#123: Marketing Leadership | How To Run Marketing, Creating Categories, and the Role of Marketing in Revenue Growth (with Kyle Coleman from Copy.ai)

Dave is joined by Kyle Coleman, CMO at Copy.ai. Kyle went from Individual Contributor to Senior Director at Looker and Director to CMO at Clari. During his time there, he helped both companies 10x their revenue.In this episode, they chat aboutThe importance of leadership team alignment and why the CRO & CFO should be your best friendHow marketing can impact pipeline and the standard it should be held toWhy you should build a marketing calendar around the product roadmapTimestamps(00:00) - Kyle's exposure to B2B marketing and strategy (05:00) - Gaining expertise in marketing metrics and standards (09:38) - Balancing Efficiency and Creativity in Sales Outreach (13:17) - Importance of an Internal Partnership with the Sales Team (15:57) - Aligning marketing goals with revenue generation (17:40) - Co-creating Qualified Opportunities with ICP (22:45) - Importance of Sales and Marketing Collaboration (26:03) - How CROs and CMOs can balance long-term vision and short-term outcomes (31:13) - The lightning strike strategy (32:06) - ""Marketing Moments"": Calendaring significant events to drive business goals and team performance (35:22) - Using Shield analytics to identify and repost popular content (42:58) - How to simplify complex questions to extract key insights (46:25) - Building a networking resource for professional growth (49:28) - Closing thoughts Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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