Susan Vitale

Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

7

Change time! I’m psyched to soon be joining DataSnipper to help them further accelerate their Demand Generation efforts! After securing a $100M funding round only 2 months ago, DS is gearing up for the next part of their growth journey. This inevitably means I’m also leaving Gainsight. Gainsight has been a pretty wild ride. From building out inSided’s success in B2B SaaS and Customer Success and a potential Series B, to eventually being acquired by Gainsight and delving into the demand side of all of their products, buying other companies—I would say I have been pretty fortunate and my journey has been one of many highs and successes. For this I’m grateful. I’m also grateful for the astonishingly good & fun people I’ve met along the way. Robin van Lieshout for putting up with me through times of crazy growth, an acquisition and many future dinners to come. Nick Mehta and Monika Saha for giving me the chance to uplevel my skills, and hopefully also some of the organization. Jordan Sher, Lauren Olerich, Silvina El Baba, Matthew Wasley, Robin Merritt, Kellie Capote, Rea Stambuk, Silvia Atanasova, Trisha Mistry, and many others for making every day that bit more fun and a learning moment. I’ll continue to follow GS closely. This will also be the first time in 7 years that I don’t work directly with some of my (now) best friends like Udit Lakhotia, Pascal Debets, Bas Klomp, Joris Dieben, Becky May, Anne Willems and many more. This will be weird, but there’s eternal love here! ❤️ Finally, this will also be the first time in 7 years that I don’t work directly ‘in’ Customer Success. Now, I love this industry and won’t forget it. I’ll look for ways to keep contributing to the community as I have in the past (more on that later) as I’m bad at letting go and invested so much already ;-) I’ve met so many amazing people that are a part of this community, that it has become a pretty intricate part of my professional career and network. That’s something to nurture for sure and I know it. As for Datasnipper. Founded by this company has seen CRAZY growth, has incredible PMF, and a Marketing team that’s ready to take all that to the next level. Plus, being in Marketing means I’ve been close friends with Finance & financials for years :D It only makes sense! lol. I’ve been blown away by the results, culture, and mission—making it a no-brainer to sign up. Thank you Vidya Peters, Bas Willems, Sam Brown and many others in the leadership team for the opportunity. LFG, I can’t wait.

428

130 Comments

As a CMO I've long had a love/hate relationship with events. 👿 I've slashed budgets in orgs spending up to 40% of program spend on live events. 👿 I've led deep dives on why webinars aren't attracting and converting 👿 I've coached CEOs on keynote messaging and delivery, and written demo scripts. ❤️ I've hosted high-value prospects at fancy restaurants that go on to buy, and advocate. ❤️ I’ve generated hundreds of millions of dollars of pipeline, that converted faster, retained longer. ❤️ I've launched products that went on to lead categories. I could go on. Been there, done that. Bottom  Line: Done well, events, are INCREDIBLE pipeline acceleration and closing activities, when used as an integrated part of the go-to-market mix. Today, I had the pleasure of chatting with Liz Lathan, CMP, and Nicole Osibodu, XOXO from Club Ichi, as they launched the T.H.A.T Show. Strategic event marketers who understand how to curate an experience to drive the right outcome. Thank you both, keep up the great work.

44

7 Comments

Blackhat 2024 is wrapped A huge amount of optimism in the space right now - excited to see what growth comes in the next 12-18 months for vendors in the space My thoughts in reflecting on the dozens of conversations I had with VCs, CXOs, and GTM Leaders out there: - Optimism for growth is high, supported by real numbers. Multiple leaders told me they were creating multi-7 figure pipelines out of the show alone. - Appetite to speak with, court, and hire proven executives and salespersons in the space is moving at a pace we haven't seen in 24 months. Set up multiple interviews/intros that were made during the show, and happened during the show. - Face to Face always wins. We've been saying this since the glory days of the post-pandemic buzz starting waring off, but it was nice to see this in full force. Hands shaking, drinks being shared, and deals getting done live and in person in full force. - AI is the way, and securing this new attack surface was one of the most important discussions had. Pretty incredible to see some of the novel solutions in the space solving this issue; protecting AI data access, prompt manipulation, reverse-engineering attacks, etc. - Lot of money getting spent on marketing, as always. Huge events, more key sponsors than ever, lots of SWAG. Pretty excited to be working in this space and help out a number of new vendors grow through the rest of this year. #Blackhat2024 #cybersales #GTMJobs

