Securing Marketing Budget and Executive Buy-In with Mick Essex @POWR.
In this episode of Executive Conversations, Maeva speaks with Mick Essex, Head of Growth & Partnerships at POWR.
Head of Growth & Partnerships, POWR
Maeva CifuentesHost, Founder and CEO of Flying Cat
Welcome to the very first episode of Executive Conversations, where we explore how GTM leaders navigate executive discussions, market internally to gain support, and secure buy-in for long-term GTM strategies. In this episode of Executive Conversations, Maeva speaks with Mick Essex, Head of Growth & Partnerships at POWR.
Mick shares his journey from journalism to sales and marketing, highlighting the importance of detailed planning and setting realistic, yet ambitious OKRs. He discusses the challenges of securing marketing budgets, achieving buy-in from leadership, and strategically planning marketing efforts. Mick discusses the need to align marketing goals with the total addressable market. Mick also talks about the importance of planning campaigns and having contingencies in place, as well as the unique challenges of working in a highly regulated industry. He also offers ideas for creating effective marketing strategies with limited budgets.
“What I learned is that the farther up the chain I went, the more difficult it was to get things done for an end result. I was so used to being at the end result. I didn’t get to see all of the pieces that go into play in the beginning, which of course starts with marketing budget.”Mick Essex, Head of Growth & Partnerships at POWR
What leaders can take from Mick
- 1Importance of Detailed PlanningMick emphasizes the need for thorough planning and having contingencies for marketing campaigns.
- 2Securing Buy-InEffective strategies for getting executive and cross-departmental buy-in for your marketing initiatives.
- 3Budgeting ChallengesPresenting realistic marketing budgets based on category benchmarks and your total addressable market (TAM).
- 4Marketing in SaaSUnique aspects of marketing in the SaaS industry, such as tackling free and freemium models.
- 5Using Data EffectivelyHarnessing Google Analytics and other tools to understand traffic, conversions, and optimize your marketing efforts.
