This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Peter Mahoney, Chief Commercial Officer at GoTo, and author of The Next CMO, shared strategies for building and leading high-performing marketing organizations.
Peter covers:
- 10 Guidelines for building (or re-building) a marketing organization
- Running marketing: how to build your CMO operating system
- 5 strategies for effectively leading an organization
Timestamps
- (00:00) - - Intro to Peter
- (05:17) - - Are there requirements for being a CMO?
- (10:15) - - Do you really want to be a CMO?
- (10:44) - - How CMOs spend their time
- (11:27) - - 10 Guidelines for building (or re-building) a marketing organization
- (13:14) - - 1. Align to your marketing strategy
- (14:14) - - 2. Ensure the financial model supports your organization
- (16:09) - - 3. Make it simple
- (16:44) - - 4. Build in clear accountability
- (18:00) - - 5. Resist layers
- (19:40) - - 6. Do not design around the individual
- (21:57) - - 7. Clearly define what is a service center and what is an outcome center
- (22:35) - - 8. Build the smallest organization necessary
- (23:46) - - 9. Make a hiring decision as difficult as laying someone off
- (24:46) - - 10. Define your full-time vs. part-time vs. outsource strategy
- (27:34) - - Running marketing: Building your CMO Operating System
- (28:57) - - 5 strategies for leading marketing
- (31:44) - - Q&A
- (39:10) - - Closing Remarks
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