• LinkedIn
• Twitter
• Instagram
• YouTube
• RSS Feed

Apple •Spotify• Pocket Casts •Youtube •Overcast •RSS

What’s up everyone, today we have the pleasure of sitting down with Jacqueline Freedman, CEO and Founder at Monarch Advisory Partners.

Summary: Jacqueline straps on her jetpack and invites us to soar through the martech skies, teaching us how to navigate the journey of becoming an independent martech advisor. From hands-on execution tasks strategy and advisory projects and assembling a futuristic composable martech stack, we cover a lot of air miles. We navigate the build versus buy decision in martech, the realities of composable CDPs and embracing user-friendly modern marketing automation tools.

Jump to a Section

• How to Become a Martech Advisor
  • Balancing Hands-On Execution Projects vs Strategic Advice
  • Defining Your Ideal Client in Advisory Roles
  • Embracing a Breadth of Services in Martech
  • Why Relationship-Building is Crucial for External Advisors and How to Master It
• Why Building Internal Martech Tools Is a Huge Mistake for Most Companies
• The Future of Martech is Composable and User-friendly
• Navigating the Transition from B2C to B2B2C
• What Jacqueline’s Work-Life Balance Tactics Reveal About True Happiness

About Jacqueline

• Jacqueline started her career in Account and relationship management before joining WeWork where she would eventually settle into a Global Engagement Marketing and Operations Manager role as the fifth marketing hire during the company’s hyper-growth 
• She later joined an email and lifecycle growth agency as the 2nd team member and built out their NYC office where she worked with startups ranging from seed to series C
• She then moved over to Grammarly as the founding Marketing Operations hire where she built out the B2B MOPs team and led their marketing technology stack to support their transition to a B2B2C company
• And recently Jacqueline strapped on her jetpack and went out on her own as a solopreneur founding Monarch Advisory Partners, a full-stack Marketing Ops and Martech consultancy

Why Introspection is the Secret Weapon for Aspiring Entrepreneurs

Reflecting on her transition from Grammarly to entrepreneurship, Jacqueline shared bits of wisdom from her thought process when she strapped on that jetpack. With a family history rooted in entrepreneurship, she always envisioned herself running her own business. Observing her father and grandfather, she felt like she had a front-row seat to an MBA. This early exposure planted the seed of entrepreneurship, but it wasn’t until she recognized her unique skill set that she felt truly ready to take the plunge.

The decision wasn’t impulsive. Jacqueline emphasized the role of introspection and reflection in her journey. She spent a year contemplating the right moment, fueled by her natural tendency to overthink. Through late nights and early mornings, she assessed her career achievements, from scaling WeWork during its prime to steering Grammarly’s shift to B2C. These experiences solidified her belief in her capabilities, leading her to recognize that she was ready for the entrepreneurial leap.

Jacqueline’s courage was also bolstered by her practical approach. While at Grammarly, she had already begun advising several founders, driven by her passion for problem-solving rather than monetary gain. These conversations not only honed her skills but also provided a soft landing into entrepreneurship. By the time she officially launched her business, she had a lineup of clients ready, thanks to her reputation and the support of colleagues and partners who championed her abilities.

Her journey highlights the importance of strategic preparation and the value of building a strong professional network. Jacqueline’s story is a testament to how a combination of introspection, practical experience, and a supportive community can make a significant career transition smoother and more successful.

Key takeaway: Use introspection to identify your unique skills and career achievements. Reflecting on these aspects will not only boost your confidence but also clarify your readiness for major career changes, like transitioning to entrepreneurship.

Back to the top ⬆️

How TV Dramatization Barely Scratches WeWork’s Reality

When asked about the accuracy of the WeWork TV show “WeCrashed” on Apple TV, Jacqueline offered a candid perspective. Having watched all the content related to WeWork, she noted that “WeCrashed” starring Jared Leto and Anne Hathaway, came closest to capturing the essence of the events. However, she emphasized that the series only scratched the surface of what truly transpired.

