Sandy Kaup, Chief Marketing Officer at Southern Technical College, joins CMO Journeys to discuss how marketing, admissions, and revenue alignment work together in career-focused education. His perspective is valuable because he built his career from admissions into marketing leadership, giving him a practical view of the full student journey from lead generation to enrollment outcomes.

What the Conversation Covers
• Sandy’s early path from admissions into marketing, and how the need for better lead flow shaped his approach to growth.
• Why he believes marketing and sales must work together around shared revenue goals, not separate departmental priorities.
• How Southern Technical College measures performance through cost per lead, appointment, interview, enrollment, and start.
• The impact of AI, search behavior, and changing media habits on education marketing and student recruitment.
• How Sandy evaluates outside partners, including why specialization, transparency, proof of results, and industry understanding matter.

Guest Bio
Sandy Kaup is Chief Marketing Officer at Southern Technical College, a career-focused education institution serving students in fields such as healthcare, skilled trades, and other in-demand areas. His role has expanded across several sister colleges, giving him responsibility for marketing, admissions alignment, revenue growth, and process standardization across a broader portfolio. His background includes decades of experience in admissions, lead generation, performance tracking, and career college growth.

About the Podcast
CMO Journeys is a podcast from NextBigWin hosted by Christian Banach. The series features conversations with marketing leaders about the path to the C-suite, the challenges they are tackling inside their organizations, and how they evaluate agencies and strategic partners.