Most technical founders can explain how their product works.

Far fewer can clearly explain why a customer should care.

In this episode, Cribl CMO Abby Strong shares what she has learned from building go-to-market teams and helping scale one of the fastest-growing companies in data infrastructure.

Drawing on her background in IT operations, product, and marketing, Abby explains why founders often struggle with messaging, how to know when you've found product-market fit, and what it takes to build demand before you have a large team or budget.

We also discuss category creation, customer discovery, the early signals that the market is pulling your product, and why your first marketing hire is probably not a CMO.

Watch this episode on YouTube: https://youtu.be/9TnFwRgy2fw

[3:56] Why Technical Founders Struggle With Marketing

[09:58] When Should You Hire Your First Marketer?

[11:29] Marketing Before You Have A Marketing Team

[13:46] Why Marketing Takes Longer Than Founders Expect

[19:35] Your First Marketing Hire Is Probably Not A CMO

[25:23] Turning Features Into Outcomes

[27:15] Four Questions Every Founder Must Answer

[28:57] How To Understand A Technical Product

[32:44] Building Cribl's GTM Engine

[36:46] When The Market Starts Pulling

[42:09] Build Trust Before You Chase Scale

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Thanks for listening!

 – Walter