Jacqueline explained that while the series contained a kernel of truth, the actual events at WeWork were far more intense. Everything depicted in the show was amplified tenfold in reality. This amplification was very much in line with WeWork’s brand, known for its high-energy and sometimes chaotic environment. She described her experience of watching the dramatization as somewhat PTSD-inducing due to its accuracy in portraying the underlying ethos of WeWork.

Despite the dramatization, Jacqueline found it fascinating and somewhat validating to see the story unfold on screen. The series succeeded in conveying the core truth of WeWork’s journey, even if it couldn’t fully encapsulate the extremities of the real-life scenarios. For Jacqueline, revisiting those memories through the show was a mixed experience, balancing between validation and the resurfacing of intense memories.

Her insights underscore the dramatic nature of WeWork’s history and how media adaptations, while engaging, often have to simplify or condense reality. For viewers, it’s a reminder that behind the scenes, the stories of such companies are often more complex and multifaceted than any series can fully capture.

Key takeaway: Jacqueline noted that while “WeCrashed” captured the essence of WeWork, it only scratched the surface of the true events, which were far more intense. The dramatization, though somewhat accurate and PTSD-inducing, validated the chaotic environment of WeWork. However, she emphasized that media adaptations often simplify the complexities of real-life scenarios.

Back to the top ⬆️

How to Become a Martech Advisor

Balancing Hands On Execution Projects vs Strategic Advice

Jacqueline addresses the nuanced demands of clients in marketing operations (MOPs). While she shares a passion for every facet of MOPs, she acknowledges a point in her career where hands-on tasks like copywriting and sending emails no longer align with her long-term vision. This shift towards focusing on advisement and strategy is something she enjoys, and it’s about setting clear expectations from the start with clients.

Each client’s needs vary, which Jacqueline finds exciting. However, it necessitates clear communication about what she offers. When clients require extensive lifecycle or demand generation email execution, Jacqueline is upfront about her role. If it’s a short-term need, she might handle it, but for long-term commitments, she refers them to trusted partners. She mentions firms like Modular Marketing and Ragnarok, highlighting her strong relationships with these agencies. This symbiotic partnership ensures clients get top-notch service while allowing Jacqueline to concentrate on strategic advisement.

By focusing on strategy, Jacqueline can provide high-level insights and direction that impact her clients’ overall marketing operations. She values the ability to step back from the minutiae and look at the bigger picture, helping businesses navigate their marketing landscapes more effectively. This approach not only suits her professional growth but also ensures her clients receive specialized, high-quality execution from her partners.

Jacqueline’s journey exemplifies the importance of evolving in one’s career and recognizing when to delegate tasks that no longer fit one’s vision. It’s about leveraging strengths and building a network of reliable partners to deliver comprehensive solutions. Her ability to set expectations and offer strategic guidance is a testament to her experience and foresight in the marketing operations field.

Key takeaway: When transitioning to a more strategic consulting role, clearly communicate your focus and delegate hands-on tasks to trusted partners. This allows you to leverage your strengths, provide high-level insights, and ensure clients receive specialized execution, aligning your work with your long-term vision and professional growth.

Back to the top ⬆️

Defining Your Ideal Client in Advisory Roles

Jacqueline delves into the thoughtful process behind selecting her niche in advisory roles. Before even naming her company or filing for an LLC, she deeply considered the types of clients and projects that truly sparked joy for her. She enjoyed a variety of engagements, which led her to offer multiple services, including coaching individuals, advising leaders, and partner engagements. These diverse offerings allow her to be both a strategic advisor and an integral part of a team, depending on the client’s needs.

For partner engagements, Jacqueline prefers working with hypergrowth SaaS, B2C, and B2C2B clients exploring product-led growth (PLG). Additionally, she targets B2B clients needing foundational support or recovering from previous poor implementations. Her decision to focus on these segments stems from her extensive experience and personal interest, aligning her professional expertise with her passions.

Jacqueline’s approach to picking her niche was grounded in self-reflection. She assessed her career, recognizing where her unique skill set and enjoyment intersected. This introspection led her to realize that her experience with these specific client types was not only extensive but also brought her the most satisfaction. By focusing on what she enjoyed and excelled at, she was able to clearly define her niche.

