The Flywheel of Progress - Kelly Grover - Hard Corps Marketing Show #241
How do we better communicate between the product, marketing, and sales department? How can we improve our product marketing process?
An Award Winning Marketing Thought Leader, Business Strategist, Director of Marketing Communications at Taconic Biosciences, Kelly Grover, discusses how to improve success and communication throughout your company.
Takeaways:
Success in product marketing is dependent on three things: having a defined process, data, and engagement across all departments.
“Technology is an enabler, but it is not a strategy.” ~Kelly Grover
When starting ABM, make it simple. You can always add complexity to your systems, but you can’t ever remove it if you baked it into its basic functionality.
Account based marketing is a corporate level strategy that should be a company decision opposed to a single department.
Elevate to the CMO position by thinking outside of marketing and solving corporate level problems.
Career Advice: It is an unrealistic goal to think that you or your journey is perfect. You are going to make mistakes along the way. The stumbles are the stories.
Links:
LinkedIn: https://www.linkedin.com/in/kelly-owen-grover-m-b-a-91657115/
Taconic Biosciences: https://www.taconic.com
Shout Out:
29:34 Sangram Vajre
Busted Myths:
The go-to-market strategy pathway is not a linear line; it’s a feedback loop. We are constantly refining and improving that process between the product, marketing, and sales team.
Sales should not be thought of as an internal customer, but rather in partnership with marketing. Understand their day to day pressures and motivations to drive success.
Ways to Tune In:
iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
YouTube - Full video - https://youtu.be/lEuVfBblCRM
How do we better communicate between the product, marketing, and sales department? How can we improve our product marketing process?
An Award Winning Marketing Thought Leader, Business Strategist, Director of Marketing Communications at Taconic Biosciences, Kelly Grover, discusses how to improve success and communication throughout your company.
Takeaways:
- Success in product marketing is dependent on three things: having a defined process, data, and engagement across all departments.
- “Technology is an enabler, but it is not a strategy.” ~Kelly Grover
- When starting ABM, make it simple. You can always add complexity to your systems, but you can’t ever remove it if you baked it into its basic functionality.
- Account based marketing is a corporate level strategy that should be a company decision opposed to a single department.
- Elevate to the CMO position by thinking outside of marketing and solving corporate level problems.
- Career Advice: It is an unrealistic goal to think that you or your journey is perfect. You are going to make mistakes along the way. The stumbles are the stories.
Links:
- LinkedIn: https://www.linkedin.com/in/kelly-owen-grover-m-b-a-91657115/
- Taconic Biosciences: https://www.taconic.com
Shout Out:
- 29:34 Sangram Vajre
Busted Myths:
- The go-to-market strategy pathway is not a linear line; it’s a feedback loop. We are constantly refining and improving that process between the product, marketing, and sales team.
- Sales should not be thought of as an internal customer, but rather in partnership with marketing. Understand their day to day pressures and motivations to drive success.
Ways to Tune In:
- iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763
- Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn
- Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show
- Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show
- YouTube - Full video - https://youtu.be/lEuVfBblCRM
Creators and Guests
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.