In this episode, Ian sits down with Phyllis Fang, Head of Marketing at Transcend, where she leads go-to-market strategy for a data infrastructure platform powering compliant AI-driven experiences.

Phyllis shares how she thinks about go-to-market strategy, building repeatable marketing systems, investing in thought leadership and IRL events, and creating the right culture for AI adoption inside marketing teams.

Key Takeaways

• Thought leadership compounds over time. First-party research, executive voices, and clear points of view build trust long before buyers are in-market.
  
   
• Operational rigor matters, even in startups. Repeatable playbooks and clear ownership help marketing scale without breaking.
  
   
• AI adoption is as much a cultural challenge as a tooling one. Creating space to experiment is key to long-term impact.
  
   

Quote

“Slow down to speed up. Be best friends with sales. You’re there to help the business win.”

Episode Timestamps

00:27 Phyllis’s Path into Marketing
02:03 What Transcend Does and Who It Serves
03:53 Go-to-Market Strategy Overview
05:58 Marketing Team Structure
07:15 Lessons from Uber
12:26 Uncuttable Marketing Investments
14:57 Activating Executive Thought Leadership
16:22 Running Effective IRL Events
21:07 What’s Most Cuttable in the Budget
26:04 Favorite Campaigns
28:08 Building a Culture for AI Adoption
36:27 Navigating Cross-Functional Tension
41:21 Quick Hits

Sponsor

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links

Connect with Ian on LinkedIn

Connect with Phyllis on LinkedIn

Learn more about Transcend

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