What is the difference between solid companies and those that dominate their industry with exponential growth? According to Kris Bondi (LinkedIn | Twitter), CMO of LogDNA, it's the ability to create a movement. On this episode of Marketing Trends, Kris explains why creating a movement is so powerful and how to do it. Kris also talks about her best advice for first CMOs, best practices for creating growth at startups, and much more.
5 Key Takeaways: - “I think you need to be passionate about mentoring a team because that's the only way you're going to be successful, is by having people who want to come along on the journey with you.” - Kris Bondi - It’s important to highlight that marketing isn’t running everything. Don’t forget to shed light on your c-suite partners and sales team, too. - Marketers can't create messaging and think they're done. It's important to follow through and focus on generating leads, opportunities, and ultimately sales. - “I think a company can be successful without creating a movement. I no longer think a company can be wildly successful without creating a movement or if they can, it will be for only a period of time.” - Kris Bondi - “It's no longer us and them. It's more of we're all in this together, we're all going along on this journey and you can buy things from me along the way, but we're all going on this journey and if we end up that you are not buying from me, you still will learn things along the way. You can still get excited.” - Kris Bondi
Bio: Kris is currently the CMO of LogDNA, a company that empowers organizations with a fast, scalable, secure way to centralize machine data, gain real-time insights, and pinpoint issues.
She is an international marketing professional with 20+ years of experience and an expertise in product and brand positioning, GTM, and building hockey stick pipeline. She has led marketing at multiple startups and technology companies, including Neura and Bitnami. In addition, Kris is a frequent presenter and writer on new technology, business growth, and marketing strategies.
Notes & Quotes: Kris's Background in Marketing - (1:30) - As a YC brand, Kris explains that, “Bitnami is known for its open-source catalog of applications and components that are available on all cloud providers, as well as its application packaging, which enterprise companies are using.” - Kris is typically brought into companies for three reasons: for go-to-market, ramping the front of the pipeline, and making a brand famous. - “I always say that measurement starts at marketing qualified leads and what really matters is sales accepted leads and opportunities.” - Kris Bondi Kris’s Best Practices - (8:20) - Attribution is crucial. Kris explains a story where she stayed until 4am to prove an argument she had for attribution against a previous VP of Finance. “If I didn't do attribution and do it at a massive degree, I would never know that.” That, in this case, was the data she used prove her argument. - At Bitnami, Kris runs a marketing-for-engineers course program every three weeks. “Hopefully when I say to somebody on a team, ‘this needs to be tracked correctly and we need it to be able to say that, we can then predict what will be the most appropriate thing for us to do,’ I've gained some credibility by doing things that were not specifically just the numbers part of marketing.” - Kris Bondi - “The other thing that’s important for marketing to do is to not only talk about what marketing has done, but talk about how this came in through partner sales and this is one of the things that our partners have done. The reality is I lose credibility if I pretend that marketing is running everything.” - Kris Bondi
First-time CMOs - (18:00) - When assessing brands, Kris looks at things through the lens of a VC. “Every founder you talk to should be excited about their company and they should think that it has great potential. So you need to take a step back and say, ‘okay are they excited?’” - Kris Bondi - Before you ever walk into the doors of the company, Kris mentions to definitely do a market opportunity analysis of the overall brand. - When thinking about culture, Kris highlights that aside from asking yourself, ‘is this a place where I want to spend my time,’ she also asks herself, whether or not the team works well with each other.” - Kris Bondi - When Kris comes into a company, she asks the founder, “what promise did you make for the previous raise?” - Another part of the assessment, is Kris always asks to talk to the board members. Kris also will sit in on sales calls to see how a salesperson responds to certain things. She keeps an eye out for how customers react to new information or bring up new information on their own, organically.
Building A Movement - (37:00) - “I think a company can be successful without creating a movement. I no longer think a company can be wildly successful without creating a movement or if they can, it will be for only a period of time.” - Kris Bondi - A book Kris mentions for people interested in this topic is, “Participation Revolution” by Neil Gibb. - “It's no longer us and them. It's more of we're all in this together, we're all going along on this journey and you can buy things from me along the way, but we're all going on this journey and if we end up that you are not buying from me, you still will learn things along the way. You can still get excited.” - Kris Bondi
Pardot Lightning Round - (49:20) - Most fun app: Solitaire - Favorite follow on social media: @BBC on Twitter - Favorite getaway: Mendocino - Favorite book or podcast: Bad Blood audiobook - Best advice for first-time CMO: “Know what the board cares about, know what the goals are, and check your ego. We know you're brilliant. That's how you got the job. Find out what needs to happen and then make that happen in short order. You only have so much time to prove that you can do it and that you're going to make a huge impact on the business.” - Kris Bondi
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