The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

Erica Seidel
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The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

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. For our sixth season, we're focused on the race to reduce risk when it comes to a match between a company and a CMO. How can you find out what you need to find out – BEFORE saying yes – so that you make a match that sticks and flourishes? Join me, Erica Seidel, for The Get. You will learn a ton. The Get is a production of The Connective Good, the executive search practice focusing exclusively on recruiting the 'make money' type of marketing leaders rather than the 'make it pretty' ones. To learn more visit theconnectivegood.com. The Get is produced by Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

  1. Is the Candidate with the Perfect Scale-up Experience Actually a Risk?

    SEP 26

    Is the Candidate with the Perfect Scale-up Experience Actually a Risk?

    In this episode of The Get, host Erica Seidel explores the theme of managing risk in CMO recruitment, specifically cautioning against over-relying on a candidate's experience with a particular scale journey. Erica discusses the potential misconceptions and pitfalls when hiring marketing leaders based on their previous successes in scaling companies.  While such experience can be beneficial, she warns that it doesn't necessarily guarantee the same outcome in different contexts. Listeners are encouraged to delve deeper into how these candidates contributed to their past successes. The episode underscores the importance of aligning expectations and understanding the nuances of each candidate's experience for a better hiring decision. 00:00 Welcome to The Get 00:16 Listener Feedback and Mid-Season Break 00:34 The Risk of Trusting Scale Journeys 01:25 Benefits of Scale Experience 02:26 Potential Pitfalls of Scale Experience 03:40 Conclusion and Final Thoughts 04:02 About The Get and Erica Seidel 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 Race to Reduce Risk in CMO Recruiting.  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 erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    5 min
  2. What Veteran CMOs Know That First-Timers Don't

    SEP 12

    What Veteran CMOs Know That First-Timers Don't

    A good leader evolves over time. A CMO’s perspective will shift as they go from first-time CMO to repeat CMO, or to CRO or CEO. As they build experience, they are able to sidestep common pitfalls and react more efficiently to new challenges. At the same time, their perception of risk in a role evolves as they get more exposure. There's an 'arc of caution' that CMOs often go through, from being open-minded early on in their careers, to being able to recognize risky situations once they have more marketing leadership experience, to being more risk-averse and attuned to the 'warts' of a role once they have significantly more experience than other marketing leaders. In this episode of The Get, host Erica Seidel discusses the complexities of hiring CMOs in B2B SaaS companies. The conversation explores the importance of the right type of marketing leader for different phases of a company's evolution, the vital role of clear communication between CEOs and CMOs, and how CMOs can balance producing value in year 1 with delivering longer-term value beyond year one. She is joined by Norman Guadagno, a seasoned CMO who has led marketing at Mimecast, Acoustic, and Carbonite, and who shares his experience as a CMO and CEO. Norman illustrates how experience as a marketing leader shapes a CMO's risk awareness and decision-making process. You'll learn about: The 'arc of caution' in career progressionInteraction between CMOs and CEOs - the role of a CMO can significantly vary depending on the company's stage of growth and the right marketing leader at one stage may not be the right one at a different stageHow to embrace the duality of delivering on short-term demand capture with longer-term brand building, and how to set expectations for longer-term impacts with the CEO and other C-suite leadersHow 50% of the CMO role has nothing to do with marketingManaging timeframes - first-time CMOs may be overly optimistic about how long it takes to implement change, while seasoned CMOs understand realistic timeframes for resultsEvolving dynamics in the C-Suite - "not every company needs a CMO"How sometimes less is more with interview questions - start simple and give the candidate room to expand on what’s important to them This episode provides valuable insights for both CMOs and CEOs seeking to make informed hiring decisions. 00:00 Introduction to The Get 00:16 The Journey from CMO to CEO 01:14 Introducing Norman Guadagno 02:13 Advice for Aspiring CMOs 04:43 Navigating Company Culture and Change 05:21 The Dynamics of Executive Change 13:51 Balancing Short-Term and Long-Term Goals 22:07 The Role of the CMO in Business Strategy 25:33 Embracing Unique Skills and Roles 26:19 Ego and Humility in Career Progression 27:25 The CEO's Perspective on Hiring a CMO 31:00 Demonstrating Commitment to Marketing 35:25 Navigating Career Trauma and Transparency 40:49 Insights on Interviewing and Hiring 45:51 Final Thoughts and Reflections 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 Race to Reduce Risk in CMO Recruiting.  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’

