Lean Mean Marketing Teams | CMOs discuss Modern Marketing Team Structures, Agile Marketing and Leadership Lessons

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!

With Pieter-Paul von Weiler and Matt Davies

BetterBriefs founders Matt Davies and Pieter-Paul von Weiler are two ex-agency strategists that have conducted the largest and first-ever global survey into client briefs.

Their findings - described by Mark Ritson as “the most scary and remarkable bit of data I’ve ever seen” - are igniting conversations about briefs worldwide.

In this episode, we discuss:

• How you can recapture up to 30% of your marketing budget by writing better briefs
• Why 80% of clients think they’re good at writing briefs but only 10% of agencies agree
• The common problems with briefing, why they arise and the issues they create
• What you can do to improve the briefing process
• The importance of having a strategy from which your brief draws from/links to
• The importance of clear targeting and positioning
• The 3 kinds of objectives to include in your briefs
• How to evaluate the work that comes back from your agencies to know if it’s on brief
• Some tips to brief multiple agencies and in-house marketing teams

Since launching their business, BetterBriefs, at IPA’S EffWorks last year, Matt and Pieter-Paul are on a mission to help brands write better briefs for agencies and through their training and brief advisory services.

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

• Make sure you also download a copy of the best practice guide ‘The best way for a client to brief an agency’ written by BetterBriefs and Mark Ritson in partnership with the IPA. This contains the research findings and the tips and strategies we discuss in the show.

Contact BetterBriefs

• Find Pieter-Paul von Weiler and Matt Davies on LinkedIn and tell them you heard them on the podcast, or shoot them an email pp@betterbriefs.com and matt@betterbriefs.com 
• Find out more about BetterBriefs

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 what you think of 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!

In marketing, if you stand still, you fall behind. So it’s critical to stay curious about new technologies and explore how to introduce them into your marketing strategy.

Although the metaverse and Web3 have received a lot of attention, many marketers are still working out what’s hype and what’s real, and how to get started. Steve breaks this down for you.

Steve also shares some practical tips to help your team be more productive, which is welcome advice given the increasing workloads facing many marketers.

In this episode, we discuss:

• The onset of Web3, NFTs, and the Metaverse and their basic definitions
• Specific use cases for NFTs
• How (and why) small companies should embrace this emergent tech
• Why Web3 should be embraced going forward
• Examples of companies that have entered the metaverse and are doing it well
• How Web3 can change the way that brands build communities and reward customer engagement
• The prevalence and prominence of DAOs (decentralised autonomous organisations) and what impact they might have on agencies and staffing
• Steve Glaveski’s framework to boost productivity: Cut the CRAP.
  • C for Consensus-seeking
  • R for Responsiveness
  • A for Availability
  • P for Process Paralysis
• Steve’s advice for how CMOs can scale their own content marketing - he should know, Steve’s authored two books, written loads of blog articles and published hundreds of podcast episodes
• The value of emotional intelligence, the value of ownership over your work, and the value of your time.
• And more!

About Our Guest

Steve Glaveski is the founder and CEO of Collective Campus and community-owned web3 accelerator, Metarise, and his mission is to unlock the latent potential of people to create impact in the world and lead more fulfilling lives.

He co-founded children’s entrepreneurship program, Lemonade Stand, is the author of several books, including Wiley books Time Rich: Do Your Best Work, Live Your Best Life (May 2020), Employee to Entrepreneur: How To Earn Your Freedom and Do Work That Matters (2019), is a contributor to the Harvard Business Review and hosts the award-winning Future Squared podcast. He founded the media network, NoFilter, during the pandemic. He previously worked for the likes of EY, KPMG, Westpac and Macquarie Bank.

Contact Steve

• www.metarise.club
• www.metavise.io
• www.collectivecampus.io
• twitter.com/steveglaveski
• steveglaveski.com

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 what you think of 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!

With Ty Hayes, Podcast host and Founder of Growth Generators

The world is forever changing.

Therefore, as marketing leaders, we must continuously optimise our marketing resources to help our organisations thrive amidst uncertainty. 

What got us here, may not get us there.

Yet, after years of constant change, it can be hard to think strategically whilst acting reactively. 

To help you with this, we’ve devised a framework for marketing team transformation, called HiFli.

Whether you’re in a new leadership role, or you’re just about to hit the reset button with your team, this will give you a roadmap to follow.

