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Erica Seidel, the host of The Get, provides an overview of the key themes from this season. Erica runs The Connective Good, the executive search practice that specializes in placing CMOs and VPs of Marketing for B2B SaaS companies. She is known for recruiting the ‘make money’ type of marketing leaders, not the ‘make it pretty’ ones.
This episode serves as an executive summary of the learnings from our fifth season, which has focused on the CMO and Board relationship.
We cover:
What do Board members want in a SaaS CMO? And how can you ace your interview with a Board member?Board meetings: How can you land on your feet once you are inside the Boardroom? How do you build a strong dialogue with the Board OUTSIDE of Board meetings? Serving on Boards: How can you become the CMO who gets tapped for Board seats?I designed this season to be a guide for how to upgrade from one-way reporting to the Board to a two-way dialogue. With that ongoing dialogue and collaboration, both in and out of the Boardroom, both sides will learn more, and the business is more likely to be successful.
A huge thank you to the guests this season, who ranged from B2B SaaS marketing leaders, CMOs who have become Board members, and Board members/investors who are involved in hiring CMOs:
Elana AndersonKelly Ford BuckleyAllison DancyEvan DeCorteJennifer Pockell DimasChris FountainSandra LopezMadeline O’PhelanPlease tune in to each of their episodes. And, check out the episodes from the previous four seasons. Last season, for instance, we covered ‘Solving for the Scale Journey in B2B SaaS.’
To stay in the know for our next season, please keep following the show in your preferred podcast listening app.
Key Links
https://www.linkedin.com/in/ericaseidel/
https://theconnectivegood.com/
https://thegetpodcast.com/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS: How can that relationship go from fraught to functional and even to fantastic?
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Sandra Lopez is a marketing dynamo who has been in marketing leadership and general management roles in many of the world's biggest and most influential tech companies, like Adobe, Intel, and Microsoft. She recently served as co-chair for the World Economic Forum for Augmented Reality and Virtual Reality. She also serves on the Board of Directors for Junior Achievement USA and PureRED, she's an advisor for Cabra Sports, and she is the co-chair for Sports Integrity Global Alliance.
We discuss:
How to translate marketing-speak into language that CFOs and Board members can understandHow to work with Board members who think they know more about marketing than they actually doHow to manage expectations with Boards about how long things take in marketing and educate along the way, understanding that "it's hard to educate someone in 30 minutes"How to prepare for Board service – and knowing when to say no to a Board opportunityHow interviewing for a Board seat is different from interviewing for a CMO spotKey Links
https://www.linkedin.com/in/lopezsandra/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
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A good CMO/Board relationship entails both giving and getting. Elana Anderson talks about putting Board members at the center of marketing initiatives by making bold asks of the Board to add value to customers and prospects. She also talks about the anatomy of a successful CMO/Board interview.
Elana Anderson has been the CMO for Veracode, Vidyo, and Salesforce Commerce Cloud. She reflects on her experiences interacting with Boards at public versus private companies.
Learn about:
How to move from broadcasting to your board to incorporating them into your marketing initiativesHow Board members can add value to you through special executive events and advisory sessions How you can discuss brand initiatives with the Board in an interactive and impactful way… even if the topic is short on numbersHow to interview successfully with the Board for a CMO roleWhen and how to prepare for serving on a Board yourself… and how to find your 'hook'Key Links
https://www.linkedin.com/in/eranderson/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Hear two SaaS marketing leaders from PE-backed companies discuss their hard-won learnings on working with Boards.
You'll learn about:
The relative importance of the 3 C's – Context, Content, and Confidence – when interacting with the BoardHow Boards tend to respond to certain marketing terms with open arms (ICP, personas, ABM) and other marketing terms with shaking heads (hint: brand!)The importance of Board posture and how marketing and sales can support each other during Board interactionsHow a marketing maturity matrix can be useful to show the BoardAllison Dancy is a veteran CMO who most recently was CMO for Kibo in the e-commerce space. Madeline O'Phelan is VP of Marketing at Verity, the SaaS fintech company.
