The CRO to CMO Advantage: Reimagining Go to Market

This episode features an interview with Orlando Baeza, CRO & CMO at Flock Freight, fixing freight’s biggest weakness by offering a smarter alternative — shared truckload — that moves goods more reliably and with fewer emissions.

In this episode, Orlando shares with us his tips for innovating decades old marketing strategies, the benefit of working under dynamic leadership, and why you should always keep your prospects laughing and learning. Orlando also talks about his journey of becoming the active CRO and CMO at a company like Flock Freight and what it takes to reimagine go to market from org structure and design.

Key Takeaways:

• Shared truckload is the key to a cost-saving, efficient trucking future. Most of the trucks you see on the road are half empty, so when we think of the next step forward for cutting costs and getting more commodities to more customers at a faster rate, shared truckload is the answer.
• Utilizing humor to educate the market. Leveraging humor and wit to grab attention and create care so customers want to engage and learn more about the company 's mission.
• Reimagine go to market top to bottom. From org structure to design, go to market materials, sales enablement, messaging, inbound vs outbound, and beyond. An organizational shift is necessary at some point in a company's lifecycle for scaling into the future.

Quote:

“ So one of the big things, we've done is really reimagined our go to market top to bottom from org structure and design, all the way through go to market materials and sales enablement to messaging, right? To even thinking about the inbound versus outbound dynamic and how we prospect.  So  we've done a lot of organizational shifting to create what we believe is a much more dynamic, much more efficient organization that will set us for scale into the future.”

Episode Timestamps:

*(05:05) - The Trust Tree: A shared truckload future

*(14:53) - The Playbook: Build bespoke to reimagine the existing company playbook

*(38:46) - Quick Hits: Orlando’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Orlando on LinkedIn
• Learn more about Flock Freight
• Steve Burns Solves a New Mystery for Flock Freight: 'How Much Is a F**kload?'
• Learn more about Caspian Studios