Dave Laverty — Bridging the gap between sales and marketing.
Dave Laverty has more than 30 years of marketing executive experience in hi-tech, which includes roles such as the CMO for IBM as well as Cognos. In this episode, Dave answers the age-old question of how to better align and marketing, and skills that CMOs, and really all marketers, need to know now more than ever. Key Takeaways: [2:55] What has stayed a constant in B2B marketing throughout the years? [4:10] Data gives us an individual look at our buyers and to customize relevant services for them. [6:00] Customized data is only going to get better with the introduction of AI and machine learning. [7:25] What skills do CMOs need today, more than ever? [12:40] What are some of the barriers to becoming a data-driven organization? [15:45] One thing that IBM does well is its brand perception and the value that they have in the market. [16:50] Brand and culture need to be one and it is the heart of what makes good companies great. [18:55] Dave notices that a lot of companies really struggle with alignment in their organization. [25:25] What smart questions should marketing departments be asking from their team/company? [30:25] How do teams bridge the gap between marketing and sales? [36:15] What advice does Dave have for new marketing leaders? [41:15] Put company strategy and your execution plan on a single page. [44:45] Get to know your buyer; when they go to bed at night, what’s on their mind? And how does your brand relate to their problems? [49:50] How did Dave go from C-suite executive to a board advisor? [54:10] Strive to surround yourself with smart people. [55:00] Be honest with your staff. If they’re doing a great job, let them know. Mentioned in This Episode: Demandspring.com Dave Laverty Dave on LinkedIn