EPISODE 9: Heather Macaulay on How Telling a Good Story Has Been Key to Her Success in Ad Tech Sales and Marketing

Summary

Liza Cichowski speaks with Heather Macaulay, president of MadTech, about how she’s navigated her career in sales and marketing. Heather talks extensively about how the ability to tell a good story has helped her sell her ideas to both her leadership team as well as to clients. She also gives insight on her leadership style, how she collaborates with marketing teams, and the necessity of constantly providing value to customers.

Takeaways

• Product marketing is often misunderstood or undervalued in organizations.
• Redefining product marketing roles is essential for alignment.
• Effective go-to-market strategies require education and consultative selling.
• Differentiation in a crowded market is increasingly challenging.
• Storytelling is crucial for engaging customers and stakeholders.
• Collaboration across teams enhances the development of marketing strategies.
• Setting realistic expectations with executives is vital for success.
• Anecdotes and case studies help in gaining executive buy-in.
• Balancing work and personal life is more about prioritization than equal distribution.
• Providing real value to customers fosters long-term relationships.

Chapters

00:00 Introduction to MadTech and Heather Macauley

02:08 Aligning Marketing with Corporate Strategy

04:51 Effective Go-To-Market Strategies

10:53 Differentiation in a Saturated Market

16:04 Internal Collaboration and Storytelling

22:58 Leadership Lessons and Career Insights

28:31 Providing Value to Customers

Contact Heather

Connect with Heather Macauley on LinkedIn:

https://www.linkedin.com/in/heathermenery/

When sales and product teams are aligned, customer growth is unstoppable!

For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/