That's Growth Ops EP12: Are You Really Leading or Just Managing?

In this conversation, Christopher Nault discusses his recent outreach efforts to B2B manufacturing companies to talk about sales and marketing alignment. He shares his surprise at the resistance to change from larger, more established organizations and the lack of willingness to experiment. They also discuss the use of AI in marketing and the importance of adapting quickly in a rapidly changing landscape. They explore the concept of Account-Based Marketing (ABM) and the different approaches to marketing, including marketing ops and creative marketing. They discuss the challenges and opportunities of ABM and the need for both systems and creativity in marketing. The conversation explores the importance of taking action and iterating in marketing, the value of departmental alignment, and the challenges of culture change and mindset shift in growing a business. The speakers discuss the role of leadership in fostering collaboration and creating a positive work environment. They also touch on the growth of the company and the excitement of attending conferences. The conversation ends with a lighthearted discussion about Star Wars and the last songs played on Spotify.

Larger, more established organizations are often resistant to change and unwilling to experiment, even though they have the most to gain and the least risk.
The use of AI in marketing can greatly improve efficiency and customer service, but it requires a willingness to embrace change and adapt.
Account-Based Marketing (ABM) is a strategy that focuses on targeting specific accounts and tailoring messaging to different levels within an organization.
There are two sides to marketing: marketing ops, which focuses on systems and processes, and creative marketing, which focuses on understanding the customer and delivering the right message.

Chapters:
00:00 Sales and Marketing Alignment
07:51 The Role of AI in Customer Service
12:06 Exploring Different Approaches to Account-Based Marketing
18:40 The Need for Marketing Operations and Creative Marketing
21:57 Combining Marketing Ops and Creative Marketing in ABM
33:33 The Power of Taking Action
36:56 The Role of Customer Service in Business Growth
38:57 The Challenges and Rewards of Leadership