On the road: Matt Berry, Conversion Marketing

Join Rick in discussion with Matt Berry, CEO at Conversion Marketing, for expert tips on simplifying and clarifying company stories for effective communication. Drawing on his experience in Journalism, PR, and time at IBM, Matt underscores the significance of thought leadership, education, and storytelling to differentiate a company in the market.

From IBM to entrepreneurial success: Matt Berry’s journey in marketing

In a recent episode of “On The Road,” Rick Currier sat down with Matt Berry to discuss his remarkable career trajectory, spanning from a PR agency in Manhattan to becoming a successful entrepreneur. Berry’s journey is a testament to the power of adaptability, networking, and the courage to embrace new challenges.

Starting strong in the world of PR

Matt Berry began his career at a PR agency in Manhattan right out of college. This agency, which handled IBM’s PR, was his entry point into the world of corporate communications. Berry reminisces, “I’m 20-something right out of school and kind of thrown right into pitching media and driving press coverage for IBM”​​. This initial exposure laid the groundwork for his deep understanding of the tech giant’s operations and culture.

Rising through the ranks at IBM

Berry’s career at IBM is a classic tale of climbing the corporate ladder through dedication and strategic networking. After his stint at the PR agency, Berry joined IBM’s research division, where he worked as a speechwriter. Reflecting on this period, he highlights the importance of collaboration,

“One of the best ways to succeed at IBM…is not by trying to be like the star that’s always being called out but be known as that guy that’s always collaborating with the right people”​​. – Matt Berry

This collaborative spirit helped him navigate through various roles across IBM, from hardware and software to finance and research.

The life-changing experience of IBM’s corporate service corps

A pivotal moment in Berry’s career was his involvement in IBM’s Corporate Service Corps (CSC). This program, which sends IBM employees to work on projects in developing countries, had a profound impact on him. Berry was part of the second team to go to Tanzania, where they worked on projects related to transportation and tourism. He describes this experience as “life-changing” and “career-changing,” revealing that it significantly altered his perspective both professionally and personally​​.

Transitioning to partner marketing

Berry’s foray into partner marketing was marked by a strategic shift within IBM. He recalls how people initially rolled their eyes at the partner space, viewing it as mundane. However, Berry saw potential in the untapped opportunities, noting, “You’ve got all these companies out there that are dying to co-market with IBM”​​. His ability to identify and nurture these partnerships helped expand IBM’s reach and highlighted the significance of even the smallest players in the tech ecosystem.

Embracing entrepreneurship

After 15 years at IBM, Berry decided to embark on a new venture—starting his own business. The transition from a century-old global corporation to running a startup was not without its challenges. Berry admits, “In hindsight when I thought after a year I adjusted, it really took a few years”​​. Despite the initial struggles, he found the experience liberating, enjoying the autonomy and flexibility that came with being his own boss.

Balancing work and family

A significant factor in Berry’s decision to leave IBM was his desire for a better work-life balance. With three young children, Berry wanted to be more present for his family. He shares, “I traveled internationally a lot probably two weeks out of every month. And it got to be where I wasn’t able to do all the things that I wanted to do”​​. Now, with his own business, he has achieved a balance that allows him to be there for his kids while pursuing his professional goals.

Key takeaways and advice

One of the standout pieces of advice Berry offers is the principle of “Don’t delegate understanding,” a concept he attributes to Charles Eames. He emphasizes the importance of understanding enough about every aspect of your work to make informed decisions, stating, “It’s not that you have to be an expert in everything, but especially in the world of partner marketing, you need to understand enough about the funding element”​​. This principle, he notes, is not only applicable in professional settings but also in personal life.

Conclusion

Matt Berry’s journey from a PR agency to IBM and then to entrepreneurship is a story of resilience, continuous learning, and strategic thinking. His ability to adapt, collaborate, and embrace new challenges has defined his career. As Berry continues to grow his business, his insights and experiences serve as valuable lessons for anyone looking to navigate the complexities of a dynamic career landscape.

Matt Berry is the CEO at Conversion Marketing

About Conversion Marketing:  

Conversion Marketing specializes in partner marketing for B2B technology companies. They work with industry leaders – AWS, Google, Microsoft, Salesforce and others – as well as start-ups and mid-size enterprises to maximize partner marketing budgets and outcomes. Learn more at www.conversionam.com