In this episode of The Get, host Erica Seidel talks with Monica Ho, CMO of SOCi, the leading AI-powered marketing platform for multi-location businesses. Monica reflects on her CMO journey as revenue has grown from ~$10MM to ~$100MM. She gets real about how she has built her adaptation muscles and her boardroom voice, and she shares how AI and efficiency have reshaped her org chart and choices.Monica and Erica discuss:How "earning and re-earning" your seat at the table is imperative as the business evolvesRethinking the organization at every stage of growth, and pivoting towards "more strategists than doers""Forcing" AI adoption by taking away tools that the team previously relied onThe importance of reverse mentoring – interns and junior employees can bring in creativity and have better results, "because they are having more fun."Fueling experimentation, not just with tests and tech, but by collaborating in different waysBringing specificity to the hiring process by asking a candidate for their current boss's name and that boss's perception of the candidateMaking yourself uncomfortable in Board meetings by sharing "the bad stuff -- that way, you're not in defensive mode but rather in collaborative problem-solving mode Notable quotes:"If I'm not in a changing environment, I produce that myself.""A successful life has to be earned and re-earned over and over again. Just because you're successful at something doesn't mean you're going to keep being successful…. I liken that to the CMO role. 'I had a great year. We crushed our goals.' Guess what? No one cares anymore. What am I doing next year? What am I doing this next quarter? And that earned and re-earned concept is just really instilled in me.""I have learned that you earn your seat at the table, yes, but then you have to make sure you have a voice, and you've got to keep earning that seat at the table. If I'm not coming with really good insight or an opinion or what we need next, I'm going to lose that seat.""So if I went back to my pre-CMO self, it would be to get out of my head, find my voice. One of the things I remember so clearly was it was a room full of very big personalities, and I'm also a big personality, but I'm a little bit more thoughtful. I like to listen before I speak. There was no time for me to speak. There wasn't a pause, and what I learned is that I had to interrupt people. That's not natural for me, but in order to get my thoughts out, that was just an uncomfortable place I had to put myself in, and I got a lot more comfortable with it as I held that board or held that seat."00:00 Introduction to The Get00:32 Meet Monica Ho, CMO of SOCI01:13 Monica's Journey and Leadership Insights14:49 The Impact of AI on Marketing23:41 Hiring and Career Advice30:05 Concluding Thoughts and Industry ChangesThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is how SaaS marketing organizations are changing — in both seismic and subtle ways. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’...
How do you not only keep up with seismic changes as a SaaS marketing leader but also proactively confront them?In this episode of The Get, host Erica Seidel of The Connective Good talks with Wanda Cadigan, SVP of Marketing for Cloudinary. Wanda shares how she delivers on the 'supply chain of revenue' in an environment where AI has joined the buying committee. From growing organic traffic when buyers arrive far more informed, to orchestrating smartly across PLG and enterprise motions, to building trust not just with humans but with AI-driven gatekeepers, Wanda offers valuable insights for leading SaaS marketing teams.You will learn about:Treating the entire go-to-market as a revenue supply chain, not siloed teamsWhy experimentation can go off the rails if it’s “a mile wide and an inch deep,” and how to drive disciplined experimentation with rapid prototyping by micro expertsTreating AI chat agents as a persona to market to, since AI is now part of the buying committeeHow PR teams will experience an opportunity to really prove their worth and connect to more commercial intent by leaning into citations, structured data, and micro-influencers, and optimizing for discoverability in both human- and machine-driven ecosystems.Designing an org with both Swiss army knives and scalpels: a mix of broad generalists and more narrow specialists to tackle specific experiments and channelsOrchestrating across PLG and enterprise motions without siloed thinkingSmarter interviewing: Defining not just questions, but also what good, average, and great answers look like to align interviewers across the orgProtecting your time: Staying fiercely focused and resisting the “people pleaser” trap Notable quotes:"Nobody just wakes up one morning and says, I'm going to submit a Contact Us form. Of course not. It's been pre-planted in your head. You've learned about a company or been educated about a problem that you may have been grappling with, and you could be exposed to press relations, analyst reports, events. You might have seen a vendor at an event. All of these great marketing programs do influence the final point of conversion of, Hey, I'm going to reach out and talk to these people. I think they can help me with my problem… so it's a supply chain.""Your time is your most valuable asset. Be ferociously protective of it and resist the common marketing challenge of being a people pleaser."00:00 Introduction to The Get Podcast00:29 Meet Wanda Cadigan: SVP of Marketing at Cloudinary01:26 Wanda's Journey and Marketing Strategies03:47 The Dual Funnel Approach at Cloudinary08:31 Navigating the Tsunami of Change in SaaS Marketing13:05 The Role of PR and Brand in the Age of AI16:10 Experimentation and Micro Experts in Marketing21:43 Hiring Strategies and AI in Recruitment28:22 Final Thoughts and Advice for Marketing Leaders31:59 Conclusion and Next Episode TeaserThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is how SaaS marketing organizations are changing — in both seismic and subtle ways. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make...
