Kyle Lacy on How To Do Everything You Want To - Season 3: Marketing - Episode # 58

The GTM Cheat Code

Join us for the Season 3 finale! Kyle Lacy dives into the pivotal role marketing plays in achieving goals across the business and how owning a number is key. From navigating top-down and bottom-up revenue goal setting to empowering founders in the process, Kyle unpacks strategies that keep marketing leaders agile and data-driven.

Plus, hear about Kyle’s latest venture, The Revenue Diaries, where he shares lessons on scaling software businesses and personal growth. If you’re ready to supercharge your marketing efforts, this episode is a must-listen!

Takeaways:

1. Marketing Owns a Revenue Number: Marketing’s job isn’t just to deliver MQLs—it’s to take ownership of a revenue or pipeline number. That means driving alignment with sales and customer success, leading key conversations, and taking accountability for results. This shift from “supporting” to “owning” ensures marketing plays a leadership role in achieving shared business goals.
2. Build Revenue Plans from the Bottom Up: Don’t rely on top-down booking targets that lack a connection to reality. Instead, start with granular metrics like conversion rates and pipeline coverage. Bottom-up modeling allows for iterative adjustments and realistic goal-setting, especially for companies without much historical data.
3. Turn Call Recordings into Marketing Gold: Tools like Gong go beyond sales enablement—they’re essential for marketing insights too. From competitive analysis to campaign effectiveness, call recordings provide valuable data that can refine messaging, improve alignment, and enhance conversion strategies.
4. Master the Metrics That Matter: Marketing leaders must understand core business metrics like CAC, ARR, and NRR to align with company priorities. Build strong relationships with finance or the CEO, and ask smart questions about board-level goals. This business acumen is essential to driving informed strategies and delivering measurable impact.

Quote of the Show:

"How can you do everything you want to do from a brand, creative, enablement, product marketing perspective - anything you could think of? By actually owning a number instead of supporting it.” - Kyle Lacy

Links:

LinkedIn: https://www.linkedin.com/in/kylelacy/

Shoutouts:

Joe Chernov: https://www.linkedin.com/in/jchernov/

Anthony Kennada: https://www.linkedin.com/in/akennada/

Gainsight: https://www.gainsight.com/

Jellyfish: https://jellyfish.co/

Ways to Tune In:

● Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8

● Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190

● Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912

● YouTube: https://www.youtube.com/@CheatCodePodcast