21 episodes

THE GET Podcast: With Marketing leading digital transformation, the innovation agenda, and CX, finding and keeping great senior marketing talent is the most underrated and overwhelming challenge for mid-size high growth companies today- especially in the B2B SaaS marketing space. Each month, we talk about one crucial aspect of this challenge to help you get it right. Chitra Iyer, and the team at Toolbox
edit, produce, and distribute The Get.

THE GET Podcast: How to Recruit B2B SaaS Marketing Leaders THE GET: How to Recruit B2B SaaS Marketing Leaders

    • Business
    • 5.0 • 3 Ratings

THE GET Podcast: With Marketing leading digital transformation, the innovation agenda, and CX, finding and keeping great senior marketing talent is the most underrated and overwhelming challenge for mid-size high growth companies today- especially in the B2B SaaS marketing space. Each month, we talk about one crucial aspect of this challenge to help you get it right. Chitra Iyer, and the team at Toolbox
edit, produce, and distribute The Get.

    Experience or Experiences? Debating Age-Related Diversity in B2B SaaS Marketing | S3 EP 07

    Experience or Experiences? Debating Age-Related Diversity in B2B SaaS Marketing | S3 EP 07

    About this Episode

    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 motivates people to change when they have been in the same company for a very long time?
    Do some roles need people who have more experience and others need people who have more experiences?
    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?
    Why a growth mindset trumps everything else, regardless of age. The ability to adapt, relate, and execute will always be in style.


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    • 36 min
    When Love is a (Real) Company Value | S3 EP 06

    When Love is a (Real) Company Value | S3 EP 06

    About Jeff and Rocket

    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 across all continents. Jeff has had a prolific career with 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 values
    How Marketing leaders can take the larger corporate values and create their own functional values to complement them
    Working 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 conversation
    Experience 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

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    • 30 min
    Building Great SaaS Marketing Teams Without Compromising on Diversity | S3 EP 05

    Building Great SaaS Marketing Teams Without Compromising on Diversity | S3 EP 05

    About Christy and Pantheon

    Pantheon is building the world’s best web ops (website operations) platform to empower marketing and development teams to take control of their websites. Christy Marble, the Chief Marketing Officer of Pantheon, is a global SaaS growth marketing expert with over 20 years of experience leading all facets of marketing. Prior to Pantheon, she served as CMO of SAP Concur, and CMO of Visier. She is also a Global Advisory Board Member of the Sales & Marketing Strategy Institute (SAMS).

    Episode synopsis

    Christy and Erica discuss building a marketing leadership team that does not compromise on diversity. They also discuss whether prior SaaS experience is necessary in a marketing leadership role at a SaaS company. They ponder why female candidates can feel the need to explain themselves more, and what needs to happen to break through unconscious bias in the workplace.

    Highlights include: 

    - Personal lessons on managing gender diversity from the home environment
    - How diversity, equity, and inclusion are 3 different things
    - How the hiring practice of doing a ‘listening interview’ and then a ‘questioning interview’ can be critical to hiring success
    - How Christy builds and structures her organization and marketing leadership
    - How to effectively transitioning from a bigger to a smaller company, by presenting yourself as a ‘sherpa’


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    • 30 min
    B2B SaaS Marketing Trends 2021 | S3 EP 04

    B2B SaaS Marketing Trends 2021 | S3 EP 04

    About Kieran and Openpath

    Openpath offers cutting-edge workplace safety and security solutions though touchless access control. It is a hardware and SaaS company with about 80 people. Kieran leads marketing for Openpath and has previously led marketing at Belkin and Radioshack. He has been recognized by Forbes as one of “The World’s Most Influential CMOs 2020”.

    Episode synopsis

    In this episode, Kieran and Erica delve into the big trends in B2B that will impact B2B SaaS marketers and the work they do, in 2021 and beyond. Kieran shares valuable real-life experiences from his career, stressing that an agile mindset is the key competency of a CMO in today’s environment. We also delve into what a CEO needs to think about when hiring a CMO, considering there is no one fixed template of what a CMO should do.

    Highlights include: 


    The key trends impacting B2B CMOs today
    Why there is no one universal CMO role… and the core competency of a good CMO
    The pros and cons of marketing leaders reporting to CROs
    The most important emerging role in marketing
    Whether diversity needs to be approached in a systemic way, or whether  individual leaders should establish their own initiatives
    Why empathy for customers will rule in 2021… and why building ongoing relations with the end-user is critical for B2B Marketing


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    • 27 min
    Building Strategy, Culture and Diversity with a Global SaaS Marketing Team | S3 EP 03

    Building Strategy, Culture and Diversity with a Global SaaS Marketing Team | S3 EP 03

    About David and SAP Concur

    Concur is a global SaaS leader in travel and expense management. David Hsu is the Global VP of Marketing Data and Technology and has worked in senior marketing roles at IBM and CA in the past.

    At Concur, he leads a global 30-member team with the mandate to support marketing with analytics, automation, martech, and project management solutions and services. His team balances both transactional, problem-solving work and more strategic innovation projects.

    Episode synopsis

    In this episode, David and Erica talk about different kinds of diversity that are critical in a global team - regional and location-specific diversity, role and skill diversity within the team, and the more human aspects of diversity such as gender, race, and personal preferences.

    David shares his experiences on the process he follows to set a common vision and strategy for the global team, as well as his take on addressing the diversity of all types in his agenda.

    Highlights include: 


    How to cross-pollinate ideas and best practices across global teams
    The process of developing an annual strategy and how to get the team to own and lead it
    The conscious shift of moving from being a transaction-driven team to a strategic advisory function
    How to bring the diversity aspect into hiring without falling into the trap of familiarity bias
    The role of the leader in owning diversity – should they avoid it, proactively lead the discussion or wait til the company is forced to surface the issues?
    How some companies are stretching the hiring brief to make room for diverse voices. For example, companies seeking out qualified candidates without college degrees, or not advertising the role on LinkedIn
    The rise of future roles in marketing - for instance, David recently created a Data Strategy role on his team to bridge the data gap between tech and business
    What leaders should do to ensure diversity on their global teams


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    • 31 min
    How To Make Culture a First-Class Citizen as a B2B SaaS CMO| S3 EP 02

    How To Make Culture a First-Class Citizen as a B2B SaaS CMO| S3 EP 02

    About Eric and Quick Base

    Eric brings nearly two decades of experience as a senior go-to-market leader in high-growth technology businesses, including as CMO for Sovos, and as CEO of mobile startup Zerista, which he successfully exited. Quick Base is an app development platform that helps problem solvers of any technical background to work together to create an ecosystem of applications safely, securely, and sustainably.

    Episode synopsis

    What does a diverse team really mean to the organization? How can you make ‘culture’ more data and process driven? Should employers prefer experience over diversity? Great insights for SaaS companies as Erik and Erica deep dive into the meaning of culture and how it can become a competitive differentiator when done right.

    Highlights include:


    Why diverse teams outperform homogeneous teams, even though the alignment is harder
    Why diverse teams need to be like a soccer team and not a relay team
    The 3 things you need for a diverse team to work:
    A team goal that’s bigger than the individual goal
    A transparent strategy that brings the team together, and a process that helps interlock the team
    A common way of behaving and holding each other accountable
    Why culture needs to be treated as a first-class citizen, right alongside goals related to financial performance
    Making culture data-driven and process-driven for real outcomes
    How to reconcile hiring for experience versus hiring for diversity
    Roles that are changing the shape of B2B SaaS marketing teams


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    • 31 min

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