In this episode of The Anonymous Marketer, host Nick Bennett and guest Mark Kilens, CEO and Co-Founder of TACK, dive deep into the art of building a marketing organization from scratch. They tackle a listener’s query about constructing a marketing team for a SaaS data analytics company. The duo shares insights on gaining momentum and setting the stage for success.
Kilens introduces his unique equation for momentum. He emphasizes the need for clear goals and metrics. These tools, he suggests, are vital for tracking progress and maintaining the pace. The conversation is a masterclass in strategic planning and execution.
This episode is a must-listen for anyone looking to build a marketing team from the ground up. Bennett and Kilens offer a roadmap to success, providing listeners with practical advice and actionable strategies. Tune in to learn from their wealth of experience and knowledge.
Name: Mark Kilens
What they do: CEO / Co-founder
Noteworthy: Mark is a seasoned marketing professional who shares his unique equation for building momentum in a new marketing organization. He emphasizes the importance of purpose, passion, and results, and advocates for constant communication with customers and potential customers.
The Equation for Building Momentum
Mark Kilens introduces his unique equation for building momentum in a marketing organization: Purpose x Passion x Results. He emphasizes the importance of a clear purpose and passionate team members, multiplied by the results they’re achieving. These results can be diverse, ranging from revenue to leads to pipeline. The more deeply the team understands their purpose and the more passion they have for it, the more momentum they build. This equation is a critical tool for any marketing team looking to gain traction and make a significant impact.
The Importance of Regular Communication and Feedback
Kilens stresses the need for regular communication with customers and potential customers. He advises marketing teams to ship daily or weekly, and to talk to their audience every single week. This approach allows for a fast feedback loop, enabling the team to learn what is and isn’t resonating with their audience. Regular communication also builds trust within the team and with the audience, which is crucial for the success of any marketing organization.
Understanding and Communicating Results
Kilens and Bennett discuss the concept of results in a marketing context. They argue that results are relative and can come in various forms, from pipeline revenue to reduced customer acquisition costs. The key is to agree on what results are expected and to track progress towards these goals. They suggest that even a lack of results is a result in itself, as it indicates that something isn’t working and needs to be adjusted. This understanding of results is essential for any marketing team aiming to build momentum and achieve their goals.
Introduction and Setting the Stage
The episode kicks off with host Nick Bennett introducing the topic and the guest, Mark Kilens. They set the stage for the discussion, focusing on how to build momentum with a brand new marketing organization. The context is a SaaS data analytics company with a small marketing team. The question at hand is how to create momentum when everything has to be built from scratch.
“Now we’re hopefully going to help this person get a little bit deeper on how you get momentum from a brand new marketing organization. So. You know, Mark, in your experience, how long does it take to build momentum with a marketing org when it’s created from scratch, or maybe not even scratch — like at least the bare minimum?”
The Equation for Momentum
Kilens introduces his equation for momentum: Purpose x Passion x Results. He emphasizes the importance of a clear purpose, passionate team members, and the results they’re achieving. He also highlights the need for setting goals and shipping every week to get a fast feedback loop.
“So it’s purpose times passion times results — not plus, but times. So, you know, what’s the purpose? We talk about belief system. What do you believe in? So the purpose of what you’re doing. What is the purpose; how much passion do people have?”
Understanding and Communicating Results
The conversation shifts to the concept of results. Kilens and Bennett discuss how results are relative and can come in various forms. They suggest that even a lack of results is a result in itself, as it indicates that something isn’t working and needs to be adjusted.
“Yeah. I mean, results are relative. So some results should come in within the first week. Other results will take maybe three months, six months to come in. Results are relative. So I would ask the question of what results are you looking to see and what’s your expectation of results?”
Overcoming Challenges and Interviewing for Future Roles
Bennett and Kilens discuss the challenges of working in an environment where leadership doesn’t believe in marketing. They explore how to explain such situations when interviewing for other jobs, emphasizing the importance of honesty and learning from the experience.
“How do you explain this when interviewing for other jobs later on? Because I think that’s a big thing that, you know, I haven’t personally dealt with before, but I’ve talked to a lot of people that said, ‘Hey, I was just put in a really crappy situation, and no matter what I did, I just wouldn’t succeed.’”