Category: Show Notes

A Play-By-Play for the First 90 Days

Posted on by Melissa Caffrey

Want to win in the CMO role? It’s all about that first 90 days. Three months’ worth of work that can pave the way for success. And at the executive level, CMOs don’t go in blindly—these master marketeers are dedicated to finding the quick wins to prove their savvy while ramping up for long-term success. 

In this episode, Dave Bornmann of Association Analytics, Julie Kaplan of CareMetx, and Johnny Smith Jr. of Encompass Health describe their own approaches to the first 90 days at their current positions. Tune in to hear about the value of using those first few months to listen, to forge allyships, and to optimize the marketing department in a way that will boost both professional and organizational success.  

 BONUS: Dave generously provided us with a draft of the 90 Day Plan he made while interviewing for his current role. A valuable resource for any CMO.  

What You’ll Learn in This Episode 

  • How 3 CMOs approached their first 90 days 
  • How to build a strong marketing department  
  • Which allyships are the most important to establish in the first 90

Analyzing B2B Analyst Relations

Posted on by Melissa Caffrey

Forrester. Gartner. IDC. These global market research firms can put your brand on the map, or they can tuck you into the doldrums of an undesirable quadrant. With a direct and well-trusted line to B2B customers, analyst relations are no joke, and the CMO plays an integral role in building up a mutually beneficial relationship that lasts.

In this episode, CMOs Isabelle Papoulias of Mediafly, Carlos Carvajal of Q2, and Narine Galstian of SADA share their experiences navigating the world of analyst relations and the lessons they’ve learned along the way. Whether you’re in the early stages of getting on the analysts’ radar or refining the way you engage your analyst connections, this episode is packed with best practices, mistakes to avoid, and more.

What You’ll Learn in This Episode

  • How 3 CMOs navigate analyst relations
  • How to get the analysts into your corner (and get into their quadrant!)
  • Real-world analyst relations stories, best practices, mistakes to avoid

Univar Solutions Marketing Chief on the Science of Service

Posted on by Melissa Caffrey

When Univar, the second-largest chemical distributor in the world, acquired Nexeo Solutions, the third or fourth-largest, VP of Global Marketing Rob Whitney had a challenging task on his hands. This M&A wouldn’t be about absorbing a smaller company, it was about creating a whole new brand culture out of two strong organizations.

Enter Univar Solutions. In this episode, Rob shares the story behind the brand consolidation, demonstrating a strong sense of what it takes to revamp a B2B brand that’s more than just a coat of paint. Tune in to hear how the new brand story of “Growing Together” came to life as Univar responded to the pandemic, with marketing leading the way as the company pivoted to the ultimate form of customer service: solutions-based service.

What You’ll Learn in This Episode

  • How Univar became Univar Solutions after acquiring Nexeo
  • How Univar pivoted to solutions-based marketing
  • How Univar is bringing its new B2B brand story to life

Putting the Chief in Chief Marketing Officer

Posted on by Melissa Caffrey

Forget the notion of born leaders. Leadership is a skill that is that’s learned through practice, and even trial and error. It is a skill that needs continual refinement and is always a work in progress. In this episode, we explore the path to leadership with CMOs Amy Messano of Altair, Bill Strawderman of GS1 US, and Toni Clayton-Hine of EY Americas.

Tune in as we focus on the “Chief” of Chief Marketing Officer, exploring many aspects of CMOing, from how leadership adapted during COVID to how to lead while following the lead of your CEO. This episode is filled with unique insights into the different paths to leadership as well as tried-and-true ways to inspire employees and organizations to greatness. Don’t miss it!

What You’ll Learn in This Episode

  • How leadership required more empathy post-COVID
  • How to respond as a leader (opposed to reacting)
  • How to lead while following other leaders

Gigamon CMO on Engineering Giga-Growth

Posted on by Melissa Caffrey

What does pro-skateboarder Tony Hawk have to do with network security? For one, his surname is the same as Gigamon’s latest cloud visibility offering, Hawk by Gigamon. The solution enables customers to get a full 360 view of their hybrid infrastructures, making it easier to see—as Tony described in his Cameo for the brand—what could go wrong, what the backup plan is, and how to transform chaos into control.

Tony Hawk’s role as a Gigamon’s spokesperson is just one part of a massive, marketing-led transformation for the brand. It all started in 2019 when Gigamon went private and brought on Karl Van den Bergh as CMO to lead the strategic shift. With an engineering background, Karl faced the challenge head-on, quickly building a predictive ROI model and ramping up brand awareness efforts across the board.

Tune in for a seriously fascinating episode with a master marketeer, one who uniquely understands the value of how engaged employees, a clearly defined brand, and an award-winning demand gen engine can build the momentum a company needs to really soar (like, increasing pipeline by 6x soar).

What You’ll Learn in This Episode

  • How Gigamon became a marketing-led organization
  • Behind the internal and external launch of Hawk by Gigamon
  • How Gigamon built its demand gen engine and increased pipeline by 6x

How FIS CMO Spells Brand

Posted on by Melissa Caffrey

What does B2B success look like? Some might say that it looks like $12 billion in annual revenue with over 60,000 employees serving more than 20,000 clients in 130 countries, and in that case, FIS is right on the money. So why did the financial services company decide to turn their focus to building brand awareness?

In this episode, CMO Ellyn Raftery shares how FIS simplified its brand after acquiring Worldpay, streamlining a docket of 800+ products into 10 distinct categories and one brand story as it shifted into a B2B2C mindset.

Tune in to learn how FIS developed the new brand, how they made it real, and how it’s setting them up for even more growth in the future. Plus, learn Ellyn’s secret to CMO longevity—she’s been at FIS for 9 years!

What You’ll Learn in This Episode

  • How B2B company values helped FIS adapt during COVID
  • How FIS developed and rolled out its new brand
  • Why great B2B branding increases business value