Kyle Lacy, CMO of Jellyfish, brings his extensive SaaS and brand marketing experience to discuss the synergy between sales and marketing. He highlights how storytelling fuels brand growth while technology must preserve human creativity. The conversation explores the evolution of marketing strategies, balancing short-term ROI with long-term brand-building. Lacy also addresses the impact of AI on branding, advocating for a blend of data-driven insights and authentic creativity to enhance organizational performance.
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volunteer_activism ADVICE
Support Big Bets
Sales leaders should support marketing's creative, even illogical bets, like billboards or Super Bowl ads.
These bets are essential for brand building and long-term growth, even if the ROI isn't immediately clear.
volunteer_activism ADVICE
Joint Budget Decisions
Sales and marketing leaders should collaborate on budget allocation, viewing sales and marketing spend as one.
Discuss how to best use funds, considering headcount, enablement, and creative campaigns together.
volunteer_activism ADVICE
Attribution Modeling
Use attribution modeling as one input among many, not the sole source of truth, when making decisions.
Regularly review and adjust the model, especially as sales cycles change, and avoid a "set it and forget it" approach.
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Mark Gobe's "Emotional Branding" delves into the psychology of branding, emphasizing the importance of connecting with consumers on an emotional level. The book argues that successful brands are not just about logos and slogans, but about creating a deep emotional resonance with their target audience. Gobe explores how brands can evoke specific emotions and create lasting impressions. He provides practical frameworks and case studies to illustrate his points, offering valuable insights for marketers and brand strategists. The book's core message is that emotional connection is crucial for building brand loyalty and driving business success. Ultimately, it encourages a shift from purely rational branding approaches to a more holistic and emotionally intelligent strategy.
Do Better Work
Do Better Work
A Leader's Guide to Building a Thriving Team
Max Yoder
Max Yoder's "Do Better Work" offers practical advice and insights for leaders seeking to improve their effectiveness and build high-performing teams. The book emphasizes the importance of creating a positive and supportive work environment where individuals feel valued and empowered. Yoder shares his experiences and lessons learned, providing actionable strategies for fostering collaboration, communication, and accountability. He explores various leadership styles and approaches, offering guidance on how to adapt to different situations and individuals. The book also emphasizes the importance of continuous learning and self-improvement, encouraging leaders to constantly seek new knowledge and skills. Ultimately, "Do Better Work" aims to equip leaders with the tools and knowledge they need to create a thriving and successful workplace.
Alchemy
The Dark Art and Curious Science of Creating Magic in Brands, Business and Life
Rory Sutherland
In this book, Rory Sutherland explores the art and science of creating magic in brands, business, and life. He combines scientific research with entertaining stories and case studies from his career, including campaigns for AmEx and Microsoft. Sutherland emphasizes the importance of understanding human behavior, highlighting how decisions are often influenced by subtle external signals rather than objective qualities. The book challenges traditional marketing strategies by advocating for a more holistic and creative approach, using techniques such as storytelling, social proof, and framing to influence consumer decisions. It also explores how these principles can be applied to various social aims beyond just selling products.
In this episode of the Revenue Leadership Podcast, host Kyle Norton sits down with Kyle Lacy, CMO of Jellyfish, to explore the complex relationship between sales and marketing and how to foster better alignment. They dive into the evolution of brand marketing as a key driver of growth, blending creative storytelling with measurable revenue impact. The conversation also touches on the new (old?) world of AI, with Lacy offering insights on leveraging technology while preserving the human touch that fuels authentic creativity.
The Revenue Leadership Podcast with Kyle Norton 