The Revenue-Driven CMO

In this episode, we dive into the continuous evolution of technology, marketing, and AI. Unni shares how staying ahead in a rapidly changing industry requires constant innovation and learning. We explore the development of AI tools, structured prompting, and how to effectively use AI for content creation. With insights into tools like ChatGPT, creative thinking methods, and AI frameworks, listeners will learn practical tips for staying adaptable and improving productivity. Takeaways: Adaptability and Lifelong Learning: Staying relevant in digital marketing requires constant learning and adapting to rapidly changing technologies and trends. Curiosity and a Generalist Approach: A broad skill set and natural curiosity allow for quicker adaptation and better control over evolving marketing strategies and tools. Structured Prompts for Better AI Content: AI produces the best results when given clear, structured prompts with specific instructions like tone, style, and context. AI Recipes for Creativity and Productivity: Unni’s "recipes" for tasks like SEO and storytelling help maximize creativity and efficiency by following structured frameworks. AI as a Learning and Dialogue Tool: Beyond content creation, AI can be a powerful tool for learning, providing deeper insights when engaged in thoughtful dialogue. Quote of the Show: “You would be surprised and almost gasping at the possibilities it can draw” - Unni Krishnan Links: LinkedIn: https://www.linkedin.com/in/krishnau/?originalSubdomain=in Website: phewture.org Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/cdksrkqOycE   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

9/11/24 • 45:01

In this episode, we take a look back to some of the guests that brought us the best insight on building effective teams. With summer drawing to an end it’s back to work season and having an effective team is vital for your company's success. From Wendy White to Jill Kellet we go back in time to listen again to this great insight.    Full Episode Links: Marketing in a Flat World with Wendy White, CMO Daxko https://youtu.be/hwn4Q00TRDw Creating a Culture of Excellence with Haleigh Forbes, VP of Marketing at APEI https://youtu.be/k2qbaGP727s?si=eXf_XWphcgDsl5lY How to Build Your Creative Team with Jill Kellett, VP of Product & Marketing at Root Insurance https://youtu.be/64iuDfdgv_w Measuring Your Marketing Team’s Effectiveness - Chris Allen - The Revenue-Driven CMO - Episode # 104 https://youtu.be/syUWifcJ0Ko   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

9/6/24 • 21:45

In this episode, we dive into some of our favorite moments from the show. We look back on the intricacies of communication within organizations, particularly the importance of interfunctional coordination and authenticity in marketing. Our guests share valuable insights on how to ensure that internal communication aligns with external messaging, the role of different departments like HR and IT in facilitating effective communication, and how to navigate the challenges that come with it.     Takeaways:    Interfunctional Coordination is Essential: Marketing is everyone's job, and every department, from HR to IT, plays a crucial role in ensuring that the company's messages are consistent both internally and externally. Empowering Employees: Employees should be informed and engaged with the company's goals and strategies, which makes them better representatives of the brand. Open Communication Channels: Initiatives like open hours or extended marketing calls can foster better communication across departments. Authenticity Over AI: With the rise of AI-generated content, authenticity, vulnerability, and human touch are more critical than ever in cutting through the noise. Balancing Vulnerability: While being transparent is vital, it’s essential to strike a balance and know when certain information might be too much to share. Predictability in Marketing: Understanding and controlling the predictability of outcomes is crucial in growing a business, and marketers must be deeply aware of their role within the larger organizational ecosystem. Get Out of the Boardroom: Real insights often come from direct interaction with customers and competitors, not just from discussions in the boardroom. Links to the full episodes Adam Robinson | https://youtu.be/6PmFWV0DRj0  Dawn Mueller | https://youtu.be/gZ6YHrNRZr0?si=HXKenSeCmPTt7V6X Haleigh Forbes | https://youtu.be/k2qbaGP727s?si=LiA6icCQhrAr9oIU  Kathleen Stockham | https://youtu.be/WF3_Ybuusy0?si=9Ji9h-6zXw_ulkM8 John Schneider | https://youtu.be/1N6gtyA5WbE?si=5nULwyAMt3v6KsN4 Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:https://youtu.be/1RqNZj75sxU  The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

8/29/24 • 22:45

In this episode of Revenue-Driven CMO, host Chris Mechanic interviews Wendy White, the Chief Marketing Officer at Daxko, who has over 25 years of experience in high tech and SaaS marketing. Wendy shares her unique strategy of leveraging global teams to ensure round-the-clock marketing operations. This method, which she calls 'follow the sun,' allows for continuous project execution by utilizing teams located in different time zones. Wendy discusses the importance of clear processes, documentation, and effective use of tools like Asana. She also talks about her experiences from her time at companies like Intel, Motorola, Microsoft, and Expedia, and how these have shaped her current approaches in the mid-market B2B SaaS sector. Additionally, Wendy sheds light on the importance of data-driven insights for effective SEO and the utilization of AI tools in marketing operations.   Takeaways:  Adopt a 'Follow the Sun' Strategy: Utilize a global workforce across multiple time zones to ensure round-the-clock productivity. This approach not only keeps projects moving continuously but also optimizes resource utilization and improves speed of execution. Build a High-Performance Team: Focus on creating a high-performing, agile team that can deliver tangible business results. This involves hiring top talent, whether full-time or through reliable third-party services, and ensuring they are engaged and valued. Clear Communication and Documentation: Before expanding globally, ensure your organization has clean and well-documented processes. This includes having a clear organizational chart, well-defined roles, and thorough training in project management tools like Asana or Monday.com. Clear briefs and hand-offs are essential. Invest in Good Tools and Templates: Use structured templates for briefs, project management, and creative work. Consistent taxonomy and naming conventions can improve understanding and efficiency, making it easier to manage global teams and remote tasks. Leverage Cost-Effective Talent: Consider hiring skilled professionals from regions like India and the Philippines where you can find high-quality talent at a fraction of the cost in the U.S. This could involve both full-time employees and contracted workers through services like FlatPlanet or Globalization Partners. Embrace Flexibility: Acknowledge the need for flexible scheduling to accommodate a global team. Managers should be prepared to engage with team members across different time zones, which may require working outside of traditional 9-5 hours. Stay Ahead with Continuous Learning: Keep one ear to the ground for emerging trends and changes, particularly in technology and market dynamics. Engage with peer groups and professional networks to stay informed and adaptable. Continuous learning and adaptation are key to long-term success. Quote of the Show: “If you think about time as a resource, the possibilities are endless. With the right team and structure, you can keep moving projects forward even while you sleep.” - Wendy White Links: LinkedIn: https://www.linkedin.com/in/wendywwhite/  Website: http://www.daxko.com/  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/hwn4Q00TRDw  The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

