#202: Marketing Leadership | How To Build A High Performing B2B Marketing Org with Peter Mahoney, CCO at GoTo

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Peter Mahoney, Chief Commercial Officer at GoTo, and author of The Next CMO, shared strategies for building and leading high-performing marketing organizations.Peter covers:10 Guidelines for building (or re-building) a marketing organizationRunning marketing: how to build your CMO operating system5 strategies for effectively leading an organizationTimestamps(00:00) - - Intro to Peter (03:33) - - Are there requirements for being a CMO? (08:31) - - Do you really want to be a CMO? (09:00) - - How CMOs spend their time (09:43) - - 10 Guidelines for building (or re-building) a marketing organization (11:30) - - 1. Align to your marketing strategy (12:30) - - 2. Ensure the financial model supports your organization (14:25) - - 3. Make it simple (15:00) - - 4. Build in clear accountability (16:16) - - 5. Resist layers (17:56) - - 6. Do not design around the individual (18:49) - - 7. Clearly define what is a service center and what is an outcome center (19:27) - - 8. Build the smallest organization necessary (20:38) - - 9. Make a hiring decision as difficult as laying someone off (21:38) - - 10. Define your full-time vs. part-time vs. outsource strategy (24:26) - - Running marketing: Building your CMO Operating System (25:49) - - 5 strategies for leading marketing (28:36) - - Q&A (36:02) - - Closing Remarks Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more