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From Random Acts To A Scalable Growth Engine | CMO, Joshua Leatherman | Cyderes
Manage episode 516231128 series 3655539
I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin
Think your team is doing “random acts of marketing”? You’re not alone. We sat down with Josh Leatherman, CMO of Cyderes and author of the book "Scaleable Acts of Marketing" to unpack a practical, scalable system that turns creative chaos into a predictable growth engine the CRO and CFO can rally behind. No fluff, no vanity metrics—just the six systems that make marketing work at scale: talent, technology, ICP focus, digital buying signals, process, and data.
We start by challenging a common myth: sales should “own” finding in-market buyers. Josh explains why only marketing has the tools to identify the 5 percent of your TAM that’s ready to buy right now, and how to capture that demand with intent data, AI-enhanced platforms, and content tuned for real buyer questions.
From there, we dive into building trust with finance—co-creating attribution models, forecasting ROI, and reporting on sales-qualified opportunities and marketing-sourced revenue so leadership can see cause and effect. Expect candid talk about private-equity expectations, why MQLs fail in boardrooms, and how sourced deals often close faster, at higher ACVs, with better win rates.
Culture and capability tie it together. Josh shares how to hire humble, hungry, smart operators; why “rip off and duplicate” accelerates learning; and where AI already improves prioritization, messaging, and measurement inside Salesforce, HubSpot, Marketo, and 6Sense.
We also map first steps for CMOs: lock arms with your CRO, bring revenue operations in as “Switzerland,” audit your stack for unused AI, narrow your ICP, and build tight feedback loops with SDRs so every buyer objection sharpens your plays.
If you’re ready to move beyond dashboards and into decisions, this conversation gives you the blueprint to align marketing with sales and finance, prove ROI, and earn the budget to scale.
Follow, share with a marketing leader who needs a boost, and leave a review to tell us the next growth challenge you want us to tackle.
GRAB A COPY OF "SCALEABLE ACTS OF MARKETING" HERE.
https://www.joshualeatherman.com/book-scalable-acts-of-marketing
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Chapters
1. Why Marketing Must Align With Finance (00:00:00)
2. The Problem With Random Acts Of Marketing (00:00:37)
3. Meet The Guest And The Playbook (00:00:53)
4. Private Equity Pressure And Predictability (00:03:06)
5. Marketing’s Job: Find The 5 Percent (00:04:15)
6. Incentives, Talent Gaps, And Growth Roles (00:06:46)
7. The Six Systems For Scale (00:11:42)
8. Build Trust With Sales And Finance (00:16:13)
9. Obsess Over Sales-Qualified Outcomes (00:20:28)
10. Attribution That Leaders Actually Believe (00:24:04)
11. Humble, Hungry, Smart Teams (00:28:41)
12. Budget Pushback And ROI Cases (00:31:43)
13. Teaching The CRO The New Model (00:34:38)
14. AI, Intent, And The Changing Buyer (00:36:30)
15. First Steps For CMOs Tomorrow (00:40:21)
16. Data Paralysis Versus Clear Analysis (00:44:08)
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