In this episode of Disruptors, host Mack McKelvey sits down with Dana Hork, founder and CEO of Beers with Friends, a refreshingly different agency built on sprint-based brand building. Recorded live from the Possible Conference in Miami, Dana shares how her experience as a brand-side marketer at Jet.com, Walmart, and Wonder helped shape an entirely new model for solving creative problems—fast.

Dana breaks down the “beer run” model: five-day ideation sprints designed to deliver creative firepower without the drag of traditional agency engagements. From productizing services on Shopify to creating frameworks like “Brand in a Can,” Dana offers tactical and strategic gems for startup marketers, founders, and CMOs alike.

You’ll hear:

• Why trust and collaboration beat the black-box agency mode

• How to talk to your founder without reading their mind

• Why marketers should fall in love with the problem, not the solution

• What it means to build brand from the inside out
  
  

If you're tired of bloated campaigns, vague retainers, or founder-marketer misalignment, this episode will feel like a crisp, cold one at the end of a long sprint. Cheers.

In this episode of SUM Disruptors, host Mack McKelvey sits down with Jake Goldman, VP of Communications and Public Affairs at Beta Technologies, to explore the intricate world of communications strategy for revolutionary technology startups. Jake shares his journey from political communications to leading PR efforts for an innovative electric aircraft company that's transforming the aviation industry.

• From Politics to Aviation: Jake details his career trajectory from New York City politics and working with Mike Bloomberg to Vice Media, and ultimately to Beta Technologies, where he's helping build the future of sustainable flight.

• Beta Technologies Unveiled: Discover how this Vermont-based startup is developing electric aircraft and charging infrastructure that's already secured partnerships with UPS, the Department of Defense, and Air New Zealand.

• Building a Communications Strategy from Scratch: Jake shares how he joined Beta when they were just 150 employees about to close their Series A funding, transitioning the company from a low-profile R&D operation to a recognized industry leader.

• Balancing Engineering with Storytelling: Learn how Jake navigated the challenge of shifting a highly engineering-focused company toward effective external communication while maintaining credibility in the aviation industry.

• Strategic Communications Evolution: Jake discusses how Beta's communications needs evolved as the company grew from announcing major funding to preparing for aircraft delivery to customers.

• The Political Communications Advantage: Discover why Jake believes professionals with political communications backgrounds excel in fast-paced startup environments requiring multi-dimensional thinking.

• Relationship Building in Tech PR: Insights into developing authentic relationships with reporters and how these connections impact story quality and crisis management.

• PR Education for Founders: Jake shares his approach to helping founders and technical leaders understand the value and process of strategic communications.

• The Future of PR in a Changing Media Landscape: Thoughts on disruption in PR, adapting to fragmented audience attention, and why AI won't replace the human element in communications.

Join us for this fascinating conversation about the intersection of breakthrough technology and strategic communications with one of the industry's rising communications leaders.

Visit www.thestartupmarketer.com to learn more and be part of the community.

In this episode of the SUM Disruptors podcast, host Mack McKelvey speaks with marketing executive Sabra Jan Willner about navigating the rapidly changing world of B2B marketing. With experience spanning from agencies like Ogilvy to tech giants like Lenovo and startups of various stages, Sabra shares practical insights on several key marketing topics:

• The strategic importance of customer advisory councils in gathering authentic feedback, building relationships, and generating valuable content

• Why B2B companies should consider brand mascots to stand out in crowded markets

• The evolving role of BDRs (Business Development Representatives) and how they fit into modern marketing organizations

• Signal-based prospecting versus "spray and pray" approaches in ABM campaigns

• Aligning marketing with revenue goals and the potential benefits of shared compensation structures

Throughout the conversation, both marketing leaders emphasize the need for creativity, alignment between departments, and continuous learning in today's fast-paced marketing landscape. This episode offers valuable perspectives for marketing professionals at all levels, particularly those working in B2B startups.

In this episode of Some Disruptors, hosts Mack McKelvey and Heidi Kiele welcome marketing expert Genean Jones to explore the critical role of strategic go-to-market approaches in driving sustainable business growth. With extensive experience across enterprises like Nextel, Sprint, AOL, and Comcast, as well as startups, Genean shares insights on transforming marketing from a cost center to a revenue-driving powerhouse.