Key Links
https://www.linkedin.com/in/allisondancy/
https://www.linkedin.com/in/madeline-o-phelan-97290111/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Listen to the honest dialogue between a CMO and her Board member, who have managed to forge a fruitful partnership together. Jen Pockell Dimas is Chief Marketing and Experience Officer for Telarus, the global technology solutions brokerage. Evan DeCorte from Columbia Capital is a Telarus Board member.
You'll hear about:
How investors can have reptilian brains – focusing uniquely on Big V value: getting more value for the business than they paid for itHow to translate marketing-speak into investor-speakHow to set yourself up for a successful standing with the Board from the interview process onward: "Invest in the relationship before you even accept the job so you are on the same page for expectations."How to react when a Board member suggests a marketing direction that feels like a firedrillWhy asking how Board meeting prep could be shorter is 'the wrong question to ask'A simple framing that will help as you prep your board meetingsKey Links
https://www.linkedin.com/in/jenpd/
www.telarus.com
https://www.linkedin.com/in/evan-decorte-8086029
www.colcap.com
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Chris Fountain is an Operating Partner with Frontier Growth, the PE firm that invests in B2B SaaS companies in scale-up mode. He has been a GTM leader, a CEO, and a Board member. In his role, he collaborates with multiple CEOs and CMOs both inside and outside of the Boardroom.
You'll hear about:
What it takes to be a successful operating partner for a PE shop (Spoiler alert: Be able to be non-threatening to a CEO)How to be successful in your first Board meeting as a CMO and how to avoid guesswork when aligning with the BoardHow the best marketing leaders provide a 'heads up display' for the businessHow psychological factors can get in the way when CMOs interact with their BoardsHow you can evolve from seeing your Board members as gatekeepers to seeing them as resourcesHow you can stand out when you interview with a Board member for a CMO jobWhy it's important to focus on key results… not the time that went into those key resultsKey Links
https://www.linkedin.com/in/fountainchristopher/
https://frontiergrowth.com/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Kelly Ford Buckley has a career many CMOs dream of: She is a marketing leader who became an investment partner, developing a platform to accelerate and scale growth across Edison Partners' portfolio of companies. She then broadened her role into general partner and COO for the firm. Since she's been in the marketing leadership seat and she's been on several Boards, she is uniquely qualified to talk about the bridge between CMOs and their Boards.
You'll hear about:
How to remove the intimidation factor when working with boardsHow to build an ongoing dialogue with your BoardWhether the Board is looking to the CMO for content or confidenceWhy you should NOT be re-creating the wheel with every Board presentationHow Board interactions are different in a downturnHow to upgrade from a reporting conversation to a strategic conversationWhat it's like to be an operating partner focused on marketing and how to prepare for such a roleKey Links
https://www.linkedin.com/in/kellyaford/
https://www.edisonpartners.com/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Hello, and welcome back to The Get. The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS. I'm your host, Erica Seidel.
This is our fifth season! And in this season, we dive into the relationship between CMOs and Boards. How can that relationship go from fraught to functional and maybe even fantastic?
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Produced by Simpler Media
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
This season on The Get podcast, we have stayed close to the theme 'Solving for the Scale Journey.' We have talked with marketing leaders who have scaled… and, in one case someone on the investor side who hires marketing leaders for scale-ups. We've looked at different dimensions around scaling: Hiring. Budgeting. Aligning with the Board. Getting the balance of brand and demand right. Balancing aspirational goals with achievable goals.
Obviously, every scale journey is different. Just because someone did a scale-up in one place doesn't mean they will be successful somewhere else. But there are some themes that emerged. This episode is a recap of 10 of those themes.
If you are a CEO or investor looking to know what good looks like when hiring the CMO for a scale-up, you've come to the right place. And if you're a CMO or VP of Marketing who is solving for a scale journey, you too have come to the right place.
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Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn, or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Sydney Sloan is a scale savant! I talked with Sydney as she wrapped up her CMO role at Salesloft, contributing to a huge scale-up. She has since joined Zoom as Head of Product & Industry Marketing.
