Ep 2 - The Friction of Being First: Marketing's Role at the Frontline

In this episode, Samantha Riel sits down with Lindsey Williams, VP of Marketing and Communications at Shoals Technologies Group, to talk about what happens when marketing is ahead of the rest of the business and the friction that can follow.Together, they explore:How marketing often sits at the intersection of product, sales, customer success, and executive strategy, giving it a unique, forward-looking position.The challenges of internal alignment, and how change management and empathy are essential when other teams aren’t ready to move at marketing’s pace.Real-life examples of marketing leading major initiatives before the rest of the company is ready (like consolidating brands or introducing Drift).A powerful reminder: “Marketing can’t win if the business isn’t winning.”Tactical advice for marketing (or any function) that feels ahead of the curve: drop the deck, have real conversations, manage up, and enable others instead of pointing fingers.They also reflect on the lack of marketing experience in executive leadership. Only 7% of CEOs come from marketing, and that often leads to a gap in cross-functional understanding.This episode is a must-listen for any marketer (or team) that’s out in front and feeling the tension that comes with being “too early.” It’s about staying strategic, staying human, and helping the rest of the business catch up without losing momentum.