Soft Sides

Guest: Greg Portnoy, CEO at Euler What does it actually take to build a Go-To-Market team that is truly aligned, and why does that matter?Greg built multi-million dollar partner ecosystems at Attentive and Hawke Media before becoming CEO and Co-Founder at Euler, an end-to-end platform to scale partner programs, accelerate revenue, and track impact.His approach combines data-driven methodology with a deep understanding of human psychology and the incentives that drive behaviors.In this conversation, we talk about building and scaling partnerships programs, but it's less about partnerships and more about thinking first principles and building a GTM strategy that works for your customers.We discuss how to have difficult conversations, drive internal alignment, reflect on lessons learned (sometimes the hard way), and explore Greg's journey from partnerships leader to founder.Connect with Greg Portnoy: LinkedInConnect with Laura Colagrande:LinkedInTimestamps:* 00:00 Intro* 05:31 The Importance of Alignment in Go-to-Market* 15:27What inspired Greg to build Euler* 19:25 Identifying Market Gaps and Customer Needs* 21:17 Frameworks to Think about Partnerships* 23:28 How to Become More Data Driven* 26:24 Everything we Learned from Ryan Murden* 29:21 Executive Alignment and Managing Up* 31:47 Communicating Value to the C-Suite* 35:43 Influence Without Authority: Building Relationships* 39:00 Influence Shout Out and ClosingIn this episode, we mention Ryan Murden, one of the smartest Partnerships and Revenue leaders I know (and one of the best managers I’ve ever had!) This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Jill Rowley, SaaS Legend, Advisor, Board Member and so much moreWhat does it take to go from being one of Salesforce's first employees to becoming a trusted advisor for the industry's most innovative companies?From shaping how enterprise software is sold at Salesforce to advising today's fastest-growing tech companies, Jill Rowley has been at the forefront of B2B. Through Eloqua's rise and Marketo's $4.7+ acquisition by Adobe, she's consistently redefined what's possible in go-to-market strategy.In this candid conversation, Jill shares her philosophy on continuous learning, partnerships, and why trust is the new data in enterprise sales. She also opens up about burnout, the complexities of professional identity, and her evolving definition of success.In this conversation, they explore:* Why earning attention is harder than ever in B2B sales* The shift from FOMO to FOMU (Fear of Messing Up) in enterprise buying* How to sell change by painting a vision of what's possible* Why partnerships are the next frontier of growth* The dark side of winning and lessons from burnoutConnect with Jill Rowley: LinkedInConnect with Laura Colagrande:LinkedInTimestamps:* 00:00 - Intro03:19 - On Being an Underdog, Drive and Determination07:02 - The Evolution of B2B Sales: from FOMO to Trust14:53 - The power of partnerships34:18 - Burnout, Trade-offs and Turning Points43:00 - Sense of Identity and Redefining Success43:54 - Influence Shout Out and ClosingIn this episode, Jill also mentions:* Must-Follow Partnerships Leader: Kelly Sarabyn * Mentioned Book: The Jolt Effect by Matt Dixon This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

What happens when artificial intelligence becomes better at your job than you are?Laura sits down with Stewart Hill, Head of Content at Mutiny, whose journey from AI skeptic to innovator began when he faced a stark reality we all face: automation could outperform him at writing (and many other tasks).Now, he's testing new approaches to content creation in an AI-powered world. As someone who built his career on writing skills, Stewart shares tactical lessons learned and his vision for the future of content marketing.In this conversation, they explore: Why content teams will become smaller but more impactful The shift from "how" to "why" in content creation Why tomorrow's content leaders will be more like creative directors than writers How to build "proprietary content formats" that AI can't replicate A practical framework for automating content workflowsConnect with Stewart Hillhouse 00:00 -- Intro03:00 -- One-Person Content Team06:13 -- Creative Campaigns: Lightning Strikes in Marketing09:04 -- Hot Takes on Content Teams Reporting into Growth11:55 -- Becoming More Number and Data Focused15:16 -- Embracing AI: From Skepticism to Utilization18:09 -- The Future of Content Creation in an AI-Driven World25:47 -- How to Make the Most of AI28:43 -- Rethinking all Workflows: Tactical Playbook33:57 -- Creating Proprietary Content Formats41:06 -- The Future of Content Creation and Distribution42:32 -- The Importance of Taste and Creative Vision45:14 -- Influence Shout