Executive ConversationsEpisode 16 ·
Why Internal Buy-In is the Hardest Sale with Charlie Riley @OneScreen.
In this episode of Executive Conversations, Maeva Cifuentes speaks with Charlie Riley, Head of Marketing at OneScreen.
Charlie Riley
Head of Marketing, OneScreen.ai
Maeva Cifuentes
Host, Founder and CEO of Flying Cat
Head of Marketing, OneScreen.ai
Maeva CifuentesHost, Founder and CEO of Flying Cat
In this episode of Executive Conversations, Maeva Cifuentes speaks with Charlie Riley, Head of Marketing at OneScreen. They discuss the importance of establishing trust with internal stakeholders and the need to understand each department’s motivations so you can communicate the value of marketing in their terms.
Charlie also shares insights into the challenges of being the first marketing hire and how to navigate building a marketing function from scratch.
He also shares some practical advice on how to align with sales, customer support and HR to create a unified go-to-market approach.
“Marketing isn’t just about campaigns; it’s about educating teams internally on what we do and how we help them succeed.”Charlie Riley, Head of Marketing at OneScreen.ai
What leaders can take from Charlie
- 1Importance of internal marketingCharlie explains how marketers must educate teams about the value, processes, and goals of marketing to build trust and alignment across departments.
- 2Securing buy-inStrategies for gaining trust and support from executives, sales, and other teams, while ensuring alignment on marketing’s role in achieving company-wide objectives.
- 3Handling reactionary requestsPractical tips on managing last-minute demands from other teams while maintaining focus on long-term marketing goals.
- 4Starting as the first marketing hireInsights into building a marketing function from scratch, understanding the ICP, and addressing common industry misconceptions.
- 5Collaborating across departmentsThe importance of aligning marketing efforts with sales, customer support, and HR for a cohesive go-to-market strategy.
Internal marketingBuilding trust in marketingGo-to-market leadershipFirst marketing hireSales and marketing alignment
