The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#188: Drive | What Makes a Great CMO/VP in B2B Marketing: Panel with Peter Mahoney, CCO of GoTO, Amrita Mathur, VP Marketing of Zapier, and Tara Robertson, CMO of Bitly

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Oct 28, 2024

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Peter Mahoney, CCO of GoTo, Amrita Mathur, VP of Marketing at Zapier, and Tara Robertson, CMO of Bitly, share their insights into effective B2B marketing leadership. They discuss the importance of business literacy and personal connections in marketing roles. The panelists dive into goal setting and the balance between short-term pressures and long-term aspirations. They also open up about career risks they've taken, both successful and not, and share strategies for navigating the challenges that arise in leadership positions.

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ADVICE

Know the Business

Understand the business deeply, including its financials.
Talk to the finance leader to understand the business impact of marketing efforts.

ADVICE

Trust Your Gut

Trust your instincts, especially if something seems off.
Don't be afraid to speak up, even early in your career.

ADVICE

Optimize for Learning

Prioritize learning and fast execution, especially in early-stage startups.
Focus on gaining knowledge quickly to adapt and make better decisions.

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This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Dave hosts a marketing leadership panel with Peter Mahoney, CCO of GoTo, Tara Robertson, CMO at Bitly, and Amrita Mathur, Head of Marketing at Zapier. These marketing leaders open up about their experiences and share actionable advice to help you lead, manage, and set goals for your marketing team.

Dave, Peter, Tara, and Amrita cover:

Why business literacy is so important for marketing leaders
How to set goals for your marketing team
Each panelists biggest career risks — what worked, and what did not
Practical frameworks for managing short-term demands while staying committed to long-term goals

Timestamps

(00:00) - - Intro to Peter, Amrita, and Tara
(06:36) - - One Piece of Advice for Marketing Leaders
(14:04) - - How to Set Goals For Your Team
(23:15) - - Framework for Short-Term vs Long-Term Pipeline Goals
(25:49) - - Budgeting for Short-Term vs Long-Term Goals
(28:19) - - How to Work with a Difficult Counterpart
(30:42) - - Panelists’ Biggest Career Risk That Worked
(35:00) - - Panelists’ Biggest Career Risk That Did NOT Work
(37:36) - - How to Lead your Team When You’re in a Leadership Rut
(45:57) - - How to Navigate a New Leadership Role
(49:21) - - Making Uncomfortable Decisions as a Leader
(52:34) - - Does CEO = CMO?
(54:17) - - When to Reconsider Your Strategy
(57:42) - - Closing Remarks

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