In this show, Ross and John speak to Riona Hegarty, CMO at Over-C. Riona has progressively grown her career by working across several legacy and modern marketing functions to become a CMO in today's modern tech scene. We'll walk through exactly how to scale with Marketing and moreover Sales accountability allowing the whole engine to function optimally.
Preparing for Career Growth
- Why Cork is the ‘Real Capital’ of Ireland.
- Why B2C marketing prepared me for B2B marketing in a steep learning curve.
- What is a role redundancy and why Ireland is a more agile workforce.
Modern Marketing in B2B Tech Software
- What I hated Tech Marketing at the start.
- How do you trade off Brand Vs ROI.
- What to do when sales don’t follow up on leads, even when you know they won’t
- Why going back to the Old Skool can still work in a very noisy world.
- Why today’s Buyers Journey is not linear and why revenue attribution is key.
- How to beat the bad wrap marketing get and show value not just lead or direct revenue. ‘Not everything that matters can be measured and not everything that is measured matters.
- How speaking to our customers broke down the barriers to real pains and marketing gold.
- What to do when your customers don’t know what they want but you need to drive demand.
- How to close the loop with sales and get them onboard to ultimately be productive.
- Why all leads are not created equal and why certain lead types are not what you think.
- How to avoid the continuing disconnect with sale and how to influence this.
- How to not only have the difficult conversations with sales but also internally with marketing leadership.
- Why the smallest difference has a huge impact on European marketing.
What the Leadership Skill set looks like in Marketing
- How Ken Blanchard is a guiding light.
- Why being a better leader is more important than your actual job.
- How to know where your team are so you know where you are.
- How you do your new job before you even get it.
- Why getting a Mentor actually matters and also rating the value of your network.
- Why not showing vulnerability is the ultimate career vulnerability.
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