91 - Marketing Planning Series (Kyle Lacy, SVP Marketing at Seismic)

Happy Memorial Day if you're in the US!  WOWZA these episodes are popular...so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. We'll dive into marketing channels, budget, resources and so much more. Kyle Lacy is SVP of Marketing at Seismic (Series G). Prior, Kyle was CMO at Lessonly (Series C) for almost 5 years where he 20X’d revenue growth (70% sourced by marketing). I've had Kyle on before - check out Episode 31 where we talk about “the power of irrational ideas and golden llamas” among other things. Seismic was founded in 2010, has ~1,175 people, is based out of San Diego, CA, and Series G funded. Seismic is the #1 global sales enablement solution. Lessonly got acquired by Seismic in 2021. Lessonly is focused on training and coaching sales teams and Seismic does way more. Here's what we hit on: 2022 Marketing Plan, budget splits (HINT: the board really cares about the one metric LTV/CAC so as long as that stayed in the lane we can do whatever with our budget); Marketing channels you're leaning into this year (HINT: organic should be primary, and should always be primary); Marketing content you're leaning into this year; How you're planning to build out resources; What's your secret sauce to managing such a big (marketing) ship?? (HINT: hire people that understand how to move quickly but also have empathy/EQ because it's easier to have those difficult conversations; You need to build the marketing plan that's right for YOUR team, resources, etc; Goals that Kyle wants to accomplish in 2022. You can find Kyle on LinkedIn: www.linkedin.com/in/kylelacy Find out more about Seismic: https://seismic.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit my website: www.furmanovmarketing.com Thanks for listening!

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