How are PE-backed environments unique for SaaS CMOs? And what's the difference between the CMOs who flourish in PE-backed companies and those who flounder? This episode is required listening for any current or prospective CMO in a PE-backed company.This week on The Get, Erica Seidel dives into the nuances of marketing leadership in PE-backed B2B SaaS orgs with guest Julie Zadow, Growth Marketing Leader at The Riverside Company. They explore Julie's role in private equity as a marketing operating partner, insights into aligning marketing strategies with investment firm goals, and the impact of AI on marketing roles and operations. You will learn about:What it's like to be a marketing operating partner in a PE shop: As Julie describes it, she offers "battle scars for hire" and brings a mix of empathy, speed, and practicalityHow to speak marketing in a way that aligns with the investor's lensHow to talk about brand in a way that doesn't make your investors run screamingHow the different phases of the hold period matter for marketing – and how conversations with investors should evolve as the end of the hold period approachesCoaching junior employees in an AI+ environment, and a shortcut for contextualizing things for your most junior employees so they don't just 'do' with AI but 'learn' as well: Julie asks her interns: "Where did you feel you were parroting AI without understanding what it was saying?" and "What do you recommend that AI didn't think of?"The role that is hardest to disintermediate with AIThe line of questioning CEOs are likely to pose to CMO candidates about their AI fluencyAdvice to CEOs who have failed at hiring marketing leaders00:00 Welcome to The Get: Introduction and Overview00:58 Introducing Julie Zadow: A Marketing Leader's Journey02:10 The Role of a Marketing Operating Partner in Private Equity03:58 Aligning Marketing Strategies with Investor Expectations14:30 The Impact of AI on SaaS Marketing Organizations26:18 Advice for CMOs in Private Equity-Backed Companies34:21 Final Thoughts and ConclusionThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is how SaaS marketing organizations are changing — in both seismic and subtle ways. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
In this episode of The Get, host Erica Seidel explores the changing landscape of SaaS marketing organizations with guest Jay Roxe, CMO at Inriver. You'll learn about:"Firing your tech stack" in order to re-imagine the marketing org and how marketing gets doneLeveraging AI for everything from last-mile content customization to product marketing to building authority in situations where prospects say, 'ChatGPT told me I should talk to you"The evolving structure of marketing opsWhy content is no longer king, but context is king: "Customers have done 80% of their research by the time they reach you. That number is actually going up. It's so easy for people to understand your organization."What a full-stack customer marketing org looks likeBuilding a culture of gratitude on the marketing teamAdvice for rising CMOs: You have to love the process, not just want to HAVE DONE the CMO role. Intellectual curiosity about the job is not enough.Advice to CEOs on how to identify the CMOs who are the best problem solversHiring, and how to find people who are "curious, smart, and unexpected"Quotes:"You're AI first or you're unemployed.""Adoption is the new MQL… As you put more stuff into the product, are people actually adopting and using it?"" From an org design point of view, you want to think of where you need person-to-person face-off. Your partners don't want to talk to your AI chatbot. They want to talk to a person who can help them, brainstorm with them, and give them context.""One of the things I like talking about with candidates: what have they changed over the past year? How have they changed how they work based on everything that's going on?"00:00 Welcome to The Get00:16 Introducing Jay Roxe00:40 Jay's Marketing Journey02:32 Inriver's Global Marketing Org06:24 Future of SaaS Marketing Orgs11:15 The Role of AI in Marketing14:54 Hiring for the Future19:30 Human-Centric Leadership21:53 Customer Marketing Insights24:32 Final Thoughts and Advice29:21 Closing RemarksThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is how SaaS marketing organizations are changing — in both seismic and subtle ways. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
