60. Leading a Hypergrowth Marketing Team with Shay Howe, CMO at Active Campaign

CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes

Shay shares the strategies and tactics he uses to drive marketing results as CMO at hypergrowth company, ActiveCampaign. Note: Ty and/or Lean Mean Marketing Teams Podcast are not an affiliate of Active Campaign.

In this episode, we discuss:

• Shay’s leadership strategies and approaches to leading a marketing team at a hypergrowth company.

• How the marketing team is structured including the sub-teams within the three pillars of (1) Demand (2) Brand (3) Partnerships.

• Agile Marketing practices used at ActiveCampign. Shay shares a specific example of how Agile Marketing helped activate a target e-commerce vertical. (Find out how Growth Generators can help your team implement Agile Marketing)

• The role of the Marketing Operations function within the team and how it has been leveraged to optimise value.

• How AI, data and analytics as well as customer interactions are used to inform marketing activities and strategy as well as drive customer centricity.

Though the ActiveCampaign marketing team are operating within a hyper-growth organisation, we are confident that the tips, reflections and strategies that Shay shares will be relevant to any modern marketing team no matter the size.

Enjoy the show!

P.S. - As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with all the tips and strategies laid out in an easy-to-read format.

References

• Find out more about ActiveCampaign

• Patrick Lencioni - The 5 Dysfunctions of a Team

• Chris Zook and James Allen - The Founder's Mentality

• Elad Gill - The High-Growth Handbook

• Chris Voss - Never Split the Difference

Contact Shay

• Find Shay on LinkedIn and mention you heard him on the podcast.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you design, align and optimise your marketing team so you can drive more growth. Follow or connect with Ty on LinkedIn.

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This podcast was produced by Ty Hayes and edited by Clare Ryan.