Episode Details

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
• (03:33) - - Are there requirements for being a CMO?
• (08:31) - - Do you really want to be a CMO?
• (09:00) - - How CMOs spend their time
• (09:43) - - 10 Guidelines for building (or re-building) a marketing organization
• (11:30) - - 1. Align to your marketing strategy
• (12:30) - - 2. Ensure the financial model supports your organization
• (14:25) - - 3. Make it simple
• (15:00) - - 4. Build in clear accountability
• (16:16) - - 5. Resist layers
• (17:56) - - 6. Do not design around the individual
• (18:49) - - 7. Clearly define what is a service center and what is an outcome center
• (19:27) - - 8. Build the smallest organization necessary
• (20:38) - - 9. Make a hiring decision as difficult as laying someone off
• (21:38) - - 10. Define your full-time vs. part-time vs. outsource strategy
• (24:26) - - Running marketing: Building your CMO Operating System
• (25:49) - - 5 strategies for leading marketing
• (28:36) - - Q&A
• (36:02) - - Closing Remarks

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