Out and Closing This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Tired of second-guessing every work interaction? From overthinking Slack messages to navigating C-suite dynamics, learning how to work with others is hard.Laura sits down with Kathleen Booth, who found a surprisingly effective solution: she wrote an 8-page "Guide-to-Kathleen" that transformed how her teams work together. Now SVP of Marketing at Pavilion, Kathleen shares why she sends this guide to potential employers before accepting roles (and why her CEO had a similar document).In this candid conversation, they unpack: Why every leader needs a "Guide-to-You" The "Two Ladders" framework for adaptive leadership Using your guide to land executive roles A fresh approach to performance reviews Why being nice isn't the same as being kindConnect with ⁠Katheen⁠ and ⁠Laura⁠In this episode Kathleen also mentions:- Must-Follow GTM leader: ⁠Andrea Kayal⁠- ⁠Radical Candor ⁠book by Kim ScottTimestamps: 00:00 - Intro 02:56 - Day in the Life: Running Marketing at Pavilion 06:12 - Creating a Guide to Work with Others 09:01 - Managing Up and Taking Ownership 11:52 - The Role of Performance Reviews 15:05 - Understanding Task Relevant Maturity 18:42 - Influencing Decisions Effectively 24:19 - Giving and Receiving Feedback 30:20 - How to Improve Communication with Your Team 39:18 - Closing: Influence Shout-Out and Rapid Fire Questions This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Jocelyn Brown, Revenue and Customer Success LeaderHow do you approach the transition from individual contributor to people manager? How do great managers build trust and influence? Why is it so hard to give and receive feedback, and how do you become better at it?Laura is joined by Jocelyn Brown, a revenue and customer success executive who has scaled teams and processes at companies like Eloqua, Oracle, and Alucadia. Jocelyn currently leads customer success and sales at Hypercontext, a B2B software company used by leaders at companies like Netflix and HubSpot to create more collaborative and productive teams.In this episode, Laura and Jocelyn discuss: Maintaining focus and avoiding burnout during complex projects The shift in mindset needed when transitioning to a leadership role How great managers encourage accountability within teams Navigating and influencing change in complex organizations The idea of a "shared imagination" and why it is critical for driving team alignmentConnect with Jocelyn Brown: LinkedInConnect with Laura Colagrande: LinkedInTimestamps: 00:00 - Intro 03:17 - Navigating Loss of Vision and Finding Your Why 06:36 - The Importance of One-on-One Meetings 09:29 - Transitioning from Individual Contributor to Manager 12:25 - The Realities of Management as a Career Change 15:37 - Influence and Team Dynamics 18:51 - Understanding Customer Expectations and Project Management 22:07 - Learning from Failure and Building Trust 24:54 - Feedback Mechanisms in Leadership 27:53 - The Role of Global Experience in Leadership 32:25 - Closing: Influence Shout-Out and Rapid Fire Questions This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Partho Ghosh, VP of Product at UberallLaura is joined by Partho Ghosh, VP of Product at UberAll. Partho has spent his career building products and teams at top SaaS and B2B companies, and he is known for his strategic approach to growth, product adoption, and his product philosophy centered on a build-measure-learn mindset.In this episode, they explore what it takes to align product vision with company goals and build a culture of data-informed product teams. Partho also delves into the complexities of introducing new go-to-market motions and building relationships with marketing and sales.They discuss: Driving organizational change and building momentum The product vision and product execution gap How to avoid the feature-factory trap Cross-functional relationships and disagreements Alignment and North Star metricsConnect with Partho Ghosh ⁠⁠LinkedIn⁠⁠Connect with Laura Colagrande: ⁠⁠⁠LinkedIn⁠⁠⁠ ⁠⁠⁠Youtube⁠⁠⁠Book referenced in their conversation: Inspired by Marty Cagan. Timestamps: (00:00) -- Intro (01:19) -- Day in a Life: Running Product at Uberall (03:08) -- Organizational Change, Hype, and Momentum (04:35) -- Aligning Product Vision with Founders and Customers (05:05) -- How to Approach Your First 90 Days (08:05) -- The One Thing that All Great Product Leaders Do (12:01) -- Product Vision and Execution Gap (17:50) -- Data-Informed Decision-Making (22:42) -- How to Socialize a New GTM Motion (27:12) -- How To Deal with Defensive Colleagues (30:59) -- North Star Metrics and Why They Matter (34:59) -- How to Become a Data-Informed Product Manager (38:51) -- Closing: Influence Shout Out and Rapid Fire Questions