From Positioning to Engagement: A CRO’s Take on Crafting Winning Marketing Strategies and Driving Business Growth
Key Takeaways
- Patience Is the Underrated Marketing Skill: Kevin's 25-year vantage: the marketers who win are the ones who hold a strategy long enough for it to compound. Most teams pivot at month 3 and never get there.
- Long-Term Strategy Beats Short-Term Fixes: Pipeline panic produces tactical churn—lead magnets, new channels, demo tweaks—that never compounds. Kevin's playbook is a multi-quarter strategy held with discipline.
- Positioning Sets the Engagement Frame: Engagement metrics—opens, clicks, demos booked—follow positioning quality. If buyers can't repeat your positioning back, no amount of activation will save you.
- CRO Spans Marketing and Sales: Kevin's CRO role at Kivo blurs the marketing-sales line on purpose. Single ownership of revenue forces real alignment instead of finger-pointing between functions.
- 25 Years of GTM Compound Pattern Recognition: Kevin has seen multiple full cycles—dot-com, cloud, SaaS, AI. Long-tenure operators recognize patterns younger leaders learn the hard way.
- Engagement Is Trust at Scale: Engagement isn't a marketing-funnel metric—it's the leading indicator of trust accumulating. Kevin treats every engagement signal as evidence (or absence) of trust.
- Kivo's Customer-Led Approach: Kevin's Kivo motion starts with customer outcomes, then works back through positioning, content, and sales. Most teams do this backward.
Key Topics
Want to navigate the ever-evolving landscape of go-to-market strategy, where every decision presents a new puzzle to solve? In this episode, Kevin Tate, Chief Revenue Officer at Kivo and go-to-market executive with 25 years of sales and marketing experience reflects on the importance of patience in the marketing world, emphasizing the need for long-term strategies over short-term fixes, the importance of adapting sales approaches to virtual interactions, and The critical role of intuition in decision-making.
From sealing big deals to tackling tough challenges, Kevin’s insights will inspire you to conquer your marketing hurdles. My signature question which my audience loves. And this is what I get started with, with my guests as well, which is, how do you view and define a good market?
Choose Your Path
Make the call from where you are.
GTM TEAMS
You already have a motion. It’s not fully working at your current stage.
Fix the motion before you scale it.
FOUNDERS
You are the GTM motion. It doesn’t scale.
Make it repeatable before you hire into it.
.webp){kind=logo}