In this episode, we discuss:

• The HiFli framework and how it can be used to create a high-flying marketing team
• The details on what we mean by HiFli:
• Harmonise
• Infrastructure
• Flow
• Lead
• Innovate
• How some of the most important work you can do is align your marketing strategy with your organisational strategy
• How to make your metrics do the work for you when they're properly chosen and analyzed
• How leadership and innovation are required to cultivate high performance
• How CMOs can build trust with their CEOs to stay in the seat long enough to make an impact 
• What high performance actually means and how to develop it in your teams
• Why making your processes leaner and more agile can help contribute to better results
• How to analyze and rebuild the infrastructure your team needs to be the best
• And more!

You're joined by host Ty Hayes on this episode. Ty is a former #10 ranked Chief Marketing Officer in Australia and led the Australian Marketing Team of the Year in his previous role as CMO at a global university. Ty now works with CEOs and CMOs to help them create modern marketing teams that drive growth.

P.S. We take detailed notes for each episode with all the tips, strategies and resource links laid out in an easy-to-read pdf. So you can spend less time taking notes and more time taking action. Head to our website to download the notes.

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 what you think of 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!

Discover the skills to become a fulfilled marketer.

In the age of the 'great migration', there's never been a better time to become a whole marketer and take complete ownership of your career.

In this episode, we discuss:

• What it means to be a whole marketer, including how to better understand yourself and others, and how to make intentional career and life choices and goals that align with your values.
• The required soft, leadership and technical skills to be an effective marketing leader.
• The importance of engaging and involving a wide range of stakeholders when developing your marketing strategy.
• How to socialise your strategy to get stakeholders on board. 
• Abby shares some great tips for those of you who are uncomfortable with the politician parts of your role. 
• Why and how marketers should be taking ownership of the commercial agenda for your organisation.
• Why a long-term marketing strategy is still required in today’s rapidly changing world.
• The difference in company orientation from being product-oriented, to sales-oriented to production-focused - to the holy grail of being marketing-oriented.
• What this means in terms of the remit of marketing, and the size and composition of the marketing team.

About our guest

Abigail Dixon is Author and Podcast Host, The Whole Marketer, and Director and Founder of Labyrinth Marketing 

Abigail is an award-winning chartered marketer and consultant, a Fellow of the Chartered Institute of Marketing (CIM), an accredited course director and trainer, and an accredited International Coaching Federation coach.

Get the notes 

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. 

Contact Abigail Dixon

• Website (access the book and podcast here): www.thewholemarketer.com
• Abigail Dixon @LinkedIn; Instagram: @thewholemarketer
• www.labyrinthmarketing.co.uk

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 what you think of 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!

Adam Fraser, Chief Financial Officer at Omniscient Neurotechnology shares his insights.

Get inside the mind of a CFO to build trust and strengthen ties between marketing and finance.

Learn about the main KPIs of a CFO and what keeps them up at night.

Then dive deep into the key financial metrics you need to know about like EBITDA, WACC, RRR and hurdle rates. 

Learn to speak the language of finance to make robust business cases and budgets, and get more funding approved.

By building empathy with the CFO and upping your financial acumen, you'll become a smarter marketer and a more influential leader.

About our guest

Adam Fraser is CFO of MedTech Startup Omniscient Neurotechnology (08t), which was the 2022 winner of SXSW innovator award for AI and machine learning.

At the intersection of neuroscience and data science, 08t is creating more detailed maps of the brain's neural highways.

With over 25 years of broad-based finance, corporate finance, private equity, technology and martech experience, Adam brings a wealth of experience to his current CFO role.

Adam explains how marketing and finance can (and should) work in concert with each other to help realise the business and strategic objectives of the company.

Fun fact, Adam was the host of EY's marketing podcast 'Let's Talk Marketing.'

P.S. You'll want to grab the detailed notes that accompany this episode packed with all the financial term definitions. To access these, head to our website lookout for this episode and download the notes.

References

• 2022 SXSW Innovation Awards
• BambooHR
• HubSpot
• This is Marketing by Seth Godin
• Good to Great by Jim Collins

Contact Adam Fraser

• Website: https://www.o8t.com/ 
• Adam Fraser @LinkedIn
• Keep up with what Omniscient Neurotechnology is doing by visiting their LinkedIn page

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 marketing team transformation framework called HiFli.
• Follow or connect with Ty on LinkedInor Twitter and let us know what you think of 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.

Conquer the fear that holds you or your team back

"Nobody likes to fail...but if they have imposter syndrome, even the smallest indiscretion is a catastrophe." Alison Shamir

Imposter syndrome reportedly affects 70% of the global population - so it may affect you, or your team at some point.

If you've ever discounted your own intelligence, skills, confidence and ability - despite evidence to the contrary - then it's likely you have experienced this syndrome.

