Marketing in a Flat World with Wendy White, CMO Daxko

In this episode of Revenue-Driven CMO, host Chris Mechanic interviews Wendy White, the Chief Marketing Officer at Daxko, who has over 25 years of experience in high tech and SaaS marketing. Wendy shares her unique strategy of leveraging global teams to ensure round-the-clock marketing operations. This method, which she calls 'follow the sun,' allows for continuous project execution by utilizing teams located in different time zones. Wendy discusses the importance of clear processes, documentation, and effective use of tools like Asana. She also talks about her experiences from her time at companies like Intel, Motorola, Microsoft, and Expedia, and how these have shaped her current approaches in the mid-market B2B SaaS sector. Additionally, Wendy sheds light on the importance of data-driven insights for effective SEO and the utilization of AI tools in marketing operations.
Takeaways:
Adopt a 'Follow the Sun' Strategy: Utilize a global workforce across multiple time zones to ensure round-the-clock productivity. This approach not only keeps projects moving continuously but also optimizes resource utilization and improves speed of execution.
Build a High-Performance Team: Focus on creating a high-performing, agile team that can deliver tangible business results. This involves hiring top talent, whether full-time or through reliable third-party services, and ensuring they are engaged and valued.
Clear Communication and Documentation: Before expanding globally, ensure your organization has clean and well-documented processes. This includes having a clear organizational chart, well-defined roles, and thorough training in project management tools like Asana or Monday.com. Clear briefs and hand-offs are essential.
Invest in Good Tools and Templates: Use structured templates for briefs, project management, and creative work. Consistent taxonomy and naming conventions can improve understanding and efficiency, making it easier to manage global teams and remote tasks.
Leverage Cost-Effective Talent: Consider hiring skilled professionals from regions like India and the Philippines where you can find high-quality talent at a fraction of the cost in the U.S. This could involve both full-time employees and contracted workers through services like FlatPlanet or Globalization Partners.
Embrace Flexibility: Acknowledge the need for flexible scheduling to accommodate a global team. Managers should be prepared to engage with team members across different time zones, which may require working outside of traditional 9-5 hours.
Stay Ahead with Continuous Learning: Keep one ear to the ground for emerging trends and changes, particularly in technology and market dynamics. Engage with peer groups and professional networks to stay informed and adaptable. Continuous learning and adaptation are key to long-term success.
Quote of the Show:
“If you think about time as a resource, the possibilities are endless. With the right team and structure, you can keep moving projects forward even while you sleep.” - Wendy White
Links:
LinkedIn: / wendywwhite
Website: www.daxko.com/
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