Name: Carrie Mott
Title: Founder & Managing Director
Organisation: Flywheel Marketing
With 20+ years’ experience in technology/SaaS marketing, growth and sales development, I am obsessed with helping customers find transformational solutions that automate exceptional digital experiences for sustained hypergrowth and commercial impact. This underpins my leadership of cross-functional teams of 30+ and delivery of 150M+ per annum in pipeline generation across global and regional markets.
As 65-85% of SaaS sales cycles transpire before a technology provider has any direct contact with a buyer - I am a firm believer that the B2B SaaS buying experience needs to reflect that technology buyers are B2C buyers - increasingly empowered, always-on, who expect 24/7 self-service and frictionless access to instant transactions, peer references, free trials, online support and community learning to make a purchase decision from awareness to advocacy. This philosophy underpins my approach creating and orchestrating remarkable experiences across the non-linear prospect and customer journeys.
I enjoy building, motivating and orchestrating marketing, sales development and cross functional GTM teams to deploy the right strategic mix of integrated programs and informed, intelligent engagement to ensure delightful experiences, promote advocacy & community, to overdeliver on business goals for predictable, scalable and sustained hypergrowth.
I am an innovation agent and player-coach who builds curious, courageous, data-driven, analytical, high-performance and value-based teams that thrive in hyper-growth environments. I balance my ability to translate market vision into demonstrable business results with a strong sense of team collaboration, empowerment, customer empathy and overachievement of business goals while developing an inclusive, inspired, rewarding and fun culture.
Flywheel Marketing is a results-driven full stack marketing agency, specialising in fuelling strategic growth across the Asia Pacific region for SaaS Scale ups.
We excel in crafting value-based messaging that resonates with your target audience, while comprehensive persona pain and opportunity understanding ensure precise targeting for optimal results.
From GTM and Strategic Marketing Plans, to bespoke programs to build your Customer Advocacy programs, Account Based Marketing campaigns, Thought Leadership content development, Social Selling training and impactful EDU-Tainment forums, we offer range of services to our clients.
Reach out to the team today to learn how we can help your team meaningful connections with your target tech buying teams and key accounts to fuel expansion, growth and scale at speed!
Thank you to the 2,000 leaders who’ve generously done the 7 Questions on Leadership!
I hope Carrie's answers will encourage you in your leadership journey. Enjoy!
1. What have you found most challenging as a leader?
As a leader in the SaaS industry for over two decades, our one constant is our "never normal" and leading through rapid growth and change is probably the most challenging aspect of leading high performance teams. The fast-paced nature of the industry puts immense pressure on the team, processes, and resources. To address this, I prioritise building psychological safety within the organisation, fostering an environment where team members felt comfortable sharing their ideas and taking calculated risks.
This psychological safety encourages agility, allowing us to work together, fail forward, iterate & adapt quickly to market shifts and embrace innovative approaches to problem-solving.
Through this approach, we nurture creativity, empowering our teams to explore new possibilities and drive the development of cutting-edge solutions.
Strategic talent development and making key hires also played a crucial role in enabling our team to thrive in this dynamic landscape. Balancing stability and flexibility, we remain agile, customer-centric, and true to our core values, positioning for sustained success in the ever-evolving SaaS market.
2. How did you become a leader? Can you please briefly tell the story?
Oh gee, I’m not sure anyone sets out to become a leader, rather it’s a trust and responsibility afforded to you by the team.
I've always embraced the importance of thinking bigger, taking calculated risks, collaborating cross-functionally, and applying systems thinking. Along the way, I've come to believe that, "you have to be interested, to be interesting." Staying curious and open to learning from others has been essential in broadening my perspectives and fostering meaningful connections with colleagues, mentors, partners, and customers.
It's a continual journey to be honest, and I've been incredibly fortunate to have the guidance and support of exceptional mentors and advisors who graciously shared their wisdom and experiences with me. Their insights and encouragement have been invaluable in shaping my leadership approach, reminding me that "It takes a village - to go far you need to go together." True success comes from the collective efforts of a dedicated and supportive team.
I've always emphasised the power of collaboration. Embracing diverse perspectives and working together with cross-functional teams has enriched our problem-solving capabilities and fostered a culture of respect and mutual support. By valuing the contributions of each team member and recognising that we are stronger together, we've been able to achieve remarkable outcomes in an ever-changing business landscape.
Above all, I've remained committed to keeping our customers at the centre of everything we do. By listening to their needs and celebrating their successes, we've been able to develop solutions that genuinely address their challenges and create lasting value for them.
I’ve always been a lifelong learner, and that skill has served me well. As a player coach, I understand that humility, curiosity, and teamwork are the cornerstones of our achievements, and I'm deeply grateful for the collective effort that drives our shared success.
3. How do you structure your work days from waking up to going to sleep?
I absolutely love the fact that every day in my work is different, and that's what keeps me motivated and engaged. However, even with this variety, I do value routine and structure to make the most of each day. As a "foul" rather than an "owl," I prioritise working in alignment with my natural energy patterns. Mornings are when I feel most productive and creative, so that's when I tackle critical and creative challenges. I believe in the saying "you have to start by eating the frog," which means tackling the most challenging tasks first thing in the morning. This approach not only gives me a sense of accomplishment but also provides me with the energy and momentum to tackle the rest of the day.