In this episode of The Get, host Erica Seidel and guest Ashley Deibert, CMO of Marigold, candidly discuss the realities of leading marketing in today's SaaS landscape.Ashley shares how she's navigated seismic shifts in marketing org structures, budget realities, and the CMO role itself, all while keeping alignment at the center of her approach. You'll learn from her perspective on:How to build alignment, not on Day 1 in the job, but during the interview processDeciding what to stop, start, and continue when taking on a new roleHandling drastic budget reductions by providing scenario-based optionsHiring fast, hiring micro-experts, and spotting 'moldable' talent through situational questionsHow to be open to others' feedback without getting mired in itAdvice to CEOs on avoiding CMO mis-hires Why 'touch more, do more, be exposed to more' should be every rising CMO's mantraStructuring product marketing and customer marketing together for impact How AI is augmenting marketing without replacing talentWhy the best GTM teams blur the lines among sales, marketing, product, and customer success into one revenue teamIf you're a marketing leader, a CEO hiring a CMO, or otherwise navigating the changing currents of SaaS go-to-market, you'll learn new insights and frameworks from this episode. Some quotes of note:"I don't believe in doing more with less. I believe in focus…. When you're a CMO, it's about alignment because you're servicing the organization's growth."" Don't just be selfish in a hiring cycle. Also, think about, is this person going to get what they need from you? Because if they don't, guess what? They leave.""The CEO needs to really think about the relationship that the organization and the culture around marketing that they desire…. I've seen and lived through many situations where it's, "we gotta have marketing", but "gotta have" versus "we need to embrace and make this core to our go-to-market" are different. Marketing is part of go-to-market. It's literally in the title."00:00 Welcome to The Get: Meet Your Host Erica Seidel00:16 Introducing Ashley Deibert: CMO at Marigold01:19 Ashley Deibert's Career Journey and Insights03:51 Mentorship Moments: Lessons Learned07:43 Marketing Org Structure at Marigold14:58 Advice for Aspiring CMOs20:13 Navigating Budget Cuts in Marketing21:08 Presenting Scenarios and Aligning with Leadership23:13 The Importance of Networking in Hiring25:24 Evaluating Candidates for Culture Fit29:18 Hiring Freelancers vs. Full-Time Employees31:40 Advice for CEOs on Hiring CMOs36:38 The Role of AI in Marketing38:21 The Future of SaaS Marketing Teams39:27 Conclusion and Podcast InformationThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is how SaaS marketing organizations are changing — in both seismic and subtle ways.The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or a...
This episode kicks off the 7th season of The Get podcast. Host Erica Seidel introduces this season's theme, which is about how SaaS marketing orgs are changing, in both seismic and subtle ways.We share a deep dive with guest Claudia Lee. Claudia is a CMO with a unique background in both partner marketing and product marketing. She spoke at a rare moment of reflection while transitioning from a CMO role at CertifID to a new CMO role at Celigo.You'll hear perspectives and practical advice about: How to use the theme of "enabling conversations" to frame marketing's contribution both internally and externallyHow to combine strategic intent with hyper-experimentation for smart executionBuilding a team from scratch, especially in a partner-led GTM modelThe critical soft skills that are making the difference today for SaaS marketing teamsWhat a contextually aligned marketing team is, and how it provides the best resultsNavigating the tension between short-term results and long-term impactApproaching AI as a tool, not a threatQuestions to anticipate from the CEO when exploring a new CMO role00:00 Welcome to The Get: Season 7 Kickoff00:16 Understanding Our Audience01:17 Introducing Claudia Lee02:14 Claudia's Marketing Journey04:52 The Role of Marketing in Business Growth08:07 Enabling Conversations: A Marketing Philosophy12:30 The Evolution of SaaS Marketing15:28 Partner Marketing Insights22:22 The Impact of AI on Marketing25:04 Hiring and Developing Marketing Leaders31:05 Final Thoughts and FarewellThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.The Get’s host is Erica Seidel, who runs The Connective Good, the executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at www.theconnectivegood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
