Ryan Carlson (ex-Wiz, Okta): Company Values = Marketing Message

pOkta’s CMO for 5+ years, Ryan Carlson, says marketing’s guiding light should be the company mission and values. Marketing’s job is to tell the story of the company, not to merely promote the product or drive leads into the top of a funnel. Authentic marketing is rooted in the BIG questions. Why does this company exist? Who should care about that and why?Today’s episode will help you:/pulliUnderstand this strategic approach to marketing/liliSee the impact strategic marketing has on your audience/liliHow to hire mission/values-aligned marketers/liliLeverage Ryan’s playbook for company storytelling by working directly with customers/li/ulpbr/ppstrongKey Takeaways: /strong/pulli[00:19nbsp;-nbsp;03:37] Introduction to Ryan Carlson, and thoughts on company culture in the world of marketing/lili[03:44nbsp;-nbsp;06:53] What should define culture is the mission, values, and vision/lili[06:54nbsp;-nbsp;10:00] Imparting importance, and showing why culture mattered at Okta/lili[10:02nbsp;-nbsp;13:32] Authenticity, avoiding hyperbole and marketing BS/lili[13:43nbsp;-nbsp;16:10] Who do you hire to marketing leadership to operate more authentically?/lili[16:13nbsp;-nbsp;18:18] Hiring true believers, and avoiding a customers wrong mentality with product market fit/lili[19:26nbsp;-nbsp;22:45] Understanding why people like the product and the people behind it/lili[22:48nbsp;-nbsp;25:40] Combining pen to paper with mission, values, and vision/lili[25:42nbsp;-nbsp;28:27] Storytelling and presentations, how they impact retention/lili[28:30nbsp;-nbsp;32:26] Story and history of your company is different/lili[32:32nbsp;-nbsp;35:37] Figuring out if a company operates by its values as a candidate/li/ulpbr/ppstrongMentioned in this episode:/strong/ppa href=https://openviewpartners.com/newsletter/#.YfRAM-rMIuU rel=noopener noreferrer target=_blankSign up for OpenViews weekly newsletter/a/ppa href=https://www.linkedin.com/in/ryancarlson/ rel=noopener noreferrer target=_blankRyan Carlson, Chief Marketing and Strategy Officer at Wiz/a/ppa href=https://www.linkedin.com/in/ryancarlson/ rel=noopener noreferrer target=_blankLinkedIn/a/ppa href=https://twitter.com/ryantcarlson?lang=en rel=noopener noreferrer target=_blankTwitter/a/ppSubscribe tonbsp;a href=https://www.youtube.com/channel/UCaVvQTEaCyt2bbkoAh7wPyg rel=noopener noreferrer target=_blankBlake Bartlett on YouTube/a./ppPodcast produced bynbsp;a href=https://openviewpartners.com/ rel=noopener noreferrer target=_blankOpenView/a./ppView ournbsp;a href=https://openviewpartners.com/blog rel=noopener noreferrer target=_blankblognbsp;/afor more context/inspiration./ppa href=https://www.linkedin.com/company/openview-/ rel=noopener noreferrer target=_blankOpenView on Linkedin/a/ppa href=https://twitter.com/openviewventure rel=noopener noreferrer target=_blankOpenView on Twitter/a/ppa href=https://www.instagram.com/openviewventure/ rel=noopener noreferrer target=_blankOpenView on Instagram/a/ppa href=https://www.facebook.com/OpenViewVenture/ rel=noopener noreferrer target=_blankOpenView on Facebook/a/p