Kathleen Booth

Pavilion

Following a year in which I served the Marketing and Member Success teams at Pavilion, I'm fortunate to now serve the Marketing and Growth teams, whose focus is on growing topline revenue. The departments within this team include marketing (brand, content, product marketing, demand gen, partnerships, events, and community) and sales (both B2B and B2C).

Senior Vice President, Marketing & Growth

Advocating for Pavilion's vision of a new way to succeed in business, built on long-term relationships that are rooted in mutual support and reciprocity. Join us at joinpavilion.com

Ambassador

Pavilion's mission is to help CEOs, go-to-market executives and their teams unlock and achieve their professional potential through community-powered learning. We do this by providing more than 10,000 members in 100+ countries with education, events and community all designed to help them level up their careers.

After 3 years as a Pavilion Member, Chapter Head and Ambassador, I joined Pavilion to serve the Marketing and Member Success teams.

Senior Vice President Marketing & Member Success

Pavilion is a global community for high-growth leaders in every function. The community is designed to support professional development, facilitate the sharing of best practices, and serve as a trusted private community where Members can openly discuss business critical issues with the comfort of privacy and confidentiality. 

I served as the founding Chapter Head for the Washington, DC region, which encompasses the DC metro area, and extends south to Richmond, VA and north to Baltimore, MD.

Chapter Head - Washington, DC

GTMfund

GTMfund Member

SkillCat

Advisor

SmallWorld 

Advisor to the CEO and company leadership on marketing strategy, branding, messaging, and demand generationl

Proto AI

Fractional CMO for SaaS provider of cloud-based advanced intelligence solutions. Advising on go-to-market strategy, positioning, budgeting, marketing team structure and hiring, etc.

gmgn supply co.

gmgn is charting a new course for the way consumer packaged goods come to market through its vision to launch 100 community-built brands through the gmgn supply DAO, a Web3 organization that allows anyone to purchase an NFT and effectively own a share of the profits from the sale of the company's products.

Founding Advisor

Tradeswell

Tradeswell (since rebranded as Incremental) is the real time operating system for ecommerce, offering brands a system of intelligence that breaks down the silos between marketing, sales, operations, logistics, and finance. Think of it as "mission control" for growing ecommerce businesses looking to thrive in the real time commerce economy.

Senior Vice President Marketing

clean.io

(Acquired by HUMAN in 2022) I had the honor of leading the team responsible for sharing the clean.io story with the world and supporting the amazing team of product, engineering, CS and sales folks who are creating the new category of digital engagement security.

Chief Marketing Officer

VP of Marketing

CannabizMD

The CannabizMD mission is to educate, build and engage a network of medical cannabis industry stakeholders, clinicians, industry influencers and patients to create an ecosystem advancing the needs of Maryland’s medical cannabis industry. I served as a Board-level advisor to the organization's founder.

Advisory Board Member

Attila Security

(Acquired by ID Techologies - ID Tech acquired by CACI in 2022) Head of marketing for early stage cybersecurity startup providing government and enterprise clients with visibility, control and threat defense across physical, virtual, and cloud applications.

Vice President Marketing

Named by TopRank as one of the 50 Top B2B Marketing Influencers, I'm an avid LinkedIn creator on topics relating to marketing and entrepreneurship. You can read more of my insights on LinkedIn at #KathleenHQ.

I spent the first 10 years of my career as an international development consultant advising sovereign governments and international aid organizations on strategic communications for public sector reform projects. My work as a consultant brought me to 50+ countries around the world, but the travel schedule didn't work so well with my plans to start a family, so after a decade of living out of a suitcase, I settled in Annapolis Maryland and co-founded a marketing agency with my husband.

We launched Quintain Marketing in 2006 and grew it into a nationally-known digital marketing agency and HubSpot Platinum Partner. After 11 years as CEO of Quintain, I was ready to begin a new chapter and in early 2017, sold the business. For the last several years, I've worked as a head of marketing (SVP, CMO) for high growth B2B tech companies looking to transition from start up to scale up.

Today, I serve the Marketing & Growth teams at Pavilion as part of our mission to help go-to-market leaders and their teams achieve and unlock their full professional potential.

Outside of work, I am a Board-level advisor to several tech startups and have been named by USA Today as one of 6 Global Marketing Advisors Who Are Rising Stars, a frequent public speaker on topics relating to digital marketing, and a passionate advocate for entrepreneurs.

Incredibly honored to be named alongside so many women I respect and admire to SalesIntel.io's list of Top 100 Female B2B SaaS Pipeline Pioneers.

I wish LinkedIn gave me the space to tag every one of them here, because they are all amazing role models and leaders - but alas, it's not possible. 

A few who made the list and have been especially impactful for me include:

⭐ Alina Vandenberghe
⭐ Ann Handley
⭐ Ashley Faus
⭐ Hilary Headlee
⭐ Irina Novoselsky
⭐ Jill Rowley
⭐ Leslie Greenwood
⭐ Melissa Moody 🦕
⭐ Samantha McKenna

The truth is, 100 doesn't even begin to capture the number of incredible, badass, female leaders in the go-to-market space. There are thousands more just in the Pavilion network alone.

⏩ Know a female leader who's doing great things and deserves to be celebrated? Tag them in the comments and let's give visibility to ALL of the amazing women out there! 

If you want to learn more about the 100 women featured in this list, check out the link in the comments 👇 

#kathleenhq

Are you a marketing leader thinking of going fractional?

