO get the treatment they deserve. Honest, sharp, openly anti-fluff.