Driving Go-To-Market (GTM) Playbook in Global Marketing [Video]

In this episode of Bobcast, host Bob Tripathi engages with Lisa Vecchio, a seasoned global marketing leader, to explore the intricacies of marketing across different cultures and regions.

Lisa shares her extensive experience in B2B marketing, emphasizing the importance of understanding cultural nuances and building integrated global-to-local strategies. The conversation delves into the challenges of adapting marketing campaigns for local markets, navigating regulatory differences, and the evolving role of marketing in demand creation. Lisa highlights the significance of cross-functional collaboration and the need for alignment between marketing and sales to drive growth effectively.

In this conversation, Lisa Vecchio discusses the evolving relationship between sales and marketing, emphasizing the importance of collaboration and communication. She highlights the significant impact of AI on marketing roles, particularly in ideation and productivity. The discussion also covers key performance indicators for B2B marketing, focusing on revenue and retention metrics. Additionally, Lisa addresses the challenges women face in leadership roles and the need for greater diversity in marketing. She concludes with career advice, encouraging curiosity and self-compassion.

Chapters

00:00 Introduction to Global Marketing Dynamics
02:14 Cultural Nuances in Global Marketing
05:48 Building Integrated Global to Local Strategies
08:59 Adapting Campaigns for Local Markets
12:39 Creating Effective Go-to-Market Frameworks
16:27 The Importance of Cross-Functional Collaboration
19:44 Marketing’s Evolving Role in Demand Creation
21:50 Building Collaborative Relationships Between Sales and Marketing
27:30 The Impact of AI on Marketing
33:12 Measuring Success: Key Performance Indicators in B2B Marketing
38:50 Navigating Gender Dynamics in Leadership
41:27 Career Advice: Embracing Curiosity and Forgiveness

Takeaways

👉 Lisa Vecchio has nearly two decades of experience in B2B marketing.
👉 Cultural nuances play a crucial role in global marketing strategies.
👉 Integrated global-to-local strategies are essential for effective marketing.
👉 Local relevance in campaigns is key to resonating with diverse audiences.
👉 Navigating regulatory differences is a challenge for global marketers.
👉 A successful go-to-market framework requires alignment with business goals.
👉 Cross-functional collaboration is vital for marketing success.
👉 Marketing’s role has evolved from lead generation to demand creation.
👉 Understanding the customer journey is essential for optimizing marketing efforts.
👉 Data-driven decision-making is crucial for addressing marketing challenges. Marketing’s role in outbound is to provide air cover.
👉 Building relationships with sales is crucial for collaboration.
👉 AI is transforming marketing through ideation and efficiency.
👉 Retention metrics are becoming increasingly important.
👉 Women in marketing face unique challenges in leadership.
👉 Diversity in hiring should focus on the right fit, not just gender.
👉 Curiosity and exploration are key to career growth.
👉 It’s important to be kinder to oneself in career progression.
👉 Collaboration between teams can lead to better outcomes.
👉 Understanding cultural differences can improve team dynamics.