From -10 to +63 NPS: How Mitie Used Brand Purpose to Win Hearts and Minds | Maria Winn on a Trust-led Transformation
Tue Feb 03 2026
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.
🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/
💬What's your experience—does purpose drive trust in your organization? Share your thoughts.
🔔Subscribe for weekly insights, interviews, and perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1
📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/
#JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #BrandPurpose, #EmployeeEngagement, #NPSTransformation, #CustomerTrust, #CMOInsights
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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. 🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/ 💬What's your experience—does purpose drive trust in your organization? Share your thoughts. 🔔Subscribe for weekly insights, interviews, and perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1 📲Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/ Podcast ▶ https://trust-influence-in-b2b.captivate.fm/ Instagram ▶ https://instagram.com/joelharrisonb2b/ #JoelHarrisonB2B, #B2BMarketing, #ThoughtLeadership, #ContentStrategy, #MarketingTrends, #B2BContent, #BrandVsDemand, #Storytelling, #MarketingPodcast, #B2BInsights, #JoelHarrison, #B2BVideos, #B2BStrategy, #BrandPurpose, #EmployeeEngagement, #NPSTransformation, #CustomerTrust, #CMOInsights