In this episode of The Get, we highlight key insights from this season of The Get, which is all about the race to reduce risk in CMO recruiting. Host Erica Seidel and her guests delve into the intricacies of how CEOs and CMOs at B2B SaaS companies can make more-informed decisions before saying yes to each other.Whether you’re hiring a CMO or looking to step into a new CMO role, you will learn a lot from these takeaways, which range from the practical to the provocative.We discuss the challenges, fears, and risks that CEOs and investors faces when recruiting a CMO. For instance, they often worry about hiring CMOs who either misalign with the company’s growth stage or struggle to get to the right blend of short-term wins and longer-term impact. We discuss how to mitigate those risks, such as by co-creating the roles and managing expectations about timelines for marketing results.Then we turn to the candidate side: What risks and red flags do CMO candidates perceive when evaluating CMO roles, and how can candidates reduce these risks? We discuss red flags such as unclear product-market fit, inadequate resources, and misaligned leadership dynamics. We cover several practical strategies for ensuring a good match and getting off to a successful start in a new CMO role.A huge thank you to the guests this season:Andrea Kayal, CRO at Help ScoutTracy Eiler, CMO of OpenSesameJames Lamberti, Head of Go-to-Market for GeorgianMelissa Sargeant, CMO at LumaverseNorman Guadagno, former CMO at MimecastPeter Mahoney, Chief Commercial Officer at GoToGary Survis, Operating Partner with Insight Partners00:00 Introduction to The Get00:52 Understanding the High Stakes of the CMO Role03:37 De-risking CMO Recruiting07:53 Red Flags for CMO Candidates10:16 Mitigating Risks as a CMO Candidate18:53 Maximizing Success in a New CMO Role23:26 Conclusion and Final ThoughtsThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at
On today’s episode, Erica talks with Gary Survis, an Operating Partner with Insight Partners. Erica and Gary discuss how the strongest CMOs limit risk when transitioning into new marketing leadership roles:They stand out by demonstrating credibility, collaboration, and curiosity. They're aware that what you don't say in an interview is just as important as what you do say.When interviewing, they communicate their experience with this structure: strategy + example + numbers. Once in the new CMO role, they realize that no matter what their background is, they have to deliver on their demand gen goals or risk losing their job.They have a perspective on AI and know how they will organize their teams and define roles differently for AI-supported marketing. They create a "flywheel of credibility."They take the time they need to form an assessment – "it'll be the only time in your tenure when you are afforded the luxury of time."They follow the "Diagnose, Don't Delude" approach – identifying and surfacing problems rather than sweeping problems under the rug.They swiftly make the org changes they need to make: "If you are not successful because the people below you are not strong, you have no one to blame but yourself for not making the changes you know you need to make."00:00 Welcome to The Get: Season Overview00:47 Introducing Gary Survis: Insights from an Operating Partner01:37 De-risking the CMO Hiring Process02:10 Common Pitfalls in Recruiting Marketing Leaders05:01 Balancing Strategy and Execution in Marketing11:00 Key Traits of Successful Marketing Leaders13:19 The Importance of Curiosity in Leadership17:15 AI in Marketing: What to Look for in a CMO19:36 Early Steps for a New CMO21:41 The Role of AI in Organizational Structure22:34 Setting and Achieving Goals24:25 Challenges in Coaching CMOs26:53 Reflections on Past Marketing Roles28:56 Marketing Under the CRO: A Controversial Trend31:13 Conclusion and Final ThoughtsThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
In this episode of The Get, host Erica Seidel discusses the intricacies and challenges of hiring CMOs in B2B SaaS companies. She highlights why the CMO role is particularly tough to fill, the high stakes involved, and the common concerns among CEOs and investors. Erica is joined by Peter Mahoney, Chief Commercial Officer at GoTo and author of The Next CMO. Peter has been a GM, CMO, CEO, and now at GoTo has recently transitioned from CMO to Chief Commercial Officer. He offers practical advice on organizational structure, fostering CEO-CMO trust, and managing expectations.You’ll learn about:The complexities and fears that CEOs face when hiring CMOsDistinctions between roles such as Chief Commercial Officer and Chief Revenue OfficerHow "everyone at the C-level thinks they understand marketing but at the same time fears that they don't understand it"The skills required to succeed in a small versus a big company as a CMOThe wisdom of spending some of your career outside of marketing…. even if it is a sideways move Strategies for candidates to effectively communicate their impact during the hiring processAdvice for rising CMOs00:00 Introduction: The Hardest C-Level Role to Hire00:41 Welcome to The Get: Reducing Risk in CMO Recruitment01:14 Meet Peter Mahoney: A Journey from CMO to CCO01:59 Understanding the Chief Commercial Officer Role06:20 The Fears and Risks in Hiring a CMO10:01 The Perfect Fit: Balancing Experience and Potential13:19 Stage Experience: Scaling Up and Complexity16:33 Embracing Flexibility and Depth in Marketing Roles17:10 Navigating Revenue and Complexity in Marketing17:57 Understanding Marketing Maturity and Budget Constraints19:15 The Evolving Technical Landscape of Marketing20:03 Effective Leadership and Strategy Alignment23:17 Addressing CMO Candidate Concerns24:41 Key Interview Insights for CMO Candidates27:34 Advice for Aspiring CMOs30:01 Career Growth and Risk Management32:24 Conclusion and Final ThoughtsThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
