10 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. Chief Editor Chitra Iyer, and the team at MarTech Advisor edit, produce and distribute The Get.

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

    • 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. Chief Editor Chitra Iyer, and the team at MarTech Advisor edit, produce and distribute The Get.

    The Art of Being a ‘Revenue-Oriented’ Chief Marketing Officer| S2 EP 03

    The Art of Being a ‘Revenue-Oriented’ Chief Marketing Officer| S2 EP 03

    What happens when Marketing leaders take on Sales?
    Scott Horn is the CRO (Chief Revenue Officer) of PrismHR, a SaaS company in the HR space. He shares his story of life as a CRO after over 2 decades in Marketing. Prior to his role as CRO at PrismHR, Scott was Chief Marketing and Revenue Ops officer at [24]7.ai, and the chief marketer for Seagate. He also spent 17 years at Microsoft - a tenure almost unheard of in B2B marketing.
    Scott is super passionate about hiring great talent- and the key to that process is getting the interview right. Scott shares what he’s learned over the years when it comes to building great teams, and tells us how he is training his team to be great interviewers.

    Along the way, he shares practical insights on:
    - How to tell if someone “has self-awareness and wants to learn”
    - The trick to hiring for that critical role of SDRs (Sales Development Representatives) and BDRs (Business Development Representatives)
    - What CEOs get wrong when hiring CMOs
    - Why your LinkedIn profile matters more than your resume to get the best job today

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    MarTech Advisor -https://www.martechadvisor.com/multimedia/podcasts/series/the-get-podcast/the-art-of-being-a-revenueoriented-cmo-s2-ep-03
    iTunes - podcasts.apple.com/us/podcast/the-…i=1000462695491
    Spotify - https://podcasters.spotify.com/episode/2seCTNnUDlfRQqD0NcLkU1
    # THE GET Podcast

    • 23 min
    Why I’m not a ‘Growth Marketer’| S2 EP 02

    Why I’m not a ‘Growth Marketer’| S2 EP 02

    We all know that marketing needs to be authentic and tell believable stories. But aside from the marketing itself, the marketing leaders behind those strategies need to be authentic and believable too. Christina Mautz from Moz tells us why, and how she puts this principle into practice every day on the job.

    This authenticity starts with the hiring process. When asked if she was a growth marketer, Christina replied. “No, I’m not.” A gutsy move in the current economic scenario, some may say. Listen in to know what she did say, and how it landed her the job anyway.
    Erica and Christina also explore why being a ‘consultant’ is not necessarily a bad thing when applying for a full-time marketing leadership role (although others on this show have told us they didn’t see it as a great sign if someone had been a ‘consultant’ in the middle of a regular marketing career).
    Christina shares what was compelling about her process of joining Moz as CMO, her take on the ideal first 90 days as CMO, and the challenges and opportunities as she went about taking the reins as CRO (Chief Revenue Officer) as well as CMO at Moz.

    Did we get your attention?
    Follow us on iTunes, Spotify, or your preferred podcast platform so we can alert you when a new episode drops!
    Don’t forget to leave us a review on iTunes
    Share with your network on LinkedIn and Twitter.

    MarTech Advisor -https://www.martechadvisor.com/multimedia/podcasts/series/the-get-podcast/why-im-not-a-growth-marketer
    iTunes - podcasts.apple.com/us/podcast/the-…i=1000462695491
    Spotify - https://podcasters.spotify.com/episode/0wXPntpWMja6QrZsSkJnAX
    # THE GET Podcast

    • 20 min
    How to Hire Your First Chief Marketing Officer (CMO)| S2 EP 1

    How to Hire Your First Chief Marketing Officer (CMO)| S2 EP 1

    3-time Chief Marketing Officer (CMO) Tricia Gellman has been there and done that at Salesforce Canada, Checkr, and now, conversational marketing category leader Drift. Aside from sharing the story of how she came to be the CMO at Drift, the conversational marketing company well-known for its non-traditional brand building and marketing methods, she and Erica talk about:

    ● Hiring your first CMO: what to think about (and what’s the hardest thing about it)
    ● The CMO Plus Role – how the role of the CMO is morphing
    ● How B2B CMOs can be more CX-focused
    ● How to achieve CEO and CMO alignment. How CMOs can move from scrappy to scale
    ● Tricia’s personal examples of marketing org and culture design – mistakes and learnings

    Did we get your attention?

