The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#210: Strategy | Building a Marketing Operating System with the Team at Tenon (Ben Person, CEO & Co-Founder, Jessica Skovira, VP Marketing, & Hannak Rankin, Growth Marketing Manager)

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Jan 13, 2025

Guest

Jessica Skovira

Guest

Hannak Rankin

In this discussion, Jessica Skovira, VP of Marketing, and Hannak Rankin, Growth Marketing Manager at Tenon, reveal how to create an effective marketing operating system. They emphasize the need for aligning marketing goals with business objectives to drive results. Practical strategies for campaign planning and managing tasks are shared, showcasing how to foster team collaboration. The duo also highlights the importance of flexibility in adapting to changes while maintaining clarity and performance in marketing efforts.

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ANECDOTE

Chaotic Marketing Management

Jessica Skovira realized her marketing work management was unsustainable when a VP questioned her methods.
She admitted to keeping track of everything in her head, a chaotic and inefficient system.

ADVICE

Centralized Marketing Work System

Establish a centralized repository (project management software) for all marketing tasks.
Implement a task intake process to triage incoming requests and prioritize effectively.

ADVICE

Align Marketing with Business Goals

Start your marketing plan by aligning with overarching business goals to ensure meaningful results.
If your marketing goals don't serve business objectives, re-evaluate your strategy.

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In this episode, Dave is joined by the team at Tenon to go behind the scenes of B2B marketing. They talk about the marketing operating system -- specifically: how to organize your 2025 campaigns, align your team, and stay laser-focused on what matters most. You’ll learn how top marketers are using work management tactics to simplify the complexity, free up time for high-value work, and boost team performance—all while showing your boss the real impact of marketing.

Dave and the Tenon team cover:

The importance of aligning marketing goals with overarching business objectives to drive meaningful results
How to create a marketing operating system that prioritizes clarity, efficiency, and flexibility
Practical frameworks and templates for planning campaigns, managing tasks, and adapting to company needs and changes

Timestamps

(00:00) - - Intro to the Tenon Team
(05:45) - - How to Think About Your Marketing Strategy Challenges
(11:41) - - Framework for Building a Marketing Operating System
(16:19) - - Why You Should Align Marketing with Business Goals
(19:13) - - How to Ensure Campaign Alignment with Marketing Goals
(23:40) - - Why Proactive Planning Is Key
(30:06) - - How to Simplify Your Marketing Processes
(37:08) - - Leadership Strategies
(41:34) - - Tenon’s Tools for Success
(45:49) - - Aligning Brand Goals and Business Objectives

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