E157 – Managing Marketing Teams W/ Lauren Vaccarello

As we continued the Leadership Series we were joined by the CMO of Talend, Lauren Vaccarello who has also been at Salesforce, AdRoll, Box and many other small and large companies.

Early PPC and Bid Gapping

Dave prods Lauren a bit to go down memory lane to talk about GoTo, Overture and bid gapping. Back when CPCs were $0.15 to $0.20 and no more than $1.00. For more on the history of paid search check out our episode with Jim Banks.

Leadership Series Guests & Episodes

Building and Hiring Digital Teams W/ Sean McGinnisManaging Marketing Teams W/ Lauren VaccarelloLeadership & Growth W/ Amanda OrsonLeadership & Teams W/ Mark Barrera

Large Marketing Teams vs. Small Marketing Teams

What gets you to 5 million is not what gets you to 10 million in revenue isn't what gets you to 100 million which is not what gets you to 1 billion in revenue. Along the way your strategies have to change. The skill-sets and the people are just different.- Lauren Vaccarello

When you need generalists, specialists and even a CMO change depending on where you are. When you are starting out you really need a doer that can dig into everything and scrap, not a CMO like Lauren to manage things.

Big Picture vs. Small Picture

Eventually your team will grow to the point where you will need someone that sees outside of a silo and beyond just the Marketing Team but see how everything in the company touches other things.

Small changes to a form can increase form fills but could make it so that the Sales team and operations are unable to do their job now!

Technology in Marketing aka Marketing Tech Stacks

The group digs into where Lauren sees the Marketing Stack, how she deals with it at mid to enterprise size companies and just the ups/downs that come along with it.

Internal Promotion vs. Hired Leader

The topic moves into walking through the good and bad of moving up itnernally at a company to becoming leadership compared to being hired to lead a team externally.

Lauren walks through how to build credibility, attract talent and how she has handled doing both over the years.

Remote Teams in 2020

Lauren gives some examples that she and others at Talend have done in recent months to lead in 2020 with sudden remote teams and COVID-19. From video happy hours on Zoom to a morning video to more one on ones, listen to get ideas and insight into all the ways Talend and Lauren are handling the sudden 100% remote situation.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have you join us on another one of these business of digital podcast episodes. Uh, as always, we have my trusty cohost over there, Dave, how's it going?

Dave Rohrer: [00:00:19] It is going

Matt Siltala: [00:00:20] now today.

We also have a special guest. I'd like to introduce everyone to, uh, Lauren Becker, Ello. Hello Lauren. So Lauren, you're the COO of talent and I will let you kind of get into all of your duties, so to speak and share with our audience, whatever you want to. Them to know about yourself, but I do appreciate you taking the time to join us and talk about, uh, you know, managing teams and, and a lot of the in house type stuff.

And so I do appreciate you taking this time and joining us on our podcast. And, uh, so I'll just turn it over to you. And then Dave, uh, you can jump in with your questions.

Lauren Vaccarello: [00:00:57] Sounds great. Now I'm really, really excited to be here. [00:01:00] Um, love the podcast. Uh, I give you a little bit about me and backgrounds. So I'm the CMO, uh, uh, talent.

We're a leading data integration and integrity company. Uh, so we focus on things like, do you have the right data? Do you have it in real time? Do you trust your data? What's your overall quality and how do you make decisions on it? Which. I think as a marketer, one of our biggest