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5 Key Takeaways:
- For a new CMO, focus on the people. You aren't just a marketer who needs to execute. You're a leader, and your primary responsibility is to lead.
- When creating a category, it's important to satisfy the current market even as you're building toward creating a new one.
- Timing is critical. Being too early to a market can be just as damaging and being too late.
- Marketers need to deeply understand their buyers' problems so that they can frame themselves as the only viable solution. "People buy candles not because they like candles, but because they want light." - Chandar Pattabhiram
- It's important to focus intently on the things that will matter most. Beware of taking on too many initiatives when you step into a new role.

Chandar Pattabhiram (LinkedIn | Twitter) is CMO of Coupa Software, a business spend management platform.
Jennifer Johnson (LinkedIn | Twitter) is a Category Design Evangelist/Startup Advisor at Play Bigger and CMO of Tenable, a Cyber Exposure Company.

First 90 Days as CMO - (2:30)
- "Interview the company just as they're interviewing you. Make sure that it's the right fit based on your skill set. Understanding what you're going into is very important." - Jennifer Johnson
- "The people are the most important thing no matter what kind of role you're going into." - Jennifer Johnson
- "Moving fast, but not too fast, is the key." - Jennifer Johnson
- "If you deconstruct the CMO role, a lot of people have done really well in 'M', but the 'C' is the orchestrator job. In the first 90 days, I would focus on the 'C' part of the job. The chief." - Chandar Pattabhiram

Timing and Category Creation - (23:00)
- "Our responsibility as marketers is to drive revenue today, but also think about tomorrow's dollar and next year's dollar." - Lauren Vaccarello
- "One of the most common mistakes is over rotating. You realize the people buying our stuff today aren't the people we're trying to talk to tomorrow, and you go too far back and lose some of your vision." - Jennifer Johnson
- "The early bird gets the worm, but the second mouse gets the cheese. If you time yourself well, you end up monetizing the market, not just seeding it." - Chandar Pattabhiram
- "Category creation can be enabled by tribe creation. At Marketo, we were selling marketing automation, but what they were buying was the marketing nation." - Chandar Pattabhiram

Quote Guessing Game - (42:00)
- "It is easy to be taken for granted as a marketer. When you do your job well, it looks easy." - Lauren Vaccarello
- "Product marketers are well suited to become CMOs." - Jennifer Johnson
- Mentioned by Chandar: Positioning: The Battle for Your Mind by Al Ries and Jack Trout
- "People don't buy what they want. They buy what they want to be." - Chandar Pattabhiram
- "You're not the hero. The customer is the hero. You're the light saber. They're Luke Skywalker." - Ian Faison
- "Brand awareness doesn't have to mean millions of impressions. It's all about does the right person " - Lauren Vaccarello
- "Make sure that you have a good, transparent, relationship with your CEO that is built on trust." - Jennifer Johnson
- "You use thought leadership to earn the right to engage." - Chandar Pattabhiram

Lessons Learned - (1:03:00)
- "The one thing I wish I would've know then was that it's okay not to know the answer." - Lauren Vaccarello
- "Sometimes good is the evil of great. If you're trying to do too many good things, it's not as good as three great things." - Chandar Pattabhiram
- "Failure is a feature, not a bug." - Chandar Pattabhiram
- "What you don't do is often more important that what you do." - Jennifer Johnson.
- "When you don't have the right people underneath you, you get dragged down and when you get dragged down, you're not meeting the expectations of the CEO and the board that hired you." - Jennifer Johnson

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