B2B Marketing with Dave Gerhardt
#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo
Dec 16, 2024
Peter Mahoney, Chief Commercial Officer at GoTo and author of The Next CMO, shares his insights on creating high-performing marketing organizations. He outlines 10 essential guidelines, emphasizing alignment with strategy, financial models, and accountability. Mahoney discusses the significance of clear roles and lean teams for effective leadership. He also touches on strategic hiring decisions, likening them to layoffs, and the importance of building a robust CMO operating system to adapt to market changes.
41:15
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Quick takeaways
- Building a high-performing marketing organization requires aligning with the overall strategy, ensuring clarity, and maintaining accountability among team members.
- The unconventional path to becoming a CMO highlights that diverse experiences can lead to effective marketing leadership, challenging traditional hiring criteria.
Deep dives
Lead Response Times in B2B Sales
A recent study focused on lead response times within B2B sales teams revealed alarmingly slow follow-up durations. On average, it took companies over a day and five hours to respond to leads from their website. This delay is concerning, especially when buyers may have already shifted interest to competitors within minutes of submitting an inquiry. The need for faster response times highlights the importance of implementing automated scheduling tools, which can connect leads with sales teams more efficiently.
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