Kacyn Goranson

Exceptional Marketing & Consulting

Fractional marketing consultant and strategic lead providing assistance to multiple businesses at different stages, encompassing activities such as account-based marketing, operational process design, technical setup, and go-to-market strategy. 

Contracts span across various industries including real estate, recruiting, technology and marketing.

➥ Plan, execute, and optimize account-based marketing campaigns, resulting in increased target engagement and conversion.
➥ Direct all aspects of product marketing and positioning, including content development and in-depth persona research, to enhance market presence.
➥ Orchestrate successful product launches by conducting thorough market research, crafting strategic positioning, and developing effective go-to-market strategies.
➥ Develop and implement data-driven marketing strategies, utilizing analytics and market research to make informed decisions and drive growth.
➥Build, launch and optimize digital marketing efforts across various channels, including SEO, SEM, social media, email marketing, and content marketing, significantly boosting customer acquisition and engagement.

Vice President of Marketing | Demand Generation | Product Marketing

Worksuite

Developed and executed a comprehensive marketing strategy to increase brand awareness and generate revenue growth, including rebuilding the MarTech stack, creating a public relations plan and establishing formalized customer and internal communications strategies. 

➥ Drove a 52% increase in ARR value of opportunity creation in Q2 by boosting MQLs from Trials by 33% QoQ and MQLs from Demos by 86% QoQ through UX/UI enhancements and targeted paid search and social ads within our ICP.
➥ Collaborated with SDRs to develop weekly persona-focused messaging cadences, increasing MQL to SQL conversion rates from 10% to 30% over four months.
➥ Partnered with Finance to establish a 'Proxy' for best-fit customers and prospects, optimizing marketing and sales spend and efforts.
➥ Shifted from a lead-based to an account-based sales motion, targeting high-value accounts with higher annual revenues, and trained Marketing, BDRs, and Account Executives in this approach.
➥ Integrated the MarTech stack and developed executive-level dashboards and reporting systems for KPI visibility.
➥ Implemented internal communication strategies in partnership with People Success, enhancing employee engagement.

Vice President Marketing | Revenue-Driven Strategy | Demand Generation 

RevSure AI

Owned all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I drove tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue. 

➥ Achieved a 203% month-over-month increase in qualified lead creation through the implementation of a research-based marketing and content strategy.
➥ Secured executive-level alignment on the RevSure brand and value proposition, defining target personas, ideal customer profiles, and product messaging.
➥ Enhanced website SEO and user experience, driving demand among key audiences and accounts.
➥ Led and optimized all demand-generation activities, including PR, events, content marketing, SEO, and paid search, ensuring alignment with budget efficiency and revenue goals.

Head of Marketing, Marketing Operations & Demand Generation | Brand Development | Lead Generation

Knak

Part of the executive leadership team in a contract role for this Series-A MarTech codeless campaign creation platform built for enterprise marketing teams, I drove strategic initiatives to position the company for long-term success and scaled the brand across the SaaS industry and to key accounts. 

➥Aligned marketing operations and demand generation teams to create a cohesive and effective go-to-market strategy, achieving a $3M revenue target and generating 28% of new opportunities from the target ICP.
➥ Launched an Account-Based strategy with BDR and Sales teams, including a 6sense advertising campaign, delivering a 44x return on program investment to revenue created.
➥ Directed the prioritization of marketing initiatives, establishing scalable processes for future growth and efficiency.

Vice President of Growth Marketing | Series-A MarTech | SaaS Marketing | Strategic Initiatives

CM Group

I came on board this global pioneer in relationship marketing (now rebranded as Marigold), providing tailored, industry-specific martech solutions to a growing portfolio of thousands of businesses, and was promoted to Vice President of Marketing within 3 years, managing a team of 20. I played a key role in shaping the marketing organization's design and infrastructure, overseeing a full marketing budget across 10 brands, and partnering with C-Suite leadership to strategize, integrate acquisitions, and drive growth.

➥ Strategized and implemented organization design, infrastructure, and strategic plans, managing the budget and collaborating with FP&A to convert data into precise financial forecasts, creating actionable roadmaps.

➥ Developed and managed a sophisticated marketing technology stack, seamlessly integrating tools and systems across a rapidly expanding portfolio to ensure optimal data privacy and comprehensive reporting.

