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Spurring Company & Category Growth at Brightcove
If someone ran up to you and said, “Congrats, you’re now the CMO of a $165M tech company with about 500 employees,” what would you do? First, maybe celebrate a bit—that’s a pretty significant achievement—but next, you’ve got to form a plan. Are you pursuing growth? Acquiring companies? Rebranding? Pivoting away from tech and towards producing artisanal hand soaps?
Granted, Sara Larsen, CMO of Brightcove (a $165M cloud video platform with about 500 employees), didn’t just get her role from some random guy on the street—she’d stepped into it after an extensive career in tech marketing at companies like IBM and SAP—but hopefully that thought exercise gave you just the slightest glimpse into the sort of decisions that need to get made when you take the helm of a ship like Brightcove.
Coming into the role, Larsen wanted to aim for growth, but not just for the company; the entire category of online video could be expanded with the right approach. Now, ten months later, the company has grown and is hard at work pushing its category further. Tune in to this interview to hear how they’re approaching that, as well as other insights regarding career management, successful acquisition, customer experience, employee engagement, and more. For more about the short-term tactics that can lead to demand generation and growth, check out Renegade’s B2B demand generation guide, here.
For full interview: http://bit.ly/2lpb2Ud
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Meet the Guest
Sara Larsen joins Brightcove from Dassault Systèmes, where she most recently served as Vice President, Americas Marketing and Communications. In that role she was responsible for go-to- market activities in the Americas across three sales channels and twelve industry verticals that represent one of the company’s largest markets. Earlier in her career, Larsen held various marketing leadership roles at SAP Americas, including running SAP’s digital marketing initiatives, and at IBM, where she led marketing for IBM’s channels business. Larsen is a graduate of Truman State University and Syracuse University.