Space Marketing Podcast - Shannon Clement - Fractional CMO Leadership

[00:00:00] My dad works in B2B Marketing, but I never really knew what that meant.

[00:00:04] Then one day my dad came by my school for career day and told everyone in my class he was a big ROAS man.

[00:00:11] Then he just kept saying things like, the bigger the ROAS the better.

[00:00:15] Over and over.

[00:00:16] My friends still laugh at me to this day.

[00:00:19] I think it means calculating a return on ad spend?

[00:00:23] One thing's for sure.

[00:00:24] I'll be known as the ROAS man's kid for the rest of my days.

[00:00:28] Why can't you just be a fireman or a lawyer?

[00:00:31] Why?

[00:00:32] You ruined my life dad.

[00:00:34] Not everyone gets B2B, but LinkedIn has the people who do.

[00:00:38] And with ads on LinkedIn, you'll be able to reach people based on job title,

[00:00:42] industry, likelihood to buy and more.

[00:00:44] Start converting your B2B audience into high quality leads today.

[00:00:48] We'll even give you $100 credit on your next ad campaign.

[00:00:51] Go to linkedin.com slash mpn to claim your credit.

[00:00:54] That's linkedin.com slash mpn.

[00:00:56] Terms and conditions apply.

[00:00:57] LinkedIn, the place to be to be.

[00:01:00] You may know you're listening to this show along the marketing podcast network,

[00:01:03] but did you know there are other great shows on MPN to help your business?

[00:01:08] Joe Singer and Tom Stallings host a great podcast called Take A Breath.

[00:01:12] Joe, tell us what you talk about on the show.

[00:01:14] Yeah, so Take A Breath is a podcast for people who are really trying to build

[00:01:18] something valuable in their lives, whether it's a business or a marriage

[00:01:23] or whatever it is you're trying to do.

[00:01:25] We help you with some hacks to build your best life.

[00:01:29] Wow, where can people subscribe?

[00:01:30] You could find us on marketingpodcasts.net as well as mergeanalytics.com

[00:01:36] and you could also find us on LinkedIn and YouTube.

[00:01:39] And wherever you get your podcast.

[00:01:40] So go subscribe.

[00:01:43] Welcome to the Space Marketing Podcast where we look at marketing principles,

[00:01:47] strategies, and tactics through the lens of space.

[00:01:51] Hi, I am your host Izzy House.

[00:01:53] And this year we are meeting some incredible industry professionals that focus on promoting...

[00:02:00] My dad works in B2B marketing, but I never really knew what that meant.

[00:02:04] Then one day my dad came by my school for career day and told everyone in my class he was a big

[00:02:09] row-ass man.

[00:02:11] Then he just kept saying things like, the bigger the row-ass the better.

[00:02:15] Over and over.

[00:02:16] My friends still laugh at me to this day.

[00:02:19] I think it means calculating a return on ad spend.

[00:02:23] One thing is for sure, I'll be known as the row-ass man's kid for the rest of my days.

[00:02:28] Why can't you just be a fireman or a lawyer?

[00:02:31] Why?

[00:02:32] You ruined my life dad.

[00:02:34] Not everyone gets B2B, but LinkedIn has the people who do.

[00:02:38] And with ads on LinkedIn, you'll be able to reach people based on job title, industry,

[00:02:42] likelihood to buy, and more.

[00:02:44] Start converting your B2B audience into high quality leads today.

[00:02:47] We'll even give you a hundred dollar credit on your next ad campaign.

[00:02:50] Go to LinkedIn.com slash MPN to claim your credit.

[00:02:54] That's LinkedIn.com slash MPN.

[00:02:56] Terms and conditions apply.

[00:02:57] LinkedIn, the place to be, to be.

[00:02:59] Being their company as well as space.

[00:03:02] Our guest today is from Canada, Shannon Clement, founder of Engagement Marketing.

[00:03:08] It's not in-house or outsourcing marketing.

[00:03:12] On this episode we will journey to a new hybrid marketing staffing solution called

[00:03:18] fractional leadership.

[00:03:20] And I can't wait.

[00:03:21] So lift off in three, two, one.

[00:03:36] Welcome to the Space Marketing Podcast.

[00:03:39] Information relating to our discussion today and links to the video version

[00:03:43] can be found in the episode show notes on spacemarketingpodcast.com.

[00:03:49] Please like and subscribe to the podcast.