In this episode of The Get, host Erica Seidel explores the theme of managing risk in CMO recruitment, specifically cautioning against over-relying on a candidate's experience with a particular scale journey. Erica discusses the potential misconceptions and pitfalls when hiring marketing leaders based on their previous successes in scaling companies. While such experience can be beneficial, she warns that it doesn't necessarily guarantee the same outcome in different contexts. Listeners are encouraged to delve deeper into how these candidates contributed to their past successes. The episode underscores the importance of aligning expectations and understanding the nuances of each candidate's experience for a better hiring decision.00:00 Welcome to The Get00:16 Listener Feedback and Mid-Season Break00:34 The Risk of Trusting Scale Journeys01:25 Benefits of Scale Experience02:26 Potential Pitfalls of Scale Experience03:40 Conclusion and Final Thoughts04:02 About The Get and Erica SeidelThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
A good leader evolves over time. A CMO’s perspective will shift as they go from first-time CMO to repeat CMO, or to CRO or CEO. As they build experience, they are able to sidestep common pitfalls and react more efficiently to new challenges. At the same time, their perception of risk in a role evolves as they get more exposure. There's an 'arc of caution' that CMOs often go through, from being open-minded early on in their careers, to being able to recognize risky situations once they have more marketing leadership experience, to being more risk-averse and attuned to the 'warts' of a role once they have significantly more experience than other marketing leaders.In this episode of The Get, host Erica Seidel discusses the complexities of hiring CMOs in B2B SaaS companies. The conversation explores the importance of the right type of marketing leader for different phases of a company's evolution, the vital role of clear communication between CEOs and CMOs, and how CMOs can balance producing value in year 1 with delivering longer-term value beyond year one.She is joined by Norman Guadagno, a seasoned CMO who has led marketing at Mimecast, Acoustic, and Carbonite, and who shares his experience as a CMO and CEO. Norman illustrates how experience as a marketing leader shapes a CMO's risk awareness and decision-making process.You'll learn about:The 'arc of caution' in career progressionInteraction between CMOs and CEOs - the role of a CMO can significantly vary depending on the company's stage of growth and the right marketing leader at one stage may not be the right one at a different stageHow to embrace the duality of delivering on short-term demand capture with longer-term brand building, and how to set expectations for longer-term impacts with the CEO and other C-suite leadersHow 50% of the CMO role has nothing to do with marketingManaging timeframes - first-time CMOs may be overly optimistic about how long it takes to implement change, while seasoned CMOs understand realistic timeframes for resultsEvolving dynamics in the C-Suite - "not every company needs a CMO"How sometimes less is more with interview questions - start simple and give the candidate room to expand on what’s important to themThis episode provides valuable insights for both CMOs and CEOs seeking to make informed hiring decisions.00:00 Introduction to The Get00:16 The Journey from CMO to CEO01:14 Introducing Norman Guadagno02:13 Advice for Aspiring CMOs04:43 Navigating Company Culture and Change05:21 The Dynamics of Executive Change13:51 Balancing Short-Term and Long-Term Goals22:07 The Role of the CMO in Business Strategy25:33 Embracing Unique Skills and Roles26:19 Ego and Humility in Career Progression27:25 The CEO's Perspective on Hiring a CMO31:00 Demonstrating Commitment to Marketing35:25 Navigating Career Trauma and Transparency40:49 Insights on Interviewing and Hiring45:51 Final Thoughts and ReflectionsThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’
