#106: Why I Hired a COO for Exit Five, Welcome Dan Murphy, Stories from Working Together in B2B Marketing
Dec 8, 2023
auto_awesome
Dan Murphy, newly minted COO of Exit Five, joins Dave Gerhardt to discuss the exciting future of the business. They reflect on their time together at Drift and Privy, emphasizing the culture of speed and 'marketable moments' that drive the business. They explore the misconception of excelling as an individual contributor versus a VP in marketing and discuss the challenges and importance of leadership in a B2B marketing business.
Building strong relationships with customers can lead to significant business growth and success.
Speed and the ability to quickly ship work are crucial in standing out in a crowded market.
Transitioning from an individual contributor to a leadership role requires new skills and the support of mentors.
Deep dives
The Importance of Building Strong Relationships with Customers
One of the main lessons from the podcast episode is the importance of building strong relationships with customers. The speaker shares how at their previous company, they focused on working closely with customers, making them feel supported and valued. They would involve customers in webinars, book collaborations, and product launches, creating an army of raving fans who generated buzz and positive feedback. The speaker emphasizes the value of one-on-one interactions and going above and beyond to delight customers, highlighting that such efforts can lead to significant business growth and success.
The Significance of Speed and Shipping Work
Speed and the ability to quickly ship work is another key point discussed in the podcast. The speaker shares how their previous company prioritized moving fast and taking action, using the term 'hand-to-hand combat' to describe their scrappy marketing tactics. They would recruit dedicated customers as part of their marketing efforts, involving them in product launches and campaigns, and leveraging their enthusiasm to generate buzz and engagement. The emphasis on speed is attributed to the fast-paced nature of the industry and the need to stand out in a crowded market, with the speaker acknowledging the importance of being agile and proactive in marketing initiatives.
The Transition to Leadership Roles and the Challenges That Come With It
The podcast episode also delves into the challenges and changes that come with transitioning from an individual contributor to a leadership role. The speaker reflects on their career progression, from being an IC to a manager, and eventually a VP of marketing. They discuss the misconceptions they had about the transition, believing that being a good IC automatically translated into being a great VP. However, they quickly realized that leadership roles require new skills, such as managing teams, playing internal politics, and making difficult decisions. The speaker emphasizes the need for leaders to be transparent, supportive, and adaptive, and highlights the importance of having mentors who provide insight and guidance throughout the journey.
Importance of Consistent Product Launches
Consistently launching new product features every month generated momentum and drove customer engagement. This strategy allowed the company to focus on meeting the needs of early adopters by continuously improving the product based on their feedback. The regular product launches created a sense of trust and loyalty among customers, leading to the company's rapid growth. By structuring the product teams around a monthly launch schedule, the company could iteratively improve and innovate, amplifying market perception and establishing itself as a brand that is constantly evolving and delivering value.
The Power of a Rhythmic Marketing Approach
Implementing a rhythmic marketing approach, marked by monthly marketable moments, had a significant impact on driving growth and engagement. By creating a regular occurrence of launching new product features on the first Tuesday of every month, the company built operational consistency and harnessed the power of anticipation. This approach allowed all marketing teams to work together towards a shared goal, fostering collaboration and creative problem-solving. By aligning product launches with other marketing activities like events, webinars, and content releases, the company maximized the impact of each marketable moment and strengthened its brand presence and customer relationships.
