Start by choosing your organisation scale on the Y Axis of the chart - Enterprise or Startup. If you are a Saas platform, choose startup regardless of scale as this axis refers more to agility and mindset than physical size. Then on the X Axis of the chart choose which function is driving the podcast internally - Marketing or Communications.
From this simple analysis, you will derive the business case for your podcast. There are fundamentally 3 options:
- Acquisition and Business Development
- Advertising and Sponsorship
- Thought Leadership and Awareness