Cross-company collaboration with Pluralsight's Lindsay Bayuk

<p><strong>Summary:</strong></p><p>This week on How to Win: Lindsay Bayuk, CMO at Pluralsight, an online technology learning platform designed to help teams upskill. Pluralsight was founded in 2004 and was acquired by Vista Equity Partners in 2021.</p><p><br>In this episode, Lindsay breaks down some of the strategies that have helped her as a CMO. We discuss communicating the importance of marketing to a CEO, how to align your company metrics, and why you should be wary of 'yes-men'. I weigh in on cross-company collaboration, the correct way to use customer research, and why a day not gathering customer intelligence is a day wasted.</p><p><br><strong>Key Points:</strong></p><ul> <li>Lindsay discusses what it's like being a CMO with a product marketing background (01:10)</li> <li>Is life too short to work with a CEO who doesn't understand marketing? (03:10)</li> <li>I dive into communicating the importance of marketing with a CEO with a quote from former Privy CMO Dave Gerhardt and Drift's David Cancel (03:51)</li> <li>How does Lindsay communicate important marketing metrics cross-company? (05:38)</li> <li>I talk about getting buy-in from across the company with a quote from Hubspot's Kipp Bodnar (09:31)</li> <li>Lindsay lays out Pluralsight's successful messaging and positioning play (11:24)</li> <li>I weigh in on how you should approach your positioning and messaging (13:34)</li> <li>How does Lindsay use customer interviews to inform Pluralsight's positioning? (14:26)</li> <li>I discuss how to use customer research in the right way (16:02)</li> <li>How are Lindsay's teams structured and how does she juggle them all? (17:14)</li> <li>I explain why you should surround yourself with people who challenge you with a quote from former astronaut Garrett Reisman (19:11)</li> <li>Why does Lindsay think that "go-to-market is a team sport?" (20:54)</li> <li>What are some of the mistakes Lindsay has made in her career? (22:24)</li> <li>Wrap-up (23:48)</li> </ul><p><strong>Mentioned:</strong></p><p><a href="http://w