Creating Impact: How Heap’s CMO views team, company, and customer growth
“Are you creating impact?” That is the fundamental question that drives Heap’s Chief Marketing Officer, Lynn Girotto. Heap’s analytics platform is designed to help digital product managers “know where to look” by automatically surfacing insights and identifying friction points across the customer journey. Thanks to a unique approach to capturing data, where every end-user interaction is tracked, Lynn feels Heap is able to drive impact in more meaningful and valuable ways for clients.
This episode of the Breakout Growth Podcast struck a chord for hosts Sean Ellis and Ethan Garr. When data is democratized, accessible, and easily visualized it drives curiosity and inspires creativity, but too often data becomes a black box that holds back growth. Heap exists to help teams align and leverage data, and that seems to couple well with Lynn’s approach to marketing.
Leveraging experience in senior marketing roles at top brands including Pepsi, Microsoft, and Starbucks, she is focused on helping her team see and measure their impact across the organization. From building a brand and tracking share of voice to optimizing Heap’s freemium offerings to build a pipeline, Lynn describes an approach to growth where constant inspiration and fostering a fun and supportive environment is powering growth.
From balancing the needs of self-service and higher touch clients to using data and insights to allocate resources, this episode offers something for anyone looking to create impact in their organization.
So take a listen as we dive into Heap’s story with Chief Marketing Officer, Lynn Girotto.
We discussed:
* Solving a key pain point (4:44)
* From Starbucks and Pepsi to Tableau and Heap (7:05)
* The Grandma Test, and a new approach to analytics (9:37)
* Self-service vs. hands-on customer relationships (22:00)
* “Are you creating impact,” and other CMO challenges (25:08)
* Measuring impact: brand, go-to-market, and customer insights (27:36)
* Fostering creativity and constant inspiration (30:25)
And much, much, more . . .