8/21/24 • 45:44

In this episode of The Revenue-Driven CMO, host Chris Mechanic interviews Dawn Mueller, the CMO of Vitech Systems Group. They delve into the importance of interfunctional coordination within a company, explaining how engaging all departments can lead to higher overall profitability. Dawn shares insights on how regular communication with HR, IT, and finance teams can align everyone toward common goals, enhancing transparency and internal engagement. The conversation also touches on Vitech’s strategic shift from a services-led to a SaaS-led company, emphasizing the role of events, media relations, and demand generation in their marketing efforts. Additionally, they discuss the integration of AI tools for lead qualification and content creation, as well as the use of analytics for predictive insights.    Takeaways:  Empower All Employee Representatives: Regardless of their role, every employee is a representative of the company. Ensure they are informed, involved, and engaged to foster a culture where everyone contributes to the company's marketing and public image. Open Office Hours and Extended Marketing Calls: Create an open-door policy within departments and host extended marketing calls. These sessions can help surface new ideas, foster inter-departmental coordination, and create a more engaged and collaborative workplace culture. Regular Internal Marketing Updates: Publish high-level marketing status updates regularly. This keeps everyone across departments informed about what the marketing team is doing, what's coming up, and where resources are being optimized. Focus on Interfunctional Coordination: Encourage consistent communication and collaboration between departments like IT, HR, finance, and marketing to create a unified approach and improve profitability. AI as a Virtual Team Member: Use generative AI as a junior associate for tasks such as first drafts of content or program development. This helps free up human resources for more strategic activities and improves overall productivity. Content Marketing as a Coordination Tool: Use content marketing strategies to foster interdepartmental collaboration. For example, by establishing themes, you can identify subject matter experts within various departments, thus facilitating a more cohesive content creation process. Predictive Analytics and Multi-touch Attribution Tools: Invest in advanced analytics tools to make more data-informed decisions. These tools can offer insights into customer behavior and help optimize marketing strategies with empirical data. Quote of the Show: “I love the exchange of knowledge, it’s wonderful. We need to do that as marketers to support each other” - Dawn Mueller  Links: LinkedIn: https://www.linkedin.com/in/dawnmueller/  Website: https://www.vitechinc.com/?utm_source=linkedin&utm_medium=social&utm_campaign=custom-button  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/gZ6YHrNRZr0 The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

8/14/24 • 44:27

In this episode of The Revenue-Driven CMO, host Chris Mechanic welcomes Haleigh Forbes, Head of Marketing and Online Experience at American Public Education, to discuss her career journey, leadership style, and strategies for building high-performance teams. Haleigh emphasizes the importance of having the right team, continuous feedback, and strategic partnerships. She also shares her experiences with managing expectations, scaling teams, and navigating complex data challenges. A notable part of the conversation includes Haleigh’s involvement with the Casey Cares Foundation, providing positive experiences for critically ill children and their families.    Takeaways:    Build Trustworthy Leadership: Cultivate leaders within your team that you can trust and who meet your expectations. They should be capable of driving new ideas and optimizations while consistently challenging the status quo.   Foster Open Communication: Prioritize transparent and honest communication within your team. Encourage regular feedback sessions to improve performance and team cohesion.   Invest in Team Growth: Focus on hiring the right people and investing in their growth. Building a strategic, performance-driven team is crucial for long-term success.   Leverage Partnerships: Identify external agencies, services, or tools that can complement your internal capabilities. Establish partnerships that bring mutual benefits and maximize the effectiveness of these relationships.   Set Clear Expectations: Clearly outline the expectations for each role within your team. Ensure that each member understands their responsibilities and the goals they need to achieve.   Promote Work-Life Balance: Recognize the importance of taking time off to recharge. Encourage your team to maintain a healthy work-life balance to sustain long-term productivity and well-being.   Effective Executive Communication: When presenting to executives, be concise and focused. Highlight the three most important takeaways to ensure your message is clear and memorable. Quote of the Show: “Building a strategic, curious, and performance-driven team is where you're going to have success long term. It's like investing in a brand—you're nurturing that foundation to see a lasting return” - Haleigh Forbes     Links:   LinkedIn: https://www.linkedin.com/in/haleigh-forbes-b715a825/  Website: https://www.apei.com/  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/k2qbaGP727s    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

8/8/24 • 51:16

In this episode, CMO Kathleen Stockham discusses the structure and operation of her lean team at South College. She emphasizes that success doesn't require a large team but rather a group of talented individuals committed to execution and quality work. Kathleen explains how her team's roles and responsibilities are divided, highlighting the significance of their creative director, project manager, and strategist. She also mentions the importance of strong partnerships with agencies handling paid search, social media, and media ads. Kathleen shares her hands-on leadership approach and her belief in the value of direct feedback and continuous improvement. She also touches on the significance of data privacy and accessibility in their operations, as well as the evolving nature of marketing strategies.   Takeaways:  Leverage a Multi-Talented Team: You don't need a huge team; what you do need are talented people who can handle multiple responsibilities and are committed to execution and quality. This keeps operations lean and efficient.   Foster a Hands-On Leadership Style: Being deeply involved in the day-to-day tasks alongside your team, rather than just dictating from a corner office, can foster better team dynamics and ensure high-quality results.   Use Formal and Challenging RFPs: When seeking new partnerships, use formal, challenging RFPs to weed out non-serious contenders. This helps ensure that only the best and most committed agencies or vendors partner with you.   Stay Updated on Industry Regulations: Keeping abreast of changes in industry-specific laws and regulations, such as data privacy, is crucial. Not doing so can severely affect your organization's legal standing and reputation.   Adopt a Flexible Marketing Strategy: Targeting should not be overly rigid. Understand the broad demographic and psychographic spectrums of your audience and employ flexible, consumer-friendly outreach methods like hybrid programs.   Regularly Analyze Site Search Data: Pay attention to the queries entered into your internal site search. This can highlight content gaps and guide you on what additional information to include on your site.   Promote Peer Reviews and Testing: Before committing to new marketing tools or technologies, leverage peer reviews and ask for test trials. This can prevent costly mistakes and ensure you are using the best tools for your needs.   Quote of the Show: “It doesn't take a village. You don't need a huge team. What you do need are talented people that can do more than one thing and most importantly are committed to the quality work.” - Kathleen Stockham   Links:   LinkedIn: https://www.linkedin.com/in/kathleen-stockham-02895773/  Website: http://south.edu/  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

8/1/24 • 41:37

In this episode of Revenue Driven CMO, Kathleen Stockham, the CMO of South College, discusses her innovative strategies in higher education marketing. She emphasizes the importance of getting out of the boardroom to engage directly with consumers and perform competitive analysis. Kathleen shares her experiences from her extensive marketing career across e-commerce and education sectors. She explains her approach to making South College's marketing more consumer-centric by revamping the mobile-first website, using videos, unifying the brand, and implementing an attribute-based email platform. Kathleen talks about her methods for gathering student insights, her passion for making a significant impact on student's lives, and how her team has embraced radical change to drive growth and improve retention rates in the education sector.   Takeaways:  ~Avoid the Echo Chamber: Get out of the boardroom and avoid the echo chamber. Engaging directly with consumers, spending time on competitive analysis, and observing market trends in person can provide a broader picture and valuable insights that are often missed in closed settings. ~Grassroots Engagement: As a leader, commit to grassroots engagement with your audience. Talking directly to consumers and understanding their experiences can provide genuine insights. It mirrors the approach of getting out and having direct conversations, which can offer unexpected and pivotal information. ~Cross-Industry Application: Consider leveraging tactics and strategies from other industries. For example, applying e-commerce techniques in higher education marketing was effective for Kathleen Stockham. Adopting cross-industry strategies can offer innovative solutions to common challenges. ~Transparency and Simplification: Simplify and demystify your product or service offerings. Using layman's terms and explaining the benefits clearly can attract and retain consumers more effectively. This is akin to breaking down complex educational programs into understandable, relatable terms. ~Mobile-First Strategy: Prioritize the mobile user experience. With mobile traffic constituting a significant portion of web visits, ensuring that your website is mobile-friendly can enhance user engagement and satisfaction. A mobile-first approach was pivotal in transforming South College's website. ~Personalized Communication: Invest in attribute-based personalized communication strategies. Customized messaging based on user attributes and behaviors can significantly enhance engagement and conversion rates. For instance, Kathleen implemented a personalized email strategy that responded to specific user needs and stages in their journey. ~Brand Consistency: Unify your brand's look and feel across all platforms and communications. Consistent branding helps in building a strong identity and trust with your audience. This involves standardizing colors, designs, and messaging, ensuring a cohesive experience everywhere your brand appears. Quote of the Show: “going to college is a life-changing experience, you are impacting somebody's life and their trajectory” - Kathleen Stockham Links: LinkedIn: https://www.linkedin.com/in/kathleen-stockham-02895773/  Website: http://south.edu/  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

7/24/24 • 40:20

In this episode of Revenue Driven CMO, host Chris Mechanic converses with Michael Bailey, SVP of Global Marketing and CMO at Sirva. Michael shares insights from his extensive marketing career, discussing the importance of merging brand storytelling with data-driven revenue strategies. The conversation covers his experiences at companies like Fleet Core and Sirva, highlighting successful campaigns, challenges in driving innovation, and the significance of humanizing brand narratives. Michael also delves into the practical aspects of utilizing ad tech and CRM data for optimization, offering a unique perspective on balancing technology with the human touch in marketing.     Takeaways:  Optimize to Quality, Not Just Clicks: Ensure your marketing team is optimizing for quality interactions and not just superficial metrics like clicks. For instance, selectively fire conversion signals only when it's an engaged session, not just a form fill-up. Experiment When You’re Winning: Use periods of success to experiment and innovate. This counter-intuitive strategy can lead to more significant innovations and maintaining your competitive edge. Leverage Social Outreach for Amplification: Utilize social media effectively to amplify other initiatives like round table series or webinars. Recruit one-to-one for initial engagement and then use social platforms to broadcast insights and deepen engagement. Integrate Powerful Storytelling with Data-Driven Strategies: Combine a compelling company story with data-driven marketing strategies. Your narrative can be a powerful tool to fuel your revenue engine. Ensure your marketing resonates on a human level while being optimized through data. Align Brand Ethos Across All Channels: Make sure your brand’s core values (e.g., smart, helpful, human, responsible) are consistently reflected across various channels—whether it's SEO, social media, or direct sales interactions. Different channels might emphasize different aspects but all should sync with your brand ethos. Marry Human and Machine Elements in Customer Experience: Enhance customer experiences by blending human interactions with technology. For example, Serva uses both human support and technological platforms to ensure seamless relocation services, tailoring the approach based on individual needs. Incentivize Risk and Innovation: Encourage your team to take calculated risks and try new approaches, even if the current strategy is successful. This ongoing commitment to innovation can uncover unexpectedly successful tactics and prevent stagnation. Quote of the Show: “If content is king, then the channel is queen. You have to make sure that those two things marry.” - Michael Bailey Links: LinkedIn: https://www.linkedin.com/in/michaelbaileymktg/  Website: https://www.sirva.com/  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ Youtube: https://youtu.be/XQZ6yCChUQo    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

7/18/24 • 57:15

As we enter into the second half of 2024, we want to highlight some insightful moments from a few of our favorite guests. In this episode, learn the key to successful customer discovery and effective marketing strategies. Discover the importance of deep customer inquiry to differentiate between wants and needs, and the transformative power of authentic and humanized content. The conversations will further delve into the magic of the LTV to CAC ratio for assessing marketing efficiency, the adaptive strategies in product-led growth environments, and the revolutionary potential of digital products across different industries.    Takeaways:  ~Engage Deeply with Customers: Spend an extraordinary amount of time asking questions to your potential customers to uncover their true needs, not just their wants. This will help you build a product or service that truly solves their problems. ~Differentiate Wants from Needs: Understand that wants and needs are two different beasts. By digging deeper into why customers behave the way they do, you can identify their true needs, which are more critical to address. ~Utilize Storytelling for Discovery: Use storytelling techniques to get customers to describe past experiences in detail. This will help you understand the real reasons behind their behaviors and needs. ~Create Competitive Content: Develop content that compares industry competitors' strategies. This can attract attention from both competitors and those who admire them, providing actionable insights for your target audience. ~Frequent A/B Testing: Constantly A/B test different strategies, especially in product-led growth environments. This dynamic approach allows you to optimize channels and programs quickly based on performance data. ~Leverage Humor in Marketing: Carefully integrate humor into marketing campaigns. Authentic and tasteful humor can make your brand more relatable and engaging, but ensure that it aligns consistently with your brand tone across all touchpoints. ~Embrace Vulnerability and Authenticity: Share transparent and honest updates about your company’s performance, challenges, and learnings. Authenticity builds trust with your audience and can be a powerful tool to inspire and connect with other leaders.   Links to the full episodes Adam Robinson | https://youtu.be/6PmFWV0DRj0  Tifenn Dano Kwan | https://youtu.be/P9oHKwYBP-Y  Emeric Ernoult | https://youtu.be/JI9KGibRT6U  Melissa Rosenthal | https://youtu.be/uuuEiwrVvVI  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:https://youtu.be/1RqNZj75sxU  The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

7/10/24 • 40:48

In this episode of Revenue Driven CMO, host Chris Mechanic interviews Karl Van Den Bergh, the Chief Marketing Officer at Gigamon. They discuss the importance of simplicity and clarity in marketing messaging amidst information overload, especially for technical products. Van Den Bergh elaborates on strategies for breaking through the noise using humor, analogies, and straightforward communication. He also describes Gigamon's role in cybersecurity and the benefits of its deep observability pipeline. The conversation includes insights on balancing customer acquisition strategies, leveraging peer-based events for executive engagement, and handling the challenges of balancing established businesses with high-growth sectors.   Takeaways:  ~Embrace simplicity and clarity in messaging: Regardless of how technical your product is, focusing on clear and straightforward communication helps in breaking through the market noise and resonates better with the audience. ~Use analogies and relatable concepts: Simplifying complex ideas through analogies makes it easier for your audience, even technical ones, to grasp your value proposition quickly. ~Implement a layered communication strategy: Start with a high-level, simple message to draw interest, then provide in-depth details for those who are curious and want to learn more. ~Engage industry leaders and prospects through peer-based and thought leadership events: Organizing panels, dinners, and thought leadership discussions can effectively engage high-level executives (CISOs), fostering peer conversations and networking opportunities. ~Combine humor with your brand campaigns: Utilizing humor can be a powerful way to break through the information overload and make your brand memorable. However, gauge the risk and ensure it aligns with your brand ethos. ~Leverage data and intent analysis to identify ideal customer profiles: Use machine learning models and intent data to pinpoint your target audience, making your marketing efforts more efficient and effective. ~Balance established and high-growth business segments: Manage priorities between your core established business and emerging high-growth areas by promoting agility and ensuring your team can switch effectively between different market demands.   Quote of the Show: “The irony is that often, in trying to make things sound grand or complex, you actually create barriers. Simplifying things can often be the most powerful approach.   Links: LinkedIn: https://www.linkedin.com/in/karlvandenbergh/  Website: http://www.gigamon.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://www.youtube.com/c/Webmechanix    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

