The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

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 [email protected]. 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 [email protected]. 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 [email protected]. 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’