    44 min
  3. Avoiding Red Flags & Decision-Making Flaws in CMO Recruiting

    AUG 29

    Avoiding Red Flags & Decision-Making Flaws in CMO Recruiting

    In this episode of The Get, host Erica Seidel explores the crucial role of decision-making in CMO recruiting. Erica shares common traps in decision-making, such as over-trusting someone else's due diligence, over-estimating an appetite for transformation, falling in love with someone's former company without looking at their specific contribution to it, and falling prey to confirmation bias, to name a few. She shares tips for making strong, informed hiring and career decisions.  The episode includes a deep dive with guest Melissa Sargeant, a seasoned CMO, on her experiences and strategies for doing due diligence and reducing risk when hiring and getting hired. This episode is loaded with practical advice for both hiring managers and candidates looking to make better career decisions. 00:00 The Three Pillars of a Successful Career 00:20 Welcome to The Get! 00:44 Understanding Decision-Making in Recruiting 01:48 Common Flaws in Decision-Making 04:44 Introducing Melissa Sargeant: Insights from a Seasoned CMO 05:20 Melissa Sargeant on Reducing Risk in the Recruiting Process 07:11 Maybe the company used to have product market fit, but now it doesn't 9:16 Doing mutual due diligence 12:14 The 2 key questions to ask in an interview to suss out organizational dynamics 19:15 'Your gut is your truth' and other ways to suss out red flags 25:06 Building Trust and Transparency as a New CMO… and avoiding making decisions for 30 days 25:30  'CMO roles are really revenue rescue missions' 33:29 Final Thoughts and Key Takeaways 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 Race to Reduce Risk in CMO Recruiting.  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 erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    35 min
  4. Top Threats To CMO Success…And How CEOs and CMOs Can Tackle Them Together

    AUG 15

    Top Threats To CMO Success…And How CEOs and CMOs Can Tackle Them Together

    The best CEO/CMO matches are ones where, BEFORE day 1, both sides collaboratively, intentionally, and explicitly surface the challenges they will face together and how they will overcome them together. That's not as easy as it sounds, though!  In this episode of The Get, host Erica Seidel dives into the complexities of hiring CMOs in B2B SaaS companies. Drawing from her 13 years of experience in recruiting marketing leaders, Erica discusses the high risks and challenges faced by CEOs and investors during this process.  She is joined by James Lamberti, head of go-to-market for Georgian, who shares his extensive experience in hiring and getting hired as a CMO.  You'll learn about: A method for collaborative de-risking between the CEO and CMO How one of the most important functions of the interview is to sketch out the company's GTM framework and identify any misalignment in GTM strategy.… because the more the company is clear on their GTM strategy, the more effective the CMO will beHow to diagnose in the interview process when product-market fit is loosely held or when the market is defined too broadlyThe 'homework' that top CMO candidates will do ahead of their first meeting with a CEO, including defining their 'Ideal CEO Profile' and how to add value to that personHow to identify and skirt typical threats to marketing being successful, including 'silver bullet expectations,' 'new day/new strategy' situations, under or over-hiring for the stage, and mis-selling the CMO opportunityWhat CEOs are likely to ask CMO candidates about AI This episode is packed with valuable insights for both hiring leaders and candidates looking to navigate the high-stakes world of CMO recruitment. 00:00 Introduction: The Challenge of Hiring a CMO 01:20 Understanding the Risks in Hiring a CMO 03:25 Tips for CEOs and Investors on Hiring a CMO 04:50 Guest Introduction: James Lamberti 06:22 James Lamberti's Framework for Diagnosing a Role 17:25 Balancing Efficiency and Thoroughness in Interviews 22:57 The Importance of Customer Love and Rev Ops 25:53 Challenges and Red Flags in the Hiring Process 30:33 The Role of AI in Marketing Leadership 33:21 Favorite Interview Questions for Marketing Leaders 35:53 Conclusion and Next Episode Teaser 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 Race to Reduce Risk in CMO Recruiting.  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 erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    37 min
  5. CMO Secrets to Maximize Recruiter & Network Relationships