In this episode of The Get, host Erica Seidel explores the crucial role of decision-making in CMO recruiting. Erica shares common traps in decision-making, such as over-trusting someone else's due diligence, over-estimating an appetite for transformation, falling in love with someone's former company without looking at their specific contribution to it, and falling prey to confirmation bias, to name a few. She shares tips for making strong, informed hiring and career decisions. The episode includes a deep dive with guest Melissa Sargeant, a seasoned CMO, on her experiences and strategies for doing due diligence and reducing risk when hiring and getting hired. This episode is loaded with practical advice for both hiring managers and candidates looking to make better career decisions.00:00 The Three Pillars of a Successful Career00:20 Welcome to The Get!00:44 Understanding Decision-Making in Recruiting01:48 Common Flaws in Decision-Making04:44 Introducing Melissa Sargeant: Insights from a Seasoned CMO05:20 Melissa Sargeant on Reducing Risk in the Recruiting Process07:11 Maybe the company used to have product market fit, but now it doesn't9:16 Doing mutual due diligence12:14 The 2 key questions to ask in an interview to suss out organizational dynamics19:15 'Your gut is your truth' and other ways to suss out red flags25:06 Building Trust and Transparency as a New CMO… and avoiding making decisions for 30 days25:30 'CMO roles are really revenue rescue missions'33:29 Final Thoughts and Key Takeaways The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
The best CEO/CMO matches are ones where, BEFORE day 1, both sides collaboratively, intentionally, and explicitly surface the challenges they will face together and how they will overcome them together. That's not as easy as it sounds, though! In this episode of The Get, host Erica Seidel dives into the complexities of hiring CMOs in B2B SaaS companies. Drawing from her 13 years of experience in recruiting marketing leaders, Erica discusses the high risks and challenges faced by CEOs and investors during this process. She is joined by James Lamberti, Head of Go-to-Market for Georgian, who shares his extensive experience in hiring and getting hired as a CMO. You'll learn about:A method for collaborative de-risking between the CEO and CMO How one of the most important functions of the interview is to sketch out the company's GTM framework and identify any misalignment in GTM strategy.… because the more the company is clear on their GTM strategy, the more effective the CMO will beHow to diagnose in the interview process when product-market fit is loosely held or when the market is defined too broadlyThe 'homework' that top CMO candidates will do ahead of their first meeting with a CEO, including defining their 'Ideal CEO Profile' and how to add value to that personHow to identify and skirt typical threats to marketing being successful, including 'silver bullet expectations,' 'new day/new strategy' situations, under or over-hiring for the stage, and mis-selling the CMO opportunityWhat CEOs are likely to ask CMO candidates about AIThis episode is packed with valuable insights for both hiring leaders and candidates looking to navigate the high-stakes world of CMO recruitment.00:00 Introduction: The Challenge of Hiring a CMO01:20 Understanding the Risks in Hiring a CMO03:25 Tips for CEOs and Investors on Hiring a CMO04:50 Guest Introduction: James Lamberti06:22 James Lamberti's Framework for Diagnosing a Role17:25 Balancing Efficiency and Thoroughness in Interviews22:57 The Importance of Customer Love and Rev Ops25:53 Challenges and Red Flags in the Hiring Process30:33 The Role of AI in Marketing Leadership33:21 Favorite Interview Questions for Marketing Leaders35:53 Conclusion and Next Episode TeaserThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
In this episode of The Get, host Erica Seidel delves into what it takes to excel at networking and effectively work with recruiters, exploring programmatic ways to engage with professional networks. Erica discusses the best questions candidates ask recruiters and the importance of developing a personal Board of Advisors. She also explains the role of executive search professionals, differentiating them from career coaches and therapists.Special guest Tracy Eiler, CMO of OpenSesame, discusses her recent experience evaluating marketing leadership opportunities, how today's recruiting climate is unique, the fast-paced pressure-testing playbook she uses to assess roles, and red flags to watch out for. Tracy shares how CEOs can demonstrate their support for marketing, tips for collaborating with recruiters, and how CMO candidates can make a strong impression. The discussion extends to the complexities of career trauma, confidence, and the right level of transparency when delivering your 'career story.' Tracy also emphasizes continuous relationship building within one's network and the importance of having a well-prepared personal narrative.00:00 Introduction to Networking and Recruiters00:35 Welcome to The Get with Erica Seidel01:06 Tips for Working with Executive Recruiters04:09 Introducing Tracy Eiler05:02 Tracy Eiler's Journey and Insights08:57 Pressure Testing a Role12:47 Evaluating CEOs and Red Flags17:53 Tracy's First CMO Job and Lessons Learned20:54 Collaborating with Recruiters22:24 Navigating Recruiter Relationships22:50 The Role of Feedback in Shaping Searches26:24 The Importance of Networking30:10 Building and Maintaining Meaningful Connections33:25 Career Trauma and Vulnerability38:01 Final Thoughts and Key TakeawaysThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
