Look! Up in the sky! Is it a bird? A plane? No, it's a Revenue Execution Hero!
Invoca's Revenue Execution Heroes program gives our customers an opportunity to highlight the successes they've achieved through their partnership with Invoca. It also has perks like personal branding opportunities, VIP invites to regional events, access to private beta programs, and more.
As part of the program, we're shining a spotlight on our inspiring heroes. Today's featured hero is Elliot Johnson, CMO at Angel Reyes and Associates.
We recently had the privilege of sitting down with Elliot for an insightful conversation about his remarkable career journey and the wisdom he's gained along the way.
Building a Foundation for Marketing Leadership
Q: We want to share some of the successes you've had in your career! Do you mind talking about your career progression and some of the highlights?
Early in my career, I wasn’t just building strategies — I was running them, too. That’s where I built the decision-making framework I still lean on today.
Right after grad school, I became the everything marketer at a small non-profit. Web development, analytics, paid media, content strategy — you name it, I had to figure it out. Fast.
From there, I sharpened my skills inside multi-billion-dollar enterprise companies. The last one I worked at had surprisingly little marketing infrastructure. I stepped into the gap as a leader, educator, and facilitator, working across eight internal marketing teams and more than ten supplier partners.
It pushed me to get really good at distilling complex strategies into a clear, actionable direction. Communication wasn’t just important; it was the job.That ability to zoom out and execute is what led me to my CMO role today.
Future-Proofing Marketing Skills & Tackling Challenges
Q: What skills will be crucial for marketing teams in the next 3-5 years?
Marketing teams will need to master prompt and context design, along with a foundational understanding of how and when to leverage AI with first-party data. Success will hinge on applying strategic frameworks, navigating noise with clarity, and operating with a strong grounding in ethics and legal boundaries around what data can and can't be used with these models.
Q: What industry challenge keeps you up at night?
In an omnichannel world, it’s chaos. I use data science, MMM, and experimentation to cut through it - blending models, pressure-testing assumptions, and constantly refining frameworks. The goal: real incremental insight, not guesses. Attribution won’t ever be perfect. But it can be made actionable.
Marketing Best Practices
Q: What advice would you give to marketers looking to better align with sales teams?
Focus on shared KPIs and open communication. When both teams work toward the same goals with real-time feedback loops, marketing can better support sales with the right messaging and lead quality.
Q: How are you adapting content strategy for shrinking attention spans?
What works on TikTok won’t work on Instagram — and neither will land on YouTube the same way. I build content strategies that match the platform, the audience, and the intent. It’s not always about 15 seconds. It’s about knowing what grabs attention, why people stay, and how to deliver that in the format they’re already primed for — without losing the brand thread.
Q: What advice would you give new marketers?
Just go for it. Build a website, start a blog, set up analytics, and experiment. The best way to learn is by doing—analyzing data, making adjustments, and iterating.
Using Invoca for Success
Q: What was your initial challenge with Invoca?
When I joined, Invoca was already implemented, so my challenge was getting up to speed with the tech and integrations. It's been critical for gauging call attribution and helping us focus on channels driving quality cases.
Q: How do you measure marketing impact?
While CPA remains key, we also track audience growth across channels and media KPIs to understand competitive positioning. I focus on efficiency metrics, scalability indicators, and competitive positioning when communicating to leadership.
Q: What unexpected insights have you discovered?
In personal injury law, the assumption is simple: accident → call a lawyer. But our data tells a different story. Most prospects don’t convert off a single search. We see multiple touchpoints: research queries, content views, even platform shifts - before they’re ready to talk. Understanding that journey changed everything. Now we build omni-channel strategies that meet people earlier, with creative built for each stage. So, when they are ready to call, we’re the obvious choice.
Q: How has Invoca changed team collaboration?
Invoca gives us definitive attribution data — no guesswork. That means our channel managers can move faster, test smarter, and make decisions with confidence.
It’s also unlocked better collaboration across the team. Landing page tweaks, creative tests, messaging shifts — everyone’s aligned because we’re all looking at the same clear signals.
Q: Can you describe a successful initiative using Invoca data?
We’ve put in the work to deeply integrate Invoca with Salesforce — and it’s paying off.
Now, call data flows directly into our BI dashboards, fueling real-time insights that drive both strategic moves and daily optimizations
Claim Your Cape and Become a Revenue Execution Hero
Are you interested in becoming a hero? Turns out you don't need to get bit by a radioactive spider. You just need to be an active Invoca customer and participate with the community through media interviews, speaking opportunities, case studies, or sharing expertise.
What do you get? Elevate your personal brand, connect with peers, access private beta programs, be eligible to win industry awards, and receive VIP invites to Invoca events.
You can register to become a Revenue Execution Hero here.