When it came to crafting her website’s content, Jacqueline found the words flowed naturally. The ideas had been percolating in her mind, ready to be articulated. This organic process of putting pen to paper exemplifies her clarity and confidence in her chosen path. Her ability to seamlessly translate her vision into compelling copy underscores her commitment and enthusiasm for her work.

Key takeaway: Reflect deeply on your past experiences to identify the clients and projects that bring you the most joy and align with your skills. This introspection will help you define your niche and craft compelling content that naturally resonates with your ideal clients, making your advisory services more focused and effective.

Back to the top ⬆️

Embracing a Breadth of Services in Martech

When asked about her approach to offering a broad range of services in martech rather than focusing on a specialization, Jacqueline’s passion for marketing operations shines through. She explained that her decision to maintain a breadth of services stems from her deep love for all aspects of MOPs, rather than wanting to pigeonhole herself into one specific area. It’s like having a painter’s palette, full of vibrant colors offering a full spectrum of possibilities.

Jacqueline’s strategy is also influenced by client perspectives. She recognizes that while some clients might seek an expert in a very niche field, the chances of finding that perfect match can be slim unless they have robust SEO, are engaged in paid advertising, and have a strong presence in the industry. This reality makes Jacqueline’s comprehensive approach more appealing to a wider range of clients who might need assistance across various facets of marketing operations.

Her approach allows her to be a versatile resource for clients, offering support in everything from email marketing and push notifications to broader strategic advisement. Jacqueline’s versatility not only aligns with her personal interests but also positions her as a valuable asset to clients who might require a multifaceted approach to their marketing challenges.

While some professionals choose to become highly specialized, Jacqueline prefers to be a jack of all trades within the MOPs landscape. This decision is not about indecisiveness but about leveraging her wide-ranging expertise to meet diverse client needs. Her commitment to maintaining a broad skill set ensures she can adapt to various challenges and opportunities that come her way.

Key takeaway: Embrace a broad range of services in your field to become a versatile consulting resource for clients. This approach allows you to attract a wider client base and adapt to diverse needs, ensuring you remain valuable and relevant in a competitive market, even if it means not specializing in one niche area.

Back to the top ⬆️

Choosing Between Industry Expertise and Platform Specialization

When asked about the importance of industry knowledge versus technical expertise in specific tools or platforms, Jacqueline provided an insightful perspective. The debate centers on whether it’s more beneficial to hire someone who deeply understands the industry, such as B2B2C health tech, or someone who is a master of specific marketing automation tools, even if they lack industry experience.

Jacqueline believes that both approaches hold value. She acknowledges that while there are certifications available for various tools, the real expertise often comes from practical experience and a genuine curiosity to learn and adapt. For Jacqueline, the key factor is curiosity. An expert in a particular tool who is eager to learn about the industry can be just as valuable as someone with extensive industry knowledge who is willing to master new tools.

She emphasizes that this curiosity and willingness to learn should be a critical aspect of the hiring process. Through interviews and discussions, companies can gauge how a potential hire thinks and problem-solves. This insight can reveal whether the candidate has the flexibility and adaptability needed to succeed in a given role.

Ultimately, Jacqueline suggests that the decision depends on the company’s specific needs and culture. If a company values flexibility and is open to learning, then a tool expert with a strong desire to understand the industry can be a great fit. Conversely, if deep industry knowledge is paramount, then hiring someone with that background might be more advantageous, even if they need to learn new tools.

Jacqueline’s balanced view highlights that there is no one-size-fits-all answer. The right choice depends on various factors, including the company’s goals, culture, and the specific demands of the project or role.

Key takeaway: As a marketer aiming to become a consultant or advisor, actively seek out opportunities to learn new marketing tools and industry specifics. Showcase your ability to adapt and solve problems by taking on diverse projects and documenting your successes. This will demonstrate your versatility and make you more appealing to potential clients.

