Matt Fiel is the Executive VP at Penrod, a boutique Salesforce consultancy specializing in healthcare solutions. With over 15 years of experience in marketing strategy, web development, and performance marketing, Matt has a unique perspective on driving impactful results even with a limited team. At Penrod, Matt manages all aspects of their marketing strategy, from content creation to paid media.
Here’s a glimpse of what you’ll learn:
- [02:00] The ideal team structure for a marketing department
- [06:00] How to determine the right budget allocation for marketing
- [12:00] Outsourcing vs. in-house marketing tasks: How to find the right balance
- [15:30] The challenges of targeting a niche market
- [19:00] Key elements of a full-stack marketer
- [24:30] Using AI to complement human marketing efforts
- [30:15] Building a marketing team that adapts to growth
In this episode…
In this episode of the Tailwind Marketing Podcast, Carlos Corredor sits down with Matt Fiel, Executive VP at Penrod, to discuss how businesses can build great marketing teams even with limited resources. Matt shares his insights on how to allocate marketing budgets, the importance of knowing when to outsource specialized tasks, and how to structure a lean team that still drives meaningful results.
They dive into what it really means to be a full-stack marketer—someone who can handle strategy, execution, and cross-functional collaboration—and why these “unicorn” marketers are increasingly valuable for mid-market companies. The conversation also explores how to craft messaging that stands out in a crowded space, why it must speak directly to your ICP, and the growing role of AI in helping small teams scale their impact.
Resources mentioned in this episode:
Quotable Moments:
- “I think it starts with the size of your team. I look at it as being dictated by overall revenue or what your revenue goals are.”
- “You might need to hire some unicorns—people who are good at content creation, web development, graphic design, things like that.”
- “Marketing is your gateway to finding that in-market audience, showing them your message without sending it to 95% of the market that isn’t interested.”
- “You have to focus on the KPIs your leadership team is establishing and give them your opinion on what’s going to work.”
- “You have to hire the right people who don’t need too much leadership. They check their ego at the door and work together to get the job done.”
Action Steps:
- Align your team size and structure with your company’s revenue goals and marketing needs.
- Balance your marketing budget across key areas: ads, content creation, and outsourcing.
- Use AI tools to support marketing efforts and assist your in-house team.
- Stay flexible and adjust your team as your company scales.
- Outsource specialized tasks like design and SEO to increase efficiency without compromising quality.
Sponsor for this episode…
This episode is brought to you by Condor Digital Marketing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at Condoragency.com or email us at hello@condoragency.com.
