A company’s Chief Marketing Officer (CMO) is responsible for managing its marketing initiatives. They can also be called the Global Marketing Officer, Marketing Director, or Chief Brand Officer. In the most recent episode of The Roadmap with host Lee Heisman, Jeff Perkins, CMO of Greenlight Guru, joins us to discuss his marketing roadmap and how he created a survival guide for other marketing executives.
Early on, Perkins came up from advertising agencies, excelled on the client side, then pivoted to startups to start considering existing strategies. Perkins worked for an Atlanta-based company called Tricentis, which provides the broadest range of test automation solutions to address the most pressing issues.
1. During his tenure at Tricentis, Perkins saw the company develop from making $1 million in revenue to $20 million and eventually raising $50 million. He states, “Watching a business demonstrate how to start from scratch, grow, attract investors and purchasers, and ultimately optimize its worth was a terrific experience.
2. Perkins encourages entrepreneurs to look at themselves like top athletes, “you leave your team when your value is as high as possible.”
3. Throughout his roadmap, Perkins promoted ParkMobikle as a typical startup to the third-ranking choice in the app store under navigation, following Google Maps and Waze. Within five years, he witnessed the app’s user base increase from eight million to fifty million.
4. Following his departure from ParkMobile, he was contacted by Greenlight Guru, who was looking for an elite marketer to help the company reach its goals. Greenlight Guru provides electronic data capture (EDC) software and modern quality management systems (QMS) to thousands of medical device firms.
5. To bolster your marketing endeavors, pick up Perkins’s recent book, How Not to Suck at Marketing, which serves as a survival guide for more effective marketing techniques.
"Similar to marketing, I'm constantly searching for opportunities to expand my portfolio because things are always changing," – Jeff Perkins