Sydney had so much insight to share. It was hard to pick out just a few highlights. I asked her how a CMO can balance "getting oars in the water quickly" while managing expectations that "Rome wasn't built in a day." You'll hear about achievable goals versus aspirational goals and when to use each. You'll also learn about how to build organizational excitement around your vision.
Highlights:
"Be a true market leader, not just a marketing leader."Look at your budget as "buying outcomes."Balance achievable goals and aspirational goals when you are scaling. The purpose of an aspirational goal is to remove barriers from what you're doing now and think differently about how you might achieve results. "Transformational growth is different from incremental growth."Design your org charts 18 months out: The org chart for the 100MM business is different from the org chart for the 250MM business.Resist the default of having only your direct reports be on your marketing leadership team. Rather, look for emerging talent or people taking on special projects to join the team and get exposure.Surface red flags when hiring and talk to the candidates about them; you can then have a development plan for them in place on day 1."Everyone says marketing and sales should be aligned, but no CMO wants to report to sales."-----
Key Links
Sydney Sloan on LinkedInZoom WebsiteSalesloft Website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Khalid El Khatib is the Head of Marketing and Communications for Stack Overflow, which reaches 100MM people per month -- more traffic than the New York Times website! Khalid shares how his career path prepared him for this role, and how he has structured his organization to serve not just Stack Overflow's developer community, but also its paid SaaS products.
You'll hear about:
Avoiding the mistake of underinvesting in brand awareness, especially in PE-backed companiesThe wisdom of mastering how to articulate the value of a brand investment to CEOs and CFOsHow to respond when CEOs say they need a CMO but you suspect they really need a demand gen directorLooking around the corners when hiring, and staffing up ahead of a growth curveExperimenting with freelancers before hiring in-houseReserving regular time on the calendar for marketing to meet with other business functions – creating a forcing function for "finding synergies wherever they exist"The wisdom of hiring someone who fulfills the job 90% and is motivated to stay long enough to fulfill all of the jobFavorite quote: "If you don't make a brand investment, you can wonder why competitors are beating you and why demand generation isn't working….A rising tide lifts all boats and an investment in brand awareness is that rising tide."
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Key Links
Khalid El Khatib on LinkedInStack Overflow website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn, or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Cynthia Gumbert is the CMO of SmartBear, the ~750-person PE-backed SaaS company that is on a growth tear, serving more and more software developers every day.
Cynthia reflects on her transition from VP of Marketing to CMO. We discuss the difference between a marketing-centric mindset and a 'business first, marketing second' mindset. It's this 'business first' mindset that is key for a CMO in scaling mode. That mindset entails putting yourself into the CEO's shoes and thinking about how to help the whole company grow, not just how to grow marketing's results. In other words, change your frame from 'what marketing is doing' to 'what the company is doing.'
A big part of scaling is creating discomfort with the status quo. You'll hear these learnings:
Expect to hit plateaus as you scale. When you do, ask, “How do we double doing well here?”Hire for 'cultural add' as opposed to 'cultural fit' as you scale… even when that involves overcoming some discomfort.Look for ways to organize to reflect the full arc of the customer experience. In Cynthia's case, she expanded the marketing org to include communities and the training academy, as part of one web and digital experience team. This led to a 400% increase in academy enrollments.Cynthia also touched on an interesting trend for 2022: the need for micro market research. With product-led growth, customers will follow the journey of website --> trial → product. Marketers must be hyper-aware of micro customer segments and the messages that will help customers accomplish their specific goals.
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Key Links
Cynthia Gumbert on LinkedInSmartBear website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn, or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
It’s every CMO’s complaint: “Everyone thinks they’re a marketer.” With so many people outside of marketing weighing in, this can make the CMO job challenging. Our guest today shows how you can harness the emotional investment that others in the company have.