    Follow us on iTunes, Spotify, or your preferred podcast platform so we can alert you when a new episode drops!
    Don’t forget to leave us a review on iTunes
    Share with your network on LinkedIn and Twitter.

    MarTech Advisor -https://www.martechadvisor.com/multimedia/podcasts/series/the-get-podcast/how-to-hire-your-first-cmo
    iTunes - podcasts.apple.com/us/podcast/the-…i=1000462695491
    Spotify -https://podcasters.spotify.com/episode/1bY5uzN0KWp00jsCfkbZTd
    # THE GET Podcast

    • 25 min
    What Private Equity (PE) Investors want from Marketing Leaders | 6

    What Private Equity (PE) Investors want from Marketing Leaders | 6

    Chief Editor Chitra Iyer, and the team at MarTech Advisor edit, produce and distribute The Get.

    Prital Kadakia leads the Growth team at Serent Capital, helping portfolio companies to scale up, drive results, and find the right leadership talent. As a sales and marketing expert at a PE firm, Prital’s work with portfolio companies spans sales force effectiveness, pricing, operational efficiencies, strategic partnerships, strategy development, procurement, and digital marketing.
    In this episode, we talk about a range of topics around how PE investors work ‘side by side’ with portfolio companies, including how they look for the ideal marketing talent, what they expect the CEO and CMO to know about growth marketing, and how to navigate the challenges of hypergrowth.

    Here are our top themes and takeaways from the conversation:
    1.Things for CEOs to think about when finding the right marketing leader
    ● Context in which the marketing leaders were successful in earlier roles

    ● Ability to own the bookings and results (something which is not core to every marketer’s DNA, but is a crucial flag for PE investors, who are focused on close alignment between marketing and sales)bility to forecast into the future - most B2B tech companies have long sales cycles, so focusing on the right metrics that will have a material impact in 6/12/18 months is crucial

    2. Common pitfalls for CEOs to avoid as they search for their marketing leader
    ● Not having clarity about what you want
    ● Hiring a CMO when a VP of Marketing would be more aligned to the stage and pattern of growth

    3. Tips for marketing leadership candidates: what to keep in mind if you are a potential CMO being interviewed with someone from the PE investor side for your dream B2B SaaS job! (Hint: know thy investor, and thy ROI!)

    Did we get your attention?
    Then FOLLOW US on Soundcloud, iTunes, Stitcher, Google Podcasts, Spotify, or your preferred podcast platform so we can alert you when a new episode drops!
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    Stitcher -https://www.stitcher.com/podcast/martech-advisor/the-get-how-to-recruit-b2b-saas-marketing-leaders
    iTunes - https://podcasts.apple.com/us/podcast/what-pe-investors-want-from-marketing-leaders-6/id1495008122?i=1000464114632
    Google Podcasts - playmusic.app.goo.gl/?ibi=com.googl…o-pr-mu-pod-16
    Spotify - open.spotify.com/show/5RckRWrAxm0jgUfbtR2V97
    Martech Advisor -https://www.martechadvisor.com/multimedia/podcasts/series/the-get-podcast/what-pe-investors-want-from-marketing-leaders
    # THE GET Podcast

    • 25 min
    How CMO Candidates Choose CEOs | 5

    How CMO Candidates Choose CEOs | 5

    Chief Editor Chitra Iyer, and the team at MarTech Advisor edit, produce and distribute The Get.

    Erica Sheehan is a cybersecurity marketing whiz and the VP of Marketing at Guardsquare, a Belgian mobile application security company that she is helping to expand to the US market. Aside from stints at Novell and Oracle, Erica was most recently VP of marketing at ObserveIT. During her tenure, the company quickly grew 4X and was recently acquired.

    Erica is a great example of a marketing leader who has successfully gone from larger to smaller companies. e hear from her on what it means to make that switch, why being analytical is crucial to the marketing leadership role, how high-performing marketing leaders should evaluate a potential employer; and finally, what it’s like to build a marketing team in a rapidly-growing company.

