06. How to create a dream work environment, lead authentically and manage clever people with Rob Goffee

Sean Ellis, author of the book Hacking Growth, and founder of the growth hacking movement joins us on the podcast today. 

In this episode, we discuss:

• What growth hacking is and how its central themes of measuring, analysing and testing stem from the heart of marketing innovation
• How growth hacking extends beyond the traditional boundaries of marketing and requires cross-functional alignment to unlock new levers of growth
• What value means from a growth hacking perspective and how this understanding can create seismic shifts in the way organisations set sustainable growth metrics and deliver products/services
• The importance of North Star Metrics to focus a team on delivering the ultimate customer value
• What roles you need on a growth team and why it’s important to start small and then scale
• Why Sean suggests that growth teams shouldn’t report into marketing and where they should report instead
• Find out how to gain organisational buy-in for growth hacking methods and foster a growth culture.

Discount code to see Sean live in Sydney/Melbourne in March-April 2024

Thanks to the crew at Unlocking Growth we have a discount code (for Australian listeners only) to participate in one of the Sean Ellis Unlocking Growth events at Melbourne or Sydney taking place in March-April 2024.

Visit the website https://www.unlockinggrowth.co/unlocking-growth-with-sean-ellis

Enter the discount code: Ty-GROW-34

As always, we’ve done the hard work of taking notes for you, so you don’t have to. To access these, head to our website, look out for this episode and download the 3-4 page PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Unlocking Growth for Startups & Scaleups and Unlocking Growth for Enterprises in Sydney and Melbourne in March/April 2024
•  Hacking Growth by Sean Ellis
• Unlocking Growth
•  Building high-growth SaaS marketing teams with Kevin Marasco from Zenefits on the on the Lean Mean Marketing Team Podcast 
•  What is product-led growth and how to get started with Peter Ikladious from Unlocking Growth on the on the Lean Mean Marketing Team Podcast 
•  Influence: The Psychology of Persuasion by Robert Cialdini 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth.
• Discover how Ty can help your marketing team deliver greater customer value and business outcomes through Agile Marketing
• Connect or Follow Ty on LinkedIn - and mention that you are a listener of the Pod.

Help us help you

• Hit  follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

 This podcast was produced by Ty Hayes and edited by Clare Ryan.

 Thank you and enjoy the show!

Jonathan Metrick, Operating Partner at Sagard joins us on the episode today. 

In this episode, we discuss:

• Jonathan’s role at Sagard and how investment companies have shifted their focus from growth at any cost, to sustainable growth and profitability and how crucial this is post 2022.  
• The research report that Jonathan and co-author Kimberly Whitler released this year to help answer a common CMO question - how to design a marketing team structure and how this should change as a company scales.
• Jonathan shares the three company growth stages identified in the report - early, developing and mature and the characteristics associated with these. 
• Jonathan explains the typical team structures, responsibilities and leadership profiles associated with the three company growth stages.
• How CMOs can lead an upward company growth stage transition including common traps to avoid.  
• How the company growth stage can be a useful consideration for marketing professionals and leaders considering the best-fit roles for them.
• How AI is having an impact on marketing team design and structure. 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Jonathan Metrick & Kimberley Whitler Design Your Marketing Organization to fit your company’s growth scale. 

• HBR’s 10 must reads on strategic marketing 

• Give away your legos and other commandments for scaling start-ups 

Contact Jonathan

•   Find Jonathan on LinkedIn and mention you heard him on the podcast. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. Follow or connect with Ty on LinkedIn.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

Thank you and enjoy the show!

Shay shares the strategies and tactics he uses to drive marketing results as CMO at hypergrowth company, ActiveCampaign. Note: Ty and/or Lean Mean Marketing Teams Podcast are not an affiliate of Active Campaign.

In this episode, we discuss: 

• Shay’s leadership strategies and approaches to leading a marketing team at a hypergrowth company. 

• How the marketing team is structured including the sub-teams within the three pillars of (1) Demand (2) Brand (3) Partnerships.

• Agile Marketing practices used at ActiveCampign. Shay shares a specific example of how Agile Marketing helped activate a target e-commerce vertical. (Find out how Growth Generators can help your team implement Agile Marketing)

• The role of the Marketing Operations function within the team and how it has been leveraged to optimise value.  

• How AI, data and analytics as well as customer interactions are used to inform marketing activities and strategy as well as drive customer centricity.

Though the ActiveCampaign marketing team are operating within a hyper-growth organisation, we are confident that the tips, reflections and strategies that Shay shares will be relevant to any modern marketing team no matter the size. 

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Find out more about ActiveCampaign

• Patrick Lencioni - The 5 Dysfunctions of a Team 

• Chris Zook and James Allen - The Founder's Mentality 

• Elad Gill - The High-Growth Handbook 

• Chris Voss - Never Split the Difference  

Contact Shay

•   Find Shay on LinkedIn and mention you heard him on the podcast. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. Follow or connect with Ty on LinkedIn.

