#217: Marketing Leadership | Why Product Marketing is the Foundation of Great Marketing Leadership with Jessica Andrews, VP of Marketing at Copper

In this episode, Matt Carnevale sits down with Jessica Andrews, VP of Marketing at Copper, a CRM built specifically for agencies, consultancies, and media companies, designed to help relationship-driven businesses find ideal clients, win new business, manage projects, and nurture customer relationships. The two discuss Jessica’s journey from Senior Product Marketing Manager to VP of Marketing, how she’s navigated imposter syndrome, and her strategies for leading a successful marketing team.

Matt and Jessica cover:

• Strategies for shifting from IC to a marketing leadership role
• Why product marketing is the foundation of great marketing
• How product marketers can position themselves for leadership

Timestamps

• (00:00) - - Introduction to Jessica
• (02:08) - - Transitioning from product marketing to VP of marketing
• (06:05) - - Dealing with imposter syndrome and learning to trust your instincts
• (08:48) - - The shift from execution to strategy in a leadership role
• (10:30) - - Why taking time to think is crucial for marketing leaders
• (11:53) - - The power of networking and learning from other marketing leaders
• (13:54) - - How talking to agencies helped shape Copper’s marketing strategy
• (15:13) - - Why product marketing is the foundation of great marketing
• (16:52) - - The importance of cross-functional alignment in marketing leadership
• (19:30) - - Understanding the mindset of sales teams and how to collaborate effectively
• (22:24) - - The challenge of getting buy-in for product marketing initiatives
• (27:41) - - Balancing being a strategic partner vs. an order taker
• (30:21) - - How to respond to last-minute requests and set expectations
• (32:43) - - Strategies for building strong relationships with sales and product teams
• (35:55) - - How to become T-shaped and prepare for marketing leadership
• (38:13) - - Learning demand gen and paid ads
• (40:23) - - Why marketing leaders need to understand revenue and business impact
• (42:31) - - Advice for product marketers who want to grow into leadership
• (43:17) - - Closing thoughts and final takeaways

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