    Here are some of the themes from the conversation:
    1. The difference between average and great in a B2B marketing leadership role
    2. Why analytical skills and field marketing experience are both important in shaping a marketing leader
    3. How CEOs can assess if a marketing leader coming from a large enterprise to a high-growth enterprise can ‘scrap’
    4. The trend of the CMO or VP of Marketing reporting into the CRO (as opposed to the CEO)
    5. How to know whether you need a marketing leader who is more demand-oriented, more brand-oriented, or more product marketing-oriented
    6. And finally, some unmissable insights into how she is hiring and building a marketing team in a high-growth environment

    Did we get your attention?
    Then FOLLOW US on Soundcloud, iTunes, Stitcher, Google Podcasts, Spotify, or your preferred podcast platform so we can alert you when a new episode drops!
    Don’t forget to leave us a review on iTunes and Soundcloud

    Stitcher - https://www.stitcher.com/podcast/martech-advisor/the-get-how-to-recruit-b2b-saas-marketing-leaders#/
    iTunes - https://podcasts.apple.com/us/podcast/the-get-how-to-recruit-b2b-saas-marketing-leaders/id1495008122
    Google Podcasts - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/I6jyypi6bf2q7dfrm5nwbzhelkm?t%3DThe_Get:_How_to_Recruit_B2B_SaaS_Marketing_Leaders%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16
    Spotify - https://open.spotify.com/show/5RckRWrAxm0jgUfbtR2V97
    MarTech Advisor - https://www.martechadvisor.com/multimedia/podcasts/series/the-get-podcast/how-cmo-candidates-choose-ceos-episode
    # THE GET Podcast

    • 23 min
    How B2B SaaS CMOs Should Build their Marketing Teams | 4

    How B2B SaaS CMOs Should Build their Marketing Teams | 4

    In this episode, Erica calls on Drew’s experience as a marketing leader to talk about shepherding a marketing organization through hyper-growth, how to get beyond interviews, and how to get insights into candidates’ behavioral profiles to build high-performance marketing teams.

    As the first marketing lead in a legacy business that did not have a history of organized marketing, Drew has not just transitioned The Predictive Index brand into the digital world but has also built marketing into a lead and revenue generation function that numbers around 60 members today. What sets Drew’s perspective apart is his focus on culture, values, and healthy conflict as cornerstones of building great marketing teams that can sustain and grow along with the business.

    He shares his advice for new CMOs that are reporting into the CEO for the first time (instead of reporting to a CMO), insights on what makes CMOs and their teams fail, and his own THREADS value system at The Predictive Index.

    Here are some of the highlights from the conversation:
    Marketing leaders need to be able to give away their Legos: marketing typically overlaps with product, sales, and operations; and based on the business context, marketers need to demonstrate that they can keep the things they are amazing at and give away the things other experts/ functions are good at executing.
    CMOs – and entire teams - don’t fail because of lack of effort or ability, but due to a lack of alignment and role design. They fail because of misalignments between the CEO and CMO around expectations, responsibilities, authority, resources, etc.
    Even in hypergrowth situations, results are not everything: CMOs should hold people accountable for quantitative business results but also for behaving in ways that match the stated culture of the organization. It is the job of the head of Marketing to manufacture and create the right environment and culture for great chemistry to happen. Drew discusses how he spends more time on the people components of his job, making sure his team members are upholding their core values framework (called THREADS - teamwork, honesty, energy, action, drive, scope) and celebrating wins around these core values. Net: performance is important but not above values.
    An unhealthy lack of conflict is as problematic as unhealthy conflict. Drew adapts Patrick Lencioni’s concept of 5 dysfunctions of the team to share his idea of a layered pyramid: trust is at the bottom, which leads to healthy conflict; the conflict leads to commitment, which leads to accountability. Only when you have this in place can the team start driving towards sustained results. Sometimes, marketers have to pull conflict and differences of opinion out of people to avoid a culture of appeasement.
    Are you looking for culture fit, culture add or culture stretch? When it comes to choosing and integrating new members into a high-growth marketing team, it is important to know when you need what.

    Did we get your attention?
    Then FOLLOW US on Soundcloud, iTunes, Stitcher, Google Podcasts, Spotify, or your preferred podcast platform so we can alert you when a new episode drops!
    Don’t forget to leave us a review on iTunes and Soundcloud
    Stitcher - https://www.stitcher.com/podcast/martech-advisor/the-get-how-to-recruit-b2b-saas-marketing-leaders#/
    iTunes - https://podcasts.apple.com/us/podcast/the-get-how-to-recruit-b2b-saas-marketing-leaders/id1495008122
    Google Podcasts - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/I6jyypi6bf2q7dfrm5nwbzhelkm?t%3DThe_Get:_How_to_Recruit_B2B_SaaS_Marketing_Leaders%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16
    Spotify - https://podcasters.spotify.com/episode/02zhenCc0RQb8D6gYr13hI
    MarTech Advisor - https://www.martechadvisor.com/multimedia/podcasts/series/

    • 27 min

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