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Building a Marketing Team From Scratch
Forrest Leighton took over the marketing reins at PERSUIT in early 2022 and built his team from the ground up. Now, after a year, he explains how he did it, what he learned, and what he’d do differently if he started again today.
When Forrest Leighton took over as Vice President of Marketing for PERSUIT in January 2022, they had just celebrated the fifth anniversary of its 2016 founding in Melbourne, Australia. The company had battled through start-up life and driven significant growth, despite having no organized marketing efforts or a marketing leader. A veteran B2B marketing executive, Leighton had plenty of experience building internal marketing organizations when he joined PERSUIT, but he had never done it from the ground up.