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E060: Go-To-Market Strategy: How 9-Figure Brands Plan, Execute, and Post-Mortem Product Launches
In this episode, we break down how we plan, execute, and analyze our go-to-market (GTM) campaigns. We walk through the full product launch process for our DTC brands, from the initial product brief to strategy development, creative asset production, cross-functional collaboration, and post-mortem analysis.We share how we tier our launches, how different teams contribute (from product marketing to paid media), and the systems we use to keep everything moving, including ClickUp, Figma, and Notion. We also review our go-to-market boards in real time, showing how we centralize assets, messaging, and strategy across every channel to run high-impact, cohesive campaigns.Finally, we dive into how we're starting to use AI, especially in copywriting workflows, and where human creativity still plays a critical role.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction05:22 Defining Go-To-Market Strategies12:03 The Product Prequel Process17:15 Attribution Models and Their Impact20:22 Understanding Product Launch Tiers23:39 Collaboration Between Product and Marketing Teams29:12 Creating Cohesive Marketing Messaging35:46 The Role of Project Management in Marketing39:09 Post-Mortem Analysis for Continuous Improvement45:43 Centralizing Project Management Functions48:36 Go-To-Market Strategy and Execution55:27 Comprehensive Creative Briefs for Launches58:14 Centralizing Creative Assets01:02:56 Brand vs. Product Messaging01:05:39 Design Toolkits for Cohesive Branding01:11:02 Creative Problem Solving with Existing Assets01:15:24 Leveraging AI for Content Creation01:19:09 Establishing a Design System01:22:01 Iterating on Go-to-Market StrategiesOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsNorthbeam.https://www.northbeam.io/Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:26:56
E059: Meta Shifts, Margins & Smarter Growth with Taylor Holiday
As our unofficial “shadow guest”, Taylor Holiday, CEO of Common Thread Collective, finally joins us to unpack what growing a brand actually looks like in 2025. From shifting Meta performance and rising creative demands to tighter margins and changing consumer behavior, we explore the real constraints shaping how brands operate today.We talk about how the best brands are adjusting their messaging to drive performance, how to think about media spend through a margin-first lens, and why bundling, offer structure, and disciplined execution are more important than ever.Taylor also shares his take on the evolving balance between brand and product-led growth, how to think about testing in a high-cost environment, and why most teams of the future will look leaner, faster, and increasingly AI-powered.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction 04:08 E-commerce Challenges and Growth Strategies11:08 Navigating Meta's Advertising Landscape18:14 Optimizing for Incrementality and Brand Engagement25:21 The Role of Brand Activations and Measurement37:44 Unlocking New Reach in Marketing40:05 The Short-Term Impact of Advertising43:39 Balancing Brand and Performance Marketing46:24 Evolving Marketing Strategies for Growth49:19 The Role of Creative Campaigns in Business Growth53:08 The Future of Marketing and AI Integration01:00:09 The Changing Landscape of Creative Development01:05:42 The Role of Humans in an AI-Driven WorldOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:14:45
E058: Marketing in a Recession - Cuts, Bets, and What You Can’t Afford to Lose
With rising costs, tariff uncertainty, and declining consumer confidence, brands are being forced to do more with less - and in today’s episode, we break down what that actually looks like in practice, and how we’re adapting our marketing strategies in today’s tough economic environment.We cover what we’re cutting, what we’re keeping, and where we’re doubling down. From headcount and forecasting to channel prioritization, vendor negotiations, and creative strategy, we share the shifts we’re making to stay lean without stalling growth.We also get into how our thinking is evolving around incrementality, media efficiency, and value messaging—and why now might be the time to rethink how you define “essential” in your marketing stack. This is a real-time look at how we’re navigating the pressure, adjusting to change, and planning for what’s next.