[00:03:52] It will help more people reach beyond the atmosphere.

[00:03:57] Information in this episode is for entertainment and information only.

[00:04:02] Please consult a professional for your specific situation.

[00:04:06] Many startups struggle when it comes time to hire for marketing initiatives.

[00:04:12] Should you take the plunge and hire a staff or contract with an agency?

[00:04:19] Budgets are always tight and you may not be able to swing the professional staff

[00:04:25] in all of the costs associated with the staff salary.

[00:04:30] But on the other hand, an agency is regulated to the scope of the project

[00:04:36] and may not be able to see other initiatives or opportunities.

[00:04:40] So what do you do?

[00:04:43] There is another option.

[00:04:45] In today's episode, we will be discussing fractional leadership with Shannon Clement,

[00:04:51] who is founder of Engagement Marketing and she is also a fractional CMO for B2B software,

[00:04:59] SpaceTech and Aerospace Startups and Scalups.

[00:05:03] She provides marketing and communication leadership to fuel business growth.

[00:05:09] My deepest apologies for the sound quality of my part of this interview.

[00:05:14] There was a little glitch in the microphone, so please bear with us.

[00:05:18] Welcome to the podcast, Shannon.

[00:05:21] We met a little bit ago.

[00:05:23] We met on LinkedIn and you were talking about this fractional leadership

[00:05:30] and it was just extremely interesting.

[00:05:32] And I am sure that a lot of the audience has not heard about this.

[00:05:36] And it's a great hybrid to be able to combine a lot of different skills

[00:05:43] in marketing, communication and expand your staff without expanding your staff.

[00:05:49] So, but before we start that conversation,

[00:05:54] I'd like to let the audience get to know you a little bit better.

[00:05:58] So we always start off with how did you become interested in space?

[00:06:04] I've been interested in space for a long time just as

[00:06:10] a hobby looking through telescopes and my dad's really into astronomy.

[00:06:16] So, you know, we have a telescope here just from a personal standpoint,

[00:06:23] but from a work standpoint, it started really just less than a year ago working

[00:06:30] with a space startup here in Canada's nation's capital, Ottawa.

[00:06:36] And this company was, they had a payload on the Hukudo R Lander

[00:06:45] that was going up into space and they needed help to get the word out,

[00:06:52] get some publicity, have a marketing leader that could push that strategy.

[00:06:59] And I was very used to working with software companies and tech companies,

[00:07:06] which I've been doing for the last 10 years through my agency.

[00:07:10] But then working with these guys and just seeing like the possibilities,

[00:07:17] the milestones, the firsts, like so many different firsts of getting into orbit,

[00:07:26] lower earth orbit, then you're on your way to the moon.

[00:07:30] All of that was just, we watched it on TV all together and it was heart wrenching.

[00:07:41] It was very emotional. So that was my first introduction to the space industry

[00:07:49] working as a marketing and communications professional.

[00:07:52] And the other really cool thing that happened very early on was that I was at an event

[00:07:59] at the Aerospace Museum here and I got to meet the three Artemis astronauts.

[00:08:08] And our Prime Minister was there as well, who I also got to meet.

[00:08:14] Wow.

[00:08:17] Yeah, it was sort of like, okay, so now I'm in this industry and I'm meeting all these people and

[00:08:24] it was so great. And everyone, there's just this real camaraderie and community

[00:08:34] and excitement within the industry. It's such a great time to be in the space economy.

[00:08:42] And you see all these new companies that are popping up all over the place or companies that

[00:08:49] are creating new products for space just because it's opened up so much. So yeah, it's been super

[00:08:59] exciting. So basically you were thrown into the King's court right off the bat.

[00:09:04] Yes. Yes.

[00:09:06] For Queen's court, Queen's court. I'm sure that some of the astronauts were the females as well.

[00:09:12] Yes. Yes. One of them was, yeah. Yeah, it I was kind of thrown into it. But at the same time,

[00:09:19] I'm used to that working with software companies and marketing software products.

[00:09:25] But space was different. Definitely more government oriented compared to like your

[00:09:33] typical software technology. A lot of different layers there like industry partnerships,

[00:09:40] a lot of academia and there is some of that in the software world, but not to the extent is

[00:09:48] the aerospace industry. So I'm gonna throw a lot of one out here in marketing and

[00:09:54] that in communications. So we're got you interested in that because that is in a way,

[00:10:00] it's almost like space. It's a little bit more the dead earth quote unquote, but

[00:10:07] how did you get interested in marketing? That's not a normal path either.

