In this insightful episode, we join Kristi Melani, CMO of TeleSign, as she discusses her journey of scaling a lean marketing team into a vibrant unit of 60 members. Melani shares her strategy of establishing clear roles, recruiting function leaders, and developing 'charters' for better team collaboration and role clarity.
Host Ben Kaplan and Melani discuss the importance of clear responsibilities, accountability, and understanding the 'why' behind tasks. They delve into the challenge of balancing role clarity with initiative, and the necessity of strong inter-departmental relationships.
Melani reveals her dual-track approach to building a robust marketing function and raising expectations. She emphasizes transparency, empathy, and customer alignment as key to successful strategies. She also discusses her future goals for TeleSign, focusing on global awareness, refining strategies through ABM and industry thought leadership, and enhancing the sales process.
Don't miss this episode for valuable insights into successful team building and effective marketing strategies.