Drift

Creating a category is a career-defining moment for any marketer. Some are lucky enough to do it once. Viviana Faga has done it multiple times – having held marketing leadership positions at Salesforce (where she and Tricia met), Jive, Yammer, Microsoft, and Zenefits. She’s since moved onto the VC side of things as an operating partner at Emergence Capital, where she advises category-creating portfolio companies on a daily basis. Tricia and Viviana get together to discuss what it was like to work with Marc Benioff in the early days, why technology has become an equalizer for brands, and how VC's think about marketing today.

*This episode was recorded prior to social distancing measures.

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

What Marketers Need To Know About Category Creation (With Emergence Capital’s Viviana Faga) 

Welcome to CMO Conversations – a brand new podcast that takes you inside the mind of the modern CMO. Every other week, Drift CMO Tricia Gellman sits down with a different CMO and goes deep on their experience. What did their path to becoming a CMO look like? What advice do they have for up-and-coming marketers? What’s their superpower? And how do they navigate the challenges of a role that's constantly evolving? 

Because if there's one thing today's CMO can count on – it's change. 

CMO Conversations With Tricia Gellman

Business

If you asked 100 people what a CMO does, chances are you’ll get 100 different answers. Kate Bullis knows this struggle all too well. Now Kate may not be a CMO, but as the co-founder and managing partner at SEBA International Executive Search, she dedicates a lot of her time working with clients to define what they need in a CMO – and then finding the right person for the job.

Over the years she’s worked with companies ranging from venture-backed startups to Fortune 500 brands, and across digital, technology, CPG, professional, and financial services. Suffice to say, Kate knows what top companies are looking for in marketing leaders (and she knows the marketing leaders who can get the job done).

In this episode, Kate and Tricia talk about everything a CMO is (and is not), plus why now is the time for CMOs to rally their companies around brand and experience.

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

1 Role, 100 Different Definitions: What It Really Means To Be A CMO In 2020 (With SEBA International’s Kate Bullis)

For many of us, remote work is a new experience brought on by the COVID-19 pandemic. But for Martin Gontovnikas (aka Gonto) it's just another day at the home office. Gonto is Auth0's SVP of Marketing & Growth and manages a fully remote marketing team. In this episode, he shares lessons learned in remote team management – from how he shows up as a leader and builds trust in a remote environment, to how he sets realistic goals and objectives for his team (plus how he re-allocated budget and re-forecasted pipeline targets when the unexpected happened). 

And there's one more thing you need to know about Gonto. As a former software engineer, he LOVES experiments. Gonto breaks down how he built a culture of experimentation and testing at Auth0, what makes for a good test, and (you guessed it) how to set goals and measure the success of an experiment. 

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

*This episode was recorded prior to recent protests. Drift stands with our Black employees, customers, and community. Read our statement from our CEO here: https://www.drift.com/blog/we-wont-be-silent/

How To Hit Your Goals With Experimentation & A Remote Marketing Team (With Auth0's Martin "Gonto" Gontovnikas)

Forget about features. True product marketing is all about value. And to really demonstrate the value you provide to customers, the single best thing you can do is to make customer stories central to your product marketing strategy. In this episode, Tricia calls on Robin Daniels (CMO of Matterport, former CMO of WeWork) to discuss the power of storytelling and the importance of nailing your message early on. Tricia and Robin go deep on all things product marketing – what it is (and isn’t), how it should be structured and measured, and why customer stories help your brand add long-term value.

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

Why Product Marketing Doesn’t Work Without Customer Stories (With Matterport’s Robin Daniels)  

Gong’s CMO Udi Ledergor will stop at nothing to celebrate employees (even if it means buying 52 different billboards to do it). In this episode, Tricia and Udi discuss the rise of employer branding, why the CMO must be a leader for diversity, inclusion, and belonging, and how come there’s so much title inflation in marketing.

Later on, Udi explains why the coffee test is a key indicator of successful marketing and sales alignment, plus what marketers can do to collaborate with sales to build success (and avoid finger-pointing).

Want to know how Udi’s team uses Gong’s own data to develop content that provides value to buyers (and not to mention press hits)? Listen to the full episode.

*This episode was recorded prior to social distancing measures.

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

Billboards, Bulldogs & Branding: How Gong’s CMO Udi Ledergor Is Investing In People & Culture

Ever wonder what goes on inside the mind of a CMO? Us too. So we’re making it official and launching a brand new podcast to explore just that. Listen to the trailer to hear everything we’ve got planned for you.

Introducing CMO Conversations With Tricia Gellman

Creativity – you're either born with it or you're not. Right? Wrong. In this #throwback episode, DG sits down with Allen Gannett, hot on the heels of the release of his book new book "The Creative Curve: How to Develop the Right Idea, at the Right Time." Together, Allen and DG unpack the lessons in the book (buckle up, it features interviews with over 25 creative geniuses, from the Broadway team behind Dear Evan Hansen, to the founder of Reddit, from the Chief Content Officer of Netflix to Michelin star chefs). Plus, Allen walks DG through the four laws of creative success and the common patterns behind creative achievement (so you can steal them for the next thing you're working on).

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ABOUT THE SHOW

Tricia Gellman

CMO, Drift