The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
What CEOs Need from CMOs: How to Define Marketing Success for Your CEO (Ep. 35)
Ready to decode the CEO-CMO relationship and ramp up your company’s growth? In this episode of The Marketing Share, hosts Barb Van Someren and Alec Cheung sit down with John Short—founder of Compound Growth Marketing—to uncover how aligning with your CEO’s vision can fuel real, sustainable results.
John shines a spotlight on why understanding your CEO’s perception of marketing—whether it’s brand building, demand gen, or sales enablement—makes all the difference. He also explains how your average contract value (ACV) should guide your entire marketing approach and breaks down the art of segmenting for both quick wins and big-ticket enterprise deals. Plus, you’ll hear why keeping a close eye on AI and LLM-driven trends is now mission-critical for protecting and projecting your brand.
Highlights from the conversation include:
- The three types of CEOs and how to tailor your marketing strategy accordingly
- Why ACV dictates your demand gen tactics and sales enablement approach
- Real-world examples of boosting ROI through smarter paid ad segmentation
- The impact of AI on brand perception and customer touchpoints
- Actionable ways to align your go-to-market strategy with evolving business goals
Tune in for a wealth of practical tips to navigate today’s rapidly shifting marketing landscape.
Want to connect with John? Click here to find him on LinkedIn.
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Want to be a guest on The Marketing Share Podcast? Send us an email with your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our podcast manager will get back to you soon.
Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?
Connect with Alec here
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Cheers.