31

1 Comment

Here’s a recent timeline of the types of CMO darlings. Which one are you? 𝟐𝟎𝟎𝟖-𝟐𝟎𝟏𝟐: 𝑇ℎ𝑒 𝑆𝑐𝑟𝑖𝑚𝑝𝑒𝑟 🤫 After the economic crash, companies were in dire straits and marketing was one of the teams most impacted by layoffs. So execs wanted CMOs who could still get things done even on shoe-string budgets and tiny staffs. And definitely don’t ask for more money because it’s simply not there. Unless you’re in engineering. 𝟐𝟎𝟏𝟐-𝟐𝟎𝟏𝟕: 𝑇ℎ𝑒 𝑆𝑡𝑜𝑟𝑦𝑡𝑒𝑙𝑙𝑒𝑟 ✍️ The rise of content marketing and emotional brand commercials. Execs wanted CMOs who could translate their cold, boring, tech into heart wrenching, engaging narratives. This is when many companies started claiming to change the world with their widgets. It was all about backgrounds in brand. And it wouldn’t hurt if you were great at building internal company culture too! 𝟐𝟎𝟏𝟖-𝟐𝟎𝟐𝟐: 𝑇ℎ𝑒 𝐺𝑟𝑜𝑤𝑒𝑟 📈 Especially on the startup world, money was flowing to companies who could prove their ability to grow at all costs. Execs wanted to hire CMOs who could make that hockey stick happen for their revenue. They needed aggressive growth hackers, savvy digital marketers, and performance-minded demand generators. Having a background in analytics > brand. 𝟐𝟎𝟐𝟑-𝟐𝟎𝟐𝟓: 𝑇ℎ𝑒 𝑀𝑖𝑟𝑎𝑐𝑙𝑒 𝑊𝑜𝑟𝑘𝑒𝑟 (𝑎𝑘𝑎 𝑡ℎ𝑒 𝑆𝑐𝑎𝑝𝑒 𝐺𝑜𝑎𝑡) 🧙‍♂️🐐 As the economy slowed and companies in every sector took a hit on their P&L, execs looked to CMOs who promised to buck the trends and still drive growth but at lower costs. Profitability is the name, making money without spending it is the game! Most CMOs who understood the impossibility of the ask were either fired for not promising the impossible; or, used the time to clean up the inefficiencies left by The Grower. And ultimately, they still faced the question “why aren’t you growing the business by 50%+ YoY despite an across-the-board economic pull back?” 𝟐𝟎𝟐𝟓 𝐚𝐧𝐝 𝐛𝐞𝐲𝐨𝐧𝐝: 𝑇ℎ𝑒 𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝑀𝑎𝑟𝑘𝑒𝑡𝑒𝑟 𝐷𝑜𝑡 𝐴𝐼 🤖 I’m looking into my crystal ball🔮 what’s next? As consumers begin reopening their wallets, they’re doing so with much more critical eyes. While they used to be swayed by The Storyteller’s emotional taglines, then The Grower’s compelling discounts, now they want to know that the product they are buying is the best fit for their specific needs AND budget. They won’t be bamboozled. Plus the market is crowded with choices so they want to know what the differentiation is. We are going to see the rise of the PMM oriented CMO. But that’s not all! We are also in the midst of the AI evolution. And CEOs will want to know that their marketing execs are leveraging all the cost savings and scaling greatness that AI unlocks. So in many ways the next gen CMO will need to be the Termintator version of all their predecessors, combined! #cmo #careeradvice #marketing

12

1 Comment

The Seismic CMO now has its own custom ChatGPT! Check it out here for quick insights on how to leverage AI in your marketing strategy: https://lnkd.in/gdAxKhFx #ai #marketing #chatgpt #marketingleadership

