Few processes hold as much promise as the idea of agile marketing. It has the potential to improve efficiency and effectiveness for marketing teams of all sizes. To find out more about this revolutionary system, we spoke with Jascha Kaykas-Wolff (LinkedIn | Twitter).
Jascha is the CMO of Mozilla and has previously served as the CMO of BitTorrent and the founder of Growthverse. On this episode, he talks about agile marketing, open-source, his best advice for a CMO, and much more.
3 Key Takeaways:
– To get ahead in your career as a marketer, be clear about what you do and how you help others.
– Agile marketing is all about determining priorities and working on those priorities more efficiently.
– To be effective, CMOs can’t just understand marketing, they have to understand the underlying dynamics of the business.
“My career in marketing really didn’t take off until I started to develop a point of view of what I wanted to do.”
“If you are clear in conviction in what you’re trying to solve for, you can help your product be successful. And if you can apply that same thought process to yourself, you can be as successful professionally as you want to be. Be purposeful about the path that you’re on in the same way that you think about marketing.”
“I believe an important part of marketing inside of an organization is to help the organization have a tastemaker, a person who’s responsible for finding the things that are worth people’s attention and time.”
“Marketing departments often just don’t spend time generally to communicate what their priorities are. There’s a knock-on effect for that because if the internal teams in marketing don’t know what they’re doing and what their priorities are, they have no idea outside. And so this tension starts to emerge almost immediately. If there is silo-to-silo friction inside of marketing, there’s absolutely organization-to-organization friction.”
“Agile marketing is the only way for marketing to work as an operating system for marketing teams, and it’s going to be the only way that marketing teams work over the course of the next several years.”
“The problem that CMOs have right now is they are trying to do their job best and they are losing line of sight to the way that the business works. So my best advice to first-time CMOs is make sure you understand the dynamics of the business.”
As Chief Marketing Officer, Jascha Kaykas-Wolff leads Mozilla’s global marketing strategy and organization.
Jascha believes in two key principles: Find opportunities where no one else is looking; And, never fail the same way twice. It’s a methodology centered around Agile marketing practices and marketing technology. Coupled with a B.A. in Psychology from Whittier College, it’s one that’s served him well professionally and personally.
Prior to joining Mozilla, Jascha most recently served as CMO for BitTorrent, CMO for Mindjet, senior vice president of marketing and customer success at Involver and he previously headed Global Marketing for Webtrends. He also has experience at Microsoft and Yahoo!
Jascha’s marketing specialties span B2C and B2B including product positioning, marketing strategy, marketing technology, demand creation, brand building, brand repositioning, organizational improvements, agile marketing, and sales enablement.
Outside of work Jascha is a passionate volunteer and mentor with TheLastMile.org. He published Growing Up Fast with Kevin Fann in August 2014. He calls Marin County home with his wife Rebecca, 3 whip-smart children, 1 grey haired hamster, 2 frogs, 6 or 7 fish and one cat that wants to eat them all.
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