Cotter Cunningham - CEO of ExpertVoice

In this episode of the Growth Elevated Leadership Podcast, host Julian Castelli converses with Cotter Cunningham, CEO of Expert Voice and former CEO of RetailMeNot. Cotter shares his entrepreneurial journey, focusing on his experiences with RetailMeNot, a leading coupon and savings platform. They discuss the company’s origins, growth, and challenges, including scaling and going public. Cotter highlights the importance of affiliate marketing, user-generated content, and maintaining a clear customer base. He also reflects on leadership, company culture, and hiring practices. The episode offers valuable insights into building and scaling tech businesses in a competitive landscape. For more resources on how to be a a better leader in business, please visit us at ⁠⁠⁠⁠⁠⁠⁠⁠GrowthElevated.com⁠⁠⁠⁠⁠⁠⁠⁠, and follow us on ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠. Timestamps: Introduction to the Podcast (00:00:02) Julian Castelli introduces the Growth Elevated Leadership Podcast and its focus on leadership in tech. Guest Introduction (00:01:12) Julian welcomes Cotter Cunningham, CEO of Expert Voice, and discusses his background with RetailMeNot. Cotter's Entrepreneurial Journey (00:02:48) Cotter shares his experiences and the original idea behind RetailMeNot, emphasizing its unique approach. The Evolution of RetailMeNot (00:03:22) Cotter discusses how he started RetailMeNot and the challenges faced in the early stages. Understanding the Ecosystem (00:05:27) Cotter explains how RetailMeNot operates within the coupon and affiliate marketing ecosystem. Affiliate Marketing Insights (00:08:10) Cotter describes the affiliate marketing model and its significance for retailers and consumers. User-Generated Content Strategy (00:09:49) Cotter highlights the importance of user-generated content in enhancing RetailMeNot's SEO and consumer engagement. International Expansion (00:11:13) Cotter discusses the company's growth and international expansion efforts in the UK and France. Scaling Challenges (00:14:12) Cotter reflects on the scaling challenges faced as RetailMeNot grew rapidly. Going Public Journey (00:15:52) Cotter shares insights about the journey to going public and the revenue milestones achieved. Unique IPO Experience (00:17:39) Cotter recounts the experience of ringing the NASDAQ bell in Austin, making it inclusive for all employees. Building a Positive Company Culture (19:08) Cotter discusses the importance of culture during rapid growth and how he implemented a unique hiring process. The Competitive Landscape in Austin (20:06) Cotter highlights the competitive job market in Austin and the need for a strong company culture to attract talent. The Bar Raiser Interview Process (21:05) Cotter explains the "bar raiser" technique borrowed from Amazon to ensure cultural fit during hiring. The Importance of Values (22:05) Cotter shares insights on corporate values and the significance of genuinely applying them in the workplace. Lessons from Over-Hiring (24:42) Cotter reflects on the challenges of over-hiring and the need for better metrics in staffing decisions. Evaluating Hiring Needs (25:31) He discusses the importance of critically assessing the necessity of each hire and exploring alternatives. Navigating Remote Work Challenges (31:01) Cotter talks about managing a fully remote team and the shift in focus from attendance to outcomes. The Growth of the Austin Tech Scene (34:00) Cotter shares his pride in Austin's tech ecosystem evolution and the increasing job opportunities in the area. Raising Capital Challenges (35:29) He addresses the difficulties entrepreneurs face in raising funds and the realities of venture capital. Broader Background Benefits (00:36:33) Cotter discusses how his finance background helped him excel in marketing and provided valuable analytical skills. Favorite Business Book (00:37:48) Cotter shares his admiration for "Shoe Dog," highlighting Phil Knight's incredible grit and determination in building Nike. Closing Remarks (00:38:22) Julian thanks Cotter for sharing his story and expresses eagerness to continue supporting entrepreneurs together. Podcast Outro (00:38:43) The host encourages listeners to follow and subscribe, and invites them to visit for more leadership resources.