What happens when a full-time growth marketer builds a thriving consultancy on the side?

Sheri Otto, Founder and CEO of Growth Lane Strategies, joins Nicole to share her nonlinear path-from HubSpot to launching her own boutique firm. She talks about balancing motherhood, marketing, and momentum along the way. In this conversation, Sheri breaks down how behavioral science, neurocoupling, and her love of templates drive demand gen. She also explains why storytelling might just be your most powerful sales tool.

In this episode, you'll learn:
- Storytelling as Strategy: How to create emotional buy-in with neurocoupling
- Behavioral Science in Action: Simple psychology tools to drive conversions
- Turning the Page: How to embrace your past roles without being defined by them

Things to listen for:
(00:00) Intro
(01:28) Balancing multiple roles and context switching
(03:09) The importance of templates and AI in high-performance roles
(05:09) Embracing your story and personality types
(16:47) Navigating corporate politics and differentiating yourself
(20:18) Transition to meaningful work
(20:52) Understanding company needs
(22:01) Tech stack insights
(22:46) Behavioral science in marketing
(29:27) The power of storytelling

Resources:
Connect with Sheri: https://www.linkedin.com/in/sheriotto/
Learn more about Growth Lane Strategies: https://www.growthlanestrategies.com
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/
More from Compose.ly: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Apollo, here: https://apollo.io