Tania Amar, the founder of CXP Consulting, brings a wealth of executive experience from the Corporate and Venture Capital worlds. With over two decades of expertise as Vice President of Marketing and CMO, she possesses a deep understanding of the industry. Tania’s innate inclination towards building profound connections, both professionally and personally, fuels her desire to positively influence those around her.
In her role, she is dedicated to delivering valuable outcomes that truly make a significant impact on her clients’ businesses. However, Tania’s commitment to creating a lasting effect extends beyond her professional endeavors. As a board member of the NGO Gvahim, she volunteers her time to support new immigrants, drawing from her own immigration journey from Paris to Tel-Aviv 26 years ago. Tania has the privilege of mentoring immigrants, assisting them in navigating their career paths and finding their rightful place in their new homeland, much like the guidance and support she once sought herself.
Below are highlights of the interview conducted between World’s Leaders and Tania Amar:
Describe your background and what did you do before you founded your company?
Over the course of nearly two decades, I held prestigious executive positions within international high-tech companies (Unicorns) and prominent venture capital firms based in Israel. Throughout my tenure as the Chief Marketing Officer for these renowned industry leaders, my primary objective revolved around designing and implementing intricate global marketing programs that aimed for exceptionally ambitious business goals. A key aspect of my position involved nurturing and motivating my teams of exceptional talents from around the world, inspiring them to channel their utmost abilities towards our shared vision.
Tell us about the inception of the company. How did it all start?
The seed for establishing my own agency was planted during my tenure at the leading venture capital firm, JVP. As part of my role, I provided support and guidance to ventures within the VC portfolio, serving as a CMO in residence for these emerging startups. It was during this experience that I discovered a true passion for assisting founders in crafting captivating and distinctive narratives during their earliest stages of development.
In 2016, I stepped away from the corporate environment of job security and established CXP Consulting to focus precisely on this domain of activities that I refer to as “StoryTelling”.
A few years later, Alon Laor joined me as a co-founder. Alon, an esteemed authority in B2B sales and a certified Negotiation Master from Harvard Business School, brought invaluable expertise to our clients. Furthermore, Alon is the brilliant mind behind T.O.P.TM (Technics of Persuasion), a powerful framework that bolsters the essential aspect of StorySelling within our comprehensive range of services. Together, we take great pride in our ability to assist founders and CEOs in establishing seamlessly integrated StoryTelling and selling operations, ultimately paving the path to market success.
What has made you successful? What do you value?
I consider myself “lucky” to get quite easily bored, which means I’m always on the lookout for the “next big thing” both in serving my clients and advancing my own business. My inherent curiosity and desire for novelty have been instrumental in pushing me to consistently acquire new skills, explore different domains, and constantly raise the bar across multiple disciplines. I hold great admiration for individuals who, like me, actively strive to break free from their comfort zone and continually aspire to personal growth and self-improvement. It takes discipline, courage, and creativity to embark on such a journey of constant self-evolution, but it’s totally worth it.
Which are the major services of the company and how do the company to get ahead in the competition? What value-added services does the company provide?
At CXP Consulting, we empower business leaders and CEOs to build differentiated, value-based stories and transform their stories into sales.
The way we integrate the disciplines of StoryTelling and StorySelling is very unique in the landscape of tech consulting firms in Israel and internationally. StorySelling is based on a method that we call T.O.P.TM which covers the full spectrum of persuasion techniques: from neurolinguistics methods of using “power” or “magic” words to body language analysis, behavioral cold reading, and how to successfully handle objections. As a result of using T.O.P.TM techniques, communication effectiveness and influence power are significantly improved – resulting in dramatic business growth.
I had experienced too many great marketing messages getting “lost in translation” when reaching the customer-facing teams. It became absolutely crucial to make sure that both disciplines of sales and marketing understand each other well and interact effectively in order to boost growth.
What strategies have you implemented to foster a diverse and inclusive workplace?
Being an immigrant, diversity and inclusion have played a significant role throughout my own professional journey. I vividly recall the challenges of seeking recruiters who were willing to consider a non-local candidate like me, someone who may not have ticked all the conventional checkboxes. These experiences have shaped my perspective as an employer today. I’ve come to realize that individuals who may not appear as an exact fit at first glance often possess a treasure trove of outstanding qualities and skills that can truly make a remarkable impact. This realization has fueled my commitment to passionately dedicate myself to advocating for the business value of international talents in various capacities, such as my role as a mentor and active board member at the NGO Gvahim. Contributing to a greater understanding and appreciation of global professionals’ diverse skills and perspectives brings me immense satisfaction.
What is the happiest part of your daily routine as the CEO and business strategist of CXP Consulting?
There is no such thing as a daily “routine”, and that’s what I love about my job. Every day I get to explore diverse business domains. It’s not uncommon for me to navigate through multiple realms within a single working day, encompassing medtech, e-commerce, fintech, 3D printing, cyber, agtech, AI, and more. The immense diversity of these experiences brings me great joy, and I firmly believe that this broad exposure to different disciplines significantly benefits my clients and deliverables.
What advice would you give someone going into entrepreneurship for the first time?
I would advise fellow entrepreneurs to stay focused, embrace innovation, and maintain continuous movement – and lot less important – embrace patience and tolerance as leading traits. It is crucial to remain persistent in pursuit of your goals and vision, even when faced with challenges and setbacks. This entails staying true to your values and priorities, while keeping your sights firmly set on the bigger picture.
The business landscape is inherently unpredictable, with unexpected changes constantly emerging. Successful entrepreneurs are those who can pivot and adapt their strategies accordingly. This necessitates being extremely receptive to new market needs, embracing change, and being ready to take calculated risks.
Ultimately, achieving business success requires dedication, resilience, and a willingness to constantly evolve and forge ahead, no matter what obstacles may arise, as they will!
What do you see as the biggest challenges and opportunities facing businesses in your space in the next 5-10 years?
I strongly believe that the forthcoming major transformation will revolve around the widespread integration of Artificial Intelligence (AI) across various domains, including the realm of sales and marketing where we operate. As technology continues to generate an immense volume of data, organizations will harness the power of AI to gain deeper insights into customer behavior, personalize marketing approach and improve sales processes.
For consulting firms like CXP Consulting, AI presents opportunities to expedite results in certain areas while allowing us to concentrate on domains where AI still falls short. In our world of branding, StoryTelling and StorySelling, AI cannot replace (yet) our unique skills in innovation, creativity, and critical thinking, which are indispensable for supporting our clients’ growth.