Back to the top ⬆️

Why Active Listening is Important for Aspiring Advisors

When asked about advice for those considering a transition from full-time in-house roles to advisory positions, Jacqueline emphasized the importance of saying yes to new opportunities. For those receiving freelance offers, she suggests taking on these projects to determine if advising suits them. However, she cautions about maintaining boundaries, as she herself is a recovering workaholic.

Jacqueline underscores the value of both soft and hard skills in this journey. She believes that everyone’s unique approach and background contribute differently to advisory roles. Yet, two critical attributes stand out in the pursuit of expertise: curiosity and active listening.

Curiosity, fueled by Jacqueline’s liberal arts education, drives her to immerse deeply in her craft. Understanding every aspect of her work, from internal processes to customer impact, allows her to innovate and foster relationships across departments. This comprehensive understanding makes her a nexus of change, enabling her to translate complex ideas and facilitate collaboration.

Active listening is equally crucial. Jacqueline highlights the importance of conducting interviews, maintaining regular touchpoints, and actively engaging with different teams. This helps in identifying root problems and proposing solutions that consider everyone’s needs. Her success is partly due to the support of engineers and data analysts who have enhanced her technical understanding. Even without writing code, she can effectively oversee technical projects by understanding the language and implications of the work.

Jacqueline’s advice is clear: remain curious, actively listen, and build a holistic understanding of your work environment. These skills not only help in becoming a trusted advisor but also in making meaningful contributions that drive progress and innovation.

Key takeaway: To successfully transition to an advisory role, begin by accepting freelance projects to see if advising suits you. Focus on honing your curiosity by learning about every aspect of your client’s business. Practice active listening by conducting regular check-ins with different teams to understand their needs. This will help you identify key issues and offer comprehensive solutions, making you a trusted advisor.

Back to the top ⬆️

Why Relationship-Building is Crucial for External Advisors and How to Master It

Jacqueline’s approach to balancing relationship-building and task execution as an external advisor is rooted in a firm belief: relationships with client stakeholders are essential. She emphasizes that this isn’t just an optional part of her role, but a requirement. Without the opportunity to build rapport and trust, the engagement simply won’t be a fit.

Jacqueline shares a piece of wisdom from her grandfather: “Your clients make your day or break your day. Choose your clients wisely.” This principle is woven into her work at Monarch and her personal values. If a client’s culture and values don’t align with hers, it’s unlikely to be a successful partnership. This approach mirrors the careful selection process for team members, ensuring a good cultural fit.

Interestingly, despite being an introvert, Jacqueline excels in relationship-building and aligning different stakeholders. This strength has been a significant differentiator for her. She acknowledges the challenge of self-promotion and marketing her work, something she continues to work on. For her, the focus has always been on forging strong connections and ensuring everyone is aligned towards common goals.

She also highlights the importance of recognizing and leveraging one’s unique strengths. While she excels in stakeholder alignment, she notes that someone else might bring different strengths to the table, such as self-promotion or technical skills. This diversity in approach doesn’t make one better or worse, but simply different. Understanding and appreciating these differences is key to successful collaboration.

Jacqueline’s perspective offers valuable insights for those early in their careers. It’s crucial to balance heads-down work with building relationships. This dual focus not only makes conversations easier but also enhances overall effectiveness in project management and execution.

Key takeaway: As an external advisor, prioritize building relationships with client stakeholders. Schedule regular check-ins and informal meetings to establish trust and rapport. This proactive relationship-building will enhance collaboration, align goals, and make project execution more effective, ultimately leading to more successful client engagements.

Back to the top ⬆️

Why Building Internal Martech Tools Is a Huge Mistake for Most Companies

Navigating the Build Versus Buy Decision in Martech

Jacqueline dives into the age-old debate of build versus buy, a topic she finds fascinating and often contentious within companies. She relishes challenging the internal narrative, despite it sometimes ruffling the feathers of beloved engineers.

