Episode 46: From $30M to $350M: The Growth Formula with Joshua Leatherman

In this episode of The Freedom Experience, I sit down with Josh Leatherman, Chief Marketing Officer at Service Express, who has played a pivotal role in scaling the company from $30 million to over $350 million in revenue.

Josh shares how he built a high-performing marketing team, why revenue operations is the "Switzerland" between sales and marketing, and how experimentation, accountability, and specialization drive scalable business growth.

We explore his R&D mindset—"Rip Off & Duplicate", the importance of aligning marketing and sales, and why marketers must be insatiable learners to stay ahead. If you're struggling with marketing ROI or trying to build a predictable revenue engine, this episode is packed with actionable insights to help you.

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Key Themes

🔹 The Power of "Rip Off & Duplicate" (R&D)
Josh explains why you don’t need to reinvent the wheel — instead, learn from industry leaders, implement what works, and focus on one channel at a time to drive revenue.

🔹 Revenue Operations: The Bridge Between Sales & Marketing – Josh shares why RevOps serves as a neutral, objective team that ensures alignment between sales and marketing, eliminating friction and creating a data-driven system for scaling revenue.

🔹 Accountability at Every Stage of the Funnel - Marketing and sales must own their roles — every lead, every account, and every stage of the funnel should have clear accountability to ensure conversion.

🔹 The Ideal Team Player: Humble, Hungry, Smart – Josh reveals how he builds high-performance teams by hiring curious, adaptable, and driven people who thrive in a fast-moving environment.

🔹 Mastering One Marketing Channel Before Expanding – Instead of spreading your budget thin, get exceptionally good at one channel (SEO, intent marketing, paid search, etc.), optimize it for ROI, then scale.

🔹 Identifying & Hiring Natural Learners - Josh discusses why hiring naturally curious and self-driven marketers leads to long-term success, and shares how he identifies high-potential talent in interviews.

Quotes from the Episode

💬 "Rip off and duplicate—someone else has already figured it out."
💬 "Revenue operations is the Switzerland between sales and marketing."
💬 "Fail fast, learn faster, and scale what works."
💬 "Marketers must be insatiably curious."
💬 "If you don’t know what good looks like, how can you hold others accountable?"

Links & Resources Mentioned

🌍 Service Express Website: https://www.serviceexpress.com
🔗 Connect with Josh on LinkedIn: https://www.linkedin.com/in/joshleatherman

Actionable Takeaways

✅ Adopt an R&D Mindset – Learn from industry leaders instead of reinventing strategies.
✅ Leverage Revenue Operations – Use RevOps to align sales and marketing for predictable growth.
✅ Master One Channel First – Specialize before expanding into multiple marketing platforms.
✅ Encourage Small Experiments – Fail fast, learn fast, and scale proven marketing efforts.
✅ Hire for Curiosity – Seek out marketers who are lifelong learners and adaptable.

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For more resources and expert interviews, visit www.jeanmoncrieff.com.