Help us help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

Mike Rizzo, Community-Led Founder of MarketingOps.com and MO Pros joins us on this episode.

In this episode, we discuss: 

• What Marketing Operations is and how it can turbocharge a marketing team's go-to marketing strategy and help drive revenue

• Mike clarifies a common misconception about what Marketing Ops is and what they should be responsible for delivering to really leverage their expertise and potential

• How to grow and scale a Marketing Ops team from small 1-3 person team to a fully loaded team of 15-20+ people

• What CMO’s should look for when looking to hire a full package marketing ops lead. 

• Mike's thoughts on the future of AI and how Marketing Ops are well-positioned to harness this.

If you are considering incorporating more firepower into your team by optimising how your team interacts with systems, technology and data - a Marketing Ops function could be what you need. This episode may provide some useful strategies and thought-starters on how you can do this.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format. 

References

• Find out more about marketingops.com  and their upcoming event in November 2023 MOps-Apalooza 2023

• State of the Marketing Operations Report by marketingops.com  

• Darrel Alfonso’s LinkedIn Post with a visual describing the difference between a small, mid-sized, and large marketing operations team. See Darrel’s LinkedIn profile here: https://www.linkedin.com/in/darrellalfonso/ 

Contact Mike

•  Find Mike on LinkedIn and mention you heard them on the podcast. 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformational framework. Follow or connect with Ty on LinkedIn

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

With Sheena Sudra, Executive Director - Marketing and Customer Experience, APAC and Gemma Gray, Director of Product, Asia-Pacific, from Keypath Education.

In this episode, we discuss: 

• The extensive process that Sheena undertook to reimagine and re-design her Marketing and CX team including current state analysis, problem/opportunity identification and crafting future state design principles.

• How Sheena engaged the team and executive along the re-design process to get their buy-in and insights.

• How Gemma and Sheena implemented Agile Marketing at Keypath and the key drivers for this.

• The incredible results Keypath has achieved (and challenges they have had to overcome) with the new team structure complemented by an agile implementation.
  
  

Full disclosure, Keypath is a client of Growth Generators but the outcomes and learning were too good not to share!

According to a recent Gartner study, Seventy-five per cent of CMOs are facing increased pressure to “do more with less” to deliver profitable growth in 2023. Because of this, 86% of marketers said they must make significant changes to how the marketing function works to achieve a sustainable result.  (Gartner 2023 CMO Spend and Strategy Survey)

So, this episode may provide some useful strategies and thought-starters on how you can do this.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Sheena and Gemma, with all the tips and strategies laid out in an easy-to-read format. 

References

• Dr Seuss - Oh, the Places You’ll Go! 

• Mikael Krogerus and Roman Tschäppeler -  The Communication Book

 
Contact Sheena 

• Find Sheena and Gemma on LinkedIn and mention you heard them on the podcast. Find out more about Keypath Education

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.

• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

 
We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Clare Ryan.

Thank you and enjoy the show!

Jessica Gilmartin, Chief Marketing Officer of Calendly, joins us on this episode.

We discuss: 

• How Jessica built trust within her team through exploratory meetings with team members, showing vulnerability and using team feedback to create (and ultimately share)  her work plans and objectives.
• How Jessica managed different impressions between the marketing and executive teams and her approach to communicating the purpose and story of the marketing team internally.
• How Jessica significantly improved strategic and team alignment by collaboratively facilitating the creation of a set of OKRs within the marketing department. Jessica provides a sample of OKRs used within the Calendly marketing team. 
• The overall marketing team design at Calendly and how Jessica’s prior experience in creating a  product-led growth business positioned her to lead the team as CMO.

• Jessica explains her clear and logical two-step decision-making process when deciding whether to go in-house or outsource certain resources to agencies. 
• The crucial role that marketing plays in supporting customer retention efforts and how Jessica’s team works with sales to ensure this support is nurtured.

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Melissa, with all the tips and strategies laid out in an easy-to-read format. 

• Adam Grant - Give and Take 
• Patrick Lencioni - Overcoming the Five Dysfunctions of a Team
• Brene Browne's work on Vulnerability

  Contact Jessica

• Find Jessica on LinkedIn and mention you heard her on the podcast. Find out more about Calendly  

  Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

  We love hearing from our listeners, and your ratings and feedback help us continue to attract the best guests and improve the show. This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Enjoy the show!

with Frank Days, Chief Marketing Officer of Aerospike and Co-host of the Marketing Agility Podcast 

In this episode, we discuss the following: 

• Frank’s learnings and observations from how numerous companies have applied Agile Marketing over the years

• The four rituals and ceremonies that get you 80-90% of the way with Agile Marketing

• The importance of self-empowerment in the team
  
  
• The role of agile software and what to consider when choosing a tool
  
  
• The watch-outs and mistakes that most teams make when getting started with agile marketing 
  
  
• The keys to a successful agile marketing rollout

• The imperfect nature of Scrum and how perfectionism can be the enemy of any Agile implementation. 

