Pilot, Prove, Scale

Oct 15, 2024

Niki Hall, CMO at Five9, leads cloud contact center solutions, driving customer engagement for thousands. In this discussion, she emphasizes the CMO's role as a business strategist, using customer insights to shape company objectives. Niki champions the importance of experimentation in marketing, advocating for a 'pilot, prove, scale' approach. She also highlights the value of authentic marketing and cohesive messaging to foster brand loyalty, alongside her experiences in navigating the evolving landscape of customer experience.

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Episode notes

Intro

00:00 • 2min

Navigating Customer Experience at Five9

02:29 • 5min

Crafting an Authentic Marketing Strategy

07:44 • 19min

Building Brand Through Golf: A Winning Partnership

26:18 • 5min

Navigating Digital Marketing Evolution

31:23 • 6min

Navigating Healthy Tension in Professional Relationships

37:12 • 2min

Quick Insights and Professional Connections

39:23 • 3min

This episode features an interview with Niki Hall, CMO at Five9, a company that provides cloud contact center solutions, facilitating billions of customer engagements annually for 2,500+ customers.

In this episode, Niki discusses the role of a CMO as a business professional first, and how important it is for them to bring customer insights into the overall company strategy. She also dives into her approach to experimentation and enhancing authentic marketing with the customer voice.

Key Takeaways:

CMOs should see themselves as business professionals first, and marketing professionals second. As a business professional, they need to be honest about what is not going well, so while you need to highlight wins, you can’t focus too heavily on what is going well.
CMO's need to bring out insights to inform strategy, anticipating future issues that could arise. It’s essential to use customer insights to inform overall business strategy.
Experiments are important, and you can pilot and prove new ideas at a small scale for proof of concept. Leaders should invest in and encourage experimentation.

Quote:

“ Pilot, prove, scale. So, I always ask my team to try new things, pilot it, prove it at a smaller scale. Once we've proven it out, then let's scale it globally. So, I've always set aside money for experiments and encourage my leaders to do that.”

Episode Timestamps:

*(03:09) The Trust Tree: Having the right ingredients as a company

*(14:02) The Playbook: Having a clear, differentiated message

*(37:12) The Dust Up: Grounding in common understanding

*(39:25) Quick Hits: Niki’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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