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How To Transform Marketing WITH Your Company, Not TO Your Company
Manage episode 320636432 series 3295205
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It’s every CMO’s complaint: “Everyone thinks they’re a marketer.” With so many people outside of marketing weighing in, this can make the CMO job challenging. Our guest today shows how you can harness the emotional investment that others in the company have.
Our guest is Justin Steinman, CMO of Definitive Healthcare, the healthcare commercial intelligence company. Justin joined the company to help fuel a scale-up to the $500MM mark and went through an IPO already. He shares:
- What it’s like to do a rebrand, a marketing transformation, and an IPO all at once
- How to do a marketing transformation that actually leads to the rest of the org respecting marketing
- How to acknowledge and embrace the emotional investment in the brand that people outside of marketing have
- Why a CMO should never use the phrase ‘my marketing budget’
- How to tell whether a company that has not traditionally invested in marketing is ready for it
- How to bring in practices from big companies to companies that are scaling up… without overpowering the business
- How one particular interview question will reveal a lot about someone’s view of marketing and their ability to structure their thoughts
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Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn, or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
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