DiscoverB2B Marketing with Dave Gerhardt#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo
#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo

#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo

Update: 2024-12-16
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This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Peter Mahoney, Chief Commercial Officer at GoTo, and author of The Next CMO, shared strategies for building and leading high-performing marketing organizations.

Peter covers:

  • 10 Guidelines for building (or re-building) a marketing organization
  • Running marketing: how to build your CMO operating system
  • 5 strategies for effectively leading an organization


Timestamps

  • (00:00 ) - - Intro to Peter

  • (04:57 ) - - Are there requirements for being a CMO?

  • (09:55 ) - - Do you really want to be a CMO?

  • (10:24 ) - - How CMOs spend their time

  • (11:07 ) - - 10 Guidelines for building (or re-building) a marketing organization

  • (12:54 ) - - 1. Align to your marketing strategy

  • (13:54 ) - - 2. Ensure the financial model supports your organization

  • (15:49 ) - - 3. Make it simple

  • (16:24 ) - - 4. Build in clear accountability

  • (17:40 ) - - 5. Resist layers

  • (19:20 ) - - 6. Do not design around the individual

  • (22:04 ) - - 7. Clearly define what is a service center and what is an outcome center

  • (22:42 ) - - 8. Build the smallest organization necessary

  • (23:53 ) - - 9. Make a hiring decision as difficult as laying someone off

  • (24:53 ) - - 10. Define your full-time vs. part-time vs. outsource strategy

  • (27:41 ) - - Running marketing: Building your CMO Operating System

  • (29:04 ) - - 5 strategies for leading marketing

  • (31:51 ) - - Q&A

  • (39:17 ) - - Closing Remarks



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***

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***

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#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo

#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo

Dave Gerhardt