Our guest is Justin Steinman, CMO of Definitive Healthcare, the healthcare commercial intelligence company. Justin joined the company to help fuel a scale-up to the $500MM mark and went through an IPO already. He shares:
What it’s like to do a rebrand, a marketing transformation, and an IPO all at onceHow to do a marketing transformation that actually leads to the rest of the org respecting marketingHow to acknowledge and embrace the emotional investment in the brand that people outside of marketing haveWhy a CMO should never use the phrase ‘my marketing budget’How to tell whether a company that has not traditionally invested in marketing is ready for itHow to bring in practices from big companies to companies that are scaling up… without overpowering the businessHow one particular interview question will reveal a lot about someone’s view of marketing and their ability to structure their thoughts-----
Key Links
Justin Steinman on LinkedIn
Definitive Healthcare website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn, or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
It's not in our nature to move slowly as marketers. We like to act, move, go, and grow, especially when there’s a scale mandate. But there’s wisdom and value in assessing first, like just pro athletes surveying the field of play to let the game come to them. We discuss the formula for successful scaling:
Aligning on what scale means to your CEO and BoardAvoiding overselling what marketing can do/determining what you are capable of achievingAssessing the resources you have at your disposal, both within and outside marketingWe also discuss:
How the 10MM-15MM scale-up is different from the 50MM-100MM scaleup Key questions to ask the Board before saying yes to the marketing leadership jobHow to lead your board on a journey of where marketing is taking them How to not get offended by Board members who don’t understand marketing“Moneyball” hiringEmbracing the fact that your team members may only expect to be with you for a defined amount of time-----
Key Links
Guy Weismantel on LinkedInNcontracts website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Kristin Hambelton, CMO scaleup queen now running marketing for MineralTree, takes us on a deep dive of budgeting for marketing during a scale journey. You’ll learn:
How do you communicate to a CEO and CFO that you are investing efficiently… without overspendingWhen do you give budget back versus ask for moreHow to remind your peers of what marketing will and won’t do: “You won't get to scale saying yes to everything!” How your budget should change through expansions and acquisitionsFrom a hiring standpoint, we discuss:
The wisdom of Swiss Army knife hiring - when 1 marketer manages multiple functionsHow to do ‘lookalike’ training with your recruiterThe one person on a marketing team who should NOT be remoteThe best question a CMO candidate could ask the recruiter: How do I rank on the scorecard for the job?How to experiment with hiring, not just with programs, and the wisdom of having some experimental people on the team whose backgrounds may initially make you squint-----
Key Links
Kristin Hambelton on LinkedInMineralTree website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn, or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
The CMO’s most important job when scaling? To create focus, protect focus, and seize control of the strategic planning process - not just for marketing but for the company as a whole. Here’s how to do that.
Join Erica and her guest Jay Gaines, who runs marketing at insurance tech scale-up AgentSync, as they discuss:
How to avoid ‘random acts of marketing,’ reinforce the role of marketing as the business scales, and drive a shared common understanding of what marketing is there to do for the business.How marketing can -- and should -- seize control of the strategic planning process for the company as a wholeHow to respond to a CEO who over-rotates on a demand-first view of marketing The one question the best CMO candidates ask the CEO before they say yes to a scale job: “How exactly do you plan to expand?” How to avoid a surprisingly tantalizing organization misstep when scalingHow employees’ values are changing away from ‘growth at all costs’ - which means companies need to be pitching themselves differentlyHow a tangible commitment to work/life balance and DEI, embodied from the top-down, can accelerate hiring in the long run-----
Key Links
Jay Gaines on LinkedInAgentSync website-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
What’s it like behind the scenes when CEOs hire CMOs in PE-backed companies? Hear from a ‘talent whisperer’ from a PE firm.
If you’re a CMO looking to work in a private-equity-backed business, or a hiring leader in a PE-backed company, you will come across the PE talent partner. Learn about the role of the PE talent partner in recruiting CMOs.
You’ll hear about the soft skills framework Bryan uses to vet CMO candidates. In particular, listen for his definition of agility: not just being adaptable, but being PROACTIVELY adaptable.