[00:10:11] I've been around a long time and that was you don't look at you don't actually look at all.

[00:10:17] I was I was shocked. I was shocked. Thank you. That's very kind. But it was the early 2000s

[00:10:26] where I got into the industry. I was actually an editor at the Weather Network editing

[00:10:34] all sorts of clips together and did some different jobs in the media industry,

[00:10:41] then started working in web. So project management, some event management, but all

[00:10:50] with technology from there, I went into a health communications company. That was back in the days

[00:11:00] of AOL and Yahoo and I don't know if you remember those days. I do. The company that I work for

[00:11:11] was a health communications company and they had a portal network where they created health

[00:11:17] content for all of these different websites. It was kind of like a WebMD of Canada, but we syndicated

[00:11:26] our content to Yahoo and AOL and a lot of the different papers and things like that. I was in charge

[00:11:32] of that network and doing the marketing and that's like early days of SEO, trying to get

[00:11:41] web traffic, like all of that. So I don't know. I feel like I get into these industries that are

[00:11:49] sort of up and coming and then I ride that wave until maybe something else comes along that is

[00:11:59] just as exciting. Well, that's probably why you love startups. I mean, I started my career with

[00:12:07] startups too and everything's just so intense and exciting and everybody's dreaming and working towards

[00:12:15] a common goal. So, you know, and it's amazing what some of them come up with. It really is.

[00:12:24] And I think because I have that entrepreneurial spirit, I really get the founders' entrepreneurial

[00:12:31] spirit and just that excitement of the company and working together for a goal and then

[00:12:39] scaling and putting systems in place to get to these different milestones. I love that

[00:12:50] and that's a pretty big part of my job. Lawrence, you have this hybrid that helps a lot of startups

[00:12:58] called fractional leadership. So that is a very interesting subject. So please tell us about

[00:13:05] what it is and how it works. I found out about fractional leadership probably about a year and

[00:13:12] a half ago. I came across it just doing a search on the internet, looking for working directly

[00:13:20] with a client, not as a marketing agency but embedded within the organization as a contractor

[00:13:29] but not full-time because I like to work with multiple clients. And I found this fractional

[00:13:38] CMO leadership which is a little more popular with software startups. A lot of other small

[00:13:45] businesses use fractional leadership. There's fractional CTO, fractional CCO communications,

[00:13:58] I think all the C-level sweet positions but also now manager positions. It's becoming this thing

[00:14:08] where now as a startup you can hire people that maybe have a little bit more experience

[00:14:15] for less. Now they're working less, they're not there full-time but it really forces you to be

[00:14:24] efficient and for me I love that because I have systems that I've put in place just running my

[00:14:31] business for over 10 years and in that ecosystem it's you start one way, you're working towards

[00:14:43] these milestones, you're working with a team, you have check-ins at a certain period, you've got

[00:14:51] quarterly, yearly, all the milestones that you're looking to reach and I love building teams from

[00:15:00] scratch. So when I go into a company that needs that I already kind of have that system in place

[00:15:08] where I can easily just go in and say okay I know these are the positions that we're looking

[00:15:12] for or maybe it's just hiring an agency or freelancer to do certain things but I know the

[00:15:20] things that we need and I can ramp up quickly. And you have a more personal relationship too

[00:15:29] so it's not like with an agency that you're hired to do a certain thing but you don't see the

[00:15:34] day-to-day things that happen in a lot of beautiful content and opportunities happen in that day-to-day

[00:15:42] stuff that a lot of people aren't even aware to be something that is educational and inspiring.

[00:15:49] So as a staff we're able to see that. Exactly and a big difference that I see is like when

[00:15:57] I've worked as an agency partner you don't get too into the weeds with the business like you

[00:16:04] don't really know the day-to-day with the business, you're just executing on something,

[00:16:09] you're working on search engine optimization or your Google ads or whatever but you have that as

[00:16:17] a project and then when it's done you're done, you're not like looking at what else is happening

[00:16:23] but working closely with the team as part of the team, working with business development,

[00:16:30] with government relations, with sales, looking to broker partnerships. Maybe if the company is working

[00:16:39] on an RFP and I know that then we can tailor our communication strategy around maybe like there's