Welcome back to The Get! It's Season 6 and the theme this season is 'The Race to Reduce Risk in CMO Recruiting.' We look at risk from the perspective of hiring and the perspective of getting hired.In this first episode, host Erica Seidel shares:How CMO candidates can find out what they need to find out BEFORE saying yes so they can move forward wholeheartedlyHow to make efficient use of interviews despite time and access being limitedThe top questions CMO candidates ask, from culture and cap tables toWhat the best CMO candidates do during the recruiting process (not just during interviews, but more broadly) to show up as peers, demonstrate their 'altitude,' surface important insights, and mitigate riskThe episode includes a deep dive with guest Andrea Kayal, CRO at Help Scout and former CMO.Andrea and Erica discuss:When it makes sense for a marketing leader to report to a CRO rather than the CEO… and why CMOs can make great CROsThe key questions Andrea asks when evaluating a roleKey metrics that Andrea recommends looking at to evaluate the health of the businessHow to balance efficiency and thoroughness when vetting a roleThe all-important piece of vetting cultural fitYou can read Andrea’s article on interviewing companies here.00:00 Introduction: The CMO Dilemma00:42 The Importance of Mitigating Risk01:23 What Top CMOs Look for Before Saying Yes02:54 Key Questions CMO Candidates Should Ask04:02 Beyond Questions: Actions of Top CMO Candidates06:14 Introducing Andrea Kayal: Insights from a CMO and CRO08:10 Evaluating the Role of CROs and CMOs13:27 Top Criteria for CMOs Before Accepting a Role23:58 Final Thoughts and ConclusionThe Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is The Race to Reduce Risk in CMO Recruiting. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by the team at Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
Erica Seidel, the host of The Get, provides an overview of the key themes from this season. Erica runs The Connective Good, the executive search practice that specializes in placing CMOs and VPs of Marketing for B2B SaaS companies. She is known for recruiting the ‘make money’ type of marketing leaders, not the ‘make it pretty’ ones. This episode serves as an executive summary of the learnings from our fifth season, which has focused on the CMO and Board relationship. We cover:What do Board members want in a SaaS CMO? And how can you ace your interview with a Board member?Board meetings: How can you land on your feet once you are inside the Boardroom? How do you build a strong dialogue with the Board OUTSIDE of Board meetings? Serving on Boards: How can you become the CMO who gets tapped for Board seats? I designed this season to be a guide for how to upgrade from one-way reporting to the Board to a two-way dialogue. With that ongoing dialogue and collaboration, both in and out of the Boardroom, both sides will learn more, and the business is more likely to be successful. A huge thank you to the guests this season, who ranged from B2B SaaS marketing leaders, CMOs who have become Board members, and Board members/investors who are involved in hiring CMOs:Elana AndersonKelly Ford BuckleyAllison DancyEvan DeCorteJennifer Pockell DimasChris FountainSandra LopezMadeline O’PhelanPlease tune in to each of their episodes. And, check out the episodes from the previous four seasons. Last season, for instance, we covered ‘Solving for the Scale Journey in B2B SaaS.’ To stay in the know for our next season, please keep following the show in your preferred podcast listening app.Key Linkshttps://www.linkedin.com/in/ericaseidel/https://theconnectivegood.com/https://thegetpodcast.com/-----The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is the CMO and Board Relationship in B2B SaaS: How can that relationship go from fraught to functional and even to fantastic?The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by Evo Terra and Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