7/3/24 • 53:13

In this episode of The Revenue-Driven CMO, host Chris Mechanic sits down with Brooke Cunningham, a seasoned marketing executive with over 26 years of experience in B2B SaaS. Brooke discusses the pivotal role partnerships have played in her career, including her success at companies like SAP and Splunk, where she contributed to significant revenue growth. Now the CMO at Logic Monitor, Brooke shares her secrets to operationalizing partner relationships to drive revenue. She emphasizes the importance of mutual commitment, the necessity to treat partners like customers, and leveraging AI to enhance efficiency. The episode also explores Brooke's current role and initiatives at Logic Monitor, including the launch of their Gen AI-powered observability platform, Edwin AI. Takeaways:  ~ Leverage Partnerships for Growth: Treat your partners like customers, including implementing partner advisory boards and satisfaction surveys. This mutual respect and focus can lead to strong, revenue-driving relationships. ~ Invest in Joint Solutions: Start with a joint solution that has proven customer demand. Create and track a joint program or campaign to measure its success and use that data to negotiate further investment and growth. ~ Commit Resources: Both you and your partner must commit resources. Ensure there’s involvement from areas like product development, marketing, and operations to turn partnerships into successful ventures. ~ Tailored Incentives: Utilize specific incentive programs like SPIFs and rebates to encourage partner engagement and performance, adjusting these incentives based on the partner’s success and business impact. ~. Operationalize Partnerships: Focus on the operational aspects of partnerships. Ensure smooth transactions and the realization of revenue through joint strategies and tactical implementations. ~ AI for Efficiency: Integrate AI into both your product offerings and internal processes. For instance, using AI to generate marketing material, or within your product to provide actionable insights and reduce time to resolution for your customers. ~ Elevate Thought Leadership: Leverage your company's success stories and industry differentiators to build thought leadership. Engage with customers and partners to turn these stories into compelling narratives that solidify your market position. Quote of the Show: “I think there's an element of liking challenges and being creative and solving challenges” Links: LinkedIn: https://www.linkedin.com/in/brookecunningham/   Website: https://www.logicmonitor.com/ | Edwin AI: https://www.logicmonitor.com/press/logicmonitor-supercharges-observability-with-edwin-ai?qgad=703311853826&qgterm=logicmonitor%20edwin&campaignid=21395337755&adgroupid=161581319257&adid=703311853826&gad_source=1&gclid=CjwKCAjw-O6zBhASEiwAOHeGxbGiQdLpXdUoMEv6kzG5cF139b9RSwnBxi5Mrn0h7XIkqX_fBMQJDhoCfiQQAvD_BwE   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo   Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950     Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17   iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/   Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/  YouTube: https://youtu.be/3KSaHEfSMgk    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

6/26/24 • 51:29

On this week's episode of The Revenue Driven CMO, host Chris Mechanic takes a look back at some of our favorite conversations with 5 guests who give amazing insights on AI and what the future holds in store for it. These guests dive into fascinating topics on AI such as using automation to achieve desired business outcomes, the possibility of AI being able to shorten our work week, and why we will always need the human mind as AI continues to grow.   Takeaways:  AI prioritization engines, like Salesloft's Conductor AI, analyze various data signals from buyer behaviors to sales outcomes to prioritize actionable steps for sales reps. This AI-driven approach ensures that sales teams are making data-informed decisions to achieve better outcomes and meet business objectives effectively. AI and automation are revolutionizing performance marketing, where many tasks will be fully automated, leading to the commoditization of traditional marketing roles. Marketers need to brace for these changes by redefining their roles and adapting to new technologies. While AI can greatly enhance efficiency by automating tasks and generating initial ideas, it cannot replace the creativity and context that human marketers bring. AI should be seen as a supplemental tool that supports rather than replaces human input. Viewing AI primarily as a means to reduce costs is a limited perspective. Instead, AI should be seen as a tool to create better customer experiences and drive revenue growth by enhancing the effectiveness of marketing strategies and improving customer engagement throughout the funnel. Using AI to objectively assess competitors by generating summaries of their positioning and differentiators from their websites. This helps to identify commonalities and unique aspects that can influence strategic decisions in positioning and marketing campaigns. Links to the full episode of each guest: Devang Sachdev: https://www.youtube.com/watch?v=8XG70kzrpTQ&feature=emb_imp_woyt  Jason Goldsmith: https://www.youtube.com/watch?v=aZtcqefdYpU&feature=emb_imp_woyt  Ali Fazal: https://www.youtube.com/watch?v=XFVOfEhWVoo&feature=emb_imp_woyt  Shiv Singh: https://www.youtube.com/watch?v=Ff_ht_mJ9iY&feature=emb_imp_woyt  Randy Littleson: https://www.youtube.com/watch?v=Cbr_5sW8Tec&feature=emb_imp_woyt  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

6/19/24 • 53:07

In this episode, we highlight 5 financial service leader, and their secrets to success. Their experiences and insights on affiliate marketing. They highlight the benefits of establishing strong affiliate partnerships, which can drive significant results and enhance brand reputation. The conversation contrasts affiliate marketing with influencer marketing, noting that while influencer marketing is trendy, affiliate marketing offers performance-based benefits that are often overlooked. This episode underscores the importance of adopting a strategic approach to affiliate marketing and advises leaders to consider the potential of affiliate programs to boost their business's digital presence and direct traffic.    Takeaways:  1. Form Strategic Partnerships with Affiliates: Instead of relying solely on competitive bidding in search engines, seek out partnership avenues with affiliates to significantly increase results.   2. Integrate Affiliate Marketing into Quarterly Strategies: Make affiliate marketing a key component of your quarterly strategy to enhance brand reputation and drive direct traffic.   3. Incentivize Performance-Based Bidding: Encourage affiliates to bid on a performance basis, similar to platforms like Google and Facebook, to optimize marketing investments.   4. Invest in Manual Effort: Efficient affiliate marketing requires hands-on effort and can't rely on a single DSP or central platform.   5. Utilize Affiliate Marketing Platforms: Explore platforms like Impact.com for managing affiliate partnerships efficiently.   6. Leverage Website Traffic for Affiliate Links: Allow website owners or individuals with an audience to promote your brand using special links, offering commission on resulting transactions.   7. Consider Influencer Marketing as an Extension: View influencer marketing as a form of affiliate marketing where payment is based on posts rather than performance, but be cautious in the B2B space. Links: https://www.youtube.com/watch?v=QZCaP8KVeOc&feature=emb_imp_woyt  https://www.youtube.com/watch?v=syUWifcJ0Ko&feature=emb_imp_woyt  https://www.youtube.com/watch?v=32wWCna4zsA&feature=emb_imp_woyt  https://www.youtube.com/watch?v=wt9eJL07ycI&feature=emb_imp_woyt  https://www.youtube.com/watch?v=2CikRfquU34&feature=emb_imp_woyt    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/3IxbeIjfN8U    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

6/12/24 • 55:36

  John Schneider talks with host Chris Mechanic, as he shares insights on achieving predictable success in marketing by comparing it to coaching baseball. He discusses the importance of creating stability and predictability in the marketing pipeline, emphasizing consistent baseline performance. Schneider also highlights the significance of humility and business savviness for CMOs, explaining how understanding one's role within the broader organizational ecosystem and focusing finite resources on impactful projects contribute to success. He elaborates on balancing brand initiatives with revenue-driven goals and how generative AI and SEO play crucial roles in modern marketing strategies.   Takeaways:   Embrace Change: Understand that change is inevitable, and learning to adapt quickly can set your organization ahead of the competition.  Foster Collaboration: Encourage a culture of teamwork and open communication. Collaborative environments lead to more creative and effective solutions.  Lead by Example: Be the role model for your team. Demonstrate the qualities and work ethics you expect from your employees.  Invest in Personal Development: Encourage and provide opportunities for continuous learning and improvement for both yourself and your team members.  Effective Delegation: Learn to delegate tasks effectively. Trusting your team with responsibilities can lead to increased productivity and job satisfaction.  Strategic Vision: Maintain a clear and strategic vision for the future. Effective leaders always have a plan and can communicate it clearly to their team.  Provide Constructive Feedback: Offer constructive and actionable feedback that helps employees grow and improve in their roles. Quote of the Show: “” You can’t really grow what you can’t predict.”   Links: LinkedIn: https://www.linkedin.com/in/schneider/  Website: https://www.betterworks.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/1N6gtyA5WbE    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

6/5/24 • 50:42

Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/X3ZPkWnJxL8    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