[00:16:49] an email campaign, maybe there's an op-ed that needs to be done, maybe there's some media or PR

[00:16:57] so it all kind of ties together like you're not alone in a silo, you are really tightly knit with

[00:17:05] your team and supporting one another which I really like. And as a fractional leader itself

[00:17:14] you don't incur the cost that a permanent on staff would cost. When I was,

[00:17:23] you know, I had a business for 27 years and the staff, their salary was really,

[00:17:31] that was the easy bit. It was all of the workman's comp and all the taxes and all the costs behind

[00:17:39] that salary that really just made it a challenge. So with having a fractional leader

[00:17:47] you have reduced some of that cost tremendously I imagine.

[00:17:52] Yeah and then sometimes I'll outsource other people as part of my business like we were working on an

[00:17:58] animation recently so you know I outsource that as part of my company and then build it back. So

[00:18:06] sometimes like if it's easier to do it that way then you know I'll just put it through my company

[00:18:13] and I have the contacts so that's helpful as well. Like you know that list of contacts to

[00:18:21] share with your company and have all of these resources at your fingertips is,

[00:18:29] it just helps companies get things done faster right?

[00:18:34] Yeah so it seems like the best of both worlds, the best of the agency and the best of

[00:18:39] contractors and with agency and contractors putting them in the same world and then the best of having

[00:18:45] an on staff person. So you know I think it's a fabulous solution.

[00:18:53] It's a great solution but I will say Izzy, it's not for every company like if you're a larger

[00:18:59] company and you already have marketing set up and communication set up and you have staff

[00:19:08] you're probably going to want to hire someone full-time that works for the company.

[00:19:14] You know it just depends at what stage your company is in and what your needs are but for

[00:19:22] a company that's either a startup or a scale up or they're like a small to mid-sized company

[00:19:29] that is creating a space product and they don't have any experience in the space industry

[00:19:38] then that's where a fractional leader can come in handy on the sales side, on the marketing side

[00:19:45] you know as a CFO that that's helpful but yeah bigger ones you probably want to hire someone

[00:19:53] full-time. Hold on to your boosters we will be right back with guest Shannon Clement founder

[00:20:00] of engagement marketing after a brief message from our sponsor please like and subscribe to the

[00:20:07] space marketing podcast so you don't miss a thing.

[00:20:26] You may know you're listening to this show along the marketing podcast network but did you know there

[00:20:30] are other great shows on MPN to help your business. Joe Singer and Tom Stallings host a great podcast

[00:20:36] called Take a Breath. Joe tell us what you talk about on the show. Yeah so Take a Breath is a podcast

[00:20:42] for people who are really trying to build something valuable in their lives whether it's a business

[00:20:48] or a marriage or whatever it is you're trying to do we help you with some hacks to build your

[00:20:54] best life. Wow where can people subscribe? You could find us on marketingpodcasts.net

[00:21:00] as well as mergeanalytics.com and you could also find us on LinkedIn and YouTube.

[00:21:05] And wherever you get your podcast so go subscribe. Let's go into the startups you worked with a lot

[00:21:11] of startups so why don't you tell us a little bit about some of the challenges and successes that

[00:21:18] you've working with startups made in title. I've worked with startups in the SaaS world

[00:21:24] in education and retail and health like the list kind of goes on climate tech

[00:21:33] I'm working right now with a satellite cybersecurity company and they have a new product that is in the

[00:21:42] testing phase of going to space so they're looking for a partner to test the product in space.

[00:21:50] Yeah like so many different kinds of companies and I've worked with them in different ways

[00:21:57] so some of them I would be leading their marketing team others I'm like a one woman show

[00:22:04] and I've got a bunch of freelancers that I'm bringing in to execute campaigns and grow the business

[00:22:13] so sometimes working as a consultant and then other times working as a fractional leader

[00:22:20] and then I have other positions where like I'm on an advisory board and I'm giving you know I'm

[00:22:29] helping out the company with like I think I was talking to you about the women's aerospace network

[00:22:36] I'm on their advisory board and helping them with the strategy side of the business. I just

[00:22:44] love working with companies or associations like that that are in the stage of growth we're seeing

[00:22:52] you know incredible results and milestones and you even said that you signed up which

[00:22:59] makes me think that it's working. It is I'm like oh what's this I saw it on LinkedIn

[00:23:06] and I guess it was about a month and a half ago yeah roughly and I'm like oh gotta sign up for

