Heidi Bullock has spent the past 6 years building marketing teams at Marketo and now Engagio. In this episode, Heidi discusses her approach to defining roles and responsibilities and what it takes to create a high-performance marketing team. Heidi talks about how she shifted the traditional structure of a marketing organization and created a “hub of customer engagement.” David also shares the framework of an Accountability Chart and how to use a “GWC” score card – a process we teach our clients for designing their organizations. The two also cover how to incentivize marketing teams, share some critical roles that didn’t exist a few years ago, and discuss the importance of being passionate about what you do. David and Heidi wrap-up hearing Heidi’s very prescriptive advice about what it takes, especially as a woman, to rise to the highest level of leadership.
Twice a month DemandGen Radio airs live, bringing you the top industry experts, thought leaders, authors, marketing technology firms, and senior marketing leaders from around the world to teach YOU the methods and technologies for high-performance marketing. Want to learn more about modern marketing? Check out the previous episode of DemandGen Radio: My first year as CEO of Marketo — An Interview with Steve Lucas