Jacqueline’s stance is clear: unless your goal is to innovate and create something entirely new, why reinvent the wheel? She recalls a significant company she worked for that decided to build an internal CRM instead of using Salesforce. They hired consultants to prove their engineers could handle it. In the end, not only did the consultants demonstrate that it wasn’t a worthwhile investment, but they also ended up being hired full-time to manage the Salesforce instance they initially advised against replacing. This example underscores her point: if a tool already exists and excels, it’s often best to leverage that expertise rather than duplicating efforts.

However, Jacqueline acknowledges there are situations where building internally makes sense. If the tool becomes integral to the company’s core operations and there’s a dedicated team to support and maintain it, building might be the right choice. She emphasizes the importance of a thorough cost analysis and ensuring the solution aligns with long-term company goals.

She also highlights a crucial consideration for career development. Custom-built tools, particularly homegrown ESPs, often lead to regret. Teams frequently find themselves advocating for modern, next-generation platforms that can better support their needs. Furthermore, mastering a proprietary tool, while beneficial within the company, can limit the transferability of skills. When seeking new roles, experience with widely recognized platforms is often more valuable.

Jacqueline’s insights reveal a nuanced approach to the build versus buy dilemma. While there are cases for both, careful consideration of long-term goals, cost, and career impact is essential in making the right decision.

Key takeaway: When deciding between building or buying a martech tool, conduct a thorough cost-benefit analysis that includes long-term goals and career impact. Consider how mastering proprietary tools might limit your marketability and opt for widely recognized platforms that enhance your skill set for future opportunities.

Back to the top ⬆️

Challenges in Building Internal Marketing Tools

When asked about the challenges of building internal marketing tools, Jacqueline agreed that finding engineers dedicated to such projects is rare. She acknowledges that while some engineers are passionate about this niche—true unicorns—the reality is that most engineers view it as a temporary role, a stepping stone to more exciting projects.

Jacqueline’s experience with these dedicated engineers has been transformative. Their willingness to simplify complex concepts has helped her elevate her technical skills. However, she admits that even with a dedicated team, companies must be prepared for high turnover. The key is to hire specifically for the role, understanding that maintaining engagement and interest in building internal tools is difficult.

She further emphasizes that many existing email service platforms (ESPs) already provide the necessary functionality with robust user interfaces. Jacqueline questions the rationale behind building an internal tool unless there is a significant focus on user experience (UX) and user interface (UI). If a company’s internal tool doesn’t match the usability and features of established platforms, the effort may not be justified.

Jacqueline’s perspective highlights a critical issue in the martech industry: the gap between the engineers’ motivations and the strategic needs of the marketing team. For a successful internal build, companies must ensure their engineers are not only skilled but also genuinely interested in the project’s unique challenges.

Her insights suggest a strategic approach to building internal tools: weigh the benefits against the challenges, invest in UX/UI, and be prepared for potential turnover. This balanced view can help companies make informed decisions about whether to build internally or utilize existing solutions.

Key takeaway: When building internal marketing tools, prioritize hiring engineers who are genuinely interested in the project’s unique challenges. Conduct thorough interviews to gauge their long-term commitment and enthusiasm for the role. This will help mitigate high turnover and ensure the success of your internal build.

Back to the top ⬆️

Choosing the Right Persona for ESP Positioning

When asked about targeting personas for an email service provider (ESP) vendor’s positioning, Jacqueline advises focusing on the technical marketer, especially in a B2B context. She believes that if you successfully engage a skilled technical marketer, they will naturally bring engineers into the decision-making process. This approach leverages the marketer’s strengths and ensures that engineers, who are crucial for implementation, are fully involved.

Jacqueline shares an illustrative example from her time at Grammarly. She led a comprehensive four-week evaluation of ESPs, meticulously analyzing 150 data points. This rigorous process involved validating information through third-party references and ensuring all aspects met their stringent criteria. Her engineers played a vital role in this evaluation, reviewing each detail and contributing to a scorecard that determined whether they could proceed.

By involving engineers in this way, Jacqueline highlights that they become indispensable partners in the decision-making process. While they may not be the final decision-makers, their approval is essential for successful implementation. This collaboration underscores the importance of a holistic approach where both marketers and engineers work together to achieve the best outcomes.

