#118: Marketing Leadership | How to align sales and marketing, why messaging matters over everything, and a new way to compensate marketing leaders (with Brian Kotlyar, VP of Marketing and Growth at Hightouch)

Exit Five: B2B Marketing with Dave Gerhardt

This week, Dave is joined by Brian Kotlyar. Brian leads Marketing and Growth at Hightouch and previously led teams at Sprinklr, Intercom, and New Relic. He shares his perspective on

• Aligning revenue teams toward common goals
• The importance of an effective messaging strategy
• Prioritizing numerous ideas from CEOs
• A high-reward compensation approach

Timestamps

• (00:00) - - Performance metrics and career motivation
• (06:31) - - Understanding customer needs
• (09:55) - - Personal growth and getting recognition
• (12:13) - - Aligning goals and compensation
• (15:55) - - Higher earnings through higher risk
• (17:38) - - Aligning compensation to reality
• (20:50) - - The supply chain stages and revenue generation
• (31:01) - - Product marketing and brand management
• (33:02) - - Creative messaging
• (39:05) - - Understanding the managers’ mindset in crisis
• (42:25) - - Challenges of managing a startup
• (44:18) - - Managing content effectively
• (47:31) - - Sales enablement
• (49:56) - - Becoming a valued expert and resource in a business
• (53:05) - - The unpredictability of creative inspiration

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