How to Grow a CMO

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Paula Darvell, ex-CMO of Snow Software. 

Paula and Ali discuss the evolution of the approach to marketing that she led at Snow Software, a shift which contributed to a doubling of revenues and the company's successful acquisition. 

Paula also offers practical advice for marketers, stressing the importance of impact, customer focus, embracing change, and transparent communication with teams and stakeholders - including fostering strong relationships with CFOs and IT departments. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On episode four of this series of How to Grow a CMO, host Alastair Hussain is joined by CMO of Darktrace, Chris Kozup. 

In their conversation, Chris and Ali discuss the challenges of marketing in a rapidly evolving field like cybersecurity, and the importance of striking a balance between fear-based messaging and positive, forward-looking narratives. 

Chris also shares his views on leadership and the various roles of the CMO, and identifies data as a significant challenge and opportunity for marketers.

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On episode three of this series of How to Grow a CMO, host Alastair Hussain is joined by Vice President, EMEA Marketing at ServiceNow, Kirsten Cox. 

In their conversation, Kirsten and Ali discuss the importance of aligning marketing efforts with sales and understanding the language of different business functions. Kirsten emphasises the value of transparent communication, the importance of software in today’s world, and why brands should avoid the temptation to continuously re-invent the wheel in response to new technologies.  

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

On the second episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by CMO at Amdocs, Gil Rosen.

Gil and Ali discuss Gil’s unexpected journey into marketing, the value of bringing a diverse set of skills and experiences to the discipline, and the importance of having the right conversations with customers.

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com

On the first episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by Vice President of Global Brand at Neste, Clara Lee. 

In a wide-ranging discussion, Clara and Ali discuss the importance of ensuring your external positioning corresponds with your actions as a brand, the importance of retaining a macro perspective on your business, and why focusing on coherence over consistency is vital when marketing across different territories. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com 

To see how we created a campaign for Neste, a global leader in renewable fuels, that put the afterburners on results with recall figures of 90%, read the case study: https://bit.ly/4dbCTfw 

This bonus episode of How to Grow a CMO is taken from our recent virtual fireside chat on AI.

Host:

Alastair Hussain, SVP Strategy at The Marketing Practice

Guests:

Melinda Chan, Head of Marketing, Demand Generation, at Thomson Reuters

Joanna Moss, UK&I Director of Executive Programs and ABM at Salesforce

Jen Wright, Founder of Rascal Ventures

They tackled the big question for many B2B marketing leaders: how do you stand out in a world where every B2B organization wants to talk about ‘AI-powered solutions’?

Stay tuned for another series of How to Grow a CMO. Coming soon.

On this episode of How to Grow a CMO, host Ali Hussain is joined by Steve Daheb, CMO at Tanium. 

Steve’s career has focused on creating and leading new market categories for a wide range of organisations – from start-ups to public companies with $40B revenue. His experience spans multiple technology areas including all layers of cloud, and he is widely recognised as a B2B tech industry leader. 

In their conversation, Steve and Ali discuss topics including the role of the CMO in taking a company public, the importance of building teams with diverse skill sets, and the benefits of telling marketing stories using customer insights.  

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com  

On this episode of How to Grow a CMO, host Ali Hussain is joined by Eric Glass, CMO at Ceridian. 

Eric’s career has combined both in-house and agency roles, and has seen him work for brands including HP, Yahoo!, LinkedIn, and Workday.  

In their conversation, Eric and Ali discuss the value of agency experience in understanding how organisations operate and different industry dynamics. Eric also describes the challenges of prioritising resources and staying focused on marketing goals, while emphasising the strong relationship that has to exist between marketing, sales, and product teams. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com  

On this episode of How to Grow a CMO, host Ali Hussain is joined by Heather Dodgers-Rubash, SVP of Marketing at NetSPI. 

Heather’s journey into marketing came via stints in journalism and politics, before landing roles at a number of start-up and established tech providers.  

In their conversation, Heather and Ali discuss the importance of balancing brand and demand, the power of cultivating strong interpersonal relationships within teams, and how collaboration is critical to the successful delivery of projects. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com  

On this episode of How to Grow a CMO, host Ali Hussain is joined by Evelina Amanatidou, Global Head of Marketing Communications at Temenos.  

Evelina learned about the intricacies of business from a young age. Her father, a CFO, taught her that to fully understand a business, you must understand the numbers, and that marketing was just another ‘lever’ you have to pull to make a company successful. 

She describes putting together a fast-growing marketing team at Temenos as like putting together an orchestra; as well as making sure everyone has the right instruments, they equally must know how to play music together. 

How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com