47 min
#118: Marketing Leadership | How to align sales and marketing, why messaging matters over everything, and a new way to compensate marketing leaders (with Brian Kotlyar, VP of Marketing and Growth at Hightouch) Exit Five: B2B Marketing with Dave Gerhardt
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- Marketing
This week, Dave is joined by Brian Kotlyar. Brian leads Marketing and Growth at Hightouch and previously led teams at Sprinklr, Intercom, and New Relic. He shares his perspective on
Aligning revenue teams toward common goalsThe importance of an effective messaging strategyPrioritizing numerous ideas from CEOsA high-reward compensation approachTimestamps
(00:00) - - Performance metrics and career motivation
(06:31) - - Understanding customer needs
(09:55) - - Personal growth and getting recognition
(12:13) - - Aligning goals and compensation
(15:55) - - Higher earnings through higher risk
(17:38) - - Aligning compensation to reality
(20:50) - - The supply chain stages and revenue generation
(31:01) - - Product marketing and brand management
(33:02) - - Creative messaging
(39:05) - - Understanding the managers’ mindset in crisis
(42:25) - - Challenges of managing a startup
(44:18) - - Managing content effectively
(47:31) - - Sales enablement
(49:56) - - Becoming a valued expert and resource in a business
(53:05) - - The unpredictability of creative inspiration
Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today’s episode is brought to you by Apollo.io.
If you share a pipeline goal with your sales team, then you care about the deliverability rate of your team’s outbound emails.
No email visibility means no meetings.
This is the “silent nightmare” for marketers. You often don’t even know this is happening.
And the most common cause of it? It’s actually an easy one to fix: you’re not using the right tool.
That’s why 100s of marketers at companies like Mutiny are switching to Apollo.io. Apollo has every tool you need to power your entire outbound and inbound motions (yes that’s right, I said inbound emails too - you can see how Ashby does it on Apollo’s site).
Marketers using Apollo have seen email deliverability jump from 62% to 98% after making the switch... 98%! That means more replies, more meetings, and of course, more pipeline.
Want to see what type of results you can get? Head over to apollo.io/exitfive and start using it completely for free. You don't even need a credit card to get started.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more
This week, Dave is joined by Brian Kotlyar. Brian leads Marketing and Growth at Hightouch and previously led teams at Sprinklr, Intercom, and New Relic. He shares his perspective on
Aligning revenue teams toward common goalsThe importance of an effective messaging strategyPrioritizing numerous ideas from CEOsA high-reward compensation approachTimestamps
(00:00) - - Performance metrics and career motivation
(06:31) - - Understanding customer needs
(09:55) - - Personal growth and getting recognition
(12:13) - - Aligning goals and compensation
(15:55) - - Higher earnings through higher risk
(17:38) - - Aligning compensation to reality
(20:50) - - The supply chain stages and revenue generation
(31:01) - - Product marketing and brand management
(33:02) - - Creative messaging
(39:05) - - Understanding the managers’ mindset in crisis
(42:25) - - Challenges of managing a startup
(44:18) - - Managing content effectively
(47:31) - - Sales enablement
(49:56) - - Becoming a valued expert and resource in a business
(53:05) - - The unpredictability of creative inspiration
Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today’s episode is brought to you by Apollo.io.
If you share a pipeline goal with your sales team, then you care about the deliverability rate of your team’s outbound emails.
No email visibility means no meetings.
This is the “silent nightmare” for marketers. You often don’t even know this is happening.
And the most common cause of it? It’s actually an easy one to fix: you’re not using the right tool.
That’s why 100s of marketers at companies like Mutiny are switching to Apollo.io. Apollo has every tool you need to power your entire outbound and inbound motions (yes that’s right, I said inbound emails too - you can see how Ashby does it on Apollo’s site).
Marketers using Apollo have seen email deliverability jump from 62% to 98% after making the switch... 98%! That means more replies, more meetings, and of course, more pipeline.
Want to see what type of results you can get? Head over to apollo.io/exitfive and start using it completely for free. You don't even need a credit card to get started.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more
47 min