5/29/24 • 46:47

  Todays Guest is Jayashree Rajan, the CMO of Jitterbit. Jayashree sits down with host Chris Mechanic and shares valuable insights on context switching, emphasizing the importance of effectively transitioning between tasks and maintaining productivity. She also discusses her love for data and how leveraging it has been crucial to her success in marketing roles. The conversation dives into tools and best practices for managing a marketing team, optimizing the tech stack, and the benefits of using Jitterbit for business process automation.    Takeaways:  Leaders need to cultivate the ability to switch contexts effectively. It involves transitioning seamlessly between different tasks, projects, and roles throughout the day to maintain productivity and focus. Embrace your inner data nerd. Utilize data analytics to inform decisions, understand market trends, and measure success. A/B testing and hypothesis-driven approaches to marketing strategies can yield significant insights and competitive advantages. Explore how enterprise automation and technology integration can streamline operations, improve efficiency, and reduce manual workload. Tools like Jitterbit can help in connecting different systems and automating workflows. A smooth and comprehensive onboarding process can significantly impact employee productivity and satisfaction. Using automation for routine tasks ensures that new hires have a positive start and can contribute to the team more effectively. Encourage your team to prioritize tasks based on their impact on business goals. Creating a culture where asking questions and clarifying doubts is encouraged can lead to more efficient project management and better outcomes. Utilize advanced tools and AI to enhance marketing efforts, from content repurposing to predictive lead scoring. Staying at the forefront of marketing technology and trends can significantly improve outreach and conversion rates. Encourage your team to experiment with new tools, technologies, and methodologies. Keeping an open mind to learning and testing can uncover new opportunities for growth and innovation within your organization.   Quote of the Show: “” - once you have a customer, you have to figure out how to keep them engaged, how to make sure that they're getting the best value and they continue to be your customer.   Links: LinkedIn:https://www.linkedin.com/in/jayashreerajan/  Website: https://www.jitterbit.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/JZK5w1RpXuc    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

5/22/24 • 59:20

Today’s guest is Adam Robinson, the CEO of Retention.com & RB2B. Adam and Host Chris Mechanic dive into how to run a successful Founder-led content strategy on LinkedIn, why content-market fit is crucial, and why personal stories work best for engaging with buyers. They also discuss how to build growth loops with your content and the benefits of different content distribution strategies.   Takeaways: When creating content, be vulnerable and tell authentic stories. Sharing challenges, failures, and insights not only humanizes your brand but can cut through the noise on platforms like LinkedIn. It fosters a deeper connection with your audience. Thought Leadership Should Flow from the Founder. Even if not directly selling, a constant stream of insights and thoughts from the company leadership can significantly boost team morale, attract top talent, and position your company as a leader in the industry. Like product-market fit, finding your content market fit - what resonates deeply with your target audience - requires perseverance, curiosity, and dedication. Adapt and refine your content strategy based on feedback and engagement. Your content efforts must be tailored based on whether your audience is active and engaged on the platforms you choose to focus on. This can significantly impact the effectiveness of your marketing strategies. Regular, meaningful posts that offer genuine insights or value tend to create and maintain engagement. Being consistent helps in building a reliable presence that your audience looks forward to interacting with. Use personal stories and experiences in your content. Sharing personal anecdotes or insights can significantly enhance the relatability and impact of your posts. It showcases real experiences which are often more compelling than generic content. Investing in LinkedIn content won’t make you really famous, but if done right, you'll become famous in a small niche of the world, which helps you and your company in every single way. Forming a parasocial relationship with tens of thousands of people in your market is a very good thing for business.    Quote of the Show: “I have people hurling themselves to work for me. My Glassdoor rating is a 2.” - Adam Robinson   Links: LinkedIn: https://www.linkedin.com/in/retentionadam/  Retention.com Website: https://retention.com/  RB2B Website: https://www.rb2b.com/  Adam’s Cease & Desist Post on LinkedIn: https://www.linkedin.com/posts/retentionadam_cease-and-desist-activity-7188637237247459331-KOse?utm_source=share&utm_medium=member_desktop    Shoutouts:  Founder Brand by Dave Gerhardt Chase Diamond: https://www.linkedin.com/in/chasediamond/  Daniel Murray: https://www.linkedin.com/in/daniel-murray-marketing/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/6PmFWV0DRj0    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

5/15/24 • 58:10

Today’s guest is an experienced business leader specialized in revenue-driving go-to-market strategy, data-driven business innovation, building high-performing marketing teams with 10x measurable business impact. Carolyn Bao is the VP of Marketing at AppsFlyer and an Advisor at FlowGPT. Carolyn and Host Chris Mechanic explore the importance of curiosity as a key component of any marketer, how to reach better decisions through a scientific risk versus reward analysis, and what MarTech advancements you should be looking into.   Takeaways: Embrace curiosity as a core competency. Encourage your marketing team to ask "why" behind every strategy and decision. This builds a deeper understanding and can lead to more innovative solutions. Implement a structured approach to evaluate the risk and reward presented by different opportunities. This helps others on your team make more data-driven decisions by knowing how to balance the potential benefits against the risks. As a marketing leader, it’s your job to create an environment where taking calculated risks is encouraged and failure is seen as a step towards success. Most of the biggest lessons come from the biggest failures. Promote an atmosphere where team members are encouraged to explore areas outside their immediate expertise, fostering a culture of lifelong learners and versatile marketers. Invest in deeply-understanding your audience. Dedicate resources to both primary and secondary research to deeply understand your customers. This knowledge should drive your marketing strategies, ensuring they are customer-centric. Stay aware of advancements in emerging technologies such as generative AI and data collaboration tools. Understand their potential impact on marketing strategies and prepare your team to leverage these technologies effectively. Encourage ownership and accountability so that every member of your team feels like an owner of their projects, responsible for outcomes, and empowered to make decisions.   Quote of the Show: “The best growth usually comes from the worst failures.” - Carolyn Bao   Links: LinkedIn: https://www.linkedin.com/in/carolynbao/  AppsFlyer Website: https://www.appsflyer.com/  FlowGPT Website: https://flowgpt.com/    Shoutouts: Antonio Lucio: https://www.linkedin.com/in/antonio-lucio-72b6bb13/  Emory University 80/20 Marketing by Perry Marshall  Power: Why Some People Have It and Others Don't by Professor Jeffrey Pfeiffer Principles by Ray Dalio Becoming by Michelle Obama   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/1wKeeIeVkCA   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

5/8/24 • 52:26

Today’s guest is a dynamic, data-driven, and award-winning marketing exec with both public and pre-IPO experience in the B2B hyper-growth space. For more than 20 years, he's developed brands, integrated marketing programs, and positioning to really drive business outcomes at companies like Salesforce, AppDynamics, Five9, and Logic Monitor.    Ryan Kam is the new CMO of Egnyte, a cloud content security and governance platform that is trusted by 16,000+ businesses worldwide. Ryan joins Host Chris Mechanic for an in-depth discussion of his “Calculated Creativity” philosophy, how marketing leaders should allot their budgets to include innovation, and why authenticity is such a critical component of great messaging.   Takeaways: Embrace the idea of “Calculated Creativity”. Blend data-driven decision-making with creative risks to innovate and break patterns in marketing strategies. This combination is crucial for standing out in saturated markets. Allocate resources with 70% on foundational marketing activities that drive awareness and pipeline, 20% on optimizing what works, and 10% on exploring new, innovative ideas that could be game-changers. Recognize the importance of storytelling in conveying complex data and analytics in a way that resonates with your audience. Use storytelling to make data compelling and memorable. Concentrate on revealing what’s already awesome about your company and culture through your messaging. Authenticity and distinctness in messaging can significantly impact audience engagement. Always be in a state of learning and adapting, especially with the rapid evolution of technology and AI in marketing. Continuously seek out and test new platforms, tools, and strategies. Prioritize listening and adaptability. Listen to your team, your audience, and your data. Be adaptable in your approach and willing to pivot based on new insights, feedback, or changes in the market. Emphasize the long-term value of brand and awareness activities, even in a performance-driven marketing environment. These efforts are essential for entry into new markets and long-term growth.   Quote of the Show: “It's not my job to create messaging. My job is to reveal what's already awesome about the culture and the company and highlight that in an authentic, distinct way.” - Ryan Kam   Links: LinkedIn: https://www.linkedin.com/in/ryanjkam/  Egnyte Website: https://www.egnyte.com/    Shoutouts:  RB2B.com: https://www.rb2b.com/  HeyGen: https://www.heygen.com/  Rask AI: https://www.rask.ai/  TikTok Ad Library: https://library.tiktok.com/ads/  Algorithms To Live By by Brian Christian and Tom Griffiths Made To Stick by Chip Heath and Dan Heath The Advantage by Patrick Lencioni   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/GiKOd0U6FtQ    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

