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
  


• (04:54 ) - - Are there requirements for being a CMO?
  


• (09:52 ) - - Do you really want to be a CMO?
  


• (10:21 ) - - How CMOs spend their time
  


• (11:04 ) - - 10 Guidelines for building (or re-building) a marketing organization
  


• (12:51 ) - - 1. Align to your marketing strategy
  


• (13:51 ) - - 2. Ensure the financial model supports your organization
  


• (15:46 ) - - 3. Make it simple
  


• (16:21 ) - - 4. Build in clear accountability
  


• (17:37 ) - - 5. Resist layers
  


• (19:17 ) - - 6. Do not design around the individual
  


• (21:48 ) - - 7. Clearly define what is a service center and what is an outcome center
  


• (22:26 ) - - 8. Build the smallest organization necessary
  


• (23:37 ) - - 9. Make a hiring decision as difficult as laying someone off
  


• (24:37 ) - - 10. Define your full-time vs. part-time vs. outsource strategy
  


• (27:25 ) - - Running marketing: Building your CMO Operating System
  


• (28:48 ) - - 5 strategies for leading marketing
  


• (31:35 ) - - Q&A
  


• (39:01 ) - - Closing Remarks

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