The show where we unpack the methods and tactics used to reduce CAC by the most efficient and fastest growing companies in tech. In each episode your host, Eli Rubel, founder of Matter Made, will evaluate how the best companies in the industry are driving down their cost to acquire while still achieving remarkable growth.
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Lacework Director of Digital Marketing on Orchestrating and Implementing High-Quality Lead-Opportunity Handoffs to Drive Efficiency and Growth.
18:30
18:30
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18:30
Podcast Summary In this conversation with Simon Chuang, Director of Digital Marketing at Lacework, he talks about orchestrating and implementing high-quality lead-opportunity handoffs to drive efficiency and growth. Today, you’ll hear about Lacework’s process and execution, their lead opportunity quality feedback loop, how they systematize data col…
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Metadata Head of Brand and Product Marketing on Use-Case and Persona Specific Sequences
19:09
19:09
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19:09
Podcast Summary In this conversation with Mark Huber, Head of Brand and Product Marketing at Metadata, he talks about use-case and persona-specific sequences. Today, you’ll hear about moving from generic to persona-specific sequences, how the results have changed over time, an exciting future development for Metadata, and an important lesson that M…
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Gated CEO on creating seamless on-boarding experiences
10:38
10:38
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10:38
Podcast Summary In this conversation with Andy Mowat, Co-Founder of Gated, he talks about Gated’s demand efficiency levers. Today, you’ll hear about his approach to demand efficiency, the custom Chrome extension that they built, focusing on all the surfaces and experiences, and driving creativity. Prior to founding Gated, Andy served as the VP of G…
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1
Dan Frohnen on channel mix, tracking, and structuring teams for success
16:49
16:49
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16:49
Podcast Summary In this conversation with Dan Frohnen, CMO at PicnicHealth, talks about Channel Mix. Today, you’ll hear about PicnicHealth’s channel mix, Dan’s approach to channel diversification, choosing when to invest in new channels, keeping teams organized and productive, and the most common pitfalls. Prior to joining PicnicHealth, Dan served …
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6Sense CMO and GTM Champion Uses Flawless ABM and Lead Management Programs to Drive ROI
17:57
17:57
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17:57
In this conversation with Latané Conant, CMO at 6sense, she talks about doing account-based marketing right. Today, you’ll hear about making demand centers more efficient, team structures at 6sense, ensuring an accurate source of truth, Latané’s most-used platforms, and the importance of saying ‘no’. As CMO of 6sense, Latané is passionate about emp…
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1
Checkr VP of Marketing Uses Experimentation and Hypothesis-Driven Testing to Benchmark Regularly and Drive Demand Efficiency
15:59
15:59
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15:59
Podcast In this conversation with Prachi Gore, VP of Marketing at Checkr, Inc, she talks about marketing and experimentation. Today, you’ll hear about Checkr’s lifecycle marketing, experimentation, how Checkr is set up for success, knowledge sharing, and some exciting areas of opportunity for the year ahead. Prachi Gore is an accomplished marketing…
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1
Mutiny Head of Marketing Uses Revenue Orchestration To Transform Buyer Signals Into Buying Decisions
21:02
21:02
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21:02
Podcast Summary In this conversation with Ryan Narod, Head of Marketing at Mutiny, he talks about revenue orchestration. Today, you’ll hear about the strategies and tactics Ryan has used, orchestrating team structures, keeping the teams in sync, running regular experiments, approaching measurement, and what Ryan would’ve done differently. Prior to …
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1
UserGems Director of Demand Generation Leverages Universal Messaging Frameworks To Drive Demand To The Entire Buying Committee
23:38
23:38
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23:38
