December 16, 2024

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

41 minutes

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

(04:41) - - Are there requirements for being a CMO?

(09:39) - - Do you really want to be a CMO?

(10:08) - - How CMOs spend their time

(10:51) - - 10 Guidelines for building (or re-building) a marketing organization

(12:38) - - 1. Align to your marketing strategy

(13:38) - - 2. Ensure the financial model supports your organization

(15:33) - - 3. Make it simple

(16:08) - - 4. Build in clear accountability

(17:24) - - 5. Resist layers

(19:04) - - 6. Do not design around the individual

(21:32) - - 7. Clearly define what is a service center and what is an outcome center

(22:10) - - 8. Build the smallest organization necessary

(23:21) - - 9. Make a hiring decision as difficult as laying someone off

(24:21) - - 10. Define your full-time vs. part-time vs. outsource strategy

(27:09) - - Running marketing: Building your CMO Operating System

(28:32) - - 5 strategies for leading marketing

(31:19) - - Q&A

(38:45) - - Closing Remarks

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By Dave Gerhardt

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