This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Natalie Marcotullio, Head of Growth and Operations at NavatticLaura is joined by Natalie Marcotullio, Head of Growth and Operations at Navattic. Natalie started in B2B marketing with a focus on growth strategies like SEO and SEM, later expanding her skills in strategy and operations as a Chief of Staff. She eventually created a leadership role at the intersection of growth and marketing.In this episode, Natalie shares how she navigates constraints at an early-stage startup and leverages community and word of mouth to drive growth.They discuss: Aligning your role with business needs Key questions to ask when interviewing for your next role The "White Sneaker Theory" and community building How to “soft pitch” an idea and drive influence Building strong relationships with sales and CX teamsConnect with Natalie Marcotullio ⁠⁠⁠LinkedIn⁠⁠⁠Connect with Laura Colagrande: ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠ ⁠⁠⁠⁠Youtube⁠⁠⁠⁠Book referenced in their conversation: The Four Tendencies by Gretchen Rubin Timestamps:(00:00) -- Intro(01:48) -- Transitioning Roles: From Marketing to Growth(03:40) -- Shaping Your Role and Building Influence(11:22) -- Changing How People Think and Act Through Marketing(19:02) -- Incremental Steps and Realistic Expectations(19:56) -- How to Build Community(21:50) -- How to Build Trust with Your Sales Team(26:03) -- The Importance of Constant Feedback Loops(34:26) -- How to Handle Rejection and Different Opinions(36:39) -- How to Soft Pitch an Idea(40:56) -- Closing: The Best Marketing Advice This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Arthur Castillo, Director of Content, Community & PartnershipsLaura is joined by Arthur Castillo, the Director of Content, Community, and Partnership at Aligned. Arthur started his career in sales and always had an affinity for storytelling and community. By leaning into his strengths, he crafted his own role at the intersection of community, evangelism, and sales.In this episode, Laura and Arthur discuss Arthur's unique journey across different go-to-market roles and the lessons he's learned along the way. They delve into the importance of curiosity, adaptability, and how crucial it is to handle ambiguity when working at an early-stage startup. They discuss: Navigating career growth and understanding the different GTM functions The concept of skill stacking Building influence and trust within teams and across departments How to prepare for and run your one-on-one meetings with C-level executivesConnect with Arthur Castillo ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠ Connect with Laura Colagrande: ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Youtube⁠⁠⁠⁠Arthur also gives a shout out to: ⁠Vivek Nanda⁠, ⁠Kyle Asay⁠, ⁠Obaid Durrani⁠, ⁠Todd Clouser⁠ Timestamps(00:00) -- Intro(03:13) -- Day in a Life: Running Content and Community(04:31) -- Wearing Multiple Hats(05:51) -- The Benefits of a Go-to-Market Tour(09:43) -- The Concept of Skill Stack for Career Growth(13:53) -- The Invisible Necklace Framework(18:31) -- The Power of Combining Unique Experiences and Skills(28:08) -- Seeking to Understand Before Being Understood(30:19) -- Dealing with Ambiguity and Pivots(37:56) -- How to Run One-on-One Meetings with C-Level Executives(45:40) -- Closing and Influence Shout Out This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Stephanie Movahhed, Mindset & Business CoachLaura is joined by Stephanie Movahhed, a mindset and business coach (she is also Laura’s coach). Stephanie spent the first chapter of her career developing frameworks, products, and teams at companies like Google and BCG. She frequently speaks about why we all have the potential for greater impact and influence if we can build and strengthen our mental fitness.In this episode, Laura and Stephanie discuss some of the frameworks that Stephanie uses when coaching teams and executives. They also explore the meaning of influence and the importance of self-discovery. They discuss: Defining what you truly want to influence effectively Developing influence through empathy and curiosity Using mental fitness to manage your thoughts and behaviors Actionable steps for personal and professional growthConnect with Stephanie Movahhed: ⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠ Link to Stephanie's website Connect with Laura Colagrande: ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Youtube⁠⁠⁠⁠⁠References: Stephanie mentions the Positive Intelligence (PQ) frameworkTimestamps:(00:00) -- Intro(00:34) -- Defining Influence and Its Importance(05:55) -- How to Identify Your Ideal Outcome(11:36) -- The Role of Action and Designing What You Want(14:49) -- Empathy and Finding Solutions That