In this episode, Dave sits down with Michael Cole, SVP of Marketing at Everflow, a partner marketing platform that helps companies manage referral and affiliate programs. Michael discusses his journey from being Everflow’s first marketing hire to leading a marketing team of 16, and shares strategies for building a marketing function from the ground up.

Dave and Michael cover:

• How Everflow turns happy customers into referral partners
• What it’s like to be a first-time marketing leader
• Building a marketing function from scratch

Timestamps

• (00:00) - - Introduction to Michael
• (06:10) - - Michael’s journey to marketing leadership
• (10:57) - - Understanding company growth before developing your strategy
• (14:01) - - Turning happy customers into referrals
• (18:06) - - Scaling a successful team
• (24:30) - - Referrals vs. paid ads
• (28:47) - - Organic vs. paid strategies
• (31:14) - - Growing organically and spreading through word-of-mouth
• (33:00) - - Finding complementary business partnerships
• (39:13) - - Enhancing content creation
• (42:13) - - Delegation and accountability in a strong team
• (43:12) - - Strategizing for growth
• (46:22) - - Closing remarks

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