One non-negotiable aspect of my daily routine is morning exercise. Whether it's a quick workout or a jog, getting my body moving early in the day helps me stay focused and energised. I also prioritise time for my family and loved ones. I firmly believe that resilience and fulfilment come from finding a balance between work and personal life.
Flexibility is key in my daily structure, allowing me to adapt to the changing demands of my work. While mornings are dedicated to critical tasks, I allocate time in the afternoon for collaborative meetings, brainstorming sessions, and engaging with my team members. As the day progresses, I ensure to allocate time for breaks to recharge and refocus.
Ultimately, my daily routine is designed to work with my natural rhythm, emphasising productivity and creativity in the morning and fostering work-life balance. This approach allows me to maintain a sense of fulfilment and joy in my work while still making time for the people and activities that bring meaning to my life <3
4. What's a recent leadership lesson you've learned for the first time or been reminded of?
A recent leadership lesson I've been reminded of that how to manage unavoidable conflict or tension, and negotiation are essential components of effective leadership.
Embracing these challenges fosters growth, innovation, creative solutions and better team dynamics, leading to improved problem-solving abilities and stronger partnerships. Conflict, when handled constructively, allows diverse perspectives to emerge, resulting in creative solutions and informed decisions.
The ability to effectively negotiate has also proven indispensable. Whether dealing with clients, partners, or internal stakeholders, tapping into empathy and candour - the ability to find common ground and reach mutually beneficial agreements is vital for long-term success. Effective negotiation strengthens relationships and enhances collaboration, ensuring that all parties feel valued and heard.
By providing a safe space for constructive discussions and emphasising empathy in negotiations, my goal is always to support an environment where individuals feel empowered to voice their ideas and concerns, ultimately contributing to our collective success.
5. What's one book that has had a profound impact on your leadership so far? Can you please briefly tell the story of how that book impacted your leadership?
Hmm, choosing just one book is a tough task as there have been three books that had a profound impact on my journey. "From Good to Great" by Jim Collins, "The 5 Dysfunctions of a Team" by Patrick Lencioni, and "The Leading Edge: Dream Big, Spark Change, and Become the Leader the World Needs You to Be" by Holly Ransom have all played a significant role in shaping my leadership style and approach.
"From Good to Great" by Jim Collins provided valuable insights into what separates good companies from truly great ones. The book emphasised the importance of focusing on disciplined people, thought, and action, along with maintaining unwavering commitment to a clear vision. The idea of getting the right people on the bus and in the right seats, coupled with the concept of Level 5 leadership, greatly influenced how I approached team building and organisational development. It taught me the significance of humility and a relentless pursuit of excellence in leadership.
"The 5 Dysfunctions of a Team" by Patrick Lencioni explored the common pitfalls that hinder team success. The book highlighted five dysfunctions: absence of trust, fear of conflict, lack of commitment, avoidance of accountability, and inattention to results. Understanding these challenges allowed me to identify potential issues within my teams and address them proactively. By fostering a culture of trust, open communication, and accountability, I saw improvements in team cohesion, collaboration, and overall performance.
"The Leading Edge" by Holly Ransom really helped me focus on the value of visionary leadership, sparking change, and having a positive impact on the world. The book encouraged me to think beyond the immediate challenges and envision a more significant purpose in my role. It motivated me to lead with passion, courage, and a commitment to making a positive difference in the lives of others - to give back.
All three books have collectively shaped my journey. They have taught me the value of disciplined leadership, fostering strong team dynamics, and striving for visionary impact. Through the insights gained from these books, I can honestly say I've had to continuously grow and (I hope) drive positive change within my teams and organisations.
6. If you could only give one piece of advice to a young leader, what would you say to them?
You can do anything. Think big, get online, embrace curiosity, fail forward, iterate quickly, and always put a cape on your customer and team!
7. What is one meaningful story that comes to mind from your time as a leader, so far?
One deeply meaningful story revolves around a game-changing opportunity to expand into a new market. Despite the inherent risks, we made the decision to take a calculated and creative approach, stepping out of our comfort zones. This meant embracing vulnerability as a leader and allowing my team to see that vulnerability at times. Leadership is about service.
Throughout the process, my priority was fostering open communication and creating a supportive environment where team members felt empowered. We collaborated closely to assess risks and navigate the challenges together. Understanding the significance of supporting and developing the entire team, I also campaigned heavily to ensure they had the resources and encouragement needed to achieve our collective goals.
Despite encountering unexpected obstacles, we persevered, valuing each lesson learned as an opportunity for growth. There were quite a few post mortem reviews along the program. As we faced uncertainties, we adapted swiftly and made strategic decisions, always putting the needs of our future customers first.
In the end, our united effort and the decision to embrace calculated risks led to remarkable success in the new market. This experience reinforced the importance of embracing uncertainty and empathetically supporting the team. As a leader, I now approach decision-making with an even greater focus on service, striving to nurture and empower my team so they can thrive, even in the face of challenges.