The CRO to CMO Advantage: Reimagining Go to Market
Learn how Orlando Baeza, CRO & CMO at Flock Freight, and his team are creating a more cost-effective and efficient future for the trucking industry.
Flock Freight’s technology is creating a smarter supply chain and the most sustainable solution in an industry long overdue for innovation. By modernizing an outdated system, we help shippers access more control and more savings, help carriers enjoy more choice and more profits, and do our part to build a sustainable future.
Guest Bio
Global marketing and commercial growth expert Orlando Baeza is the CRO and CMO at Flock Freight.
At Flock Freight, Orlando and his team are disrupting supply chain inefficiencies using patented technology to pool freight at scale. He is focused on executing a new growth strategy to complement acquisition from outbound sales with an inbound commercial organization to drive even more profitable revenue growth.
Prior to joining Flock Freight, Orlando led both B2C and B2B marketing and creative at organizations like Medable, Kajabi, and Buzzfeed. He also held previous roles in global marketing at Activision, Nike and Adidas. Orlando has a thorough and nuanced understanding of both brand and growth marketing, and his prowess has been instrumental in significant financial success through P&L ownership upwards of $80M, leading teams of 150+, securing pivotal acquisitions, and driving fundraising campaigns to the tune of more than $750M in total capital.
Orlando has been recognized in Forbes’ 30 Under 30 and 50 Most Entrepreneurial CMO lists, Business Insider’s 40 Under 40 list, and as an Adweek leading CMO to watch. Orlando is a graduate of Bryant University and devoted to mentoring and sponsoring diverse talent. His passion for coaching and mentorship has led him to help countless young professionals achieve growth in their careers. A self-proclaimed trendsetter, Orlando’s track record of building teams that develop innovative and effective marketing campaigns, as well as efficient and profitable sales organizations speaks for itself.
Guest Bio
Global marketing and commercial growth expert Orlando Baeza is the CRO and CMO at Flock Freight.
At Flock Freight, Orlando and his team are disrupting supply chain inefficiencies using patented technology to pool freight at scale. He is focused on executing a new growth strategy to complement acquisition from outbound sales with an inbound commercial organization to drive even more profitable revenue growth.
Prior to joining Flock Freight, Orlando led both B2C and B2B marketing and creative at organizations like Medable, Kajabi, and Buzzfeed. He also held previous roles in global marketing at Activision, Nike and Adidas. Orlando has a thorough and nuanced understanding of both brand and growth marketing, and his prowess has been instrumental in significant financial success through P&L ownership upwards of $80M, leading teams of 150+, securing pivotal acquisitions, and driving fundraising campaigns to the tune of more than $750M in total capital.
Orlando has been recognized in Forbes’ 30 Under 30 and 50 Most Entrepreneurial CMO lists, Business Insider’s 40 Under 40 list, and as an Adweek leading CMO to watch. Orlando is a graduate of Bryant University and devoted to mentoring and sponsoring diverse talent. His passion for coaching and mentorship has led him to help countless young professionals achieve growth in their careers. A self-proclaimed trendsetter, Orlando’s track record of building teams that develop innovative and effective marketing campaigns, as well as efficient and profitable sales organizations speaks for itself.
Episode Summary
This episode features an interview with Orlando Baeza, CRO & CMO at Flock Freight, fixing freight’s biggest weakness by offering a smarter alternative — shared truckload—that moves goods more reliably and with fewer emissions.
In this episode, Orlando shares with us his tips for innovating decades-old marketing strategies, the benefits of working under dynamic leadership, and why you should always keep your prospects laughing and learning. Orlando also talks about his journey of becoming the active CRO and CMO at a company like Flock Freight and what it takes to reimagine go to market from org structure and design.
Key Takeaways
- Shared truckload is the key to a cost-saving, efficient trucking future. Most of the trucks you see on the road are half empty, so when we think of the next step forward for cutting costs and getting more commodities to more customers at a faster rate, shared truckload is the answer.
- Utilizing humor to educate the market. Leveraging humor and wit to grab attention and create care so customers want to engage and learn more about the company's mission.
- Reimagine go to market top to bottom. From org structure to design, go-to-market materials, sales enablement, messaging, inbound vs outbound, and beyond. An organizational shift is necessary at some point in a company's lifecycle for scaling into the future.
Quotes
“ So one of the big things, we've done is really reimagined our go-to-market top to bottom from org structure and design, all the way through go-to-market materials and sales enablement to messaging, right? To even thinking about the inbound versus outbound dynamic and how we prospect. So we've done a lot of organizational shifting to create what we believe is a much more dynamic, much more efficient organization that will set us for scale into the future.”
Episode Highlights
https://qualified.wistia.com/medias/7gdavcfdic
*(05:05) - The Trust Tree: A shared truckload future
*(14:53) - The Playbook: Build bespoke to reimagine the existing company playbook
*(38:46) - Quick Hits: Orlando’s Quick Hits
Episodes Transcript
- Shared truckload is the key to a cost-saving, efficient trucking future. Most of the trucks you see on the road are half empty, so when we think of the next step forward for cutting costs and getting more commodities to more customers at a faster rate, shared truckload is the answer.
- Utilizing humor to educate the market. Leveraging humor and wit to grab attention and create care so customers want to engage and learn more about the company's mission.
- Reimagine go to market top to bottom. From org structure to design, go-to-market materials, sales enablement, messaging, inbound vs outbound, and beyond. An organizational shift is necessary at some point in a company's lifecycle for scaling into the future.
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