Building Revenue Teams that Drive Success W/ Ashley Levesque

Executive Conversations

“Marketers have always gotten the unfortunate rap of being not as impactful as sales. So now, it becomes a lot harder to get buy-in from the rest of the organization to do the things that we need to do.”

Hello hello and welcome to another episode of the Flying Cat Marketing podcast! Today, we’re here with Ashley Levesque, VP of marketing at Banzai. We talk about building marketing and revenue teams, and why the current marketing team playbook is outdated.

Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she's built departments and functions from the ground up in industries ranging from manufacturing to SaaS.

At Banzai, Ashley's responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers.

She walks us through the current marketing playbook, why it’s outdated, and how modern marketing teams should approach their goals.

“Marketing generates leads and kicks them over to sales. We all know that's not the way the buyer's journey works, but our organization is still set up that way.” Ashley reveals her top plays when it comes to building efficient teams, which include creating pods and bringing sales and marketing together.

Do you have the right metrics in place to measure success in your business? Are you communicating these metrics when onboarding new marketing hires? What happens if the expectations for your team aren’t laid out clearly?

During this episode, we talk about tips you can implement this month to ensure your marketing and revenue teams are going in the right direction, and with the least resistance.
In this episode:

• Why is the playbook for creating revenue or marketing teams outdated?
• How should you approach building a marketing team?
• How knowing your weak spots can help you hire better
• Is your onboarding process setting up your new marketing hire for success?
• Output, Outcome, Impact: What is it and how can you use the framework?
• Meeting best practices for remote teams

About the guest:
Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she has built departments and functions from the ground up in industries ranging from manufacturing to SaaS. Her experience turning strategy into action makes her a vital asset for companies looking to grow quickly. At Banzai, Ashley is responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers.
Timestamps:
01:27- 02:55 How is the marketing team at Banzai structured?

02:56- 08:45 Why is the playbook for creating revenue or marketing teams outdated?

08:46- 10:01 How can you build a marketing team the right way?

10:02- 13:21 How can you set a new marketing hire up for success?

13:18- 13:22 How should you NOT go about onboarding new hires?

13:23- 15:09 The importance of documentation culture in businesses

15:10-21:31 What is the Output, Outcome, Impact framework and how is it used?

21:32- 25:11 How to best stay on top of your goals using the red light, yellow light, green light approach

While you’re here

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