[00:23:13] this so tell us a little bit about the women's aerospace network and what they do and what they're

[00:23:20] they're aiming to do. They're so inspiring honestly I after talking to the founder and

[00:23:28] hearing what her vision was to empower and inspire women to get into the industry

[00:23:36] and to reach for those leadership positions I thought this is incredible I know that there's

[00:23:44] other associations out there that are sort of like this but the way that Holly is the founder

[00:23:53] the way that Holly just has so much passion and so much drive for expanding the network and now

[00:24:02] creating a magazine which is going to be coming out this summer you know she has Beth Munn doing her

[00:24:08] podcast coming up she is. Which is one of my favorites she was a guest on mine as well.

[00:24:15] Yeah um she was on T-minus space so I was helping her prep for that there's just

[00:24:23] so much excitement behind the launch of this magazine and then also the online portion

[00:24:30] okay so the women in space awards is coming up and the deadline to nominate someone

[00:24:37] is May the first so you have to get your nominations in by May the first

[00:24:44] and we've seen so many people nominating like world-class astronauts and you know

[00:24:54] people in tech like just all sorts of women that have these various experiences that

[00:25:03] are incredible and some of them I'd never heard of before and now I'm finding out about all of them

[00:25:10] as there's women in leadership positions in aerospace and definitely starting to really gain

[00:25:16] momentum so I'm very glad to see that yeah and I know we had a little chat about it

[00:25:24] and just how back in the day and I mean even recently not that long ago yeah yeah if you're

[00:25:32] a woman in a leadership position in the STEM fields like you're in tech you're in space industry

[00:25:40] you're sort of holding on to that position thinking like you don't want some other woman

[00:25:47] to take your woman only spot right like yeah because they were regulated to just like you

[00:25:55] a lot of the boards not that long ago or we're only talking like 10 10 15 years ago

[00:26:00] you know they had two spots and so if you were a woman that was in leadership and you had that

[00:26:07] coveted spot we're not gonna give that up so easily and what I'm seeing with a new generation

[00:26:15] of women is that they they're competitive but they're not thinking as much about those coveted spots

[00:26:25] they're like well why wouldn't there be a spot you know there's right diversity equity inclusion

[00:26:32] you know companies are going in that direction they're thinking a lot more about that and

[00:26:38] as a woman like you know if I'm qualified and you know I can do the job then of course why wouldn't

[00:26:46] I be up for the position which is really refreshing it's nice to see that attitude

[00:26:55] the women empowering other women which is wonderful to see as well

[00:27:00] yeah so in the women's aerospace network is is full of those type of women that are helping

[00:27:08] each other that it grow and be the best that we can be yeah yeah so that that's why I love being

[00:27:17] a part of that network even if it's just as an advisor so this a startup when you we first

[00:27:25] started our conversation it was due to this you know promoting a startup and so let's let's uh

[00:27:32] let's talk a little bit about them they're going to be speaking at the founder is going to be speaking

[00:27:37] at a conference in Paris coming up yeah at it's called SciSat 2024 and SciSat is for

[00:27:47] um satellite cyber security professionals and uh there's everyone from C-suite folks to engineers

[00:28:00] different space agencies it's gotten quite a bit bigger in the last couple of years

[00:28:07] as satellite cyber security is becoming a hot topic absolutely yes it's it's

[00:28:13] exciting to go to Paris number one but where's the topic that your your your company is and you

[00:28:20] want to tell us who the company is and what they're going to be talking about yeah so I'm working

[00:28:26] with a company called dominant information solutions Canada which short form is disk

[00:28:34] and disk has a new product coming out called eclipse and eclipse is a satellite cyber security

[00:28:43] intrusion detection system that is a hardware that goes on board the satellite

[00:28:51] integrated within the satellite to protect it and also monitor for any cybersecurity risks

[00:29:01] that works with the ground station and then also in space wonderful yeah it is very exciting and

[00:29:09] there's a lot of interest globally we have a lot of people in Europe that we're speaking to and

[00:29:15] from a marketing perspective you know we've got T-space and some other podcasts which I

[00:29:22] absolutely adore yeah yeah we have two very smart experts that will be speaking on stage at

[00:29:30] SciSat one of them on the standard side and then the other who is the CEO of disk they have so much

[00:29:38] experience in the industry um one of them dealing like with the whole Huawei stuff going on

