I’m a B2B SaaS marketing leader with a decade of experience. Taking startups from 0 to 100 is what I do — resulting in exponential growth and 3 acquisitions in the last 5 years.Explosive lead gen is the baseline. The must-have. Non-negotiable. Knowing what growth levers to pull based on a company’s goals, and how to continuously report on and optimize these efforts for maximum ROI, is a skill I’ve mastered over the years. I take every stage of the funnel and customer journey into account, building out the key touch points necessary across a myriad of channels to target and convert with precision.But, there’s a key component before lead gen that’s critical to success: cross-functional operations.To me, marketing serves as the glue between every single function of an organization. From forming and refining the mission and vision of a company, all the way to bringing that message to the masses in a way that inspires action. To do this successfully, a myopic approach isn’t going to cut it. Meaning that it’s the marketing leader’s job to unite every function and create a frictionless experience internally to create the best outcome externally.The artful deployment and continuous refinement of an analytically-founded and aesthetically-appealing approach — both internally and externally — is the key to exponential growth.