➥ Brands included Campaign Monitor, CM Commerce, Delivra (ended 2021), Emma, Sailthru, Liveclicker, Selligent, Cheetah Digital (beginning 2021), CM Group, Vuture

As Head of Marketing Strategy (2019 - 2021), I headed a team executing end-to-end brand and campaign management for three of the portfolio’s brands, Emma, Delivra and Vuture. Responsible for go-to-market campaigns, and brand management with a 20% YoY revenue growth.

Vice President of Marketing | Strategic Planning | Relationship Marketing | Operational Design

I was responsible for a $20M budget, collaborating with the FP&A team to create forecast models and maintain the financial viability of all key marketing initiatives. This included partnering with the legal team around marketing compliance, aligning with regulatory standards and practices to empower ongoing success.

➥ Engineered and implemented platform-specific automation and data-automation systems, driving significant efficiency improvements and elevating the marketing automation capabilities to a world-class standard.

➥ Led the expansion of marketing and campaign initiatives by overseeing MarTech stack operations, which resulted in enhanced capabilities and notable performance achievements.

➥ Created custom dashboards and reports that provided real-time visibility into key marketing metrics and KPIs, empowering executive leadership to make informed, data-driven decisions.

Director of Marketing Operations | Marketing Automation | Driving Growth & Performance Results

Computer Services, Inc.

As Digital Marketing Manager with CSI, I directed digital marketing initiatives, leading dynamic implementations to propel ongoing improvement and growth. 

• Integrated advanced marketing automation and web personalization tools, leading pilot personalization activities that significantly increased conversion rates and optimized customer reach.
• Conceptualized and implemented a unique multi-stage lead nurturing program, collaborating with leadership to expand the marketing qualified leads (MQL) strategy and drive higher quality leads.
• Overhauled the customer engagement strategy by launching comprehensive persona development processes and shaping automation workflows, effectively guiding leads through the buyer journey.
• Developed and executed tailored ABM strategies and campaigns, resulting in more targeted and successful marketing efforts.
• Advised leadership on best practices for marketing automation and email strategy, ensuring adherence to CAN-SPAM and GDPR compliance standards. 
• Partnered with the business intelligence team to maintain the integrity of customer relationship management software, enhancing data management processes.

Digital Marketing Manager

In this first role with CSI, I governed social media strategy, building creative engagement initiatives and a comprehensive brand guidebook to optimize digital engagement. 

• Spearheaded the creation and execution of a dynamic social media strategy, leading to a 30% increase in total website traffic by leveraging social media and pay-per-click campaigns.
• Created innovative engagement initiatives and a comprehensive brand guidebook, significantly enhancing digital engagement and brand consistency across all platforms.
• Established and standardized key performance metrics and measurement protocols, leading to the identification of critical improvement areas and the design of high-impact remediation strategies.
• Conducted detailed analyses of email marketing campaigns, utilizing insights from marketing automation platforms to inform strategic planning and optimize campaign performance.

Social Media Manager

Cyber Sytes, Inc.

Social Networking & Marketing Strategist

Tennessee Technological University Department of Athletics

Marketing Intern

MMA Creative

VP of Marketing | Growth Strategist | Revenue Optimization | Marketing Automation ➥ Building High-Performing Teams, Leveraging Innovative Strategies to Drive Growth & Impact

With over 14 years of experience as a marketing strategist and growth leader, my approach centers around achieving concrete results and real-world impact. I excel in highly competitive landscapes by implementing ahead-of-the-curve strategies. Passionate about uncovering the 'why' and 'how' behind business challenges, I guide teams to prioritize revenue results instead of vanity metrics and take a full-funnel view of the pipeline. I also understand the importance of leading with a healthy work-life balance and a sense of fulfillment, both for myself and for my teams. By keeping both outcomes and people at the forefront, I'm able to create a culture of success for my organizations.

I thrive in change management and high-growth environments focused on mergers and acquisition and operational challenges. 

Data-Backed Results
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➥ Researched, launched, and optimized an Account-Based Marketing Program aimed at moving more up-market, with initial results showing a 44x return on program investment to revenue generated

Change Champion
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➥ Collaborated with internal and newly-acquired stakeholders to establish culture, organizational and initiative alignment 7 times in a 3 year period

I have successfully leveraged budget, operations, and technology management to optimize results within revenue ranges from seed-stage start-ups and Series A companies to those with over $340M in revenue. I am adept at using data and analytics to pinpoint areas requiring optimization for increased marketing efficiency and building high-performing teams that deliver on ambitious revenue targets. 