Frank is a pioneer in the Agile Marketing space having hosted his podcast since 2010, and has rolled out Agile Marketing in many different incarnations for varying team sizes in multiple technology companies.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Frank, with all the tips and strategies laid out in an easy-to-read format. 

References

• The 6th Annual State of Agile Marketing Report by Agile Sherpas 

• The Agile Marketing Alliance Podcast Featuring Ty Hayes (5 April 2023)

Contact Frank Days

•  Find Frank on LinkedIn and mention you heard him on the podcast. Find out more about the Agile Marketing Alliance 

Contact Growth Generators

• Find out how Ty and Growth Generators can help you implement Agile Marketing in your company through their training, coaching and consulting services.

• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Could you help us continue to help you?

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners, and your ratings and feedback help us continue to attract the best guests and improve the show. 

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you, and enjoy the show!

With Melissa Reeve, Co-Founder of the Agile Marketing Alliance

In this episode, we discuss: 

• An Overview of the Scaled Agile Framework (SAFe) which is used to scale agile within an organisation

• Some key principles of SAFe including the principle of organising agile teams around delivered value

• How multiple agile teams can perform work in strategic alignment using Agile Release Trains and Product Increment Planning. 

• The Weighted Shortest Job First (WSJF) prioritisation tool used in SAFe (but has application to marketing teams whether they are using agile or not)

• Investments that marketing teams/organisations must make to scale agile marketing successfully.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Melissa, with all the tips and strategies laid out in an easy-to-read format. 

References

• The Scaled Agile Framework 

• The Agile Marketing Manifesto

Contact Melissa Reeve

• Find Melissa on LinkedIn and mention you heard her on the podcast. Find out more about the Agile Marketing Alliance

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.

• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.

• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Ty Hayes from Growth Generators interviewed by Jim Ewel and Melissa Reeve from the 

The Marketing Agility Podcast 

Ty Hayes from Growth Generators was on the other side of the mic in being interviewed by Jim Ewel and Melissa Reeve on the Marketing Agility Podcast. Many thanks to Melissa and Jim for allowing us to share this podcast with our Lean Mean Marketing Team listeners.

In this short 22 minute episode we discuss: 

• How Ty’s implementation of Agile Marketing as CMO at Curtin University led to his team being awarded the number 1 marketing team in Australia. 

• Ty summarises the key outcomes of implementing Agile Marketing at Curtin University - including how it was used for large-scale event planning and implementation.

• How Ty has nurtured customer centricity in his previous role as a CMO and as Director at Growth Generators. 

• The 3 most common pitfalls marketing team face when implementing Agile Marketing

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation, with all the tips and strategies laid out in an easy-to-read format. 

References

• Hackathon at Curtin University on YouTube

   

Contact Ty and Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you, and enjoy the show

Thank you, and enjoy the show

Erik de Roos, Executive Director, Marketing at South Australian Tourism Commission (SATC)  joins us on this episode.

In this episode, we discuss:

• Strategies Erik used to stand out from the crowd in a high calibre candidate pool for the position of Executive Director at SATC
• The metrics that SATC uses to measure its success - especially in relation to team culture and development
• Measures that Erik and his team have taken to improve culture and team performance including participating in the High-Performance Marketing Teams Workshop by Growth Generators
• Tips to help your team find meaning in what they do and drive alignment throughout your marketing team
• The importance of building a strong first team
• The value of authentic leadership
• The unique challenges of delivering marketing services within a state tourism body
• Erik’s genuine love for South Australia and how he has fulfilled his 20-year-long goal to have a role that allows him to showcase and promote its beauty to the nation and the world

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Erik, with all the tips and strategies laid out in an easy-to-read format.

References

• Patrick Lencione - Team #1
• Weimer Snijders - Eat Your Greens

Contact Erik de Roos

• Find Erik on LinkedIn and mention you heard him on the podcast. Find out more about

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 5-stage team transformation framework.
• Follow or connect with Ty on LinkedIn or Twitter and let us know your thoughts on the show.

Help us continue to help you

• Hit follow so you get each new episode as it drops to get more tips and insights to build a high-performance marketing team.
• Please take a moment to rate and review us on your favourite platform.

We love hearing from our listeners and your ratings and feedback help us continue to attract the best guests and improve the show.

This podcast was produced by Ty Hayes and edited by Lewis Hallam.

Thank you and enjoy the show!