Welcome to the first of many newsletters offering a behind-the-scenes look at my podcast, CMO Conversations.
Every other Thursday, I get to talk shop with today’s most innovative marketing leaders. And every month in this newsletter (now coming to your inbox twice a month), I’ll be dishing on recent episodes, asking for future interview questions, and sharing exclusive insights.
But, to kick things off, I thought it’d be fun to share my three favorite episodes with you:
CMOs are hyper-focused on the customer experience. Why? Because marketing’s job doesn’t end at acquisition. In this episode, Sydney Sloan, CMO of SalesLoft, discusses everything from marketing’s role post-sale to finding harmony and success with sales.
Why I Love This Episode
Spending time with your sellers and understanding what they need, how you’re supporting them, and how you can continue to do better is a great way to align sales and marketing teams.”
– Sydney Sloan, CMO, SalesLoft
The relationship between marketing and sales determines the success of your go-to-market strategy, customer experience, and so much more. And that relationship hinges on leadership.
Sydney dropped a lot of knowledge in this episode. But one of the biggest takeaways is the collaboration between a CMO and CRO.
That’s why one of the first questions she asks sales leaders when interviewing is “What do you expect from marketing?”
If she hears “leads,” it’s an automatic red flag.
If she hears “partnership,” it’s the start of something magical.
I love her suggestion of encouraging more marketers to sit in on sales calls. You’ve probably heard this advice before, but for Sydney, it’s more than just words.
(And if you want to learn more about how we partner with sales at Drift, get a ticket to our upcoming event Go Faster with Drift.)
The path to leadership isn’t straight and narrow. No one begins at the same starting line.
In this episode, Vidya Peters discusses her own unusual path to becoming a CMO, and how this journey molded her leadership style today.
Why I Love This Episode
…it’s a fallacy that you start your career and know exactly where you’re going to go and how you’re going to get there. For me, [career growth] was definitely a jungle gym. It was also [a series of] trial and errors…trying different things and seeing if they fit.”
– Vidya Peters, CMO of Marqueta
I didn’t start out in marketing. In college, I majored in graphic design.
Lucky for me, this passion came right around the time design software was becoming a thing. Which sparked my interest in new technologies. And the rest is history.
Vidya’s career journey is different than mine. But has its own share of twists and turns.
She began her career in strategy consulting, then project management, and then, well you get the picture. Vidya’s path to becoming a CMO was through trial and error. And those career hurdles helped her become the leader she is today.
I love this episode because its lessons can be applied outside of marketing. Careers are not linear. Most people don’t know what they want to do or who they want to be right out of the gate. And that’s normal. So keep exploring.
Account-based marketing (ABM) feels like old news these days. If you’ve read one ABM strategy blog or ebook, you’ve read them all.
But, I promise you, you haven’t heard some of the ABM and messaging wisdom CMO Scott Holden has up his sleeve.
Why I Love This Episode
One of the things I see marketing teams say is “we need to hire someone to do ABM.” And I’m always confused by that. Because, to me, you’re either an ABM marketing team or you’re not…If I unpack all the different things that we’re doing, two-thirds of my team, for sure, are running some form of ABM at any given point in time.”
– Scott Hold, CMO of ThoughtSpot
Despite ABM being a tactical and precise marketing strategy, most of the instructional content out there is high-level.
That’s why I love this episode, where I got to pick the brain of my former colleague Scott Holden.
Scott worked with me back at Salesforce. There, we learned about the importance of messaging. And embedding that message into everything marketers do – from the strategic to the tactical.
This gets to the heart of Scott’s quote above: ABM is an “all-in” approach to marketing. Sure, you can have your inbound funnel, but big wins require a tailored approach across marketing and sales.
(Scott shares in-depth campaign examples in this one, so get your pen and paper.)
I hope you enjoyed our first bi-monthly newsletter cycle. I’ll be visiting your inbox again in early June.
P.S. Want to hear how Drift marketing delivers personalized buying experiences at scale? I’m peeling back the curtain at our June event, Go Faster with Drift. Get your free ticket here.