#184: Brand | How to Get Sales on Board with Your Marketing Content with Kira Federer, VP of SMB Marketing at Paramount

In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.Dave and Kira discuss:How to align marketing and sales through co-creation to ensure your sales team uses the content you createThe value of a strong messaging framework and how it drives consistency in B2B marketingWhy you need to time your product launches and ensure that marketing resonates with both your team and the market at the right momentTimestamps(00:00) - - Intro to Kira (06:27) - - Kira’s Career Journey From Sales Enablement to Product Marketing (09:41) - - Challenges of Building Community / Getting Connected with Exit Five (17:01) - - How To Get Sales To Use Content from Marketing (19:36) - - How to Align Marketing and Sales Teams (25:42) - - Effective Messaging and Having a Core Company Narrative (30:50) - - Why You Should Identify What Differentiates Your Business (34:33) - - How To Create Strong Brand Positioning (37:18) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing (39:02) - - “The Risk Of Insult Is The Price Of Clarity” Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today’s episode is brought to you by Grammarly.Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:– Cut down on back-and-forth– Automate content, research, and reporting– Eliminate busywork– Make space for strategyWe’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.Get the report and see how top teams are making AI actually useful.Visit go.grammarly.com/exitfive to grab it.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more