Episode 233
In the 2009 movie “Up” there’s a golden retriever whose collar can translate his thoughts to speech. When Dug the dog first starts speaking, the main characters marvel at how smart he is, but expectations drop a moment later when he snaps his head around and halts mid-sentence when he hears a squirrel.
We marketers are prone to Squirrel-chasing. Let’s be honest and admit that we get caught on a treadmill of activity without stopping to ask ourselves if it’s having an impact.
How do we break this habit? This month’s book says it’s by creating a Go-To-Market plan with detailed tactics. A plan reminds us why we’re sticking with those tactics, so we don’t get distracted by any tactic that comes along.
Our guest has an MBA and 25+ years of marketing leadership experience in the US and Europe. Her consultancy, Transformation Insights, offers Fractional CMO services that help companies grow by building go-to-market strategies that are consistent and effective. She is also a speaker and the author of The Marketing Growth Formula which came out in late 2025.
Let’s go to Miami Florida to talk with Heidi Hattendorf
Chapters/Timestamps
00:00 Introduction
01:38 Meet Heidi Hattendorf
02:38 Three Pillars Framework
09:41 B2B Value and Brand
13:42 Thought Leadership That Works
21:49 PSA for Clinic Episode
22:46 GTM Strategies
35:21 AI Future and Wrap Up
Shownotes
Book’s site: themarketinggrowthformula.com
Heidi on LinkedIn: https://www.linkedin.com/in/heidihattendorf/
Heidi’s website: https://heidihattendorf.com/