Jacqueline also emphasizes the value of targeting multiple personas in B2B settings. ESPs have the opportunity to cater to various roles, including data engineers and other technical specialists. She notes that much of the current marketing for ESPs tends to be overly focused on fun and fluff, lacking the technical depth needed to appeal to these audiences. Given the intense competition and proliferation of ESPs in the market, there’s a pressing need for clarity. Many martech tools have emerged in recent years, and the landscape is ripe for consolidation and mergers. To stand out, ESPs must clearly communicate their technical capabilities and address the specific needs of different industry sectors.

Key takeaway: When positioning your Martech products, focus on engaging technical marketers by providing detailed, data-driven evaluations and involving engineers in the decision-making process. This approach ensures thorough vetting and technical buy-in, leading to a more successful and well-implemented solution.

Back to the top ⬆️

The Future of Martech is Composable and User-friendly

The Realities of Composable CDPs in Martech

When asked about the hype surrounding composable customer data platforms (CDPs) versus traditional packaged CDPs, Jacqueline shared her candid views on the topic. Despite the increasing discussions about composable CDPs being the future, she pointed out that the reality is far more complex. Jacqueline doesn’t buy into the product marketer’s hype, and her experience suggests that many users are dissatisfied with their CDPs. She has yet to meet someone who is genuinely happy with their CDP, which speaks volumes about the industry’s current state.

Jacqueline referenced a Forrester report from two years ago, which revealed that only 10% of users felt their CDP met current needs, and a mere 1% believed it could handle future needs. This stark statistic indicates a significant gap between what CDPs promise and what they deliver. While companies might celebrate their inclusion in Gartner’s Magic Quadrant, Jacqueline believes they should focus more on functionality and usability rather than accolades.

She advocates for the flexibility and specificity of tools like high touch and census, which offer ease of use and minimal implementation complexity. By using these tools, companies can avoid doubling their storage costs and ensure all data is centralized in their data warehouse, which should be the ultimate source of truth. This approach aligns financial and operational data, facilitating better decision-making across the board.

Jacqueline provided a concrete example from her time at Grammarly. By implementing a composable CDP approach, her team connected over 25 destinations, enabling data syncing for commercial journey triggers and daily enrichment. This initiative saved millions in annual advertising costs and significantly reduced reliance on engineering for lifecycle marketing tasks. Such results underscore the cost-effectiveness, scalability, and flexibility of composable CDPs.

Her insights suggest that while composable CDPs hold promise, success depends on collaborative efforts, foresight, and a commitment to pushing the envelope. Marketers and technical teams need to work together to ensure these systems are not only implemented but also optimized for long-term success.

Key takeaway: Composable CDPs offer flexibility and cost savings but require careful implementation and collaboration. Ensure your data warehouse remains the central source of truth and leverage composable tools to reduce reliance on engineering and save on operational costs.

Back to the top ⬆️

Embracing User-Friendly Marketing Automation Tools

When asked about her thoughts on user-friendly marketing automation tools and ESPs, Jacqueline shared her approach to technology platforms, which is based on her personal experience and the quality of interaction she has with them. She values both the user experience (UX) and the people behind the platforms, which has shaped her preferences over her career. Having worked with nearly every major ESP and martech tool, Jacqueline’s opinions are well-informed and deeply rooted in practical experience.

Jacqueline explains that while she respects the legacy tools for their groundbreaking contributions to the industry, many have become outdated and overpriced. These older platforms, once revolutionary, have failed to innovate, creating opportunities for newer, more agile solutions. This shift has allowed for the emergence of platforms that don’t require a full-time dedicated architect to function effectively, eliminating the need for complex data extensions or SQL coding to achieve desired segmentation.

During her time in stealth mode with Monarch, Jacqueline was deliberate in forging formal relationships with next-generation tools, aiming to stay ahead of the curve and explore future possibilities. She emphasizes that the landscape of marketing automation is evolving, and there are now tools available that offer simplicity and efficiency without compromising on functionality.

