CMO Conversations with Tricia Gellman

What does the future of corporate events look like? That’s a question Hopin, an event technology platform, was asking even before the COVID-19 pandemic. 

Anthony Kennada (Hopin’s CMO), experienced the marketing team go from 5 to 50 employees and reach the coveted unicorn status – all within his first six months. 

In this episode, he and Tricia discuss how events foster community, why community is the secret to category creation, and why building an internal community between sales, marketing, and customer success is critical to growing revenue for your business.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Anthony on Twitter at @triciagellman, @akennada, and @DriftPodcasts.

​

Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

Latané Conant entered her very first marketing position, Vice President of Demand Generation, through a sales role.

Yes, you read that right.

Beginning her career in sales, carrying a bag, and working her way to Area Vice President, Latané leverages her sales background in all parts of her role as Chief Market Officer at 6sense today. In this episode, Latané explains her data-driven approach to marketing, the importance of anchoring oneself in the market, and the value of analyzing the why.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Latané on LinkedIn and follow @DriftPodcasts on Twitter.

​

Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

What does the future of corporate events look like? That’s a question Hopin, an event technology platform, was asking even before the COVID-19 pandemic. 

Anthony Kennada (Hopin’s CMO), experienced the marketing team go from 5 to 50 employees and reach the coveted unicorn status – all within his first six months. 

In this episode, he and Tricia discuss how events foster community, why community is the secret to category creation, and why building an internal community between sales, marketing, and customer success is critical to growing revenue for your business.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Anthony on Twitter at @triciagellman, @akennada, and @DriftPodcasts.

​

Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

Starting out as “the search girl” at Salesforce, Lauren Vaccarello always knew there was more to digital marketing than met the eye 12 years ago. And she was right. Now, Lauren is the CMO at Talend and sees her background in digital not just as a differentiator, but also as a strength. In this episode, Tricia and Lauren talk about what it’s been like growing their marketing careers in the digital age, and how, no matter where you start, there’s always a path to CMO.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Lauren on LinkedIn and follow @DriftPodcasts on Twitter.

​

Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

How do you know what your customers want? 

It’s not a guessing game, and Swan Sit knows this best. 

Building out digital marketing programs at companies like Estee Lauder, Revlon, and Nike, now known as the “Queen of Clubhouse” and as an independent board director, Swan is no stranger to feedback. 

In this exclusive interview that we’re airing before her keynote goes live at Drift’s virtual event, RevGrowth: Personalization at Scale, Tricia and Swan talk about how Swan balances both anecdotal and data-driven feedback and transforms it into powerful stories that resonate with her audience.

To hear Swan’s full keynote, register for Drift’s virtual event summit, RevGrowth: Personalization at Scale: https://www.drift.com/events/revgrowth-personalization/

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Swan on Twitter: @triciagellman @swansit @DriftPodcasts

This week, we’re throwing it back to one of our favorite episodes with First Advantage’s head of global marketing, Katharine Mobley. In this episode, Katharine talks about how she rebuilt the FADV brand (internally AND externally), redefined marketing's relationship with sales, and getting measured on what matters most – revenue. Her hard work has certainly paid off in a big way, as FADV's valuation tripled before it sold in 2020, and most recently IPO'd in June 2021. This episode is required listening for any marketer who wants to get a seat at the revenue table. 

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Katharine on Twitter @triciagellman @KatharineMobley @DriftPodcasts

​

Want even more CMO insights? Subscribe to Tricia's newsletter here: https://www.drift.com/chief-marketing-officer/

Dylan Steele is wrapping up his first month as CMO at Coalition. Prior to joining Coalition, Dylan was VP of Brand & Marketing Strategy at Splunk, and before that he was VP of Platform Product Marketing at Salesforce (where he and Tricia met). In this episode, Tricia and Dylan talk about why Dylan wanted to make the jump from VP to CMO, how the roles are different, his approach to his first 30 days on the job, what he's learned so far, and his advice for aspiring CMOs.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and JJ on Twitter @triciagellman @dylanrsteele @DriftPodcasts

If you want even more marketing leadership insights, sign up for Tricia's newsletter: https://www.drift.com/insider/learn/newsletters/chief-marketing-officer/

There are CMOs and then there are founders. But Randy Frisch? He's a CMO AND a co-founder at Uberflip. On this episode, Tricia sits down with Randy to discuss what it's like to do two roles at once and how he helps his team weave storytelling into everything (yes, everything), they do.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Randy on Twitter @triciagellman @randyfrisch @DriftPodcasts

For more learnings from Tricia, check out her quarterly newsletter, The Path to CMO 3.0 https://www.drift.com/insider/learn/newsletters/chief-marketing-officer/

We've talked a lot about the silos that exist between sales and marketing. But what about the silos within your own marketing team? On this episode, Tricia brought in a guest who knows how to tackle this challenge head-on – Archana Agrawal, the CMO of Airtable. Archana shares her advice for creating more alignment, cutting down on task volume, executing with more agility, and dealing with burnout.

And one fun fact before you hit play – Archana started at Airtable the day shelter-in-place began due to COVID-19, so she's got some great learnings to share about how she navigated a new role at a new company during a pandemic.

Sometimes it can seem like the role of the CMO is just an impossible list of expectations for one person to carry out. And sometimes, CMOs find out what is really expected of them AFTER they join a new company. So how do you make sure your next role is right for you...before signing on the dotted line? On this episode of CMO Conversations, Tricia asks four-time CMO Jennifer "JJ" Johnson to come back on the show to share how she has vetted CMO opportunities throughout her career, her perspective on the evolution (and volatility) of the CMO role, how to interview for the role (including what questions to ask the CEO), and the challenges and opportunities of being the "first-ever" CMO at a new company.

Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and JJ on Twitter @triciagellman @jj_cmo @DriftPodcasts