Unified Growth: How Strategy, Alignment, and AI Fuel Big Impact for Small Teams
Over the past couple of years, Sercante’s marketing team has evolved from a scrappy startup effort into a strategic growth engine. Join Sarah Kloth and Oana Manolache as they discuss the team’s journey to align marketing and sales for seamless customer experiences, scale community-first initiatives without an ad budget, and leverage AI to amplify impact. Learn how to realign internal teams to break silos and improve efficiency, build a strategy-first approach to meet evolving audience needs, and scale marketing through partnerships, content, and genuine community connections without relying on heavy ad spend.
In a recent exclusive interview, Sarah Kloth, the VP of Marketing at the groundbreaking tech company, Sercante, extensively discussed the evolution of the company’s marketing strategies and the importance of being dynamic in the ever-evolving world of technology. Her journey from a journalism background to becoming the Vice President of Marketing is an inspiration for many in the field.
One of her significant revelations was the much-needed shift from product-heavy marketing to a customer-centric approach. The new strategy emphasizes providing seamless experiences for clients while staying focused on the technological prowess that initially built the brand. Sarah highlighted her viewpoint, asserting that while product expertise remains predominant, establishing strategic partnerships with clients holds the crown in navigating the future of their tech business.
Challenges are part and parcel of any industry. In the rapidly evolving tech environment, Sarah mentioned how maintaining concentration on the end results is vitally important. This involves continuously re-evaluating and adjusting their marketing strategy, focusing on themes against projects, thus not losing sight of their end goals amidst the profusion of side projects.
An intriguing aspect of the interview revolved around the innovative implementation of AI in their marketing team. They have utilized AI, specifically GPTs, for developing language models to ensure consistency in tone and voice across the marketing team’s output. Future plans include exploring the potential of SMS usage in B2B communications, thus expanding communication channels.
On the cross-functional front, Sarah revealed the significance of integrating a Business Development Representative into their marketing team. This crucial move has served as a bridge between marketing initiatives and the sales team. It has helped manage the critical task of qualifying leads while allowing the sales team to focus their energy on closing the deals.
Finally, Sarah hinted at the potential future experiments, like leveraging GPT to generate case studies and developing an RFP generator to simplify the RFP process.
In a nutshell, Sarah Kloth’s insightful strategies and futuristic vision underpin the transformation of marketing at Sercante, embracing customer needs, intelligent AI systems, and cross-functionality at its core.