Sandra Lopez is a marketing dynamo who has been in marketing leadership and general management roles in many of the world's biggest and most influential tech companies, like Adobe, Intel, and Microsoft. She recently served as co-chair for the World Economic Forum for Augmented Reality and Virtual Reality. She also serves on the Board of Directors for Junior Achievement USA and PureRED, she's an advisor for Cabra Sports, and she is the co-chair for Sports Integrity Global Alliance.We discuss:How to translate marketing-speak into language that CFOs and Board members can understandHow to work with Board members who think they know more about marketing than they actually doHow to manage expectations with Boards about how long things take in marketing and educate along the way, understanding that "it's hard to educate someone in 30 minutes"How to prepare for Board service – and knowing when to say no to a Board opportunityHow interviewing for a Board seat is different from interviewing for a CMO spotKey Linkshttps://www.linkedin.com/in/lopezsandra/-----The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is the CMO and Board Relationship in B2B SaaS. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by Evo Terra and Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
A good CMO/Board relationship entails both giving and getting. Elana Anderson talks about putting Board members at the center of marketing initiatives by making bold asks of the Board to add value to customers and prospects. She also talks about the anatomy of a successful CMO/Board interview.Elana Anderson has been the CMO for Veracode, Vidyo, and Salesforce Commerce Cloud. She reflects on her experiences interacting with Boards at public versus private companies. Learn about:How to move from broadcasting to your board to incorporating them into your marketing initiativesHow Board members can add value to you through special executive events and advisory sessions How you can discuss brand initiatives with the Board in an interactive and impactful way… even if the topic is short on numbersHow to interview successfully with the Board for a CMO roleWhen and how to prepare for serving on a Board yourself… and how to find your 'hook'Key Linkshttps://www.linkedin.com/in/eranderson/-----The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is the CMO and Board Relationship in B2B SaaS. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by Evo Terra and Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
Hear two SaaS marketing leaders from PE-backed companies discuss their hard-won learnings on working with Boards. You'll learn about:The relative importance of the 3 C's – Context, Content, and Confidence – when interacting with the BoardHow Boards tend to respond to certain marketing terms with open arms (ICP, personas, ABM) and other marketing terms with shaking heads (hint: brand!)The importance of Board posture and how marketing and sales can support each other during Board interactionsHow a marketing maturity matrix can be useful to show the BoardAllison Dancy is a veteran CMO who most recently was CMO for Kibo in the e-commerce space. Madeline O'Phelan is VP of Marketing at Verity, the SaaS fintech company.Key Linkshttps://www.linkedin.com/in/allisondancy/https://www.linkedin.com/in/madeline-o-phelan-97290111/-----The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is the CMO and Board Relationship in B2B SaaS. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by Evo Terra and Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
Listen to the honest dialogue between a CMO and her Board member, who have managed to forge a fruitful partnership together. Jen Pockell Dimas is Chief Marketing and Experience Officer for Telarus, the global technology solutions brokerage. Evan DeCorte from Columbia Capital is a Telarus Board member. You'll hear about:How investors can have reptilian brains – focusing uniquely on Big V value: getting more value for the business than they paid for itHow to translate marketing-speak into investor-speakHow to set yourself up for a successful standing with the Board from the interview process onward: "Invest in the relationship before you even accept the job so you are on the same page for expectations."How to react when a Board member suggests a marketing direction that feels like a firedrillWhy asking how Board meeting prep could be shorter is 'the wrong question to ask'A simple framing that will help as you prep your board meetingsKey Linkshttps://www.linkedin.com/in/jenpd/www.telarus.comhttps://www.linkedin.com/in/evan-decorte-8086029www.colcap.com-----The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.This season’s theme is the CMO and Board Relationship in B2B SaaS. The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. The Get is produced by Evo Terra and Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy