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Let’s close the pay equity gap! Here’s a radical but simple hiring idea to help do so 💡

Give people the best possible offer you can and then don’t allow negotiating. Why?

Statistically, women and people of color don’t negotiate as much. That means white men will most likely continue to extend their pay above others if negotiating is allowed.

Giving your best offer upfront also speeds up the hiring process.

How? Use the many public or paid data sources about compensation benchmarks, decide what your company’s hiring comp strategy is, and then give the best you got to the candidate.

This is what Zingtree does, and I love it. P.S. We’re hiring 😊

Make sure not to over-index on conversion rate optimization in B2B.

Adding one more field to a form isn’t going to deter someone with high intent on contacting you.

If you’re looking to take a create demand, majority paid social approach and you’d like a freelancer to help you with this, let me know and I can connect you with someone great.

I’m going to be interviewed on The Marketing Ladder (A Marketing career growth podcast) and drafted a career progression framework. What do you think of this (sorry the formatting is lost)?

Here are some general rules of thumb for advancing to different levels in Marketing. Each builds on the experience of previous levels. These are not hard and fast rules, and many people will be exceptions to these in some way in their journey. Nevertheless, hopefully, it can help guide you.

To get your first (Marketing) internship:
Have a strong referral from someone
Do a side project so there is something tangible to show for your experience
Analyze the Marketing of the company you’re applying to and share that with the hiring team and post it on LinkedIn
Use perseverance, curiosity, and tenacity to find the first internship

To get your first Marketing job as an Associate/Analyst (for those who go to college, this is probably your first job out of college)
Internship or work experience
If you have 1 internship, you can hopefully get by
2-3 – likely to find something
4-5 – you’re setting yourself apart
Use the same principles listed above for getting an internship

To become a Manager of a specific discipline in Marketing (e.g. Product Marketing Manager)
Demonstrated completion of successful projects
Curiosity to learn more

To become a Senior Manager of a specific discipline in Marketing (e.g. Senior Product Marketing Manager):
Able to estimate timelines and due dates accurately and consistently
Able to plan out and execute projects with high performance from framework to collaboration & review to completion
Proficient with the relevant tech stack
Tracking the quantitative performance of activities

To become a Director of a specific discipline in Marketing (e.g. Director of Demand Generation):
People management experience (ideally 2+ people)
Deep expertise in the specific discipline of Marketing, perks if you have experience in another discipline too
Has shown the ability to create strategic plans but still able to get your hands dirty
Proficient with analysis and reporting
Proficient with your own discipline’s tech stack and some abilities in other disciplines’ tech stacks
Strong collaborator with other teams inside and outside of Marketing

To become a Senior Director of a specific discipline of Marketing (e.g. Senior Director of Demand Generation)
Do things that Directors do but be consistently achieving or outperforming people management, marketing planning, and quantitative goals

To become VP of Marketing:
People management experience (ideally at least 4-6+ people)
Product/brand marketing experience and demand generation experience
Able to speak to quantitative pipeline and revenue results
Experience in a similar industry

I exhibited 2 of my photographs in a pop-up art gallery yesterday for the 1st time, and my CEO came and brought his whole family! 😲🙌

Thanks for supporting your employees inside AND outside of work, Juan Jaysingh! 👏

You’re an inspiration to many for how to lead well! 🚀

I’m hiring a Brand Designer. Do you think this person should report to me or to the Sr. PMM?

Pros for it reporting to me:
– Gives the Sr. PMM more time to be executing herself
– Easier setup to scale Design for more senior growth in the future

Pros for it reporting to Sr. PMM:
– She gets opportunities to grow in people mgmt more
– I get more time b/c I’m managing one less person.

Todd Barr or others, thoughts?

Everyone has their own flavor for a framework for positioning and messaging. Here’s mine that I like to use to keep it simple:

• One-liner / positioning statement (When someone asks you, “What is [product name]?”, say these exact words and memorize them)
  • E.g. Twilio Flex: The world’s most flexible contact center platform
  • Optional: break down why you chose each word or phrase
• 2-3 sentence description
• Differentiators / unique capabilities, benefits (you can also think of this as similar to jobs to be done)
• When someone asks you, “How is [product name] different from others?”, say these 2-3 sentences (draft it for a few competitors)
• “Press release” boilerplate
• Tagline
• If the company has just one product, then it can also be helpful to include in the doc:
  • Vision
  • Mission

Determining your ideal customer profile can be challenging. To make it easier, I’ve developed a new framework for defining ICPs & your GTM focus called the “ICP Rings”.

Most companies COULD serve many types of customers, but there’s a smaller subset of them that is your SWEET SPOT.

Using concentric circles, you can align everyone on the different levels & definitions of your ICP.

Copy & edit a Google Slides version of the slide here.

Each ring is a tighter, better fit ICP for your company. Add the characteristics that are most important for each level. I gave examples of them in the image.

Size your market so that you know the potential TAM of each ICP ring.

Then as a leadership team decide what level you want your GTM motions to focus on.

Why is this valuable?

• It bridges the gap between everyone you could serve and who you should really focus on acquiring. 
• By getting explicit alignment on which ring(s) you want to go after, you’ll reduce friction and misalignment between departments and teams.

Think you could use this in your org?

I decided I am going to create videos occasionally sharing updates or lessons I’ve learned that you may also find helpful. Today’s video is about 8×8’s presence at Enterprise Connect last week. We created 8×8 branded Google Cardboard Viewers, an app with VR content, and a 360 degree video. Check out the video and comment below to let me know what you think!

It was a cross-functional team effort to pull this off, so thank you to all of you who helped in a big or small way! Meghan Keough, Russ Chadinha, Joanna Cyprus, Iverson Chan, Lehel Kulcsar, Haim Tebeka, Bogdan Muresan, Matthew Mourlam, Marius Gherman, Dan Damian, Alin Luca, Mihai Radu Damian, Steven Miller, Keith Urauchi, Anna Kisin, Venkat Nagaswamy, Vi Tran, Vik Verma, Dejan Deklich, Jeff Romano, and Bryan Martin, David Chase, Tracy Pullman, Alyssa Sachs, Quynh Cline, Suman Bisht, Yvonne Donaldson, Tac Berry, Randy Ksar, Dylan Hawkins, Gene Daly, Ryann Dulisse, and others I may have missed.

Go here if you’d like to see the 360-degree video and the app.

Analytics is an incredibly important part of business today. There is an ever-increasing amount of data, and businesses need to be able to collect and analyze it to make actionable decisions. Using a data visualization tool is a powerful way for organizations to understand their data and their business.

 

Read on to find out how to choose the correct tool and see a detailed capability comparison between Tableau and Power BI.

Click here to read the full white paper I wrote.