[00:29:46] the founder Nick he knows everything there is to know about intrusion detection which I can't

[00:29:54] say that I am a subject matter expert on but that's why I'm the marketing communications person

[00:30:00] that gives them the spotlight and that that's one of the things I love about marketing and working

[00:30:06] with businesses that is that you get to get the cream of the information you don't have to be

[00:30:14] the subject matter expert but you know I call myself a knowledge of holland I love to learn

[00:30:20] things and when you're working with a business you don't have to worry about all the dull

[00:30:26] and pouring bits you get to get the cream of what makes them special what makes them great

[00:30:32] and it just you know that's the fun part for being in marketing yeah and then fine tune it into

[00:30:40] something that is succinct and you're using words that are going to resonate with people

[00:30:46] that you know your buyer or your target market is going to understand the value of your product

[00:30:55] and why they should be talking to you like what's you know what's the benefit how do you all work

[00:31:02] together and and it's so interesting because I I find especially in technology and I don't know

[00:31:08] about you because I know you've been in the industry for a long time you you get to hear

[00:31:13] these words like the buzzwords kind of of the business and and then you hear them in different

[00:31:21] ways and then you hear you know customers talk about things and then all of a sudden you're like okay

[00:31:29] we can't say it that way because the customer doesn't speak like that like we have to use the

[00:31:35] language of the customer in the way that we're describing our product or showing what the value

[00:31:42] is because otherwise you know if you're not using their language they may not like that word that

[00:31:54] kind of gets their attention it they're going to be lost it means something different it's got to mean

[00:32:02] yeah it's like yeah I use no word well I lived in England for a while so you know

[00:32:10] there were a lot of words like lift or torch that means something completely different in

[00:32:16] the United States that it does in the UK so if I was to say I'm going to go look for a lift

[00:32:23] in the United States people would say well she's looking for a ride on the car where in

[00:32:31] the UK it would be I'm looking for the elevator so yeah you just have to know the language

[00:32:37] that people or the receivers are speaking and be able to translate I call it a train you know visual

[00:32:44] translator as well as an audible message translator is is what our job is so we take all the bits

[00:32:51] that the engineers or whatever do and we make them we translate them for the audience no yeah

[00:32:59] I like to translate the excitement I like to say tech translator because that's what I feel

[00:33:07] a lot of the time I'm the tech translator so if you're not a subject matter expert but you're on

[00:33:14] the industry and you want to know why this product should be used like I'm going to translate that in

[00:33:21] common people speak so that you understand and with the space there's a lot of companies

[00:33:27] that have been traditionally in one industry and are looking at the space industry for maybe

[00:33:33] one of their products or maybe an initiative that they're working on they may not know the lingo

[00:33:40] that goes on as commonplace in the space industry so that's where having somebody that

[00:33:45] does know that stuff has and working with them even if it's for a short time that's where

[00:33:51] that becomes very valuable it's the angle to you know there's there's different ways of looking at

[00:34:01] the benefit of a product and how it's going to mean something to your buyer if you understand what all

[00:34:09] of those angles are and you've done your market research you know you've you've actually spoken

[00:34:16] to maybe some of those buyers you understand from a government standpoint like what rfps are going out

[00:34:25] who's partnering with who you know who are the influencers in the industry how are they talking

[00:34:32] about the subject putting all of that together can really help to craft that narrative because

[00:34:40] it's important you know like it's this is how people are seeing your product and if you don't

[00:34:46] communicate it properly it won't matter you could either not exist or not matter but on the really

[00:34:53] bad side you could really offend somebody and create a a pr nightmare that you didn't expect

[00:35:03] so that does happen occasionally as well yeah and you're right because from country to country it

[00:35:10] also changes so knowing yes you know the what the climate is in that country uh in terms of

[00:35:20] what's going on in the space industry what's going on politically uh what's going on with

[00:35:26] their space agency like it's not just okay how do we describe this thing it is you know

[00:35:35] knowing all the background information and being curious enough to put all the pieces together

[00:35:43] then how do we describe it yeah only after we understand it then we can describe it

[00:35:50] and so yes absolutely so uh the next question is is where do you see the space industry going in

[00:35:59] the next 10 to 20 years you know what's got you excited about it and where do you think it's going

[00:36:05] well it's definitely becoming more open to companies who typically weren't in the space