5/1/24 • 50:50

Today’s guest is a seasoned marketing executive known for her successful track record in leading companies through transformational growth. Cindy Zhou is the CMO of KnowBe4, an Advisor for Sendoso, and a Founding Member of CMOHuddles. Cindy joins Host Chris Mechanic to dig into the importance of customer empathy as a pivotal element for marketing success, highlighting the need for personal interactions over data-driven assumptions. Cindy shares her strategic approach to customer engagement, emphasizing the significance of listening to sales calls and directly communicating with customers to truly grasp their needs and motivations.   Takeaways: Gain a deep understanding of your customers' motivations and challenges by actively listening to sales calls and engaging directly with customers whenever possible. This foundational step is crucial for truly resonant marketing strategies. Encourage the entire marketing team, regardless of their role, to directly engage with customers and listen to their feedback. This could include joining sales or onboarding calls and responding personally to customer inquiries to foster deeper connections and gain firsthand insight into their needs and experiences. Use AI tools like Gong, Chorus, or similar, to analyze sales calls to better understand of customer language and needs. These insights can then inform content creation, ensuring messaging aligns with actual customer expressions and concerns. Utilize established frameworks, like Donald Miller's StoryBrand, to craft company messaging. This approach helps in structuring messages that resonate deeply with customers by positioning their needs and outcomes at the center of the narrative. Integrate learnings from customer onboarding sessions into marketing strategies. This may involve tailoring content or campaigns based on common questions or challenges faced by new customers, thus improving engagement and reducing churn. Given the preference for quick consumption, experiment with creating concise, engaging video content that can quickly capture attention and convey key messages. This aligns with current social media trends and consumer preferences. Encourage ongoing learning within the team, including staying up-to-date with the latest marketing tools, trends, and customer behavior insights. Foster an environment where experimentation and innovation are encouraged.   Quote of the Show: “Nothing beats actually talking to customers” - Cindy Zhou   Links: LinkedIn: https://www.linkedin.com/in/cindyzhou/  Website: https://www.knowbe4.com/  The Inside Man Series: https://insideman.knowbe4.com/    Shoutouts:  Donald Miller: https://www.linkedin.com/in/donald-miller-storybrand/  Building a StoryBrand by Donald Miller Tomi.ai: https://tomi.ai/  Winning by Jack Welch The Leader You Want to Be by Amy Jen Su Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

4/24/24 • 51:28

Today’s guest has played pivotal marketing roles at high growth companies like Conga and InContact. Randy Littleson is the CMO of Salesloft. Randy joins Host Chris Mechanic to discuss the impact of align marketing goals with revenue goals, how to succeed by including the sales team in your planning, and why marketing’s job doesn’t end at the top of the funnel. Randy also shares how he’s thinking about AI’s place in B2B sales tools and what Salesloft’s acquisition of Drift will mean for future sellers and sales organizations.   Takeaways: Align marketing goals with sales and the broader organizational revenue objectives. This ensures every marketing effort contributes directly to the bottom line. Regularly communicate with the sales team to update goals and strategies, ensuring alignment at all times. Develop an operational framework that supports your aligned goals. This might include clear plans, timelines, and KPIs that both sales and marketing teams can work towards. Avoid "random acts of marketing" by sticking to a plan that is cohesive, strategic, and directly linked to company-wide revenue goals. Over-communicate plans, successes, and lessons learned with both the sales team and within the marketing team itself. This ensures everyone is on the same page and can contribute to refining and executing strategies. Involve sales teams in planning marketing campaigns. Their insights can provide valuable direction and ensure the marketing efforts are more targeted and effective. View marketing and sales not as separate entities but as parts of a single revenue-generating team. This perspective helps in creating strategies that are more holistic and encompassing of the entire customer journey. Marketing’s job is full cycle. That means marketers should not only focus on lead generation but also on enabling sales to close more deals and post-sale customer engagement.   Quote of the Show: “Marketing’s job is full-cycle.” - Randy Littleson   Links: LinkedIn: https://www.linkedin.com/in/randylittleson/  Salesloft Website: https://www.salesloft.com/    Shoutouts:  Feedly: https://feedly.com/   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/Cbr_5sW8Tec    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/  The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

4/17/24 • 53:19

Today’s guest has over 25 years of marketing experience in which she has executed campaigns for household name brands like Wachovia, Energizer, Safeway, Nabisco, Ocean Spray, Black Decker, and many others. She is also a founding member of the DC Chapter of CHIEF, which is an organization devoted to connecting and empowering women in leadership. Pam Piligian is the Chief Marketing Officer of Navy Federal Credit Union. Pam joins Host Chris Mechanic to discuss an extremely powerful quote from the Honorable Ruth Bader Ginsburg that every marketer should live by. Pam also shares why continual testing and iteration are crucial to succeeding in marketing, how to prioritize customer privacy while utilizing their data, and how to use storytelling to reach multiple audiences with different needs.   Watch the full episode on YouTube: https://youtu.be/RfANEBoAi-4   Takeaways: Always align marketing efforts with revenue generation. Brand awareness and metrics are important, but they must ultimately contribute to the company's bottom line. Encourage your team to always question how their projects contribute to revenue to maintain focus on impactful activities. In the planning stages of every marketing campaign, ask how it will add value or serve your audience. This builds trust and loyalty over time as part of the ongoing relationship between your brand and your customers. Marketing is a relationship business. Every interaction and touchpoint with your brand is an opportunity to deepen the connection with your audience. Utilize the data available to you to tailor your marketing efforts to the unique needs and preferences of your audience. In so doing, be mindful of the insights customer data provides while also considering your customer’s privacy. Implement a continuous testing environment. It promotes innovation and ensures you are always ahead in understanding what resonates with your audience. Create an atmosphere where it's safe to take risks and embrace failures. Celebrate learning from failures as much as celebrating successes. This fosters innovation and encourages team members to propose bold ideas. Encourage each member of your marketing team to find activities that recharge them and ensure they make their personal well-being a priority alongside their professional responsibilities.   Quote of the Show: “All CMOs really have to be revenue-driven. We can talk about brand metrics til the cows come home, but until that can turn into revenue, it's a missing gap.” - Pam Piligian   Links: LinkedIn: https://www.linkedin.com/in/pam-piligian-324582/  Company website: https://www.navyfederal.org/  Shoutouts:  The One Big Thing by Gary Keller: https://a.co/d/1ltryWn  Simon Sinek Adam Grant   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/RfANEBoAi-4    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

