In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maria Winn, Chief Marketing Officer at Mitie, the UK's leading facilities management company. They explore how Mitie transformed from a -10 NPS to +63 NPS through authentic brand purpose. What does it take to make purpose resonate with 70,000 employees and drive real trust?

➡️ Maria shares the journey of developing "Better Places, Thriving Communities"—a purpose that needed to work for everyone from frontline cleaners to AI engineers. She reveals why they involved hundreds of employees early, how they balanced internal embedding with external launch, and why letting go of legacy language was their biggest challenge. They discuss the purpose-trust connection in service businesses, why marketing-HR alignment is critical, and the compelling data: organizations with well-embraced purposes have 39% higher revenues.

Chapters:

00:00 - Introduction to Trust in B2B Marketing

02:14 - Maria Winn's Journey to Mitie

05:37 - Why Brand Evolution Became Necessary

06:23 - The -10 to +63 NPS Transformation

08:15 - Creating Authentic Purpose, Not Just Words

10:18 - "Better Places, Thriving Communities"

14:07 - Engaging 70,000 Employees in Purpose

18:22 - Purpose as a Trust Builder in B2B Services

22:27 - Balancing Long-Term Brand with Demand

25:51 - Overcoming the Legacy Challenge

30:01 - Key Principles for Purpose-Driven Trust

33:16 - Embedding Purpose in Culture

35:37 - The Business Impact: 39% Revenue Lift

Follow Maria Winn,

https://linkedin.com/in/mariawinn/

https://www.mitie.com

If you're leading brand transformation or wondering whether purpose drives business results, this conversation delivers practical insights and honest reflections on building trust through purpose.

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💬What's your experience—does purpose drive trust in your organization? Share your thoughts.

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