Work for Everyone(20:30) -- Self-Command and Calmness in Effective Communication(24:18) -- Training Mental Fitness for Positive Influence(27:31) -- The Value of Group Dynamics in Professional Development(31:19) -- Self-Discovery and Growth This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Lashay Lewis, Founder of Authority Plug and B2B SaaS AdvisorLaura is joined by Lashay Lewis, Founder of Authority Plug and B2B SaaS advisor. Today, she has what some people call a “cult-like” following, but it was not always this way. Despite her 15+ years of experience and all her knowledge, like many of us, she struggled with imposter syndrome and faced a lot of rejection. She persevered, shifted her mindset, and is now experiencing a meteoric rise.In this episode, Laura and Lashay dive into Lashay’s story, what inspired her to start her company, how she is growing her business, and her unique approach to working with B2B SaaS teams.They discuss: How to deal with imposter syndrome and rejection Lashay’s mantra: Micro Action and Macro Patience Lashay’s unique approach to content and growth How marketers leverage a data-focused narrative to drive influence with internal teams Building a supportive network and finding your “village”Connect with Lashay Lewis: ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠ Lashay's Content Marketing Dashboard (used by over 2000 marketers every day!)Connect with Laura Colagrande: ⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Youtube⁠⁠⁠⁠Lashay also gives a shout-out to ⁠⁠Jess Cook, Dave Gerhardt, Tas Bober. They also mention Exit Five (B2B marketing community)Timestamps:(00:00) -- Intro(03:40) -- Believing in Yourself and Overcoming Rejection(09:11) -- Building a Strong Following and Seizing Opportunities(11:31) -- Prioritizing Mental Health for Success(25:56) -- Tying Yourself to Measurable Goals and Demonstrating Impact(27:20) -- The Power of Data-Driven Content Marketing(28:17) -- Aligning Marketing and Sales for Success(29:44) -- Clear Communication and Collaboration(30:43) -- Taking Micro Actions and Having Macro Patience(32:52) -- The Transition to Strategic Business Growth(46:21) -- Introducing Bofu.ai: An AI Writing Copilot(49:21) -- Closing and Influence Shout Out This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Mario Paganini, SVP of Marketing at OverjetLaura is joined by Mario Paganini, Senior Vice President of Marketing at Overjet. Mario is known for his unique approach to building B2B brands and his commitment to creating hyper-relevant stories and differentiated campaigns that capture the audience's attention, even in very competitive industries like logistics and dental AI. In this episode, Laura and Mario delve into key aspects of career growth, discussing good and bad managers, the role of luck in success, and how to find meaning and excitement in your role. Mario also shares the one piece of advice that changed how he behaves in meetings and manages his team.They discuss: The role of luck and preparation Risk-taking, marketing, and storytelling How to evaluate a company’s market position and its potential How to find a role that suits you Transitioning from individual contributor to a manager role How to build trust and influence your teamConnect with Mario Paganini: ⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠ Connect with Laura Colagrande: ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠ ⁠⁠⁠⁠Youtube⁠⁠⁠Mario also gives a shout out to ⁠Udi Ledergor⁠, ⁠Michelle McNamara⁠, Joe Spisak.Timestamps(00:00) -- Intro(03:16) -- The Role of Luck(04:11) -- Opportunity and Mentorship(07:19) -- Learning from the Managers You Didn't Like(08:13) -- Building Influence through Trust and Action(11:14) -- Creating the Game You Want to Play(11:56) -- Taking Bigger Risks(12:49) -- Differentiating in a Competitive Market(17:42) -- The Importance of Execution and Content(22:43) -- Choosing the Right Industry and Surrounding Yourself with the Right People(29:30) -- Finding Job Satisfaction(40:57) -- Closing and Influence Shout Out This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Lindsey Traub, Senior Director, Head of Partner Programs & Ops at SimproLaura is joined by Lindsey Traub, Senior Director at Simpro. Lindsey began her career as a BDR (business development representative), learned the fundamentals of B2B tech while working in customer success for many years, and eventually moved into leadership by crafting her own role in partnership operations. She is now highly regarded in the B2B and partnerships community.In this episode, Lindsey shares her framework for preparing for a big meeting with an executive, the importance of communication, and how she approaches driving influence with different groups and stakeholders.They discuss: The journey from BDR to leadership in partnerships A (non-cringe) framework to share wins and updates with GTM teams How to prepare for a meeting with the C-Suite How to handle feedback and avoid defensiveness The importance of managing upConnect with Lindsey Traub: ⁠⁠⁠LinkedIn⁠⁠⁠ Connect with Laura Colagrande: ⁠⁠LinkedIn⁠⁠ ⁠⁠Youtube⁠Timestamps(00:00) -- Intro(04:01) -- Crafting a Unique Role in GTM and Partnerships(09:21) -- How to Think about Influence(11:58) -- How to Think about Internal Communication(27:41) -- Preparing for Executive Meetings(27:57) -- Creating a Concise Talk Track(28:51) -- Rehearsing to Reduce Fear and Improve Delivery(30:00) -- Controlling the Conversation(30:55) -- Handling Defensiveness and Responding to Questions(34:37) -- Assuming Trust and Understanding Different Perspectives(36:33) -- How to Get Yourself Mentally Ready for Important Meetings(40:02) -- Building Rapport and Understanding the Audience(41:24) -- Life Hack: Video Recording (and Gong shout-out)(41:41) -- Closing: Influence Shout Out and Rapid Fire Questions This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Alex Poulos, CMO at CrossbeamLaura is joined by Alex Poulos, Chief Marketing Officer at Crossbeam. Alex is a software engineer by training who transitioned into product management and later moved into marketing and leadership roles. He has extensive experience across all GTM functions and is an award-winning CMO with multiple exits.In this episode, Laura and Alex delve into the importance of what Alex calls “radical responsibility” and the balancing act that CMOs must perform. Alex emphasizes that these traits are seemingly conflicting (humility and decisiveness, agility and conviction, etc.). He also explains his approach to driving influence cross-functionally, starting with an effort to understand other executives' priorities.They discuss: The importance of “radical responsibility” The balancing act of seemingly conflicting CMO traits Understanding cross-functional priorities and driving influence GTM strategies and Ecosystem-Led GrowthConnect with Alex: ⁠LinkedIn⁠Connect with Laura Colagrande: ⁠⁠LinkedIn⁠⁠ ⁠⁠Youtube⁠⁠Book referenced in their conversation: Ecosystem Led Growth by Bob MooreTimestamps(00:00) -- Intro(01:29) -- Alex's Non-Linear Journey to Becoming a CMO(05:12) -- CMO's (seemingly) Conflicting Traits(10:08) -- Building Self-Awareness as a Leader(13:29) -- Dealing with Unknowns and Ambiguity(14:39) -- Taking Radical Responsibility(17:07) -- Focusing on What You Can Impact(17:48) -- Radical Responsibility(19:12) -- Cross-Functional Executive Relationships(21:08) -- The Leverage of an Executive Team(21:31) -- Building Alliances and Navigating Internal Dynamics(22:34) -- Ownership and Solution-Oriented Thinking(25:01) -- Product Market Fit and the Pull of the Market(26:00) -- Beyond the Obvious: Are We REALLY Listening?(26:55) -- Ecosystem-Led Growth and Partnerships(30:00) -- Listening to Customers and Prospects(31:51) -- Understanding Vertical Use Cases(40:06) -- Closing: Influence Shout Out and Rapid Fire Questions This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

Guest: Simone Thomas, Product Marketing at MetaLaura is joined by Simone Thomas, Product Marketing Manager at Meta. Simone started her career in advertising, got her MBA at Wharton, worked in product strategy at Nordstrom, and then joined the product team at Meta.In this episode, Laura and Simone dive deep into the importance of storytelling and people skills. Simone also explains how non-work related experiences (like volunteering at homeless shelters) have shaped the way she approaches product marketing and cross-functional collaboration. They discuss: Why people skills are a superpower Volunteering experiences, community, and storytelling How to build trust with product teams Influencing cross-functional teams and managing up Self-awareness in professional growthConnect with Simone Thomas: LinkedInConnect with Laura Colagrande: ⁠LinkedIn⁠ ⁠Youtube⁠Book referenced in their conversation: Supercommunicators by Charles Duhigg. Timestamps (00:00) -- Intro (00:50) -- Day in the Life: Product Marketing at Meta (05:05) -- Volunteering Experiences and Developing Empathy (08:52) -- Creating Authenticity and Vulnerability in the Workplace (11:53) -- Overcoming Fear and Building Human Connections (15:30) -- The Power of Storytelling in Influencing Others (25:13) -- The Most Important Skill You Need in Tech (26:16) -- The Power of Self-Awareness and Vulnerability (32:00) -- Trust as the Ultimate Currency (36:09) -- The Importance of Listening and Thoughtful Communication (46:58) -- Closing: Influence Shout Out and Rapid Fire Questions This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit softsides.substack.com