We unpack the difference between a candidate who can go into a new situation and figure it out versus a candidate who has a plan of attack.
We discuss whether prior experience with scaling is or is not the best predictor of future scaling success.
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Key Links
Bryan West on LinkedInResurgens Tech Partners-----
Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is Solving for the Scale Journey.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at [email protected]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
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Hiring great marketing leaders is not easy. Especially these days! The Get is designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing.
I'm Erica Seidel, host of The Get. I run an executive search practice focused entirely on placing what I call the ‘make money’ marketing leaders -- not the ‘make it pretty’ ones.
I spend most of my time talking with today’s most talented marketing leaders, and with The Get, I bottle up some of those conversations for you.
This is the 4th season of The Get. The theme for this season is ‘Solving for the Scale Journey.’
The Get is still all about helping you explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
If you've listened to the first three seasons, welcome back. And if this is your first time tuning in to The Get, welcome! Be sure to subscribe so you don’t miss an episode.
Again, I'm Erica Seidel, and I'm glad you’re here.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
This episode wraps up our ‘diversity-in-B2B SaaS marketing’ themed third season of The Get, with not one but two special guests on either end of the age/experience spectrum, discussing their take on age-related diversity in the business world in general and in B2B tech in particular. Our goal with this episode is to raise awareness of age biases and address them in our B2B marketing world. This episode is controversial but compelling. Don’t miss it!
Dwight Griesman is the CEO for Eye4Growth, as well as the former CMO of Forrester and of other companies, with decades of experience and experiences behind him. Sarah Assous is a first-time CMO at Zoovu, the conversational AI experiences company, and previously held marketing roles at B2B companies Selligent and SmartFocus.
They talk with Erica about what age means to them in the hiring and team-building context- and indeed, whether it matters at all. They share which workplace traits of people on either end of the age spectrum they find valuable, and which ones are less-than useful, as well as the crux of the debate: what is more valuable to the business- experience or experiences?
Highlights include
A 25-year old doesn't know what it's like to be 50+, but a 50+-year-old has been 25. How relevant is that knowledge in our dynamic business environment where reference points change and evolve so rapidly?What does it mean to have more experience? Is it only the number of years or the quality and diversity of experience - the ‘experiences’ you have been exposed to?Is age a factor in hiring and getting a job in B2B marketing today? Do we have an unconscious bias about applicants based on their age? Do young people want a high degree of convenience with a very high pay? Do older people want stability and compensation but not too much challenge?What role does the hiring leader’s gut feel play in picking the right candidate, when they are at extreme ends of the age spectrum?How a growth mindset trumps everything else, regardless of age. The ability to adapt, relate, and execute will always be in style.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy -
Jeff Winter is the Chief Marketing Officer of Rocket Software, a B2B tech company that helps companies innovate using the data and tech they already have. Rocket serves customers across the Fortune 50 and has a global presence. Jeff has had a prolific career including senior marketing roles at SAP and IBM before joining Rocket.
Episode synopsis
In this episode, Jeff and Erica talk about company values, how they can be lived by the marketing team and how there is still room to bring in function-specific values without colliding with corporate values. Jeff also shares the various initiatives at Rocket to improve diversity of all kinds, including the RIDE initiative and their journey to operationalize and measure the impact of diversity as a part of everyday culture.
Highlights include:
When Empathy, Humanity, Trust, and Love are your corporate valuesHow Marketing leaders can take the larger corporate values and create their own functional values to complement themWorking with all kinds of diversity – be it regional, gender, experience, or ethnic diversity – it’s always a work in progress but there are ways to structure it and measure its impact. Jeff shares details of how Rocket is working towards operationalizing diversity and measuring its impact – including the creation of a new initiative called RIDE (Rocket Inclusion, Diversity, and Equity)Ageism in tech and why it needs more conversationExperience diversity: when we should look outside the obvious areas to hire B2B marketing talent (and when we should not)Jeff’s insights on the 3 things you can do to build a more high quality, diverse team
This podcast uses the following third-party services for analysis:
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