My ability to understand and harness the power of technology is a key asset in creating a culture of innovation and continuous improvement. I possess a strong technical acumen that enables me to effectively leverage a wide range of marketing automation, CRM, PPC, ABM, analytics, and social media tools to drive business.

I am committed to catalyzing growth and reach through out-of-the-box marketing strategy. With my background in social media marketing, I’m always open to connect with other professionals and deliver value to my network here on LinkedIn. Let's connect and help each other.


CORE COMPETENCIES:
► Marketing Operations 
► Marketing Automation 
► Digital Marketing Strategy & Execution 
► Campaign Execution
► Revenue Growth 
► Sales Enablement 
► Account Based Marketing (ABM) 
► Marketing Analytics
► Marketing Compliance 
► Marketing Budget Management

Head of Marketing, Marketing Operations & Demand Generation | Revenue-Driven Strategy

Owning all go-to-market strategy planning, execution and implementation for this seed-stage start-up using AI to forecast pipeline and accelerate revenue, I have driven tangible results in a short period of time. Partnering with Sales to achieve goals targeting $1M in revenue, I spearheaded the development of research-based marketing and content strategies that have led to a remarkable 203% increase in contact creation MoM.

I have also been responsible for building and managing the RevSure.AI brand, ensuring that it resonates effectively with our target ICPs and personas. I have designed and implemented a scalable go-to-market tech stack process and systems, consistent with industry standards, to optimize our website for SEO and user experience, while creating demand within key audiences and accounts.

As a strategic marketing leader, I excel in highly competitive landscapes and thrive in change management and high-growth environments, having worked with both seed-stage start-ups and Series A companies.

Jason Lalk

Marketing teams are more profitable with offshore talent

At Remote Growth Partners, we have the highest recruiting standards for offshore talent, that I've ever seen.

We hire sales, marketing, and creatives for growing companies that don't want to grow headcount.

We only hire people who are proactive and know how to Figure It The F*$! Out.

Limited Partner

CoFound is an early stage venture firm helping founders build a repeatable sales motion.

I talked to an Enterprise AE who's hit quota every year.
His strategy would annoy most reps.

He hasn't worked at darling startups with insane product-market fit.
No easy layups. No inbound machine doing the work for him.

But he does two things almost no one else does:

(1) He makes 100 calls a day.

500 dials a week...as an enterprise rep.

A lot of people will tell you cold calling is dead.
But the reps actually hitting their numbers don't seem to agree.

(2) His BDR gets credit on every meeting. Even the ones he books himself.

They split the prospect list and both start working it.
But no matter who sets the meeting, the BDR gets credit.

Does it cost him a little? Maybe.

But his BDR is fully invested in helping him close.
Not just "doing their job." Actually bought in.

Short-term, he gives something up.
Long-term, he's got a partner who helps him win more deals.

Most reps won't do either of these things, but it clearly works.

CEO at RGP | Hiring offshore sales and marketing talent with insane hiring standards

We're hiring for a ton of overseas SDRs right now. Here are some of the roles:

- SDR at an AI SaaS selling to engineering (Series B) >> hiring 6

- SDR at an AI SaaS selling to mechanics

- Membership Sales for a top female founders group

- SDR at a Marketing Agency who's managed $100M+ in ad spend

- SDR at an Executive Search firm >> already hired 5 and they want more!

If you're based outside of the US, speak great English, and have outbound sales experience, you can find our openings at the Remote Growth Partners page.

If you're a company looking to scale your outbound sales team, you should consider hiring overseas SDRs because:

- Don't complain about cold calling
- Incredibly motivated to work for great US companies
- You can hire more, so you can test more talk tracks and territories

We reviewed 2,471 profiles to hire one video editor last month.
How did we get through all of those and find a great editor?

Let me share the process that works for us.

For context, we take video editing very seriously.
We use editors for our own content and big agencies rely on us to find incredible editing talent.

I've also spent thousands of hours editing videos myself.

So we've spent a lot of time thinking about how to hire a great video editor. 

