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
(05:08) - - Are there requirements for being a CMO?
(10:06) - - Do you really want to be a CMO?
(10:35) - - How CMOs spend their time
(11:18) - - 10 Guidelines for building (or re-building) a marketing organization
(13:05) - - 1. Align to your marketing strategy
(14:05) - - 2. Ensure the financial model supports your organization
(16:00) - - 3. Make it simple
(16:35) - - 4. Build in clear accountability
(17:51) - - 5. Resist layers
(19:31) - - 6. Do not design around the individual
(22:15) - - 7. Clearly define what is a service center and what is an outcome center
(22:53) - - 8. Build the smallest organization necessary
(24:04) - - 9. Make a hiring decision as difficult as laying someone off
(25:04) - - 10. Define your full-time vs. part-time vs. outsource strategy
(27:52) - - Running marketing: Building your CMO Operating System
(29:15) - - 5 strategies for leading marketing
(32:02) - - Q&A
(39:28) - - Closing Remarks

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

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

The Dave Gerhardt Show (from Exit Five)

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