There have been Marketing Trends episodes about how CMOs should approach their first 90 days on the job. But on this episode, we talk with someone who is actively going through it. Lauren Vaccarello (LinkedIn | Twitter) was named CMO of Talend just before this episode was recorded. Across the roundtable, we had Thomas Butta (LinkedIn | Twitter), who has served as CMO multiple times and currently serves as CMO of SignalFx.
On this episode, Tom and Lauren dive deep into how to succeed as a new CMO. They also talk about real-time analytics, leadership, giving feedback, and much more.
“Not only is your job to help position your company in a way that you can guide your customers to where they need to go, but I think you also need to be a coach, a mentor, and a guide to your team.” – Tom Butta
3 Key Takeaways:
– When you’re first getting started as a CMO, talk to everyone and get their perspectives. This includes your team, customers, your peers in other functions, and even industry analysts.
– It’s important to balance getting short-term wins like feeding leads to sales, with long-term initiatives like category development and positioning.
– Take the time to offer in-depth, meaningful feedback. It saves you time in the long run as your team learns to do things according to your preference.
Thomas Butta is the CMO at SignalFx. As a marketing leader and brand strategist, Tom has helped some of the world’s most successful enterprise SaaS companies in rapidly-changing categories achieve the coveted positions of thought leader and trusted guide to the Fortune 2000. Prior to SignalFx, Tom was CMO at Sprinklr, consultant-in-residence at Andreessen Horowitz, and CMO of AppNexus, NICE Systems, PTC, and Red Hat. Tom is a Board Director at YSA.org, and Advisor to Airship, Gigster, Kustomer, and Teampay.
Lauren Vaccarello is the CMO of Talend. Previously she served as the VP of Marketing at Box and has also held executive marketing roles at AdRoll and Salesforce. Regarded as an expert in B2B digital marketing, Lauren has written two industry-leading books, “Complete B2B Online Marketing,” and “The Retargeting Playbook.” She has also received numerous awards for her work, including “Top 50 Women in Revenue” and San Francisco Business Times’ “Most Influential Women in Business.”
– “First, try to understand the industry. Read as much as you can about the industry. Try to understand the company’s perspective. Usually, you gain that by talking to people. So I do a lot of tours. I talked to some of the engineers who were working on the product, And then on the other end of it, I would go and talk to customers and understand how they were using it and what value they were getting. And then I read the analyst reports.” – Tom Butta
– “Your job going in is you’re a tour guide. You might know what the answer is and you might know what to do, but your job isn’t just to go do it. Your job is to take everyone on that journey and on that path.” – Lauren Vaccarello
– “Not only is your job to help position your company in a way that you can guide your customers to where they need to go, but I think you also need to be a coach, a mentor, and a guide to your team.” – Tom Butta
– “The future of marketing is going to be about seduction. Everybody wants to be seduced in some way. You don’t want to interrupt people. You can cut to the chase too quickly.” – Tom Butta
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