How to Build Marketing for an Industry That Hates Change with Mark Kenigsberg

In this episode of Built for This, Carly Pepin sits down with Mark Kenigsberg, VP at Azami, to explore what it really takes to transform a traditional sales-led organization into a scalable, product-led growth business. Mark shares how he joined Azami, a legal tech company specializing in intellectual property and patent software, during a period of major organizational change. Instead of focusing solely on short-term marketing campaigns, the company invested heavily in rebuilding systems, aligning teams, and deeply understanding customer behavior before aggressively scaling growth efforts. Carly and Mark unpack how marketing can become a catalyst for company-wide transformation, not just lead generation. From rebuilding CRM and revenue systems to aligning departments around shared customer outcomes rather than isolated KPIs, Mark explains how sustainable growth requires operational alignment and cultural change. The conversation also dives into the challenge of marketing innovation to a naturally risk-averse audience. Through webinars, education, thought leadership, and direct customer conversations, Azami introduced new technology in a way that felt collaborative rather than disruptive. Along the way, they explore broader themes around product-led culture, customer-centric growth, AI in legal tech, and why businesses often lose sight of the humans behind the metrics they measure. This episode is a thoughtful look at systems thinking, leadership, and how companies create sustainable growth by aligning around genuine customer value.   Key Themes: Systems Before Scale: Why rebuilding operational foundations and customer journeys is essential before pursuing aggressive growth. Product-Led Growth Is Cultural: How shifting from sales-led to product-led requires changes in mindset, onboarding, retention, and customer success. Customer Outcomes Drive Growth: Why businesses scale faster when incentives align around helping customers succeed.   Memorable Quotes: “Revenue is an ecosystem rather than four departments.” “When incentives align, growth happens naturally.” “KPIs are meant to be a measure of how well we serve customers.”   About Mark Kenigsberg: Mark Kenigsberg is a marketing and growth leader focused on aligning systems, incentives, and teams around long-term value creation. He has led go-to-market and transformation initiatives across health, legal tech, and global digital businesses, helping organizations balance innovation, trust, and scalable growth. His work specializes in integrating sales-led and product-led growth models without disrupting the systems already working inside organizations. Mark also publishes the Product Marketing Weekly newsletter and regularly speaks internationally on growth strategy, marketing transformation, and organizational alignment.   Connect with Mark Kenigsberg: https://www.linkedin.com/in/marckenigsberg/ https://www.linkedin.com/newsletters/7211059272065941504/