The costs are high- personally, it can cost your voice, your job, the promotion, and the rewards of being recognised for your ideas and talents.

As an organisation, it can reduce collaboration and innovation, and cause high-performers to leave.

It can also create micro-managers that possess over data and occasionally throw team members under the bus due to their own imposter syndrome.

Tune in to find out what it is, what you can do personally, and as a leader to help beat it and help your team thrive.

Today's guest is Alison Shamir - an Imposter Syndrome & Confidence Expert, Coach, Speaker and Media Contributor who spent 10+ years in senior roles in Technology and Media sectors.

Certified in Applied Neuroscience and Brain Health, Alison arms her audience with the knowledge and evidence-based methods grounded in science to overcome imposter syndrome, build confidence and do the deep work needed to rewire the brain and achieve the success they desire.

P.S. Get the cheat sheet that accompanies this episode. Head to our website, find this episode and download the PDF summary notes with all the tips and strategies laid out in an easy-to-read format. Spend less time taking notes, and more time taking action.

References

• How to Win Friends and Influence People by Dale Carnegie
• Limitless by Jim Kwik
• The source by Tara Swart
• Secrets Thoughts of Successful Women by Valerie Young
• Ditching Imposter Syndrome by Clare Josa

Contact Alison Shamir

• Alison Shamir Website
• Instagram
• LinkedIn

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 what you think of 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!

Kelley Johnson, Lead, Student Experience Platforms (Salesforce) at UTS explains the ins and outs of implementing Salesforce. 

If you’re interested in procuring Salesforce or another competitor product to help optimise your CX - then this episode will teach you how to go about it.

“It’s not just the product you’re buying. It’s all the governing around that – security policies, data policies, privacy policies … You do not want to have any breaches.”

Growth Generators is not an affiliate for Salesforce and featuring this product is not intended as an endorsement.

In this episode, we discuss:

• Three leaders that had a profound influence on Kelley’s career
• Why UTS chose to deploy Salesforce and how it aligned with their digital experience strategy
• Insights into the procurement process and what set Salesforce apart
• The importance of having the right people at the procurement table - and giving them enough time to participate
• The importance of building requirements with the end-users 
• How the vendor's response can tell you a lot about how much they value the relationship
• Which Salesforce modules UTS chose to purchase and why
• The four must-have roles you need on your team to get out of the blocks with Salesforce
• The biggest challenges and wins so far

Kelley is an accomplished leader with more than 25 years' experience in digital technology.

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 with all the tips and strategies laid out.

References

• University of Sydney Technology
• UTS 2027 Strategy
• Salesforce's Marketing Cloud Platform
• Power: A Woman's Guide to Living and Leading Without Apology," by Kemi Nekvapil

Contact Kelley Johnson

• Find Kelley on LinkedIn and mention you heard her on the podcast. 
• Email Kelley any follow-up questions you have, kelley.johnson@uts.edu.au 
• Find out more about UTS

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 what you think of 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!

Peter Ikladious, Co-founder at Unlocking Growth shares his Product-Led Growth (PLG) insights.

In this episode, we discuss:

• What PLG is including the fundamentals you need to get started 
• How PLG can be applied to any industry, and what it means for marketing teams and CMOs
• How it changes the dynamics of an organisation and the skills needed in the marketing team
• How CMOs can use PLG to play a bigger role and have a bigger impact in their organisation 
• From MQLs (Marketing Qualified Leads) to Sales Qualified Leads (SQLs) to Product Qualified Leads (PQLs)
• We dispel some myths about PLG and explain in which situations it is inappropriate to adopt
• The growth mindset needed including the 4 key attributes for any modern marketer to thrive at PLG
• The new course, Rocket Ship Scholars that Unlocking Growth has launched to upskill Aussies in PLG - listen out for how to apply for one of their 5 free scholarships to the program. *Applications close 20 March 2022.

Never heard of PLG? Peter explains ‘PLG is about surfacing the value of the product as an enabler to drive more sales’.  So instead of telling people about your value proposition, you show them.

In typical SaaS it includes models like freemium and free trials, but in non SaaS it can include webinars, events, whitepapers and other tactics deployed throughout the funnel by Sales, Marketing, Product, Customer Success and Customer Support.

Peter is an Aussie with a remarkable career including 20yrs in Silicon Valley. Peter established and led the growth and product management across IBM, he’s been VP of marketing for Safety Culture, Product Development Program Manager at Hutchison 3G - plus a range of experience founding, running and consulting with Startups. 