Jacqueline also appreciates communities like Humans of Martech for fostering niche discussions among professionals who seek to explore and understand new technologies. These conversations help shed light on the variety of tools available and encourage marketers to ask critical questions about what platforms best suit their needs. She advises that just because a tool is widely recognized doesn’t mean it’s the right choice for every business, highlighting the importance of evaluating options based on specific requirements and long-term goals.

Key takeaway: Evaluate marketing automation tools based on their user experience and community support rather than brand recognition alone. Engage with professional communities to gather insights and ask critical questions, ensuring you choose platforms that align with your specific needs and long-term goals without requiring excessive technical expertise.

Back to the top ⬆️

The Evolution of Marketing Automation Tools

When asked about the evolution of marketing automation tools, Jacqueline highlighted the significant shift in the landscape over recent years. While a few names dominated the market in the past, the last five to six years have seen the emergence of several new contenders. These newer tools offer fresh, user-friendly features that make marketers question why they continue using outdated platforms with slow loading screens and decade-old interfaces.

Jacqueline appreciates the pioneering efforts of the legacy tools, acknowledging their role in shaping the industry. However, she points out that many of these platforms have stagnated, becoming overpriced without offering substantial innovation. In contrast, newer tools bring simplicity and efficiency, allowing marketers to achieve their goals without needing a dedicated architect to navigate complex systems.

Jacqueline also praises communities like Scott Brinker’s Martech Weekly for providing independent evaluations that challenge the traditional marketing quadrants. She notes that these evaluations often reveal discrepancies between advertised capabilities and actual use cases. This scrutiny has led the marketing operations (MarOps) community to become more discerning, recognizing that many industry awards and accolades are influenced by paid placements rather than genuine excellence.

The MarOps community’s ability to adapt quickly to changing features, legislation, and regulations makes it uniquely innovative. Jacqueline is optimistic about the future, believing that this community’s collective wisdom and willingness to embrace new tools will drive continued progress in the martech space.

Key takeaway: Regularly review independent evaluations and community insights to stay updated on the latest marketing automation tools. Challenge the reliance on legacy platforms by testing newer, more efficient options that meet your evolving needs without requiring excessive technical management. This approach ensures you leverage the most innovative and user-friendly solutions available.

Back to the top ⬆️

Navigating the Transition from B2C to B2B2C

When asked about spearheading Grammarly’s transition from a B2C to a B2B2C model, Jacqueline described it as both the most challenging and rewarding experience of her career. Her primary role was to build the B2B side of the business, having to nurture a small, scrappy startup within an established and beloved B2C company. Almost like constructing a solar system, with Grammarly as the central sun, around which new planets (business partners) would orbit, each with its own moons (consumers) influenced by the gravitational pull of the company’s core values and offerings.

Jacqueline hired some of the industry’s best talent, such as Kelly Metter and Carla Vince, to fortify the B2B operations. With their support, she felt confident to shift her focus and address the interoperability of Grammarly’s marketing systems. Jacqueline noticed inefficiencies and gaps that others overlooked, compelling her to undertake the unpaid task of integrating the disparate B2B and B2C systems, all with a product-led growth (PLG) strategy in mind.

Her efforts involved extensive relationship-building across various teams to align everyone with the vision. Parallel to these efforts, Grammarly onboarded Databricks and centralized their data into a singular source of truth. This upgrade to the tech stack included modern tools like Fivetran, Iterable, and Hightouch, enabling seamless data flow and integration.

With the data correctly positioned, Grammarly was able to effectively utilize product-qualified leads (PQLs) and product-qualified accounts (PQAs) within Pardot and Salesforce. This integration facilitated a more cohesive and strategic approach, enhancing their ability to leverage data for better marketing and sales outcomes.

Jacqueline’s narrative underscores the importance of not just identifying and addressing technical gaps but also fostering cross-functional collaboration to drive significant organizational change.

Key takeaway: When leading a major business model shift, prioritize building cross-functional relationships to align your team with the new vision. Identify and address inefficiencies by integrating disparate systems and centralizing your data. This approach will enable you to leverage product-qualified leads and accounts effectively, enhancing your overall marketing and sales strategy.

