The Marketing Millennials How To Build A Winning Marketing Playbook with Kyle Coleman, Global VP of Marketing at ClickUp | Ep. 406
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Apr 3, 2026 Kyle Coleman, Global VP of Marketing at ClickUp, rose from SDR to senior marketing leader focused on demand generation and category design. He discusses building $100M incremental pipeline, aligning PLG with sales-led motions, packaging product use cases, testing messaging with field teams, and ClickUp’s “No Lead Left Behind” funnel play.
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Three Pillars Of Demand For Predictable Pipeline
- Kyle's demand charter: lead the market with thought leadership, capture demand, and design & win the category.
- These three pillars operate together to make ClickUp an industry leader and drive predictable pipeline.
Market The Problem Not The Feature
- Market the problem you solve, not features; craft visceral language that resonates emotionally with execs and practitioners.
- Kyle ran surveys of 800 customer-facing employees and interviewed customers to surface language and impacts to own.
Productize A Horizontal Platform Into Use Cases
- Productize a horizontal platform into top use cases with dedicated bills of materials (decks, demos, one-pagers) to create unified, predictable demand.
- ClickUp will launch its first packaged use case campaign to drive clustered opportunities for sales.