What founders should look for in a CMO, lessons in building great leadership teams, and why brand strategy comes before growth | Joanna Lord (Reforge, Skyscanner, ClassPass)
Description
Joanna is an Executive in Residence at Reforge, marketing advisor and angel investor. For over 20 years she has helped build and scale companies across a number of categories, business models, and audiences. She was previously the CMO of Skyscanner, one of the largest travel marketplaces in the world, and CMO of ClassPass, a leading health and wellness platform.
We discuss:
- Establishing the right brand strategy
- Building the foundations of leadership with the right partners
- A more effective way to find the right CMO for founders and CEOs
- Building accountable and high performing marketing orgs
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Where to find Joanna
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(2:20 ) Why brand strategy comes before growth
(3:51 ) Connecting the brand strategy to the company and product strategies
(6:24 ) Breaking down the components of the brand strategy
(7:10 ) Companies who have done brand well
(10:22 ) If you don't have a 10X product, you should be thinking about your brand
(11:55 ) The four pillars of a brand strategy
(15:25 ) The relationship between a marketing and product leaders
(17:49 ) Short term and long term planning across the leadership team to sustain the growth model
(19:40 ) What to look for in a CMO or in a new marketing leader beyond the domains they spike on - growth, brand, or product marketing
(24:30 ) Why tenure among the C-level for CMOs is the shortest
(28:10 ) Lessons in building a great leadership team
(32:06 ) A lack of diversity in the team is a predetermined conversation
(34:35 ) The X factor has more power than experience
(35:24 ) Org structures and when and why to restructure
(38:27 ) Building high performing marketing organizations the commonalities behind them
(41:40 ) Ensuring the right values. Culture usually comes from the founder
(44:15 ) Where to find Joanna!
United States
