In this episode, Dave sits down with Michael Cole, SVP of Marketing at Everflow, a partner marketing platform that helps companies manage referral and affiliate programs. Michael discusses his journey from being Everflow’s first marketing hire to leading a marketing team of 16, and shares strategies for building a marketing function from the ground up.

Dave and Michael cover:

• How Everflow turns happy customers into referral partners
• What it’s like to be a first-time marketing leader
• Building a marketing function from scratch

Timestamps

• (00:00) - - Introduction to Michael
• (05:45) - - Michael’s journey to marketing leadership
• (10:32) - - Understanding company growth before developing your strategy
• (13:36) - - Turning happy customers into referrals
• (17:41) - - Scaling a successful team
• (24:12) - - Referrals vs. paid ads
• (28:29) - - Organic vs. paid strategies
• (30:56) - - Growing organically and spreading through word-of-mouth
• (32:42) - - Finding complementary business partnerships
• (38:55) - - Enhancing content creation
• (41:55) - - Delegation and accountability in a strong team
• (42:54) - - Strategizing for growth
• (46:04) - - Closing remarks

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