Peter’s now helping startups and businesses in Australia to scale faster using a product-led growth approach through his leading product-led growth consultancy, Unlocking Growth.

P.S. Get the cheat sheet that accompanies this episode. Head to our website, find this episode and download the PDF summary notes with all the tips and strategies laid out in an easy-to-read format. Spend less time taking notes, and more time taking action.

References

Wes Bush - Product-Led Growth
William Duggan - Napoleon’s Glance

Contact Peter Ikladious

• Find Peter on LinkedIn and mention you heard him on the podcast. Find out more about Unlocking Growth, and their Product-Led Growth course, Rocketship Scholars.

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 what you think of 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!

David Cannington, CMO, Co-founder and Executive Director at Nuheara shares the remarkable story of how this consumer hearables company is disrupting an industry.

Nuheara has won; Times Magazine 100 Best Innovations in 2020 Award; Company of the Year by Consumer Technology Association (who run CES) 2021; and an Innovation Oz award 2021.

We discuss:

• David’s fascinating background including the role he played during his 20yrs in San Francisco, helping Aussie and New Zealand tech companies enter the US market
• How David and Co-founder Justin Miller saw the opportunity to create a new market category in consumer hearables
• How they’ve used elements of The Lean Startup and The Innovator’s Dilemma in their disruptive market strategy
• The challenges of scaling the business and taking on giants like Apple and Amazon
• How David has built a world-class in-house marketing team, complemented with specialist agencies
• How Nuheara’s multi-channel strategy has paid off with seven global Shopify sites, complemented with a retail play
• The importance of a test and learn, digital marketing strategy in E-commerce
• Why David talks with at least two customers every week 
• How marketing brings customer insights back to product development
• The power of authentic storytelling and testimonials
• Finally, we explore how Nuheara uses speed to innovate and speed to market as a competitive advantage.

David is a seasoned international sales and marketing executive with experience across consumer and technology sectors. David cut his teeth launching new consumer products in the UK and building global consumer brands in Australia working for Fortune 1000 marketing and advertising companies.

David has also advised many startups on go-to-market and growth strategies and was the founding CEO of ANZA Technology Network, a leading cross-pacific technology entrepreneurs network.

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 David, with all the tips and strategies laid out in an easy-to-read format. 

References

• Times Magazine 100 Best Inventions of 2020
• Nuheara names Company of the Year by Consumer Technology Association 2021
• Nuheara wins Innovation Oz Award 2021
• Podcast - Hidden Brain

Contact David Cannington

• Find David on LinkedIn or Twitter and mention you heard him on the podcast. Or you can email him david.cannington@nuheara.com
• Find out more about Nuheara

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 transformation framework. Follow or connect with Ty on LinkedIn.

If you enjoy this episode please remember to subscribe so you get each new episode as it drops each week to get more tips and insights to build a high-performance marketing team, tell someone about the podcast who you think may benefit, or leave us a rating or review. 

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

Lucinda Barlow, Senior Director, Head of Marketing APAC at Uber, shares incredible agility and team culture insights.

We discuss:

• Lucinda's fascinating background and the lesson she learned early on in her career;
• How Uber has pivoted during COVID-19 to shift resource and budget away from mobility and into delivery, and how they can move so quickly at scale due to their strong operations backbone;
• Agile and growth mindset, flexibility, and the importance of empathy with your staff and your customers during times of crisis;
• What Lucinda loves about working in tech and the kinds of people that tech attracts;
• How Lucinda's APAC team is structured and her remit around brand and top to the middle of the funnel;
• How Lucinda’s team works alongside a separate performance team, and the pros and cons of this model;
• How Uber takes a think global, execute local approach to their marketing; and
• How to generate a culture that adapts, takes risks, is creative, thrives in crises, leverages the benefits of multicultural diversity and develops its leaders.

Lucinda started her career working with Symbian, who was the leading operating system in phones before iOS and Android were developed. Since then, Lucinda has worked for Google, YouTube, and now Uber. Lucinda has worked in the US, UK, Asia, and Australia. 

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 Lucinda, with all the tips and strategies laid out in an easy-to-read format. 

References

• Byron Sharp - How Brands Grow: What Marketers Don't Know.
• Erin Meyer - The Culture Map: Breaking Through the Invisible Boundaries of Global Business.
• Wes Bush - Product-Led Growth: How to Build a Product That Sells Itself (Product-Led Growth Series).

Contact Lucinda Barlow

• Find Lucinda on LinkedIn and mention you heard her on the podcast. Find out more about Uber. 

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 transformation framework. Follow or connect with Ty on LinkedIn.