[00:36:11] industry so i see that definitely continuing as it is more commercialized i know that you know

[00:36:19] there's a lot of different numbers that are being thrown out there like you know it's going to be

[00:36:25] billions of dollars trillions of dollars like i don't know the numbers anymore because they

[00:36:32] seem to keep changing vcs are getting more active in the industry and a lot more investors

[00:36:40] so i see more investors at the seed stage that will be supporting uh smaller companies to get into

[00:36:50] the industry and then also you know for series a and series b as well we're at this trajectory

[00:36:57] where we're you know if it's like a hockey stick we're sort of like here but then it's just

[00:37:03] gonna like go like this you know once the momentum starts and i think we're at that crux where where

[00:37:12] like you know with Artemis going up and all of the stuff happening on the moon like with mda's new

[00:37:22] ltv i guess lunar train vehicle going up on the moon like it's stuff that you wouldn't have even

[00:37:32] expected five ten years ago like all the things yeah just just that short time yeah so it's super

[00:37:40] exciting and you look at things like the smartphone when it came out in 2008 2007 time frame and

[00:37:49] there's a lot of it you know when they sit there and they do their forecasting how can you have

[00:37:56] forecasted what the smartphone would have done if you didn't even know it existed so we're going to

[00:38:03] see some things that happen that are going to impact everything that we just don't see coming yet

[00:38:10] no well and from a telecommunications perspective like with starlink and you know having more

[00:38:18] companies that are following that model that is opening everything up like you're seeing

[00:38:26] areas that had very sparse internet capabilities like you know way up north or you know in in places

[00:38:36] that typically didn't have good signals and now you can get high speed internet like doesn't matter

[00:38:42] where you live you have that access which is very cool it's going to be interesting from a defense

[00:38:50] perspective and from a cyber threat perspective how we deal with that because I know there's a lot of

[00:38:58] technology being developed and there's a lot of talk in from a standards perspective on

[00:39:07] how we're going to protect our satellites and our assets in space the more software we have

[00:39:16] the more vulnerabilities we have right there's always bad actors that wreck everything yeah

[00:39:23] there's always yeah they rain on everybody's parade so I think that industry is just playing

[00:39:29] catch up right now and well you mentioned the vcs and for the listeners next episode

[00:39:37] is actually a venture capitalist that is talking to us that we had a listener that asked a question

[00:39:44] about how you promote to venture capitalist so we talk about vcs and we talk about that very subject

[00:39:52] next on the next episode so stay tuned on that um now the last question I always ask is what

[00:40:01] thoughts do you want to leave our audience with today what do you want them to lull around and

[00:40:06] take with them as they go throughout their day well I think considering fractional leadership

[00:40:12] is something that companies should look into for any kind of position whether it's marketing or

[00:40:21] finance or sales or HR there's a lot of fractional leaders out there my background's in tech but

[00:40:29] I'm doing a lot more in space and I have a website called space.engagementmarketing.ca

[00:40:40] that's where I get into what space marketing fractional leadership can look like and how you

[00:40:48] can use it so if you're looking for more information you can check that out but you can also

[00:40:54] you know just look it up online and and see what you find because there's a lot of

[00:40:58] fractional leaders out there yeah that is a very interesting solution and I was excited to

[00:41:04] learn more about that a special thanks to Shannon Clement from engagement marketing

[00:41:09] for sharing her journey to space be sure to check out her links listed in today's show notes

[00:41:17] please like and subscribe to the space marketing podcast to help get the word out about this

[00:41:22] incredible industry of space I hope that you have found this podcast useful for your journey

[00:41:31] as you reach for the stars

[00:41:53] you may know you're listening to this show along the marketing podcast network but did you know

[00:41:57] there are other great shows on mpn to help your business Joe Singer and Tom Stallings host a great

[00:42:03] podcast called take a breath Joe tell us what you talk about on the show yeah so take a breath is a

[00:42:09] podcast for people who are really trying to build something valuable in their lives whether it's a

[00:42:15] business or a marriage or whatever it is you're trying to do we help you with some hacks

[00:42:21] to build your best life wow where can people subscribe you could find us on marketing podcasts

[00:42:27] net as well as merge analytics dot com and you can also find us on linkedin and youtube

[00:42:32] and wherever you get your podcast so go subscribe this podcast is heard along the

[00:42:37] marketing podcast network for more great marketing podcasts visit marketing podcasts net