Today Our Priorities Should Evolve ‒ Exclusive Interview With Oksana Matviichuk
- Mar 13, 2023
- 4 min read
Updated: Jan 18, 2024
Oksana Matviichuk has spent over 15 years as a marketing strategy executive at top global advertising agencies, with the last six years of dedication to building B2B Brands.
Oksana Matviichuk has demonstrated exceptional leadership skills and a sharp strategic mind. She is known for her ability to identify opportunities, anticipate challenges, and develop innovative solutions to intricate problems. Her success in these areas has earned her a reputation as a trusted advisor and mentor. Strategy had always been her passion, and her extensive experience led her to work with Fortune 500 companies, advising C-Suite decision-makers on strategic marketing.
Oksana Matviichuk is the USA ‒ Today bestselling author and was recognized as one of the Top Women Leaders of New York by Women We Admire. She talks about business and marketing strategy, leadership, and women's leadership. For the last five years, she has consistently been featured in Forbes as a contributing expert panelist.
Oksana worked with 10+ enterprises, 20+ mid-size companies, and 100+ small businesses and entrepreneurs. In December 2022, she started practicing her pre-patent transformational methodology, "OM Strategy as a Service," for start-ups and midsized companies.
In December 2022, Oksana joined OxUA Incubator, supported by the Oxford Ukrainian Society and Oxford University Innovation to empower Ukrainian businesses to flourish in the UK.
Oksana Matviichuk, Strategic Forecaster, USA-Today Bestselling Author
What inspired you to start your own consulting practice, OM Strategic Forecasting, after a successful career at top advertising agencies?
Strategy in today's environment acquires new dimensions and characteristics that require fundamentally new approaches to lead businesses to success. We experienced several severe disruptions over the last several years, and those disruptions have challenged businesses of all sizes to transform as fast as we have never seen before. If in 2019, digital transformation used to be a five-year long-term strategic initiative, COVID-19 demonstrated that two to three weeks is a feasible timeframe. Then, we saw new categories develop and fall. Most rely too heavily on anticipating the future to be much more home-centric.
OM Strategic Forecaster offers a new transformational approach, which tightly connects a company's business and marketing strategies and creates resilience and momentum to succeed through the transformation. We believe that the key to success is a dynamic and forward-thinking approach to strategy. We work closely with our clients to understand their unique challenges and goals and then develop customized strategies that are tailored to their specific needs. Our goal is to help businesses achieve long-term success by staying ahead of the curve and adapting quickly to changing market conditions.
What sets OM Strategic Forecasting apart from other consulting firms?
"OM Strategy as a Service " is a cohesive methodology that takes into account business performance, product, and services portfolio, identifies disruptions of tomorrow, and finds market opportunities to ensure business resilience and sustainability in a time of transformation. We offer flexibility and go beyond strategy development to overseeing successful execution. AI is one of the fundamental transformations the companies have experienced, initiating new quality requirements for the strategy and new dimensions of resilience and sustainability.
Our "OM Strategy as a Service" methodology is not just about developing a strategy but also about overseeing the successful execution of that strategy. We take into account various factors such as business performance, product, and services portfolio, and identify potential disruptions that may arise in the future. By doing so, we can help our clients prepare for the challenges ahead and find market opportunities to ensure business resilience and sustainability in a time of transformation.
What do you consider the biggest challenge of selling in the B2B environment?
Counter-intuitively, I consider leads to be the biggest challenge for B2B. Often, marketers are so preoccupied with the immediate need to get as many leads as possible that they overlook more systemic flaws of the existing business model. For instance, lengthening the sales cycle can be an early indicator of the product's irrelevance or demand and audience change. Finding lead delivery efficiencies should be a low priority if this is the case.
What do you think about the impact of AI on today and the future state of the business?
I believe that AI will have an impact similar to the effect that production lines had in the past, the only difference being that the transformation will be almost immediate. Many leading companies now incorporate AI in their business processes, and those not on this journey today might face severe challenges in the future. The AI-based transformation also portrays an information poverty gap of the future: unequal access to AI.
The impact of AI on businesses is already being felt, and I believe this trend will only accelerate in the future. We need to be proactive in mitigating the negative effects of AI while also embracing the potential benefits it offers. As with any major technological change, there will be winners and losers, and it's up to us to ensure we're on the right side of this transformation.
How is AI going to change leadership?
Leaders have been playing in the AI field for decades, striving to make well-informed decisions to the best of their ability. Today we have more than enough data for our decision-making processes, and AI is a powerful ally in analyzing different scenarios among the growing amount of data.
Today our priorities should evolve. As leaders, we are responsible for ensuring that our decisions adhere to the values of diversity and inclusion, sustainability, integrity, compassion, creativity, acceptance, and equal opportunities.
The impact of AI on leadership will depend on how it is used and integrated into our decision-making processes. As leaders, we are responsible for ensuring that AI is leveraged to align with our values and benefit our organizations and society.