11

2 Comments

🌟 Happy Monday to all Partner Managers! 🌟 📝 Remember the checklist to a successful week: Did you keep the bowl rolling? ✅ Checked ROI-focused AND Strategic Alignment? ✅ Explored synergies and chased some low-hanging fruit? ✅ Whether you're circling back, enabling sales, or mastering the art of “fake it until we make it,” remember it's all about the win-win situation and leveraging our strengths! #Partnerships #B2B #PartnershipsBingo #Humor #FridayFun

52

18 Comments

Unproductive meetings and conversations are not fun, but this video is funny. With Salesloft’s latest launch, say goodbye to wasted time and energy, and hello to FOUR new conversation intelligence capabilities to help revenue teams capitalize on every interaction. >> Conversation Key Moments: understand how competitors, objections, and decision-makers are affecting buyer decisions >> Meeting Prep Workflow: prepare for buyer meetings in a fraction of the time with an AI-generated “cheat sheet” >> Auto Buying Group Capture: automatically capture members of complex buying committees and create a contact record >> AI-assisted Conversation Scorecards: get AI-generated assessments of seller performance from their calls with buyers ^^And get all these great insights served to you right within your daily workflow See more on our new features here: https://lnkd.in/eyKxUdW7

28

📽 Our latest show launch of The Marchitect on The Compete Network isn’t just cool (but it is that), it also connects directly to our GTM objectives at Klue, here’s how: 👇🏼 ✅ Aligns to two of our marketing objectives 👉 category leadership & increasing executive engagement. 👯 Builds an audience with a key persona 👉 executive engagement became more critical than ever last year (I’m sure you can relate). Building awareness and engagement among CMOs & VP PMMs helps to support many other programs across our mktg, sales and CS teams. 👩‍🎓 Connects to a core pillar of our marketing programs, Education 👉 Providing value through helpful education has been the most successful path to revenue for many years. Extending this to a more senior audience connects directly to a proven approach. 🧠 Big brains build brand affinity 👉 Rowan Noronha, Morgan J Ingram and the guests we’ve pulled together for this season are hands down some of the best minds in the game right now. Our strategy is to work with the best creators in the world of competing, and on that front, these two really bring the heat 🔥🔥🔥 If you want to maintain trust with your exec & board (and therefore your budget 💰 ), it’s critically important that your media development isn’t just for fun; but it connects to outcomes. When we’re looking at show investments, an idea needs to connect to one of the three purposes: a) growing our audience, b) converting that audience, c) educating that audience to develop more successful customers. Excited to get this series off the ground - tune in for our first live episode May 14! 🤩

39

5 Comments

GTM Leaders: Own the Arena When reporting to the board, don’t sugarcoat anything. If things are tough, lead with the red. Boards respect transparency, not fluff. - Master your numbers - Own your challenges - Share insights from failures It’s not about perfection—it’s about showing you’re the right person for the job. Like Roosevelt said: "It’s not the critic who counts, but the one in the arena, marred by dust, sweat, and blood." - Be honest. Be prepared. Be the leader they need #Leadership #CareerAdvice #ProfessionalGrowth #CEO #BoardMeetings #ManInTheArena

44

5 Comments

📈 What's the foundation of success for every data-driven, growth-minded CMO? A strong partnership with your marketing operations leader. This is a topic I care about deeply. It has been a recurring theme for me in all four SaaS/MarTech companies where I've led a marketing function. But I also had the good fortune to see what this looks like up close, and at scale, over nearly 8 years at HubSpot. That's why I was so happy to discuss this topic on the Humans of Martech podcast, with the inimitable Phil Gamache. We covered this, global marketing, localization, LLMs, and a surprisingly diverse array of topics! 🇪🇨 Speaking of things near and dear to my heart, how fun is the nod to Ecuador selected for the background of the image for the show? Give it a listen (or read the show notes) if these topics are of interest to you! ⤵️

38

3 Comments

Did you know the average large company has 80+ HR tools—but are they getting the most out of them? Jamie Aitken's latest post for Forbes covers why rethinking your HR tech stack is more than a tune-up; it’s a strategic move to adapt, engage, and lead. Read more to see how HR tech can reshape our future. https://gag.gl/MNzCdH