4/11/24 • 56:23

Today’s episode features five outstanding women in marketing and highlights the secrets to marketing success they shared in a past episode. Jill Kellett is the Vice President of Product & Marketing at Root Insurance. Jill details her approach to evaluating and setting up a creative team for success and the six key competencies critical to successful creative teams. Tifenn Dano Kwan is the CMO of Amplitude and shares how to implement a potent Product-led Growth motion. Melissa Rosenthal is the Chief Marketing Officer at Insight Timer and discusses how to strategically use humor in B2B product marketing. Melissa Wright is the CSO and CMO of American Pacific Mortgage and discusses the impact of leading your team through radical generosity. Sydney Sloan is the first-ever CMO of Drata and shared the Five-part Alignment Framework for market evaluation and why segmentation is a critical part of any marketing strategy. Jill Kellett’s Links: Full Episode: http://revenuedrivencmo.com/how-to-build-your-creative-team-with-jill-kellett-vice-president-of-product-marketing-at-root-insurance  LinkedIn: https://www.linkedin.com/in/jill-kellett/  Personal Website: https://jillkellett.com/  Root Website: https://www.joinroot.com/    Tifenn Dano Kwan’s Links: Full Episode: http://revenuedrivencmo.com/how-to-make-your-plg-motion-pack-a-punch-with-tifenn-dano-kwan-cmo-of-amplitude  LinkedIn: https://www.linkedin.com/in/tifenndano/  Amplitude Website: https://amplitude.com/    Melissa Rosenthal Links: Full Episode: http://revenuedrivencmo.com/humanizing-b2b-marketing-with-humor-with-melissa-rosenthal-cmo-of-insight-timer  LinkedIn: https://www.linkedin.com/in/melissarosenthal5/  Insight Timer Website: https://insighttimer.com/    Melissa Wright Links:  Full Episode: http://revenuedrivencmo.com/leading-with-radical-generosity-with-melissa-wright-cso-and-cmo-of-american-pacific-mortgage  LinkedIn: https://www.linkedin.com/in/melissa-wright-b70bb58/  American Pacific Mortgage Website: https://www.apmortgage.com/    Sydney Sloan Links: Full Episode: http://revenuedrivencmo.com/the-5-part-marketing-alignment-framework-with-sydney-sloan-cmo-of-drata  LinkedIn: https://www.linkedin.com/in/sydsloan/  Twitter: https://twitter.com/sydsloan  Drata Website: https://drata.com/  Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560  Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/  YouTube: https://youtu.be/xMbEe-g3mCg   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

4/3/24 • 67:56

Today’s guest is TJ Waldorf, Chief Marketing Officer at OneWorldSync. TJ joins Host Chris Mechanic to discuss his journey from sales to marketing, emphasizing the importance of staying close to marketing fundamentals despite the allure of new technologies like AI. TJ also shares insights on the significance of direct customer engagement and maintaining a focus on basic marketing strategies.    Takeaways: Stick to the fundamentals of marketing, even with AI and shiny new tools. Engaging with customers, delivering the right message at the right time to the right people remains crucial.  Sales and marketing are not isolated functions; they're deeply interconnected. Even as a marketer, it's essential to maintain direct contact with customers and understand their perspectives. Look for opportunities to learn directly from customers. For example, a CEO made a point of interacting with at least one customer daily and shared insights from these interactions company-wide. This fosters a customer-centric culture and ensures that the entire company is aligned with customer needs and expectations. Dedicate time each week to dive into customer feedback, like satisfaction surveys and NPS scores. This not only helps in understanding customer sentiment but also provides real, actionable insights that can guide marketing strategies and initiatives. Don’t shy away from the ‘basics’ of your job, no matter how high you climb the ladder. Being involved in messaging and understanding the impact of marketing efforts through metrics like open rates and response rates is crucial. It ensures that your marketing efforts remain grounded and effective. Embrace tasks that don't scale. Sometimes, diving deep into the nitty-gritty aspects of your business, like manually reviewing how leads are managed in the CRM, can uncover valuable insights that automated processes miss. A mix of inbound marketing, community engagement, and a proactive sales development team can create a powerful revenue engine. It’s critical to balance these elements and continuously evaluate their effectiveness.   Quote of the Show: “Get in front of customers, grab lunch, have dinners. Don't think that that's not part of your role because you're in marketing and not in sales. It really is part of our role.” - TJ Waldorf   Links: LinkedIn: https://www.linkedin.com/in/tjwaldorf/  1 World Sync Website: https://1worldsync.com/   Shoutouts: Taking People With You by David Novak High Output Management by Andrew Grove The CMO Podcast: https://www.jimstengel.com/the-cmo-podcast/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/LveJh5zrO-8    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

3/27/24 • 47:36

Our guest today has led marketing teams at a wide variety of brands, including B2B, B2C, startups, and Fortune 500 businesses. Patrick Reynolds is the CMO of BlueConic. Patrick joins host Chris Mechanic to explore how to actually help buyers in their research, how to carefully segment prospects without getting in their way, and what Customer Data Platforms enable marketers to do with data. Patrick also shares how marketers should be leveraging intent tools to cultivate a deep understanding of customer journeys. Additionally, Patrick sheds light on how to navigate the post-cookie era by using first-party data to deliver highly personalized experiences.   Takeaways: Be voracious observers of the marketplace and customer behavior. Understand that sometimes the most crucial insights come from simply watching and understanding your target audience. When creating your content, position your brand to be readily available without bombarding the potential customer with sales messages right away. Respect their research phase and present your brand as a helpful resource. Customize your marketing approach based on the phase your customer is in within their buyer's journey. The one-size-fits-all strategy does not work. Tailor your content and interactions to be useful and relevant according to the customer's current needs. Utilize intent tools to better identify potential customers in the research phase. Additionally, gather insights from current customers and closed-lost deals about their journey and decision-making process to refine your strategies. Implement self-selection mechanisms on digital platforms to segment your prospects based on things such as their industries and buying stage. Use content on your website or landing pages that allow potential customers to identify their own needs, industry, or stage in the buying process. This facilitates more personalized and relevant engagement. Marketers need to shift away from a transactional mindset in order to foster genuine, value-driven engagement. Ask customers what they want or need and provide them with exactly that. Be open and honest with prospects about your offerings, strengths, and how you compare with competitors. Sharing comprehensive information, including third-party analyses, empowers the customer to make an informed decision.   Quote of the Show: Regarding Spam outreach, “It's actually antithetical to the purpose of marketing, which is awareness, consideration, intent, desire, all those things. I just go, I don't want to ever hear from these jamokes again, because they just constantly harangue me.” - Patrick Reynolds   Links: LinkedIn: https://www.linkedin.com/in/patreynolds/  BlueConic Website: https://www.blueconic.com/    Shoutouts:  Atomic Habits by James Clear James Clear’s Masterclass: https://www.masterclass.com/classes/small-habits-that-make-a-big-impact-on-your-life  Clayton Christensen Good to Great by Jim Collins   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:   The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