    AUG 1

    CMO Secrets to Maximize Recruiter & Network Relationships

    In this episode of The Get, host Erica Seidel delves into what it takes to excel at networking and effectively work with recruiters, exploring programmatic ways to engage with professional networks. Erica discusses the best questions candidates ask recruiters and the importance of developing a personal Board of Advisors. She also explains the role of executive search professionals, differentiating them from career coaches and therapists. Special guest Tracy Eiler, CMO of OpenSesame, discusses her recent experience evaluating marketing leadership opportunities, how today's recruiting climate is unique, the fast-paced pressure-testing playbook she uses to assess roles, and red flags to watch out for. Tracy shares how CEOs can demonstrate their support for marketing, tips for collaborating with recruiters, and how CMO candidates can make a strong impression. The discussion extends to the complexities of career trauma, confidence, and the right level of transparency when delivering your 'career story.' Tracy also emphasizes continuous relationship building within one's network and the importance of having a well-prepared personal narrative. 00:00 Introduction to Networking and Recruiters 00:35 Welcome to The Get with Erica Seidel 01:06 Tips for Working with Executive Recruiters 04:09 Introducing Tracy Eiler 05:02 Tracy Eiler's Journey and Insights 08:57 Pressure Testing a Role 12:47 Evaluating CEOs and Red Flags 17:53 Tracy's First CMO Job and Lessons Learned 20:54 Collaborating with Recruiters 22:24 Navigating Recruiter Relationships 22:50 The Role of Feedback in Shaping Searches 26:24 The Importance of Networking 30:10 Building and Maintaining Meaningful Connections 33:25 Career Trauma and Vulnerability 38:01 Final Thoughts and Key Takeaways 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 Race to Reduce Risk in CMO Recruiting.  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 erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    42 min
  6. Everything a Good SaaS CMO Should Find Out Before Saying Yes to a Job… and How and When To Find it Out

    JUL 18

    Everything a Good SaaS CMO Should Find Out Before Saying Yes to a Job… and How and When To Find it Out

    Welcome back to The Get! It's Season 6 and the theme this season is 'The Race to Reduce Risk in CMO Recruiting.' We look at risk from the perspective of hiring and the perspective of getting hired. In this first episode, host Erica Seidel shares: How CMO candidates can find out what they need to find out BEFORE saying yes so they can move forward wholeheartedlyHow to make efficient use of interviews despite time and access being limitedThe top questions CMO candidates ask, from culture and cap tables toWhat the best CMO candidates do during the recruiting process (not just during interviews, but more broadly) to show up as peers, demonstrate their 'altitude,' surface important insights, and mitigate risk The episode includes a deep dive with guest Andrea Kayal, CRO at Help Scout and former CMO. Andrea and Erica discuss: When it makes sense for a marketing leader to report to a CRO rather than the CEO… and why CMOs can make great CROsThe key questions Andrea asks when evaluating a roleKey metrics that Andrea recommends looking at to evaluate the health of the businessHow to balance efficiency and thoroughness when vetting a roleThe all-important piece of vetting cultural fit You can read Andrea’s article on interviewing companies here. 00:00 Introduction: The CMO Dilemma 00:42 The Importance of Mitigating Risk 01:23 What Top CMOs Look for Before Saying Yes 02:54 Key Questions CMO Candidates Should Ask 04:02 Beyond Questions: Actions of Top CMO Candidates 06:14 Introducing Andrea Kayal: Insights from a CMO and CRO 08:10 Evaluating the Role of CROs and CMOs 13:27 Top Criteria for CMOs Before Accepting a Role 23:58 Final Thoughts and Conclusion 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 Race to Reduce Risk in CMO Recruiting.  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 erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.  The Get is produced by the team at Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

    28 min
  7. The CMO and Board Relationship in B2B SaaS: From Fraught to Functional to Fantastic (Highlights from Season 5 of The Get)

    06/29/2023

    The CMO and Board Relationship in B2B SaaS: From Fraught to Functional to Fantastic (Highlights from Season 5 of The Get)

    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’Phelan Please 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/ ----- 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 erica@theconnectivegood.com. 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

    31 min
  8. How To Be The CMO Who Gets Tapped For Board Seats

    06/15/2023

    How To Be The CMO Who Gets Tapped For Board Seats

    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 spot Key Links https://www.linkedin.com/in/lopezsandra/ ----- 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 erica@theconnectivegood.com. 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

    36 min
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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. For our sixth season, we're focused on the race to reduce risk when it comes to a match between a company and a CMO. How can you find out what you need to find out – BEFORE saying yes – so that you make a match that sticks and flourishes? Join me, Erica Seidel, for The Get. You will learn a ton. The Get is a production of The Connective Good, the executive search practice focusing exclusively on recruiting the 'make money' type of marketing leaders rather than the 'make it pretty' ones. To learn more visit theconnectivegood.com. The Get is produced by Simpler Media Productions. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

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