Deanna Ransom, Head of Marketing and Marketing Services at Televerde, has more than 25 years’ experience in sales and marketing. Previously, she held the role of Senior Director of Global Demand Strategy for Clarivate Analytics, where she pushed the bounds of shifting from campaigns to conversations to enable a better experience for customers and prospects across channels — leading her team and business unit to a 249% increase in global demand generation year-over-year. Deanna loves technology and driving great integrated experiences. She is also passionate about helping people with an emphasis on women. This is demonstrated in her role at Televerde, through her volunteer work with shelters, and other support organizations.

As a purpose-driven organization with a unique business model, Deanna has the opportunity to mentor and lead a team of marketing professionals who happen to be mostly incarcerated women. Deanna’s day-to-day requires her to consistently coach and teach her team about the ins and outs of content marketing, ensuring that these women will have the professional skills they need for successful reentry after incarceration.

Can you share any particular achievements you are most proud of in your current role?  

I joined Televerde as Head of Marketing and Marketing Services in April of this year. You could say that I had a challenge in front of me with a new company, new role, new team and, of course, a world-wide pandemic that obviously impacted our business in big ways.

I’m most proud of how my team pivoted quickly amid Covid-19. We restructured and organized our marketing organization in order to put ourselves in the best possible position for growth and stability. Trust is hard to gain, and I must give my team a lot of credit for putting their trust in me and leaning in quickly during a time of great uncertainty. Because they trusted in me and quickly ramped up new programs and embraced new roles, we were able to deliver a 26% increase in pipeline in my first six months — during a pandemic! This is truly remarkable and something I consider a team win.

Can you share any details about how your team, or individuals on your team, have helped drive innovation? How have you maintained your collaboration and innovation despite the current WFH reality?  

Due to our business model, my team was already in a unique situation. A purpose-built company, Televerde believes in second chance employment and strives to help disempowered people find their voice and reach their human potential. Seven of Televerde’s 10 engagement centers are staffed by incarcerated women, representing 70% of the company’s 600+ global workforce. When I joined the company in April, I had only a handful of marketing team members who were not incarcerated.

As you can imagine, working with an incarcerated workforce has its own challenges, and they are not unlike what you experience when you quickly pivot to a work-from-home reality. Televerde’s global, non-incarcerated team went virtual within 24 hours and we immediately increased communication, daily check-ins and provided a lot of opportunities to ensure self-care was prioritized.

My team moved to an agile methodology with a daily morning stand-up meeting. I also conducted random pulse checks to ensure my team members were in a good mental and emotional place. Leading with empathy matters and it’s what we strive to do every day. We also use all the digital tools available to us so that we can have as human a connection as possible.

In the midst of Covid-19, what are some lessons you’ve learned that will impact or influence the future of your work?  

As I said, empathy is more important than ever. Humanity and human touch are what all of us are craving. We must recognize that although we’re living in a highly digital world, maintaining humanity is pivotal. I’ve seen this as a differentiator in our highly competitive marketing space. Those that are winning right now are not relying solely on digital means, they’re also utilizing real people with real feelings to have real conversations. This is how we truly understand the needs of our customers or prospects.

When you combine that human touch with data — that’s when you have a competitive advantage. But only if you use it correctly. Our new landscape has no forgiveness for non-data driven decisions. If you can harness the power of your data and use it effectively, you will win.

What sources for inspiration help you stay excited and invigorated in your work?   

I’m deeply inspired by Televerde’s business model and the women I work with each day. It’s incredible to see women who have no professional experience, and for many, no working experience at all, become incredible marketers and technology professionals right before my eyes. To know that we are making an impact while delivering for our customers and creating opportunities for people who would otherwise be forgotten is truly a gift.

I’ve also realized that practicing self-care and taking mental health moments for myself has become critical. I often think of the saying, “You can’t pour from an empty cup.” It’s so true. Taking time to fill your own cup is crucial to producing your best work. Realizing this and making the time to do it have become part of my routine.