Building extraordinary is an ongoing process that requires dedication and a clear vision. Leaders must focus on fostering a culture of excellence, empowerment, and transparency to align with the company’s goals. Learning from experienced experts is crucial for success on the journey to excellence with your team. I recently had the opportunity to speak with Casey Carey, CMO of Quantive, where he shared his process for building connected and high-performing marketing teams, developing leadership skills, and managing misalignment within groups. This interview is part of G2’s Professional Spotlight series. For more content like this, subscribe to G2 Tea, a monthly newsletter with SaaS news and entertainment.
Now, let’s dive into the conversation with Casey Carey:
Washija Kazim: What’s your favorite beverage, and when do you enjoy it?
Casey Carey: It’s called a coin-style margarita. And it’s basically Silver Tequila Cuatro, fresh lime juice, and a splash of agave syrup. It’s very simple and easy to make. I enjoy it when I’m eating street tacos, which is one of my favorite things to do.
Washija Kazim: What was your first job?
Casey Carey: My dad managed retail stores when I was growing up, so I was a stock boy. I would unload semi-trucks, stock shelves, and change out end caps when the seasons changed. I did a lot of pricing and inventory, too.
Washija Kazim: What’s your favorite software in your current tech stack?
Casey Carey: I’m a big fan of 6sense. Most of our marketing strategy is built on it, using customer scoring and predictive models for the buying stage and activating that data through marketing channels. But ChatGPT is quickly becoming a favorite across the team.
Washija Kazim: What problems at work make you want to throw your laptop out the window?
Casey Carey: I’m glad you asked this question. I have four triggers. I know I have them, but I still struggle with them: We need to do a blog post! We need to do a press release! I need a one-pager! I searched for some phrases, and we didn’t show up. Whenever I get one of those questions or comments, it’s really hard to contain myself.
Washija Kazim: Let’s begin by revisiting your professional journey. Can you provide an overview of how you got into marketing and arrived at your current role as Quantive’s CMO?
Casey Carey: My undergrad is in electrical engineering. Out of college, I designed hardware and wrote software for defense systems. My claim to fame is that I worked on the flight computer for the Peacekeeper missile and some other interesting defense platforms. I quickly learned that writing code every day was boring and that I really liked the big-picture stuff. When I look back now, I can narrow it down to probably six major career pivots. I got more into program and project management, and then I went to work at a startup and got into product management because I knew I had a technical degree. But because I liked the big-picture stuff, I eventually moved into product marketing and ultimately evolved to a CMO role. According to my engineer friends, I’ve totally gone to the dark side. But it was natural for me because I love data and science. I love the behavioral and psychological aspects of marketing. I love the creative component, and I love the strategic component. Ultimately, being a CMO allowed me to have everything I like in a single role. And if you’d asked me that 20 years ago, I would have never guessed or said that.
Washija Kazim: Was there anything else that sparked your initial interest in building connected and high-performing marketing teams?
Casey Carey: Yeah, there are some aspects to it. People call it culture, and they call it values. I like to think of it as a mindset. It has three main components: the mindset, how you guide the team, and how you operate it. So if we think about mindsets, it speaks to who you hire, who you promote, and who you fire. I come to the table with a mindset that…