Back to the top ⬆️

What Jacqueline’s Work-Life Balance Tactics Reveal About True Happiness

When asked about maintaining happiness and success while juggling multiple roles, Jacqueline candidly admitted this was the toughest question. Known for her expertise in martech and marketing operations, she humorously suggested reverting to those familiar topics before diving into her genuine response.

Jacqueline, a self-professed recovering workaholic, acknowledges that seeking balance is a lifelong journey requiring daily effort. She employs several strategies to ground herself and maintain equilibrium. Therapy and journaling play crucial roles in her routine, providing a reflective space to manage her thoughts and emotions. These practices help her navigate the complexities of her professional and personal life, much like an equinox, where day and night are perfectly balanced, symbolizing the harmony she strives to achieve between light and darkness in her own existence.

Attending live concerts is another way Jacqueline fills her cup, finding joy and energy in the vibrant atmosphere of music events. Additionally, spending time with her two rescue Shar Pei boxer mixes is a significant source of comfort and happiness. The simple act of cuddling with her dogs offers a much-needed respite from her busy schedule.

Jacqueline also highlights the importance of her relationship with her fiancé. They prioritize their bond with a dedicated weekly date night, ensuring they carve out time for each other amidst their hectic lives. Her fiancé’s unwavering support and their shared moments contribute immensely to her overall well-being and happiness.

Jacqueline’s approach to balancing her career and personal life emphasizes the importance of self-care, strong relationships, and finding joy in everyday activities. It’s a continuous effort, but one that she tackles with thoughtful strategies and a commitment to nurturing her happiness.

Key takeaway: Incorporate therapy and journaling into your routine to create a reflective space that helps you manage your thoughts and emotions, leading to better balance in your personal and professional life.

Back to the top ⬆️

Episode Recap

Jacqueline straps on her jetpack and invites us to soar through the martech skies, teaching us how to navigate the journey of becoming an independent martech advisor. From hands-on execution tasks strategy and advisory projects and assembling a futuristic composable martech stack, we cover a lot of air miles. 

Defining your ideal consulting clients starts with introspection. Reflect on past projects to identify what brings you joy and aligns with your skills. This clarity sharpens your niche, making your advisory services more focused and naturally attractive to the right clients. Transitioning from hands-on execution to strategic consulting means being up front about it with clients and partnering with trusted execution specialists. 

Offering a broad range of services in martech enhances your versatility, attracting a wider client base and ensuring you stay relevant in a competitive market. To further solidify your position, active listening and relationship-building are crucial. Building strong relationships with stakeholders fosters trust and aligns goals, making your advisory engagements more effective and impactful.

Advising brands on making the best martech decisions means staying up to date with the latest tools and trends. Evaluate marketing automation tools based on user experience and community support rather than legacy brand recognition. Regularly review independent evaluations (like TMW100) and test newer, more efficient options to stay updated on the latest tools, ensuring you leverage the most innovative and user-friendly solutions without excessive technical management.

When deciding between building or buying martech tools, consider long-term benefits. Opt for widely recognized platforms to enhance your marketability. If you do decide to go the internal tooling route, prioritize hiring engineers passionate about your projects to ensure success and minimize turnover. 

By integrating these strategies, you can elevate your martech advisory services, ensuring you deliver impactful and forward-thinking solutions that resonate with clients and drive your career forward.

Listen to the full episode ⬇️ or Back to the top ⬆️

Follow Jacqueline👇

• LinkedIn
• Monarch Advisory Partners

✌️

—
Intro music by Wowa via Unminus
Cover art created with Midjourney (check out how)

Apple •Spotify• Pocket Casts •Youtube •Overcast •RSS

Related tags

See all episodes

Future-proofing the humans behind the tech

Apple •Pocket Casts•Google •Overcast •Spotify •Breaker •Castro •RSS

• LinkedIn
• Twitter
• Instagram
• YouTube
• RSS Feed