Kevin Indig

It's such a cheesy cliche, but just teams... I recently read this super cool way to express what distinguishes a team from a group.

And so when people step in the same elevator, they're a group.

But when the elevator gets stuck, they form a team.

And so by setting that North Star or that kind of goal, you bring people together.

And it's a very simple but elegant solution.

And so technical SEO and the product engineering team work very closely together.

But my job as VP was also to just align all the stakeholders.

And that's another cheesy word that is actually super important.

So you want to make sure that...

when you go after something, when you identify the tactic that works, and by the way, we're in tons of experiments, that you then get buy-in from all the different teams, right?

There's also design that's involved, there's customer success, sales, all these different teams that need to understand what's going on and they need to get buy-in and they need to align.

Because at the end of the day, G2 sells to companies.

So when we achieve an SEO win, that needs to translate to the sales team and they need to understand what that means and how to bring that to our customers.

So yeah, that's how we were set up internally.

Again, I had a technical SEO team.

I had a content marketing team whose job it was to create a ton.

It was like over 20 people whose job it was to create content that addresses the buyers very early on in the journey.

So the marketplace on G2

basically addresses questions when people already have a rough idea of what they want.

But very often people don't know exactly what they want.