Marketing Against The Grain Previous CMO Of ClassPass & Skyscanner Shares Her Growth & Brand Playbook (#123)
May 27, 2023
Joanna Lord, an experienced marketing executive and former CMO at ClassPass and Skyscanner, shares her insights on mastering both brand and growth strategies. She discusses the importance of authentic customer understanding for effective marketing. Joanna emphasizes building a world-class brand, even in an AI-driven market, and offers practical tips for creating compelling brand identities. The conversation also covers the necessity of team dynamics between brand and growth teams and the humorously complicated nature of collaboration in the marketing landscape.
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Brand and Growth Are Essential
- Companies often lean towards either brand or growth, usually mirroring the founder's strengths.
- Both are crucial but require different approaches, skill sets, and tactics.
Prioritize Foundational Questions
- Define your target audience, positioning, pricing, and packaging before focusing on growth.
- Many companies overlook these fundamental questions, hindering their growth potential.
Hire for Core Capabilities
- When hiring a marketing leader, focus on their core capabilities, not just their domain expertise (brand, growth, or product marketing).
- Look for storytellers, technologists, growth specialists, or customer-centric individuals.