• How modern go-to-market strategies require collaboration between marketing, sales, product, and customer success to drive sustainable growth

• The evolving relationship between marketing and sales, including the controversial debate about where SDRs (Sales Development Representatives) should sit

• Why chief growth officers are replacing traditional CMO roles and what this means for marketing teams

• The importance of data-driven decision making and rapid optimization in marketing campaigns

• A provocative proposal for shared commission structures between sales and marketing teams

• Marketing is both a science and an art - successful marketers balance data analysis with creative strategy

• Customer success teams provide invaluable insights that should inform marketing strategies

• The most effective go-to-market approaches involve cross-functional collaboration rather than siloed efforts

• In today's digital environment, marketers must demonstrate both short-term results and long-term strategic value

• Staying current with AI and automation tools is essential for marketers to remain competitive and demonstrate value

Whether you're a startup marketer looking to establish a robust go-to-market strategy or an established business seeking to optimize your growth engine, this episode provides actionable insights for turning marketing into a strategic lever for sustainable business success.

In this enlightening episode of SUM Disruptors, hosts Mack McKelvey and Heidi “HK” Keele sit down with Wade Prince, Chief Market Intelligence Officer at The Gormley Group, to discuss his unexpected journey into marketing within the government contracting space. As a non-marketer by trade who found himself responsible for his company's marketing strategy, Wade shares his candid experience transitioning from having virtually no marketing presence (just 27 LinkedIn followers!) to implementing a successful program that's driving real business results.

• Wade's honest account of building a marketing program from scratch with limited knowledge and resources

• How The Gormley Group's marketing efforts evolved from a half-page Wall Street Journal ad in 2004 to a comprehensive digital strategy

• The challenges of marketing in a niche industry where traditional approaches don't always apply

• Growing from 27 to over 1,300 LinkedIn followers and measuring the business impact

• The power of client testimonials when 78% of your business comes from referrals

• Even in traditional B2B industries like government contracting, digital marketing is becoming essential as face-to-face selling opportunities diminish

• Marketing success requires internal champions who can educate leadership on its value, especially in companies without marketing backgrounds

• Finding the right balance between broad messaging (to capture diverse potential clients) and targeted approaches is crucial

• For non-marketers, leveraging educational resources and templates can provide structure and confidence

• The true measure of marketing success ultimately comes down to client acquisition and team growth

Whether you're a marketing professional or someone unexpectedly tasked with marketing responsibilities, this episode offers valuable insights into overcoming challenges and building a successful program from the ground up.

In this episode of SUM Disruptors, hosts Mack McKelvey and Heidi "HK" Keele join Michael Verez Mora, founder and CEO of Yellow Lion, for an insightful discussion about modern web development and digital brand experiences.

Michael shares candid perspectives on what makes client-agency relationships work, why WordPress still dominates the CMS landscape, and how to navigate the delicate balance between creative vision and client needs. The conversation explores crucial questions like how often companies should refresh their websites, the role of SEO in web development, and why startups often play it too safe with their digital presence.

Beyond the technical insights, Michael offers valuable advice for young professionals entering the industry and reveals how his journey from fashion design to digital agency owner shaped his approach to client relationships. This episode delivers practical wisdom for marketers, agency professionals, and anyone involved in digital transformation projects.

Key topics:

• Website development and maintenance best practices

• Client-agency relationship management

• SEO and content strategy

• Starting and scaling a digital agency

• Breaking through the "sea of sameness" in web design

SUM Disruptors co-host, Heidi Keele, joined the podcast from the other side of the table this week. She sat down with Mack McKelvey for a candid conversation about how her strengths and passions have shaped her career. By being true to herself she’s been able to navigate challenges throughout her journey while doing incredible, fulfilling work as a marketer and entrepreneur. Whether you are new to marketing, or shaping the latter half of your career, this episode is a great listen.

Heidi is also a prominent voice and trusted expert in the Startup Marketerer community. Learn more about the Startup Marketer here: https://thestartupmarketer.com/

This week, Mack and Heidi sit down with Brian O'Shaughnessy, a seasoned storyteller with 20++ years of experience in the tech and media industries, having worked with giants like Google, Skype, and Hims & Hers.

Brian shares his approach to branding and why storytelling is just as much as the product itself.

For him, the best brands are built from within—turning employees into “apostles” who understand and believe in the company’s mission. After all, if your team believes in the story, it’s far easier to tell it authentically to the world.

While many brands try to present a “movie” version of themselves, Brian advocates for authenticity, encouraging brands to present a mirror for stronger connections and greater impact.

From AI integration to the rise of platforms like Substack fostering two-way conversations, Brian discusses the evolution of brand communication.

Plus, hear all about the lessons he’s learned from the likes of will.i.am and the CEO of Sesame Street.