CMO Spotlight | Catherine LaCour - Blackbaud
The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders.
Setup CEO, Joe Koufman, virtually sat down with Catherine LaCour, the CMO of Blackbaud, to share her passion for marketing for social good companies and how she leads by example by staying true to her values.
“I have the unique opportunity to bridge my passion for social good and my passion for engaging people and creating connections through marketing as the Chief Marketing Officer for Blackbaud.”
WATCH + READ THE RECAP BELOW
Q1 | Tell us about your career path.
Early in her career, LaCour worked for the United Nations (UN) in Kenya where she harnessed a love for marketing and a passion for working for social good organizations. She particularly loved the juxtaposition of using her creative skills with her analytical brain to create magic in marketing that made a difference in society. After this life changing experience, she moved back to the US and settled in the Bay Area working for some startups. LaCour then moved to D.C. and worked for a strategic marketing and P.R. firm where she was then recruited to Blackbaud, the world's leading cloud software company powering social good.
LaCour became CMO in 2018. She is responsible for “all things marketing,” including spearheading projects like the Blackbaud Institute - a tool created to house all the research that they conduct and deliver it to their market and community for free. LaCour explained that this project is authentic to Blackbaud’s goal of supporting the social good community because of the direct positive impact that research does for them. “This is our way to give back and give out research that helps the entire community grow and move forward.”
Q2 | What advice would you give to other marketers?
“Understand your sphere of influence, and be intentional about relationships because it all comes down to relationships.”
LaCour explained that it’s important to be intentional with nurturing relationships, whether it's with work colleagues or with customers. “Disagreements can be so much more easily navigated if you have a strong trusting foundation.” She added that she encourages marketers to support each other and to get a mentor or coach early in their careers. It’s important that marketers recognize that “they should be there for each other, amplify each other, and help each other shine.”
Q3 | What is your superpower?
“My superpower is identifying talent and bringing that talent together to build a high functioning team.”
Lacour explained that she has a sharp eye for identifying leaders that show up in the right way which, for her, includes, “showing true empathy and caring, having open and transparent communication, and having productive conflict. If I want to have that culture on my marketing team, I need my leadership team to live that.”
Q4 | As a leader what values are important to you?
“I shine when you shine.”
LaCour is a big believer in value-based leadership and she tries to lead by example. She believes that all leaders regardless of industry should inquire about their own values and how they define themselves as leaders. “For me, leadership is about empowerment. It's about empowering my team, mentoring them, developing their talents not only for the greater good, but for the best results.” LaCour is dedicated to creating a safe environment for growth. In order to do so, she has “to coach and create space” because she’s “only going to be as successful as the people who work for her.”
For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with Catherine LaCour, and keep an eye out for more thought leadership from our CMO Spotlights.
Watch the full interview to the right.
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