Read Time: 1 min, 53 secs

Kacyn Goranson is the Head of Marketing at Worksuite and the former VP of Marketing at Marigold, a 1,000+ person SaaS company.

Kacyn has worked in every marketing department and with companies of all different sizes. She’s the ultimate marketing generalist.

FAVORITE TAKEAWAYS

Here are my 2 favorite stories from the conversation:

1. How Marketing Can Prevent Churn

2. Headcount Planning for Marketing Teams

We breakdown these down below 👇

BREAKDOWN

How Marketing Can Prevent Churn

Marketing has access to incredible data for Customer Success teams. They can see when:

• Customers are researching competitors

• Customers are looking at feature pages that aren’t in their current plan

• Customer are visiting the integrations page

But the two teams rarely speak. This was a massive opportunity and no one was addressing it. And execs weren’t bought in.

So Kacyn went rogue.

She looked up customers who were up for renewal in 6 months and filtered for their largest clients.

Then she looked at the intent data (from the bullets above) and built a quick report showing this info for each account. She sent that straight to the Head of CS.

5 minutes later, he was at her desk…”Explain this report to me.”

It became a critical report that they ran weekly for their CS team so they could be more proactive on client calls.

But they took it a step further.

They updated the segmentation of their customer newsletter and changed the dynamic content. “At risk” customers would receive specific content based on the behavior surfaced by the marketing team.

For example, if a customer had been checking out a feature page, that feature would be highlighted for them in the next customer newsletter 🤯

I’m going to tell all of our customers about this one.

Headcount Planning for Marketing Teams

Most headcount planning goes something like this:

1. Map out the future org chart

2. What job titles do we need

3. Hire for those titles

But Kacyn has a different approach. It’s designed to make the most of your current team, keep them motivated, and be more precise about who you need to hire. It goes something like this:

1. Map out the roles that you need

2. What job titles do we need

3. Analyze your current team

   • Their experience

   • Other skills they may have

   • How they want to grow

4. Update individual responsibilities and titles of your current team

5. Hire to fill in the gaps

This method helps you build agility in your team and hiring plans. It also helps you build career pathing for your top performers.

📚 Previous Editions

Justin Rowe - Co-founder / CMO @Impactable [Ep. 1]
Marketing Max - Founder @Growth Daily [Ep. 2]
Angela Kayal - CRO @Help Scout [Ep. 3]
Morgan Ingram - Founder / CEO @AMP [Ep. 4]

🙏 Share Frame Breakers

If you like our content, the best thing you can do is forward it to a friend.
Or, if you’re ambitious, send them the subscribe link.