Episode Details

Dave is joined by Kyle Coleman, CMO at Copy.ai. Kyle went from Individual Contributor to Senior Director at Looker and Director to CMO at Clari. During his time there, he helped both companies 10x their revenue.

In this episode, they chat about

• The importance of leadership team alignment and why the CRO & CFO should be your best friend
• How marketing can impact pipeline and the standard it should be held to
• Why you should build a marketing calendar around the product roadmap

Timestamps

• (00:00) - Kyle's exposure to B2B marketing and strategy
• (03:41) - Gaining expertise in marketing metrics and standards
• (08:19) - Balancing Efficiency and Creativity in Sales Outreach
• (11:58) - Importance of an Internal Partnership with the Sales Team
• (14:38) - Aligning marketing goals with revenue generation
• (16:21) - Co-creating Qualified Opportunities with ICP
• (21:26) - Importance of Sales and Marketing Collaboration
• (23:26) - How CROs and CMOs can balance long-term vision and short-term outcomes
• (28:36) - The lightning strike strategy
• (29:29) - ""Marketing Moments"": Calendaring significant events to drive business goals and team performance
• (32:45) - Using Shield analytics to identify and repost popular content
• (40:21) - How to simplify complex questions to extract key insights
• (43:48) - Building a networking resource for professional growth
• (46:51) - Closing thoughts

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.

Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.

Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.