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction03:21 AI in Marketing and Economic Pressures05:46 Market Trends and Consumer Behavior09:13 Adjusting Strategies in a Recession14:51 Vendor Relationships and Cost Management18:12 Maintaining Growth Amidst Cuts23:52 Customer Support Innovations44:16 Navigating Incrementality in Media Spend47:35 The Importance of Testing and Revalidating Assumptions50:34 Adapting Marketing Strategies in a Changing Economy56:51 Understanding Market Dynamics and Consumer Behavior01:00:07 Positioning Premium Brands in a Downturn01:04:56 Leveraging Retail Opportunities for Long-Term Gains01:10:19 The Impact of Tariffs on Marketing Messaging01:20:55 Strategic Growth in a Competitive LandscapeOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsNorthbeam.https://www.northbeam.io/Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:26:49
E057: Inside Tecovas: Reporting, Merchandising & Growing the Brand with CMO Krista Dalton
Today on the show, we’re joined by Krista Dalton, the CMO and SVP of Digital at Tecovas, as she takes us inside the brand’s marketing strategy. We get into how Tecovas leverages data, reporting, and merchandising to expand and evolve the brand, all while staying true to its roots. We discuss the importance of understanding customer needs, how to balance creative and data-driven decisions, and the key role of brand evolution in driving growth. Krista also discusses how Tecovas is expanding into new categories while ensuring every offering aligns with their core mission. She also shares how AI is helping streamline data processes and reporting and highlights the importance of a collaborative, cross-functional team in executing Tecovas’ marketing strategy.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction02:36 Current Trends in DTC Marketing and AI Integration05:31 Understanding the Role of a CMO at Tecovas11:50 Data-Driven Decision Making and Reporting Practices24:03 Balancing Automation with Personal Insight in Data Analysis32:51 Understanding Brand and Product Dynamics38:30 The Importance of Post-Purchase Optimization56:06 Learning from Failures and Customer Expectations01:05:39 Craftsmanship and Customer Connection01:10:55 Navigating the Cowboy Boot Market01:21:07 Strategic Growth Marketing Initiatives01:28:39 Leveraging AI for Marketing EfficiencyOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsHaus.http://Haus.io/operatorsSubscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:37:42
E056: Redefining Your Ad Creative Strategy and Maximizing Meta Performance
In this episode, we break down what it actually means to define a high-performing ad creative strategy, and why doing so is essential to unlocking sustainable growth on Meta. We walk through Cody’s 10-point creative framework for shaping the ad strategy at Jones Road Beauty, diving into why creative should be treated as targeting, how to escape Meta’s “local maxima,” and how to feed the algorithm more diverse, strategically aligned inputs. Cody shares his take on creative strategy as prompt engineering for right-brain marketers, reframing how brands should think about influencing Meta’s outcomes.We also explore the maturity curve of attribution and measurement – why early-stage brands often rely on last-click metrics, and how that approach needs to evolve over time. Finally, we touch on the complexity of deciding which dimensions – audience, ad format, channel, offer, or optimization strategy – are worth prioritizing as you scale.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction02:52 Navigating Economic Pressures and AI in Marketing05:46 Creative Strategy and Team Structure09:03 Defining Creative Strategy and Volume11:46 Creative Diversity and Audience Targeting15:05 Local Maxima and Creative Inputs17:47 Post-Purchase Monetization Strategies21:03 The Role of Media Strategy in Creative Success27:10 Aligning Creative and Media Strategies29:56 Influencer Partnerships and Targeting32:46 New Attribution Models and Performance Measurement39:26 The Evolution of Attribution Models42:10 Defining Creative Diversity44:30 Incrementality vs Attribution in Marketing47:51 Measuring Marketing Success53:51 Cohesive Funnels in Marketing01:07:21 Creative Exploration vs ExploitationOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescAftersell.https://www.aftersell.com/operatorsNorthbeam.https://www.northbeam.io/Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPSSign up to the 9 Operators newsletter here: https://9operators.com/
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1:18:38