4

2 Comments

You want to be a great RevOps leader? If you’re not data-driven, you’re flying blind. Data isn’t just numbers it’s the damn roadmap to success. It’s not about dashboards for the sake of dashboards. It’s about using insights to: 🤝 Show sales where to double down. ✅ Make marketing actually measurable. ➡️ Help CS crush churn and grow accounts. The real magic? Aligning it all to business goals. Everything else? You can't Call It RevOps without data. 🧏 Listen to the full conversation here: https://lnkd.in/gvTnihpR #RevOps #DataDriven #RevOpsLeadership #Leadership

6

ABM doesn’t work. It’s a tale as old as our weathered and beaten scorecards in Google Docs. The question echoes from the board room to the executive meeting. “Hey Marty. When will we see all the pipeline from the ABM campaign you launched last month?” Dear, dear Marty. It’s not that ABM doesn’t work. It’s because you are doing it wrong. ABM doesn’t need to be feared. After all, it’s just another way of saying “good marketing.” ABM fails because Marketing Marty takes a random list from an account executive and gives the "targeted and qualified" stamp of approval to it without any scoring methodology or ICP information supporting it. “Oh hey, Sales Sam likes this huge account. Makes sense he could sell many seats at this company.” Unfortunately, for Marketing Marty and Sales Sam, the account is in the wrong industry and person, and the use cases (where the company found initial product market fit) do not apply. Here’s another one from the board meeting: “Hey Marty. Why is the ABC thing you are doing so expensive? The cost per lead is huge!” Yep, that’s right. ABM is 3.89x costlier per MQL. But guess what? If done correctly, deal sizes will be larger, yielding more pipeline because ABM targets your top engaged and qualified accounts. And even better, they convert. Why? Because it's GOOD marketing. ABM-qualified pipeline converts at a 1.7x rate of non-ABM (or non-good marketing), with average deal sizes 3.98x larger. Here's the net. Marketers tried to get cutesy with creating “another category” and fail to bring along our peers on the ABM journey. The research from HockeyStack confirms it. Take the data from the State of ABM Report and tell the right story. Good marketing is simple. It's the right targeting with the right messaging to the right people.

222

62 Comments

I recently took part in a panel hosted by Dan McGaw, where myself and other Marketing and RevOps leaders to discuss building successful go-to-market strategies. Interestingly enough, much of our discussion veered toward how assumptions can easily derail the best laid plans. From misinterpreting metrics, to skipping what’s often the most simple solution (asking customers directly), we broke down the common missteps in GTM and how to avoid them. Learn all the takeaways from myself, Dan, Nina Wooten, and Kayvan Dastgheib-Beheshti here: https://lnkd.in/eA_dNNWH #twilio #Segment

174

11 Comments

What tools are in your HR tech stack that you absolutely love / couldn't live without? Lattice recently announced “The Lattice Excellence Alliance.“ It’s a list of best-in-class tech companies that make up their preferred HR tech stack. There are some solid companies in here from MasterClass to Okta, Guideline, and Remote. But there are so many HRtech companies out there that are doing amazing things. So what other companies do people have in their HR tech stack and love?

15

5 Comments

Top H1 takeaway from QBR's about our Rev Org: "We're an ecosystem, not a hierarchy." (h/t Alexandra B.) We collaborate, everyone's voice matters, and we strive to put people in roles they love so they can be madly successful. Hearing this statement was validation that what we are building in the Revenue Org at LibraryPass is unique, and scalable, and contagious. And we have roles coming soon! So if you're interested in being part of an ecosystem, let's chat. Here's to an even better H2!

13

3 Comments

Authenticity Seems to be the marketing buzzword of the decade right now. But what does it truly mean to embody this trait? At Exclaimer, we've navigated through the noise to find practices that genuinely resonate with our audience and foster trust. So what’s our playbook? Our customer-centric approach ensures we're always listening and adapting to -the needs of those we serve. We've placed our people at the forefront, letting their unique stories and insights shine through social takeovers and more. Through thought leadership, we're not just sharing our knowledge; we're engaging in meaningful conversations within our industry. This strategy has not only elevated our brand but also proven that when authenticity leads, demand will indeed follow. What strategies have you found effective in portraying authenticity in your brand’s marketing efforts? #BrandTrust #MarketingStrategies

40

1 Comment