Marketers have many skills and insights that can be valuable to companies at every level of their organization, and not just within the marketing team. So how do marketers make the leap from being marketing leaders to becoming organizational leaders?
To find out, we spoke with Katie Bullard (LinkedIn), President of DiscoverOrg. Katie started out as CMO at DiscoverOrg, before quickly transitioning to Chief Growth Officer and eventually to President. On this episode, Katie also discusses why product marketing needs to be rethought, how she evaluates new channels, what to do to be successful as a new CMO, and much more.
3 Key Takeaways:
– Product and marketing are inextricably linked because new products need to meet customer needs that can be identified by marketing.
– As a new CMO it’s important to get quick wins, but also to be realistic and honest that everything is not going to happen right away.
– Focus on having really great relationships with your peers and establishing open communications between marketing and other departments.
“No matter what functional role you’re in, the most important thing that you have is visibility into the operations of your business so that you can make data-driven decisions based on that.”
“Spending the time to get the systems and the infrastructure in place is what then allowed us to move very, very quickly.”
“My biggest tip is not to be afraid to say that not everything’s going to happen right away. You have to be confident enough and transparent enough to be okay saying that.”
“The biggest mistake that I see CMOs making is that so many come in and are so focused on driving up the leads numbers and they aren’t speaking the same language that the CEO is speaking.”
“Build really great relationships with your peers, your board, and your CEO. Focus on that just as much as you focus on the actual art and science of marketing.”
“Learn how to wear your enterprise hat in all the decisions you make, meaning look at every decision through the lens of the CEO versus the functional role that you are in.”
As Chief Growth Officer (CGO), Katie brings 15 years of marketing, product, and strategy experience in global, high-growth technology businesses to her role at DiscoverOrg. She has a bachelor’s and masters degree from the University of Virginia.
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