Podcast Summary In this conversation with Isaac Ware, Director of Demand Generation at UserGems, he talks about messaging. Today, you’ll hear about how UserGems prioritizes messaging, the transition into data-driven messaging, testing the evolution of their messaging, and Isaac’s three most essential pieces of tech. Prior to joining UserGems, Isaac…
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1
Superhuman Head Of Marketing Explains Why Customer Focus Plays Integral Role In Marketing
22:01
22:01
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22:01
Podcast Summary In this conversation with Seiyonne Suriyakumar, Head of Marketing at Superhuman, he talks about customer focus and growth. Today, you’ll hear about how Superhuman has operationalized customer focus, shifting to remote-first, their growth mechanisms, and the common things that traditional B2B’s get wrong with customer focus. Prior to…
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1
Former CMO of SalesLoft and Seasoned Industry Advisor Details The Sophisticated Ad Programs That Drive Demand Efficiency
22:37
22:37
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22:37
Podcast Summary In this conversation with Sydney Sloan, Executive-in-Residence at Scale Venture Partners, she talks about ad program sophistication. Today, you’ll hear about stage-appropriate sophistication, leveraging technology and tools, some of the most common timing mistakes, and the impacts of reaching certain levels of sophistication. Prior …
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1
Webflow CMO Aligns Massive Marketing And Sales Teams To Drive Full-Funnel Performance
29:09
29:09
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29:09
Podcast Summary In this conversation with Shane Murphy-Reuter, CMO at Webflow, he talks about sales and marketing alignment. Today, you’ll hear about how Shane drives sales and marketing alignment, their campaign briefings, the importance of obsessing over little details, and the demand efficiency survey. Shane also serves as advisor for Motion (Cr…
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1
Box CMO Uses Sales Enablement and Flawless Nurture Programs As The Levers To Reduce Cost To Acquire
20:06
20:06
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20:06
Podcast Summary In this conversation with Chris Koehler, CMO at Box, he talks about the sales and nurture programs at Box. Today, you’ll hear about Chris’s early priorities, how the teams at Box have been organized, applying Box’s learnings at product-led organizations, and how Chris stack ranks all the pieces within nurture. Prior to joining Box, …
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Podcast Summary In this conversation with Eli Rubel, CEO at Matter Made, he talks about the rebranding of the Best in Saas Podcast to Demand Efficiency. Today, you’ll hear about the podcast’s new direction and focus. With over 15 years of marketing experience, Eli has served as a marketing advisor for companies like Dropbox, Hopin, G2, Calm for Bus…
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1
Matt Young, CEO of UserVoice on the aha moments of the customer journey to solve pain points
17:36
17:36
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17:36
In this conversation with Matt Young, CEO at UserVoice, he talks about retention and product. Today, you’ll hear about finding the a-ha moment, the customer journey, Matt’s top of mind thoughts around retention and product, the greater noise-to-signal in the industry today, the main problems Matt sees in companies doing user research, when and how …
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1
The emergence of Chief Growth Officers with Will Hicklen of EasyWorkforce
20:11
20:11
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20:11
In this conversation with Will Hicklen, Chief Growth Officer of EasyWorkForce, he talks about growth. Today, you’ll hear about the evolving Chief Growth Officer role, Will’s key principles, things that get Will excited about EasyWorkForce, emerging people marketplaces, and the ways that Will keeps himself sane and energized. Will is a strategic gro…
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1
Andrew Hahn breaks down some of the most common misconceptions in scaling high-performing sales orgs
21:44
21:44
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21:44
In this conversation with Andrew Hahn, Advisor at Savor Lining, he talks about growth, marketing, and sales. Hear about Andrew’s thoughts on the marriage of sales and marketing, his sales methodology, the most common cracks in sales, and failures that lead to growth. Episode Outline [01:03] Introducing Andrew [03:50] MQL’s are bullsh*t [05:40] Andr…
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1
Kevin Marasco, CMO of Zenefits on the applications and automation of PLG
22:32
22:32
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22:32
In this conversation with Kevin Marasco, CMO at Zenefits, he talks about growth and marketing. Hear about Zenefits’ pivot into a PLG motion, demand gen and organic channels, how Kevin shows up as his best self, and building a culture of experimentation. Episode Outline [01:39] The Zenefits journey [05:19] The opportunity for a PLG motion [09:29] De…
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1
Rashmi Gopinath, General Partner at B Capital Group on the current market and the rapid acceleration of digital marketing
18:52
18:52
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18:52
In this conversation with Rashmi Gopinath, General Partner at B Capital Group, she talks about enterprise software trends and industry benchmarks. Hear about some of the metrics that are dipping, the companies that are transitioning from traditional sales to a sales-assist motion, and how Rashmi keeps herself engaged in the industry. Episode Outlin…
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1
Box CMO, Chris Koehler, on generalists vs specialists, and the transition to hybrid marketing
21:14
21:14
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21:14
Episode Outline [01:26] Chris’s background [03:23] Thinking through customer journey [05:19] Chris’s tactical tool chest [07:35] What’s happening to events? [12:32] Shifting to sales-assist and PLG [15:56] Chris’s influential people [18:45] How does Chris keep his head clear? Connect with Chris LinkedIn Website Connect with Matter Made Website Link…
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1
Chris Byers on using M&A as a strategic lever for growth
14:09
14:09
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14:09
Episode Outline [01:26] About Formstack [02:17] The first M&A [04:33] Four more times [07:14] Venture funding [11:00] Chris’s lessons learned [12:31] Chris’s influential people Connect with Chris LinkedIn Websiteโดย Elias Rubel
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1
Naman Khan, CMO of Zeplin, on his approach to building and scaling marketing orgs from the ground up
25:58
25:58
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25:58
Episode Outline [01:36] Naman’s background [04:53] Interesting use cases of Zeplin [07:11] Communicating Zeplin’s value [10:57] Building early revenue teams [15:54] Some unexpected challenges [18:16] Naman’s influential people [23:48] What does Naman do for fun? Naman’s Inspirations Yamini Rangan Sara Varni Connect with Naman LinkedIn Twitter Websi…
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1
Rich Taylor, VP of Operations and COS at Qualio, on approaching conversations, measuring success, and the fundamentals
23:19
23:19
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23:19
Episode Outline [01:21] Rich’s background [03:35] Lessons and strategies [05:34] Approaching conversations and measuring success [08:54] Grain [11:44] Testing and hiring [12:46] Interesting and new things that Rich wants to tinker with [16:53] Know your fundamentals [21:21] Rich’s influential people Rich’s Inspirations Jeff Wiss Zack Urlocker Rich’…
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Former VP of Growth at Drift and Advisor to many, Guillaume “G” Cabane, on the mashup between Economic Market Dynamics and low-cost CAC strategies
22:17
22:17
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22:17
Episode Outline [01:09] G’s background [01:36] Mashup between Economic Market Dynamics and low-cost CAC strategies [07:00] G’s favorite examples of growth hacking [14:26] What questions should listeners ask themselves? [15:36] How does G stay sharp? [20:42] G’s influential people G’s Inspirations Brian Balfour Andrew Chen Darius Contractor Elena Ve…
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1
Shane Murphy-Reuter, CMO of ZoomInfo, on the importance of setting your brand vision and the ‘Miley Moment’
20:08
20:08
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20:08
Episode Outline [01:42] The shift from single-market to multi-market [04:36] The Miley moment [10:50] Setting a brand vision well into the future [13:10] What keeps Shane up at night? [17:20] Shane’s inspiring people [18:59] How does Shane stay balanced? Shane’s Inspirations Mark Watts Jones Karen Peacock Scott Gifis Suresh Khanna Connect with Shan…
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1
Amy Guarino, VP of Ironclad, on shifting perspectives and advice to her younger self
27:24
27:24
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27:24
Episode Outline [01:26] Getting back to the new normal [05:33] Amy’s advice to her younger self [13:19] Shifting perspectives [16:00] How does Amy stay fresh? [20:43] Amy’s influential people Amy’s Inspirations Jen Tritz Eric Lee Tim Connors Connect with Amy LinkedIn Websiteโดย Elias Rubel
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1
Paramita Bhattacharya, CMO of Blurb, shares on leadership and lessons learned along the way
17:17
17:17
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17:17
Podcast Summary In this conversation with Paramita Bhattacharya, CMO of Blurb, she talks about her career roles at various organisations, being named one of the Top 40 Women Leaders in SaaS, and how she keeps herself sane outside of her work. Hear about how she prioritizes team building, how her background affects her work, and get her advice to he…
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1
Randy Frisch, CMO at Uberflip on how and when to think about category creation
26:15
26:15
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26:15
Episode Outline [01:26] Getting into category creation [02:50] The Uberflip timeline [05:22] Content marketing in 2012 [10:10] Other category names in the running [13:23] The early list of must-have next steps [16:26] The Uberflip Experience [20:28] Looking to the future [24:19] Inspiring people Randy’s Inspirations Peter Cresha Mark McCloud Jay Ba…
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1
Sam Boonin, former VP Product Strategy at Zendesk on all things PLG and Product Marketing
22:07
22:07
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22:07
Episode Outline [01:50] Product marketing [04:33] Avoiding the product marketing pitfall [10:10] The quality of product marketing for trial-led sales assist companies [13:27] Sam’s advice for young companies [16:32] How does Sam maintain a life balance? [20:09] Inspiring people Sam’s Inspirations People who are designing the life they love. Connect…
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1
New Relic CMO Seema Kumar unpacks the myths of developer marketing and other strategies for hyper scale
26:44
26:44
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26:44
Episode Outline [01:04] Seema’s story [07:30] Developer marketing [13:18] Seema’s tool box of strategies [16:18] Unpacking DE&I [20:29] Seema’s advice [22:17] How does Seema find her balance? Connect with Seema LinkedIn Twitter Websiteโดย Elias Rubel
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1
From $0-$80M ARR in 13 Months with Hopin CMO Anthony Kennada
28:25
28:25
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28:25
Episode Outline [01:25] Managing expectations [03:09] Hopin’s numbers [07:41] Capturing the opportunity [11:31] The challenges of fast, effective growth [14:07] Where is the market going? [18:10] Anthony’s health [22:08] How does Anthony unwind? [25:28] Inspiring people Anthony’s Inspirations Nick Mehta Connect with Anthony LinkedIn Twitter Website…
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1
Greg Strickland on how to be a good human, while hyper scaling in SaaS
25:34
25:34
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25:34
Episode Outline [01:04] How Greg got to where he is today [03:20] The CEO whisperer [05:51] Pivotal career moments [08:26] Recurring themes [11:25] Why some companies fail to implement [13:50] Greg’s frequent rants [17:09] Greg’s advice [20:10] How does Greg unwind? [21:44] Mentors and inspiring people Greg’s Inspirations Greg’s dad and wife Everyo…
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1
Johanna Fagerstedt, CMO of Quinyx, shares thoughts on organizing a globally-distributed team for success amidst an uncertain climate
19:51
19:51
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19:51
Episode Outline [00:23] Johanna’s background [03:10] The perfect plan that had to change [04:36] Building conviction quickly while testing [05:44] Organizing a globally-distributed team for success [06:46] Approaching the bigger picture [13:45] Solidifying a plan and budget for 2021 with all the unknowns [16:35] How has Johanna adapted her leadersh…
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1
Jennifer Dimas, CMO at Qumu Corporation and Co-founder of Women in Revenue on blending analytical and creative aspects of marketing
24:01
24:01
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24:01
Episode Outline [00:33] Women in Revenue [03:43] Blending the Analytical and Creative sides of marketing [07:16] Emphasising skillsets in the marketing mix [08:46] How has the marketing mix changed recently? [10:27] Running into challenges convincing executives [12:14] Changing cadences [15:12] Planning and budgeting with variable data [19:11] What…
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1
Chili Piper, Nicolas Vandenberghe on their GTM Strategy and building a durable remote culture
26:42
26:42
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26:42
Episode Outline [00:23] Nicolas’s background [06:26] Approaching go-to-market with Chili Piper and KosmoTime [10:42] Missteps and mistakes along the way [15:12] Being remote before remote was cool, and decision memos [22:46] The next big thing for Nicolas [25:46] Mentors and inspiring people Nicolas’s Inspirations Steve Jurvetson Steve Jobs John Sc…
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1
Chargebee CRO Adam Tesan and the Rise of RevOps
20:37
20:37
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20:37
Episode Outline [00:24] Catalyst for formalizing RevOps [02:41] Figuring out the need to prioritise RevOps [04:16] What does RevOps seem to you? (Clear your misunderstanding about RevOps) [05:28] A methodology to success! [10:10] When things don't go according to the plan…… [12:54] The tension between sales and marketing [13:52] Overanalysing v/s e…
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1
OneLogin CMO and Co-Founder of Women in Revenue, Dayna Rothman, on building teams and a Will Smith & DJ Jazzy Jeff reunion
26:55
26:55
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26:55
Episode Timeline: 1:07 What’s top of mind for Dayna today? 2:59 Has Dayna had to adapt her leadership style through this? 3:58 Significant changes that Dayna had to make 4:37 How Dayna manages Zoom fatigue right now 8:13 How Dayna’s leadership style has changed 14:33 Dayna’s favorite campaigns 18:43 Things that don’t go as Dayna envisioned but she …
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Skilljar CEO and Co-Founder, Sandi Lin, on her evolution as a leader and lessons learned
27:15
27:15
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27:15
Episode outline: 00:34 What does Skilljar do? 01:56 How skills have evolved over time and how Sandi has evolved as an engineer leading a company as CEO 07:45 The moment Sandi decided to pull back and bring in leadership, sales and marketing 10:55 Can Sandi pack them to revenue or is it some other qualitative factor? 16:58 What would Sandi avoid, wh…
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1
Co-founder and Partner of PeakSpan Capital, Matt Melymuka on patterns of success growth and failures
21:46
21:46
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21:46
Episode Outline: 2:11 PeakSpan’s product market fit definition 3:50 Patterns of success growth and failures, on Matt’s perspective 7:50 Preferred industries based on how things play out 13:50 Talks about the whitespaces in tech or sales that is yet to see a company enter 16:33 Influences that helped shape Matt’s path and continue to inspire 18:52 M…
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1
Carolina Kung of Frontline Ventures on accelerating the learning curve of early-stage founders and CEOs
22:08
22:08
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22:08
Episode outline [01:12] Introducing Carolina [03:10] The most common mistakes Carolina sees companies making across the portfolio and advice she gives her clients [06:16] The process for European companies that wish to expand into the United States [07:40] How Carolina prioritizes hiring and hiring patterns in the United States versus Europe [10:00…
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1
6Sense CMO Latane Conant on earning the right to go big
28:07
28:07
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28:07
Episode outline [01:15] Latane’s background [02:44] How Latane decides when to share her ideas [05:37] “When you say yes to something, you say no to something else”: How Latane decides what to work on [08:53] “You have to earn the right to go big” [11:38] The importance of diversity and market representation on boards [16:28] What Latane is current…
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Kirti Dewan, VP of Marketing at BugSnag on the most successful campaigns this year and pivoting to online events
22:11
22:11
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22:11
Episode outline [01:18] Kirti’s background [01:45] How Kirti developed work-life balance [06:13] What Kirti learned from her consulting career and how she uses these lessons today [10:35] Good habits that will positively impact your work [12:32] How others respond to Kirti’s views on work-life balance [13:13] 3 of Bugnsag’s best campaigns during th…
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Sendoso CMO Daniel Frohnen on his team’s response to this year’s challenges and his advice for early stage companies.
23:54
23:54
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23:54
Episode outline [01:30] Daniel’s background [03:39] How Daniel started out at Sendoso and what attracted him to the company [04:50] How Sendoso adapted their business strategy in response to the COVID-19 pandemic [06:48] The three most effective ways Sendoso engaged their customers during the pandemic [08:22] How Daniel approaches the challenge of …
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What’s it like reporting to a board with Marc Andreessen and John Chambers in a board room? In this episode with Matt Singer, CMO at OpenGov, we talk about marketing GovTech, and the evolving revenue landscape ...
25:00
25:00
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25:00
Episode outline [01:09] Matt Singer’s background [02:12] What it was like for Matt to transition to marketing to government and what makes it exciting [04:44] How Matt responds to change and the importance of building and tracking brand awareness [09:03] What it’s like to get to work with such prominent board members and some questions that have co…
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Kevin Dorsey on Scaling Sales with Missionaries not Mercenaries
30:06
30:06
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30:06
Kevin Dorsey, better known as KD is the VP of Inside Sales at Patient Pop inc. Kevin has built numerous teams from 0-150+ reps and revenues from 0-$750M (and counting). He’s a mentor and consultant for early, mid, and late-stage SaaS companies across the globeโดย Elias Rubel
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Impartner Software CMO Kerry Desberg talks us through her professional journey and identifying profitable markets
24:08
24:08
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24:08
Episode Outline [02:00] Kerry’s background [04:20] How Kerry has overcome challenges and made her company stand out [08:05] How Kerry pivoted during the COVID-19 pandemic [12:20] Kerry’s approach to changes in buyer behavior and identifying profitable markets [15:10] The importance of having a marketing tech stack and what Kerry has in her marketin…
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Brian Kardon, the legendary valley CMO behind InVision, Eloqua, and Lattice shares his strategy for creating alignment between sales and marketing and building a balance between product-lead growth and ...
25:41
25:41
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25:41
Episode Outline [00:25] Why you need to be familiar with Product Led Growth [03:00] How Brian organizes funnels at InVision [05:20] The importance of harmonizing messaging in improving the user experience [06:00] How to create a culture of revenue [12:50] Brian’s thoughts on unification of sales and marketing [17:50] How to influence existing custo…
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Bootstrapping to $20M ARR and beyond with Vivek Bhaskaran
22:29
22:29
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22:29
Episode Outline [00:44] How and why Vivek founded QuestionPro with no venture capital [03:59] Vivek’s decision making factors when it comes to his company [07:40] How Vivek succeeded in secondary markets and made the decision to pursue them [10:05] How to identify when an investment is paying off [13:00] How Vivek approached his business endeavors …
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From Microsoft leadership to startuplandia with Romi Mahajan
27:09
27:09
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27:09
Episode Outline [00:50] Romi’s shift from Microsoft to the startup space [02:04] The transferable skills Romi gained from Microsoft and what he had to learn and unlearn [04:23] Where Romi is at in his current company [06:20] Why Romi’s company split off from their parent company to become an independent entity [07:35] Romi’s growth thesis and how h…
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Huckabuy Founder & CEO Geoff Atkinson on how we accomplished exponential growth at Overstock and what he’s up to with Huckabuy
19:42
19:42
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19:42
Episode Outline [00:45] Geoff’s background [02:30] How Geoff grew SEO from zero to $300 million at Overstock.com [04:18] The series of pivots that led to the idea for Huckabuy [06:38] How to know when you have product/market fit and are ready to expand [07:55] Mistakes Geoff made in his career that ultimately led to valuable lessons [11:15] When an…
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Cracking Hubspot’s Playbook for Emerging Markets with Paul Rios
31:04
31:04
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31:04
Episode Outline [01:22] The importance of manufacturing your own luck [07:25] How leaders can ramp and grow teams [12:25] The state of LATAM for Hubspot today [14:50] How companies can expand into emerging markets and what mistakes to avoid [24:05] Paul’s inspirations Paul’s Inspirations Brian Halligan Mark Roberge Peter Caputa Jeetu Mahtani Connec…
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