Based on conversations I'm seeing in Pavilion's Slack community, here are a few pros and cons you should consider before making the jump:

Pros:

⭐ Fractional work offers the freedom to choose who you work with and eliminates a lot of the politics that come with taking in-house roles.

⭐ If you're able to keep yourself busy (see con below), the pay is typically better than what you'd get in a full time role.

⭐ You'll have greater flexibility as a fractional - able to set your own hours and schedule.

⭐ Much like agency work, fractional work offers the opportunity to accelerate your learning by exposing you to different kinds of companies in different industries with different GTM motions.

⭐ If your ultimate goal is to land another full time role, fractional work can be a great bridge, and a nice way for you and a prospective employer to get to know each other before fully committing to a full time hire.

Cons:

🚫 Following last year's layoffs, there are a LOT more fractionals now than there have been in the past, which means competition for roles is high.

🚫 In addition to doing your fractional work, be prepared to really invest in building your own pipeline - in many ways, this is just as much a sales/BD role as it is a marketing role.

🚫 Ask any fractional what some of the risks are and they'll probably mention scope creep. Most good fractionals don't charge by the hour - they set a retainer. While this is a great way to avoid situations where a client micromanages your time, it can also lead to them asking - and expecting - more than you bargained for when you priced out the engagement.

🚫 Understand the difference between fractional and advisory work - many companies might say they want a fractional CXO but they're not willing to pay for it. If they offer compensation in the form of options, that's an advisor role.

TL;DR - Fractional work offers great opportunities, but it's not without risk. Make sure you're going in with your eyes opened if this is the path you choose.

What's missing from my list? What would you add?

#fractional #kathleenhq

One consistent theme I've heard from Pavilion members over the last year is that they're TIRED 😩 

Whether that's because they were laid off and are exhausted from searching for a new role, burnt out from the pressure to do more with less, or just weary from trying to hold it all together in a year full of turmoil, the feeling is REAL and it's EVERYWHERE.

Here's what works for me, and how I'm seeing our members cope:

⭐ Find a community

These kinds of situations are exponentially more stressful when you try and navigate them on your own. Whether its Pavilion or another group, community can help you feel supported, less alone, and provide a safe space for you to rant, while also providing you with valuable resources, education and connections that can get you through the tough times, find you a job, etc.

⭐ Know - and do - what fills your cup

This is a marathon, not a sprint. Figure out what makes you happy, gives you energy, and helps you deal with stress. For me it's getting regular exercise and sleep, staying away from alcohol, and spending time with my family and dogs. For some people I know, it's travel or hobbies like golf or sailing. Make time for these things. They're incredibly important and will help give you the energy you need to overcome your exhaustion and keep a positive attitude.

⭐ Give yourself permission to take a break

When it becomes too much, allow yourself to take time off, whether that's a vacation day from work, or a vacation day from job searching. I find myself responding to stress by trying to overcompensate, work more, or do more. That rarely works. The old saying "sometimes you have to slow down to speed up" really holds true here. Take the time and be patient with yourself. When you do, you'll return stronger and more prepared.

If you're feeling tired, know that you're not alone ❤️ 

I'd love to hear what has worked for YOU. What strategies do you use to get through the tough times?

#kathleenhq

Who are the CMOs doing the most interesting work right now?

Not necessarily the biggest names at the biggest companies (although that's fine too if they're doing great work).

I'm talking about the people who are innovating, pushing boundaries, and getting results.

➡ Pavilion is putting together a list of the Top 50 CMOs to Watch and we want to hear from you.

This is not limited to members of Pavilion.

Link to nominate your fav CMO is in the comments 👇 

#cmo #kathleenhq

As a CMO, it's never been more important to ensure that every dollar you're spending is having an impact.

The last year and a half was tough, but we're not out of the woods yet.

Data from Pavilion's March 2024 Pulse Report holds some interesting insights on this. 

Back in December, nearly 30% of Execs expected that their companies would secure additional funding in 2024. That number dropped to just 4.7% of Execs in March 👀 

If new funding isn't coming, that means we all need to be prepared to fund marketing through profit (what Sam Jacobs calls "PEG" or profitable efficient growth) and/or continue to cut costs in an effort to right size spend. 

As we enter Q2, my advice for CMOs is:

⭐ Meet with your CFO to review the Q1 P&L and develop a detailed list of everything you're spending on

⭐ Cut anything you're no longer using or seeing strong ROI from

⭐ Analyze ROI by channel and consider reallocating spend on lower ROI channels to those that are driving strong results

⭐ Involve your team in the process - challenge them to find areas to cut costs without sacrificing your ability to deliver (they're closer to the work and therefore more likely to spot these opportunities)

⭐ Ask for better pricing from vendors - everything is a negotiation

⭐ Consider offshoring where possible. There are great resources available through platforms like Upwork and companies like Incrementum.

The message here isn't to panic, or to drastically cut your program spend.

It's to work smarter, and cut unnecessary fat from your budget. 

Many of you did this last year, but this isn't a one time exercise - it's a culture that you need to instill in your team that embraces the notion that every dollar counts. 

Yes, things will get better - and the truth is, I'm seeing lots of green shoots - but in the meantime, it's your job to spend money WISELY to drive growth.

#kathleenhq #marketing

Saw this news this AM and thought ... oh no 🤦‍♀️ 

What do you think? Should LinkedIn add games to the platform?

Taplio

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