#65 Why and How to Establish a New Category for your Product or Service

July 15, 2018
One of the biggest challenges in marketing can be defining a category for your new product or service. If you put your product in an existing category, you run the risk of not differentiating your offering in an already established market and being a “me too” solution. However, if you take the harder path of defining a new category to stand out and take a leadership position, it’s both expensive and certainly challenging. In this episode with Daniel Gaugler, CMO of PFL, we discuss why he established a new category for direct mail production and fulfillment called “Tactile Marketing” and the valuable lessons he learned in doing so.

#64 How to Help Sales Become Storytellers

July 8, 2018
John Barrows and I pick up where we left off on Episode 59 to discuss “Context –vs- Content.” More than ever, sales and marketing must be better aligned to drive growth together. Marketing is publishing content, and sales is a channel to deliver that content to prospects and customers. However, marketing traditionally has not spent much time teaching sales how to become storytellers. Even worse, so much of the content produced by marketing is not what I call “storyteller ready.” In this episode, John and I give some practical advice that will help sales and marketing become more collaborative, better aligned, and even more empathetic to their respective roles. Empathy creates trust and let’s face it, there’s often not enough of that between sales and marketing. Let’s fix that.

#63 How to Lead a Marketing Operations Team

July 1, 2018
If you met Scott Berns, you’d immediately think “this is a great guy.” Although he runs marketing operations for the 3rd largest telecommunications company in America, he’s a humble, down-to-earth person that’s both a fantastic leader and constant student of learning. Scott has been leading the marketing operations team at CenturyLink for the past seven years, running it as a profit center. During that time, he’s grown the team from a handful of people to around 70 now under his leadership. What you’ll learn from Scott is how well he knows the marketing operations game and he’s happy to share his insights and lessons with you. Scott has led his team to winning the Marketo Transformation Revvie Award and has been finalists for Marketing Team of the Year. His marketing operations manager Kate (Cindric) Federhar, who I’ve also had on DemandGen Radio, was a finalist this past year for Marketer of the Year. These guys (and gals) are winners, so if you want to know what a top marketing operations leader does and how he does it, this episode is for you.

#62 How a 23 Year-Old CEO Built a $150M Company

June 24, 2018

I hope you like to hear stories from winners and how they overcame great challenges.  While Henry Schuck might not seem like an ordinary 23-year-old after creating a $150M company called DiscoverOrg, he certainly felt like one.  Fear and self-doubt troubled Henry early on after starting the company. There were even a few times he was even willing to step down as CEO if investors thought that was the right thing to do.  Fortunately, they didn’t. Henry and his vision has been exactly what the company has needed and I know you’ll enjoy hearing his story.  In 2017, DiscoverOrg achieved what no other company has done so far by winning 4 Codie Awards in one year including Company of the Year, CEO of the Year, Marketing Team of the Year, and Sales Team of the Year.

#61 Fueled by Failure (Jeremy’s Game)

June 17, 2018
Jeremy Bloom is a firm believer how learning to constructively deal with failure is the most important step that you can take towards accomplishing your biggest goals. In his book, Fueled by Failure, Jeremy points out that no matter who you are or what you have accomplished, you have experienced failure in your life. So many times failure becomes a destructive force in a person’s pursuit towards excellence yet there are ways to turn a failure into winning. Jeremy became a world champion skier and NFL football player not by denying or becoming trapped by his failures but rather by embracing them and developing a formula to use those experiences to bring him closer to accomplishing his goals.

#60 Tips for Getting Your Stuff Done

June 10, 2018
Do you feel like you could be more productive and more efficient with your time? Do you find yourself putting stuff off even though it causes you even more stress by doing so? Or maybe you are someone who struggles with procrastination. You’re not alone. In this episode, Samantha McKenna and I share our best tips for taking action, getting stuff done, and accomplishing your goals. Bonus: Samantha shares her best tips for using LinkedIn Sales Navigator.

#59 How to Setup an SDR Team for Success

June 3, 2018
John Barrows is super passionate about creating high-performance sales teams and spends almost every minute of every day training and coaching sales teams. In part one of this mini-series with him on sales and marketing alignment, John and I answer three very common questions you need to hear the answers to:
1. Should the Sales Development Rep (SDR) team report into marketing or sales?
2. What is the difference between inbound and outbound SDR/BDR functions and skillsets?
3. What should leadership do, or not do, to make an SDR team successful?

#58 Key Tips for Mastering Webinar Marketing

May 27, 2018
Joe Hyland knows a lot about marketing. He knows what works, and what doesn’t, but like any good marketer he’s always trying to master his craft. As CMO of ON24, he in particular has a ton of expertise on webinar marketing, so I asked him to join me to do a lightening round of tips and best practices for you on hosting and marketing webinars in today’s ultra-rich-media marketplace. If you are hosting webinars, or plan to, you’ll get a lot of value from what we share. You’ll also hear that Joe doesn’t hesitate to speak his mind and suggests there’s quite a bit of bullshit and hype going on these days in marketing and how to avoid getting caught up in it.

#57 Aligning Marketing with Product Management

May 20, 2018
Georganne Benesch built her product management career at notable tech companies such as entrepreneurial start-ups like Netopia and industry giants such as Cisco. She has over 30 years of experience leading product and marketing teams in the development, launch, and sales ramp of some of the most innovative and market leading products that have come out of Silicon Valley. Georganne and I had the pleasure of working together during my 9.5 year tenure at Netopia where I ran Marketing and she led the product team. I always valued the collaboration and alignment between our two teams so we reunited and I invited her on to the podcast to have her share her insights around the collaboration needed between product and marketing.

#56 #agentsofchange: An Interview with Amy Auriemma

May 13, 2018
Amy’s career certainly didn’t start out on the “natural” path to marketing operations. However, today, this former Navy Flight Engineer, T.G.I.F General Manager, and Scuba Instructor is the Vice President, Global Marketing Operations at Infor – a 3 billion-dollar software company with over 16,000 employees. In this episode, I talk with Amy about what it took to be an Agent of Change at Infor that has completely transformed marketing by facilitating cross-functional operations alignment, implementing a well-run MarTech stack, and leading a global marketing operations team that she’s built literally from scratch.