Here's what goes into our process and what we're testing for:

1. Video Screen
- English
- Video Call Quality
- Ask about their editing process and see their favorite edits from their portfolio

2. Video Critique Exercise (30-60 mins)
- The hardest part of working with an editor is communicating clearly about what is working and what needs to be fixed 
- We use this step to test their ability to do that 
- Attention to detail
- Business writing
- Nebulous problem solving

3. In Depth Interview with a Content Hiring Manager (not a recruiter)
- We want them interviewed by someone who knows what great video editing looks like, not a generalist recruiter 
- Relevance of their experience
- Past Performance as an Editor
- Editing process
- Frameworks they have that apply to specific things we need
- Culture fit

4. Paid Test Edit Exercise (3-5 hours)
- This is where we test their taste and ability to learn about very specific editing needs for us or our clients
- We also like to see how they handle revisions.
- Do they need multiple tries or do they understand our feedback right away?
- Benchmark abilities vs. other final candidates

It's straightforward, but it takes a lot of work to get people through the process. 

But once you do, they can create amazing content for you.

And if you're in the market for a video editor, let us know.

We can probably help you find the best overseas video editors available at Remote Growth Partners.

We recently closed a $180,000/yr client.
Here are the not so obvious things we did to win the deal.

If you're trying to close enterprise clients, hopefully this will help you. 

→ Individual emails to every stakeholder after the panel call

Day after that call, I sent separate emails to each person on the call.

Not a group "thanks for your time" email. Individual notes.
Specific to what they said in the meeting.

Here's what one looked like:

"John, great speaking with you today!

Hopefully we addressed your concerns around collaboration and scripting for the SDRs. Any feedback on our approach to teaming with you guys?"

This gave me some immediate feedback to work with.


→ Deck actually customized for the client

I’ve been on so many sales calls with decks so generic I start wondering if I accidentally joined the wrong Zoom.

I spent several hours making sure every pixel had a reason to exist.

We even added short videos of real sales candidates from our pipeline.
Not stock profiles.
Actual humans they might hire.

We also never used the phrase "Executive Summary" 
That's just a table of contents that no one cares about.
Skip it.


→ Delivered on every deadline we set

This meant a couple of 11PM emails, which sucked. But it showed them we do what we say we’ll do, even when it’s inconvenient.


→ Brought in the account manager on the first call.

In this case, our account manager is an SDR Manager that will be managing all of the SDRs we hire for them. 

It was important that they realized how good he is since they would be working closely with him.

Multiple times in the process, they told me "We're really excited to work with him."

What the AI SDR bros aren't telling you...

Rippling stopped programmatic outbound, hired 150 outbound reps, and saw conversions jump more than 300%

Ramp shut down their AI SDR because it had diminishing returns.

My bet is that human cold calling is a top GTM channel for 2026 because it's a pattern interrupt compared to email and crappy Linkedin DMs.

Sales will continue to move in cycles.
Someone will figure something out, the masses will saturate it, then we figure out something new.

Except for cold calling. 

As long as AI isn't allowed to make cold calls because of robo dialing laws, then this is going to be a channel that will keep working. 

It's just a matter of finding skilled people willing to actually do it.

Thanks for the great newsletter Kyle Poyar

P.S.
🏄🏼‍♂️ Scott Leese also mentioned a great take about a CRO thinking of outbound calls as content instead instead of trying to book meetings on cold calls.

If you're willing to invest in top of funnel like this, I think it has some legs.

Yesterday, I sat through a beautiful presentation. 
Great story. Great visuals. But I had one piece of critical feedback. 

It took 10 minutes for them to get to the most important part. 

Most execs don't read your report the way you think they do.
They're not scanning for how much work you put in.
They're scanning for "why this matters."

A lot of managers think they need to provide a bunch of context. They want to set the stage before they get to their main point.

But by the time they've gotten to that point, the exec has already moved on. 

It's not because they don't care.
It's because they're thinking about the next decision they have to make. 

Every update they hear is competing with:
- Hiring calls
- Board prep
- Revenue gaps
- Customer issues

So when you lead with context, you’re asking them to work harder before they know if it’s worth it.

That’s backwards.

Execs are listening for implications.

What changed.
Why it matters.
What decision this affects.

Once they have that, they’ll ask for the details they need.

taplio

The Battle

Kacyn Goranson

Jason Lalk

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taplio

The Battle

Kacyn Goranson

Jason Lalk

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Lalk's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJason Lalk's LinkedIn Performance