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Driving GTM (Go-to-Market) across Global Marketing Teams
Summary
In this episode of Bobcast, host Bob Tripathi speaks with Lisa Vecchio, a seasoned global marketing leader, about her extensive experience in B2B marketing across various countries. They discuss the importance of understanding cultural nuances in marketing, the challenges of creating integrated global to local strategies, and the impact of AI on the marketing landscape. Lisa shares insights on effective go-to-market strategies, the evolving role of marketing in demand generation, and the significance of collaboration between marketing and sales teams. Additionally, they touch on the need for diversity in leadership roles and offer career advice for aspiring marketers.
Takeaways
- Global marketing requires understanding cultural nuances.
- Integrated strategies are essential for global to local marketing.
- Local relevance is key in adapting campaigns.
- Regulatory differences impact marketing strategies significantly.
- Collaboration between marketing and sales is crucial for success.
- AI is transforming the marketing landscape.
- Key performance indicators should focus on revenue and retention.
- Diversity in leadership roles is still lacking in marketing.
- Curiosity and continuous learning are vital for career growth.
- Building relationships within teams enhances collaboration.
Chapters
00:00 Introduction to Global Marketing Dynamics 02:18 Cultural Nuances in Global Marketing 05:37 Building Integrated Global to Local Strategies 08:43 Adapting Campaigns for Local Markets 12:10 Creating Effective Go-to-Market Frameworks 15:51 The Importance of Cross-Functional Collaboration 18:59 Marketing's Evolving Role in Demand Creation 21:02 Building Collaborative Relationships Between Sales and Marketing 26:33 The Impact of AI on Marketing 32:04 Measuring Success: Key Performance Indicators in B2B Marketing 37:18 Navigating Gender Dynamics in Leadership 39:41 Career Advice: Embracing Curiosity and Forgiveness 40:28 Closing
About Lisa Vecchio:
Lisa is an experienced global leader in B2B SaaS marketing. A marketer by design, with firm believer that B2B marketing doesn't have to be boring 😵💫 - it should be human first. Lisa gets her energy from strengthening marketing’s role as a revenue driver & leading a GTM in partnership with sales, customer success & product teams. What gets her really excited though, is telling stories across the whole funnel to contribute to brand awareness, revenue growth & retention - all while empowering and leading global teams to help us get there.
Originally from New Jersey, Lisa's career transitions across the world of SaaS has enabled her to relocate from New York to Melbourne to London.
https://www.linkedin.com/in/lisavecchio/
View all episodes
By Bob TripathiSummary
In this episode of Bobcast, host Bob Tripathi speaks with Lisa Vecchio, a seasoned global marketing leader, about her extensive experience in B2B marketing across various countries. They discuss the importance of understanding cultural nuances in marketing, the challenges of creating integrated global to local strategies, and the impact of AI on the marketing landscape. Lisa shares insights on effective go-to-market strategies, the evolving role of marketing in demand generation, and the significance of collaboration between marketing and sales teams. Additionally, they touch on the need for diversity in leadership roles and offer career advice for aspiring marketers.
Takeaways
- Global marketing requires understanding cultural nuances.
- Integrated strategies are essential for global to local marketing.
- Local relevance is key in adapting campaigns.
- Regulatory differences impact marketing strategies significantly.
- Collaboration between marketing and sales is crucial for success.
- AI is transforming the marketing landscape.
- Key performance indicators should focus on revenue and retention.
- Diversity in leadership roles is still lacking in marketing.
- Curiosity and continuous learning are vital for career growth.
- Building relationships within teams enhances collaboration.
Chapters
00:00 Introduction to Global Marketing Dynamics 02:18 Cultural Nuances in Global Marketing 05:37 Building Integrated Global to Local Strategies 08:43 Adapting Campaigns for Local Markets 12:10 Creating Effective Go-to-Market Frameworks 15:51 The Importance of Cross-Functional Collaboration 18:59 Marketing's Evolving Role in Demand Creation 21:02 Building Collaborative Relationships Between Sales and Marketing 26:33 The Impact of AI on Marketing 32:04 Measuring Success: Key Performance Indicators in B2B Marketing 37:18 Navigating Gender Dynamics in Leadership 39:41 Career Advice: Embracing Curiosity and Forgiveness 40:28 Closing
About Lisa Vecchio:
Lisa is an experienced global leader in B2B SaaS marketing. A marketer by design, with firm believer that B2B marketing doesn't have to be boring 😵💫 - it should be human first. Lisa gets her energy from strengthening marketing’s role as a revenue driver & leading a GTM in partnership with sales, customer success & product teams. What gets her really excited though, is telling stories across the whole funnel to contribute to brand awareness, revenue growth & retention - all while empowering and leading global teams to help us get there.
Originally from New Jersey, Lisa's career transitions across the world of SaaS has enabled her to relocate from New York to Melbourne to London.
https://www.linkedin.com/in/lisavecchio/