CMO influence: How to get a seat at the table
Getting a seat at the table as a CMO isn’t always easy. It requires you to reframe how you think and always lead with revenue. Join Kyle Lacy & Oana Manolache in an insightful discussion about what it really takes to get a seat at the table and how to structure your team for ultimate growth.
Delving into the very core of the business industry, this discussion circulated around an invaluable perspective provided by none other than Kyle Lacy, the accomplished CMO of Jellyfish. Lacy’s thoughts promptly steer us towards acknowledging and understanding the pivotal role of marketing.
Lacy emphasized how marketing ought to have a seat at the decision-making table. He divulges into the idea of bringing together marketing and sales, rather than categorizing them as distinct departments. Lacy’s viewpoint concentrates on the essence of owning a pipeline model, with marketing cohesively working with the revenue-generating team.
He establishes an encouraging proposition for marketing to possess a profound understanding of budget allocation and the decision-making processes within a corporation. This, according to Lacy, propels an apt platform for effective team collaboration. This collaboration aids in gauging the success of brand-oriented campaigns sans stunting the creativity of the team.
Lacy’s strategical approach towards marketing appears to be unorthodox yet substantial. He doesn’t dwell much on the traditional appeal of brand awareness surveys. Instead, his focus lies in renderings of experiences or perspectives that could reshape the workflow.
The conversation takes an enchanting turn towards maintaining harmony between the sales and marketing teams in the go-to-market mentality. The importance of adopting a unified strategy transcends the complexity of the number of teams involved, thereby establishing pervasive solidarity.
Lacy proposes a rather intriguing concept of creating a “revenue handbook”, a manuscript delineating all the nitty-gritty of a go-to-market motion.
When discussing team building, Lacy brings light to the idea of hiring contractors, particularly for content and web production. This novel concept aims to optimize budgets and expedite processes. To Lacy, the website stands out as the second most crucial product at the company, acting as a storytelling engine to test messaging and engaging prospective clients.
Finally, our eminent speaker identifies bookings as the paramount, the North Star Metric, and unravels an intriguing vision for the future, an experiment with account-based experiences (ABX). The contours of his ideas radiate keeping marketing at the forefront of decision-making and strategy-building, marking itself as a gamechanger in the business industry.
