Sandy Kaup, CMO of Southern Technical College: Why Revenue Alignment Starts With Marketing

Sandy Kaup, Chief Marketing Officer at Southern Technical College, joins CMO Journeys to discuss how marketing, admissions, and revenue alignment work together in career-focused education. His perspective is valuable because he built his career from admissions into marketing leadership, giving him a practical view of the full student journey from lead generation to enrollment outcomes.What the Conversation Covers• Sandy’s early path from admissions into marketing, and how the need for better lead flow shaped his approach to growth.• Why he believes marketing and sales must work together around shared revenue goals, not separate departmental priorities.• How Southern Technical College measures performance through cost per lead, appointment, interview, enrollment, and start.• The impact of AI, search behavior, and changing media habits on education marketing and student recruitment.• How Sandy evaluates outside partners, including why specialization, transparency, proof of results, and industry understanding matter.Guest BioSandy Kaup is Chief Marketing Officer at Southern Technical College, a career-focused education institution serving students in fields such as healthcare, skilled trades, and other in-demand areas. His role has expanded across several sister colleges, giving him responsibility for marketing, admissions alignment, revenue growth, and process standardization across a broader portfolio. His background includes decades of experience in admissions, lead generation, performance tracking, and career college growth.About the PodcastCMO Journeys is a podcast from NextBigWin hosted by Christian Banach. The series features conversations with marketing leaders about the path to the C-suite, the challenges they are tackling inside their organizations, and how they evaluate agencies and strategic partners.