We’re kicking off Season 2 with a deep dive into the mindset and methods of the new model Chief Marketing Officer (CMO). The B2B field is undergoing a monumental transformation—marked by disruption, innovation, and a significant generational shift in leadership, so it’s no surprise that innovative leaders are spearheading the change.
As many of us know all too well, marketing is often the first to face cuts when budgets constrict. But this transformation presents an opportunity to marketing leaders, where they can help their fellow executives make the critical shift from viewing marketing merely as a cost center to recognizing it as a key revenue leader.
Join us as we dive into how modern marketing leaders are approaching growth, the necessary skills and experiences they should possess, what outdated practices they are shedding, and what cutting-edge concepts they are championing with Kyle Coleman.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
5:37 – Why it’s more critical than ever for marketing to be a leadership function in any organization
10:45 – You can’t be an incredibly successful marketer without stepping into the shoes of sales
22:40 – Force a choice, not a comparison
29:09 – Ditch “marketing sourced” and unblend your pipeline, because it’s not all the same
38:20 – The “golden path” of how a prospect becomes a customer
44:20 – Your go-to-market motion is a choice, not a checklist
58:35 – How to earn the right to weigh in on topics not owned by your department
1:06:45 – The modern definition of today’s SDR function
1:11:12 –⚡️ Lightning round!
Kyle Coleman is a living definition of a modern CMO, with experience across sales and marketing. Kyle’s foray into B2B tech sales started in 2013 when he joined Looker as the 6th employee (acquired by Google for $2.6b in 2019). He then moved on to Clari and for the next 5 years helped 8x revenue as the head of growth and CMO. Kyle is now the CMO @ Copy.ai, the first ever GTM AI platform.
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