In this episode, Dave sits down with Michael Cole, SVP of Marketing at Everflow, a partner marketing platform that helps companies manage referral and affiliate programs. Michael discusses his journey from being Everflow’s first marketing hire to leading a marketing team of 16, and shares strategies for building a marketing function from the ground up.
Dave and Michael cover:
- How Everflow turns happy customers into referral partners
- What it’s like to be a first-time marketing leader
- Building a marketing function from scratch
Timestamps
- (00:00) - - Introduction to Michael
- (06:52) - - Michael’s journey to marketing leadership
- (11:39) - - Understanding company growth before developing your strategy
- (14:43) - - Turning happy customers into referrals
- (18:48) - - Scaling a successful team
- (25:29) - - Referrals vs. paid ads
- (29:46) - - Organic vs. paid strategies
- (32:13) - - Growing organically and spreading through word-of-mouth
- (33:59) - - Finding complementary business partnerships
- (40:12) - - Enhancing content creation
- (43:12) - - Delegation and accountability in a strong team
- (44:11) - - Strategizing for growth
- (47:21) - - Closing remarks
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