When a new VP of Marketing steps into an organization, they are often greeted with a mix of excitement and high expectations. The transition into this leadership role is critical for the individual and the company’s trajectory. Recently, on the Content Strategies podcast with Steven MacDonald, Annie Wissner, VP of Marketing and Customer Experience at Choozle, shared her invaluable insights on how to successfully onboard in this pivotal role. Here’s a breakdown of her key strategies and lessons learned.
Strategy #1: Forge Powerful Alliances Early On
Transform your first month into a relationship-building powerhouse. Connect deeply with key stakeholders to gain insight, identify influencers, and establish your leadership presence. One of the first challenges a new VP of Marketing faces is understanding the landscape of their new environment.
Reflecting on her own experience, she shared how she was scheduled to meet with 30 people in her first 30 days during one of her head of marketing roles. While initially daunting, this approach proved to be incredibly valuable. It allowed her to quickly understand the company’s history, the key players, and who to go to for different aspects of the business. Building these relationships isn’t just about getting to know the team and establishing credibility.
How can you put this into practice? Start by meeting with key stakeholders across various departments within your first month. This includes senior executives, team members, and other influential figures. These interactions help you:
- Gain Insight: Understand the company’s history, culture, and key challenges.
- Identify Key Players: Recognize who influences decisions and processes.
- Establish Credibility: Building relationships early fosters trust and sets the stage for effective collaboration.
Successful marketing leadership hinges on strong peer relationships, especially within the C-suite. The bonds formed during these early days lay the groundwork for effective collaboration and alignment on future initiatives.
Strategy #2: Conduct a Comprehensive Listening Tour
Annie’s approach to onboarding involves what she terms a “listening tour.” addressing both internal and external aspects of the business.
- Internal Listening: Engage with team members and review current marketing initiatives, challenges, and strategic objectives. Understand the company’s existing strategies and pain points, as well as gain insight into the business’s culture.
- External Listening: Analyze the competitive landscape, customer feedback, and industry trends. Tools like Gong, which record sales and support interactions, can provide insights into customer pain points and competitive dynamics.
By integrating both internal and external listening strategies, you can develop a comprehensive understanding of the business environment and key challenges, ensuring a well-rounded approach to strategic decision-making.
Strategy #3: Master the Art of Strategic Balance
One of the toughest aspects of stepping into a VP of Marketing role is balancing immediate tactical demands with long-term strategic vision. It’s easy to get bogged down by the myriad of urgent tasks that pile up on your desk. Annie’s advice? Stay strategic. She uses project tools to manage her team’s time effectively, ensuring a balanced focus on tactical execution, midterm strategy, and big-picture wins.
A key part of this is learning to say “no” or, at the very least, push back on priorities. Having a plan in place is the only way to incorporate guardrails. It allows you to outline what will be delayed or not completed should a new priority or task take center stage. Aligning with sales, product, and other departments on what truly matters helps avoid getting trapped in a cycle of constant, reactive work.
How do you put this into practice?
- Use Project Management Tools: Implement tools like ClickUp or Asana to organize and prioritize tasks. This helps manage time effectively and ensures attention is given to both short-term needs and strategic goals.
- Prioritize Strategically: Develop a framework for evaluating tasks and initiatives, learning to say “no” or push back on lower-priority items that do not align with overarching goals.
Mastering the balance between immediate needs and long-term vision requires the disciplined use of project management tools and a clear prioritization strategy. By setting boundaries and maintaining alignment with core objectives, you can ensure that your efforts contribute meaningfully to both short-term successes and long-term goals.
Strategy #4: Secure Quick Wins for Instant Credibility
The first 90 days are crucial. Annie highlights the importance of securing quick wins to establish credibility and prove the value of the marketing function. Whether launching a stalled campaign or optimizing an existing process, these early successes can significantly impact how the new VP is perceived within the organization.
Strategy #5: Elevate Your Content Strategy to a 10/10
Annie rates the importance of content in driving a company’s overall growth and sustainability at a solid 10 out of 10. In today’s digital-first world, content is the backbone of the sales process. Buyers are increasingly self-educating online, making it imperative for content to be engaging, relevant, and strategically distributed across the buyer journey.
She advises adopting a library approach to content creation—assessing what exists, what needs updating, and where gaps are. This ensures that every piece of content is purposeful and aligned with the company’s broader goals.
So how can you put a strong content strategy in place?
- Conduct a Content Audit: Begin with a comprehensive review of existing content against key business objectives, product priorities, and industry trends. This audit helps identify which content is effective, which needs updating, and where gaps exist.
- Identify Gaps: Analyze the audit results to pinpoint areas where content is lacking or not aligned with current priorities. This could involve missing topics, outdated information, or underdeveloped content themes.
- Prioritize Content: Based on the identified gaps, prioritize creating or refining content that addresses the most critical needs. Focus on high-impact pieces that align with business goals, resonate with your target audience, and enhance your competitive position.
By structuring your content strategy this way, you ensure that every piece of content is purposeful, relevant, and strategically aligned with broader company objectives.
Strategy #6: Align Your Team for Maximum Impact
One of Annie’s non-negotiables is setting her team up for success. This begins with a thorough assessment of the team’s skills and roles. She ensures everyone has clear job descriptions, understands their responsibilities, and knows how their role fits within the larger team. This clarity helps reduce friction and ensures the team can operate efficiently and effectively.
Additionally, Annie stresses the importance of aligning metrics with the CEO, executive team, and board expectations. In a metrics-driven environment, having clear, actionable data is crucial for demonstrating the impact of marketing initiatives.
The Final Takeaway
Annie’s final piece of advice is boh simple and profound: if you’re not inspired by the marketing programs and content you’re producing, don’t do it. Only the most outstanding and relevant will stand out in a world where everyone is bombarded with content. Passion and purpose are key to creating marketing that engages and drives results.
By following these strategies, a new VP of Marketing can not only navigate the complexities of their role but also set the foundation for long-term success. Annie’s insights offer a practical roadmap for anyone stepping into this critical position, ensuring they make a lasting impact from day one.
Ready to Dive Deeper?
Elevate your onboarding strategy by tuning into the full conversation. Watch the podcast, “How to Successfully Onboard as a New VP of Marketing,” and gain exclusive insights from Annie Wissner. Don’t miss out on practical advice that can set you up for success from day one. [Watch Now]