3/20/24 • 52:58

Today’s guest is a seasoned marketing professional with experience across major companies like PepsiCo, Visa, Expedia Group, LendingTree, and now at Savvy Matters. Shiv Singh is the author of Savvy, Editor of the Savvy Matters newsletter, and Co-Founder of the AI Trailblazers community. Shiv joins Host Chris Mechanic to share insights from his career path, the importance of zagging when others are zigging, and the evolving role of AI in marketing. He delves into how performance marketing is becoming commoditized due to automation and suggests that future marketers need to focus on brand building, loyalty, and product innovation. Shiv also discusses the potential for AI to change human interactions and emphasizes the importance of understanding psychology in the AI era. He advocates for a people-first approach to technology and suggests that SMBs could lead in adopting AI due to their agility.    Takeaways: Embrace your uniqueness and leverage it in professional settings. This mindset can inspire you and your team to think creatively without being afraid to explore unconventional ideas. The value of foresight in marketing cannot be overstated. Being able to anticipate trends and shifts before they happen gives a marketer a significant edge. Encourage your team to stay informed and perceptive to foster an environment where foresight is a common trait. If you are a marketing leader, you need to stay informed about AI but remember that technology alone is not a silver bullet. The integration of AI in marketing strategies should be thoughtful, enhancing human creativity and intuition rather than replacing it. Psychology will play a critical in future marketing efforts, particularly as AI becomes more integrated into our lives. Understanding human behavior and emotions will be pivotal. This highlights the importance of developing empathetic skills and psychological insights. Being curious and a lifelong learner should be prerequisites for any marketing role. Encourage your team members to pursue learning in emerging fields as this can lead to breakthroughs and innovation. Despite advancements in AI, the human aspects of marketing—empathy, understanding, creativity—will continue to be invaluable. This reaffirms the importance of cultivating these skills.   Quote of the Show: “One of the most important traits that a marketer can have is foresight.” - Shiv Singh   Links: LinkedIn: https://www.linkedin.com/in/shivsingh/  AI Trailblazers Website: https://www.aitrailblazers.io/  Savvy Matters Substack: https://beingsavvy.substack.com/  Book Link: https://www.amazon.com/dp/1940858720/    Shoutouts:  Figure: https://www.figure.ai/  Microsoft CoPilot: https://copilot.microsoft.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/Ff_ht_mJ9iY    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

3/13/24 • 46:27

Today’s guest has been called a force of nature and came up as a designer and art director. She gained extensive experience in retail and e-commerce world in digital marketing, serving in leadership roles at companies like Express and Lane Bryant. Jill Kellett is the Vice President of Product & Marketing at Root Insurance. Jill joins Host Chris Mechanic to detail her approach to evaluating and setting up a creative team for success and the six key competencies critical to successful creative teams. Jill also discusses the unique challenges of disrupting the insurance industry and the role of data science in Root Insurance's marketing strategies.   Takeaways: Use a comprehensive approach to assessing your creative team’s structure through close observation over a period of 3 to 4 weeks. This involves individual and collective analysis to understand how each team member fits and contributes to the overall team dynamics. There are six core competencies each member of your team should have. These competencies; curiosity, disciplined problem solving, systems thinking, ability to disagree and commit, outcome orientation, and positive dynamics can apply to any team in the organization, not just creatives. Each competency serves as an indicator of an efficient and effective team player. Creative teams should have the freedom to ideate, conceptualize, and work on briefs even without explicit guidelines. This gives room for creativity and might lead to a better outcomes.  The ability to professionally disagree and still commit to decisions made by the team is crucial for team progress and harmony. This involves accepting and working through decisions even if one doesn't fully agree with them. Being customer-oriented is crucial in marketing. In an industry where the experience is key, such as insurance, it becomes even more critical to focus on providing an excellent customer experience. Results and data play an important role in creative work. There is a shift in the art and science of marketing where the creative aspect is crucial, but so is understanding the performance and results from a data standpoint.   Quote of the Show: “We are seeing a huge shift in the artand science of marketing. As the science becomes more and more automated, creative is really the big lever.” - Jill Kellett   Links: LinkedIn: https://www.linkedin.com/in/jill-kellett/  Personal Website: https://jillkellett.com/  Root Website: https://www.joinroot.com/    Shoutouts:  The Five Dysfunctions of a Team by Patrick Lencioni Forbes Article mentioned: https://www.forbes.com/sites/85broads/2014/02/06/how-to-hire-curious-people-and-keep-curiosity-alive/?sh=1e75e20d94e3    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/64iuDfdgv_w    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

3/6/24 • 48:40

Today’s guest is an LGBTQ advocate, a motorcyclist who loves nature, and an empathetic marketing leader who believes in the power of data and collaboration. They are curious and adventurous, with a growth mindset and a passion for authentic connections. Tifenn Dano Kwan is the CMO of Amplitude, an Advisor to Madkudu, and an Executive Advisory Board Member at G2. Tifenn joins Host Chris Mechanic to share how to implement a potent Product-led Growth motion, why you need to be thinking about the LTV to CAC ratio, and how to start harnessing customer behavior data to drive growth.   Takeaways: Embrace the use of Product-Led Growth (PLG) with digital products. By focusing on the user experience, simplifying onboarding, providing freemium options, and ensuring end-user independence, businesses can drive engagement and loyalty.  Prioritize efficiency and profitability by gauging the effectiveness of a campaign on the ratio of Lifetime Value (LTV) to Cost of Acquisition (CAC). It provides a quantitative measure to assess the efficiency of marketing channels and campaigns.  Leveraging behavioral data can significantly help businesses in making informed decisions, improving customer experience, and thereby driving revenue, especially for companies using PLG.  Understand the impact that marketing plays can make on customer retention. With increasing focus on profitability, retention becomes a key aspect in driving sustained revenue growth. Effective retention measures can lead to improved LTV to CAC ratios.  Prepare your team and business for scalability. As businesses evolve, the systems and processes need to grow and adapt. It is key to ensure that the organizational structure supports scalable growth while maintaining the creative innovation of a startup environment.    Quote of the Show: “So in short, when you start thinking about Product-Led Growth, this is a mindset.” - Tifenn Dano Kwan   Links: LinkedIn: https://www.linkedin.com/in/tifenndano/  Website: https://amplitude.com/    Shoutouts:  Patrick Lencione   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/P9oHKwYBP-Y    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

2/28/24 • 49:22

Today’s guest has shown over his 20 year career in this business to be a dynamic leader within the mortgage industry. During his career he’s spent years in production as a nationally ranked, top 1% loan originator and organically created top-producing branches for large, national lenders. Alec Hanson is the CMO of loanDepot, author of Bypassed, and host of the Modern Lending Podcast. Alec joins Host Chris Mechanic to dive into the interconnected nature of sales and marketing, why LinkedIn is one of the most under-the-radar social media platforms for driving B2C growth, and how to empower your sales teams to create their own content.   Takeaways: Sales and marketing have a symbiotic relationship. By having a background in sales, you gain a unique perspective into customer behavior, enabling better-targeted marketing strategies that cater to customer needs effectively. Organic social media is a powerful tool for enhancing brand reach, especially if you prioritize customer-centric content. authenticity and prioritizing consumer interests in digital marketing efforts are critical. Engage with your audience on platforms where they are most active. It’s crucial to be agile in responding to market changes, especially social media trends, emphasizing the significance of reading market signals and adapting promptly to maintain a competitive edge. Stay ahead of market trends by adopting a forward-thinking approach to strategy formulation, focusing on predictive analysis rather than reactive measures to anticipate market shifts effectively. Foster a culture of continuous learning and adaptation, don’t fall victim to the fallacy of 'knowing it all'. Embrace humility and openness to new ideas, recognizing that continuous learning and market listening are essential for staying relevant and innovative in a competitive landscape. Some of the best-performing paid ads can come from repurposing your team's organic UGC (user-generated content).    Quote of the Show: “Sales and marketing are like two sides of the same coin. They're very different things, but they're very interconnected things.” - Alec Hanson   Shoutouts: How to Win Friends and Influence People by Dale Carnegie Gary Vaynerchuk Jab, Jab, Jab, Right Hook by Gary Vaynerchuk The Great Divorce by C. S. Lewis   Links: LinkedIn: https://www.linkedin.com/in/alec-hanson/  Personal Website: https://alechanson.com/  Podcast Link: https://alechanson.com/modern-lending-podcast/  Book Link: https://alechanson.com/bypassed/  loanDepot Website: https://www.loandepot.com/    Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/QZCaP8KVeOc    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/   

2/21/24 • 46:03