Today Matt and Craig open the floodgates to actionable marketing insights with seasoned guest, Carlos Hidalgo Co-Founder and CEO of Digital Exhaust. The episode focuses on the landscape of marketing, shedding light on the challenges and missteps related to AI, new technologies, and the tendency to chase after shiny objects. It examines the struggles CMOs face in balancing short-term demands with long-term strategies, emphasizing the significance of mutual respect and alignment between marketing, sales, finance, and product teams for sustainable success.
Takeaways:
- Treat sales, finance, and product teams as partners. Spend dedicated time to understand their perspectives and needs, just as you would with external customers.
- Avoid reliance on broad ICP (Ideal Customer Profile) definitions. Instead, invest in detailed customer insights and keep them updated.
- Encourage shared goals amongst all business teams to foster a sense of joint accountability and drive consistent messaging and strategy.
- Resist the temptation to engage in short-term tactics at the expense of long-term strategy. Balance immediate actions with initiatives that build sustainable growth.
- Use customer insights to drive the creation of valuable content, campaigns, and product features that genuinely address customer pain points.
- Integrate sales feedback into marketing plans to ensure campaigns and content meet the practical needs of the sales process.
- Celebrate joint successes and publicly acknowledge contributions from different teams to reinforce the value of teamwork.
Chapters:
- 00:00 Introduction / Why Are You Bitter Today?
- 02:08 Guest Introduction: Carlos Hidalgo
- 02:30 Carlos' Story: Meeting Craig
- 07:54 Market Misconceptions and Shiny Object Syndrome
- 08:57 The Importance of Customer Understanding
- 10:38 CMOs and the Seat at the Table
- 18:09 Alignment Across the Organization
- 25:58 Shared Goals and Compensation
- 27:47 Customer-Centric Marketing
- 28:18 Addressing Sales Roadblocks
- 32:41 The People Problem in Alignment
- 35:39 The Role of Marketing in Sales Success
- 38:10 Understanding the Customer
- 42:13 Final Thoughts and Conclusion
Quote of the Show:
- “Growth doesn't go out of style. Growth has always been the goal.” - Carlos Hidalgo
Sponsor:
- The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Connect with Carlos:
- LinkedIn: https://www.linkedin.com/in/carlosahidalgo/
- Website: https://digitalexhaust.co/
Shoutouts:
- Phil Fernandez https://www.linkedin.com/in/phil-fernandez-6902881/
- Ray Rike https://www.linkedin.com/in/rayrike/
- AJ Gandhi https://www.linkedin.com/in/anjaigandhi/
- McAfee https://www.mcafee.com/
- ZoomInfo https://www.zoominfo.com/
Follow the Show:
- Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
- Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
- The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/
- The Transaction Website: https://thetransactionpod.com/
- Substack: https://thetransaction.substack.com/
Ways to Tune In:
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Model Wars
On the surface, the modeling industry in the 80s was about parties and pretty clothes, but underneath the flash, there were drugs, sex, and violence. And Paul Fisher, a former straight-A student from the San Fernando Valley, rose to prominence amidst the turmoil. After a chance encounter with an alleged mobster, Paul suddenly found himself with a million dollars in funding and the chance to start a modeling agency in New York City. The city was then embroiled in a “model war” between industry titans Eileen Ford and John Casablancas, and Paul tried to make his mark. But even as Paul thrived in the party-heavy culture of the time, burning cash like a furnace, he came face to face with the darkest forces in the industry. As his shady backers put the screws to him, Paul faced down deadly consequences, trying to make a star while saving his soul.