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/

Marketing Swipe File

Focus on the Right Thing (& How to Figure Out What That Is) with 6sense’s Latané Conant

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/

Why Community Is the Key to Growing Demand for Your Business with Hopin’s Anthony Kennada

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/

Becoming a Front-of-House Marketer with Talend's Lauren Vaccarello

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

How to Balance Art and Science in Your Marketing Campaigns with Digital Marketing Maven Swan Sit

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

[Rebroadcast] What It Means To Be A Revenue-Driven CMO (With First Advantage's Katharine Mobley)

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

Embracing a Beginner's Mind as a First-Time CMO with Coalition's Dylan Steele

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 @DriftPodcastsFor 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/ 

What It's Like to Be a CMO and Co-Founder with Uberflip's Randy Frisch

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. 

Breaking Down Silos Within Your Marketing Team with Airtable's Archana Agrawal

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

This Is What You Should Ask in a CMO Interview (with Amplitude's Jennifer Johnson)

Whether you have a category or not, you need to have a point of view, you need to be solving a problem, and you need to be solving it in a different way. ☝️ That's what Jennifer Johnson (aka JJ, the CMO of Amplitude) said when Tricia asked her if category design was right for every company. Spoiler alert: it's not. On this episode of CMO Conversations, JJ talks about what happens during each phase of category design, how she got involved with Play Bigger, her advice for working with analysts, and the importance of having a differentiated opinion. 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

What Happens Before, During, and After You Launch a Category (with Amplitude's Jennifer Johnson)

People talk a lot about the importance of mentors. But they don't just magically appear in the moment you need them. So how do you find a mentor? For Kirsten Newbold-Knipp, it's not about finding one unicorn of a person to fill that role. Instead, you need to build your own personal board of directors. In this episode, Kirsten shares what her personal board of directors looks like, the happy and sad reasons why she learned to advocate for herself at a young age, and how she's paying it forward by being a mentor to others. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Kirsten on Twitter @triciagellman @kirstenpetra @DriftPodcasts

Why You Should Have a Personal Board of Directors (with FullStory's Kirsten Newbold-Knipp)

We all got used to a new way of working in 2020. But Kirsten Newbold-Knipp? She started a brand new job during the pandemic. In this episode, Kirsten walks Tricia through her path to becoming CMO at FullStory – a journey with as many Zoom meetings as you can imagine, but there was also one very unexpected meeting along the way. Now that Kirsten has been at FullStory for a few months, she shares how she's building relationships with her marketing team and driving alignment with the head of sales. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Vidya on Twitter @triciagellman @kirstenpetra @DriftPodcasts

What It's Like to Get Hired in a Pandemic (with FullStory's Kirsten Newbold-Knipp)

In 2008, software veteran Lynne Capozzi joined a brand new tech startup called Acquia as its CMO. Fast forward to 2019, and Acquia was bought by Vista Equity Partners for a whopping $1 billion. The Acquia CMO quoted in all the press releases sharing the announcement? Still Lynne Capozzi. On this episode of CMO Conversations, Tricia sits down with Lynne to talk about why she joined Acquia (twice – she left in 2011 to start a nonprofit then boomeranged back in 2016), how to scale marketing at critical growth stages, and how her role has changed over time.Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Lynne on Twitter @triciagellman @lcapozzi

What It Takes To Go From Startup To $1B Exit (With Acquia's Lynne Capozzi)

At the very beginning of 2021, SalesLoft announced a major funding round – bringing its valuation to a whopping $1.1 billion. We brought CMO Sydney Sloan back on the show to tell us what this funding means for her marketing team, how they planned internal and external activation, and what they learned when they got thrown a big curveball on the day of the announcement. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Sydney on Twitter @triciagellman @sydsloan

What Happens When You Raise A $100 Million Funding Round – Part 2 With SalesLoft's Sydney Sloan

When Sydney Sloan joined SalesLoft as CMO, one of the first things she did was a customer journey exercise, zeroing in on new customers’ first 90 days with SalesLoft. Why'd she do it? Sydney says it was the best way to understand the challenges customers were facing and where marketing could provide value. In this episode, Sydney shares the key metrics she looks at every week, why she thinks marketing should get involved in the post-sale, what she’s learned marketing to different personas throughout her career, and the mantra that helps her stay laser-focused on the customer. Like this episode? Be sure to leave a ⭐️⭐️⭐️⭐️⭐️⭐️ review and share the pod with your friends. You can connect with Tricia and Sydney on Twitter @triciagellman @sydsloan

How Marketing Can Get Closer To The Customer (With SalesLoft’s Sydney Sloan)

Welcome to the Marketing Swipe File with Dave Gerhardt!This show is for marketers who want to learn the real tactics and strategies that the world's best marketers are using to grow their businesses today. We take you behind the scenes of marketing at Drift, offer up exclusive conversations with world-class CMOs, marketing leaders, and brand builders -- and bring you real lessons from the people changing the game in modern marketing today. Every great marketer has a swipe file. This podcast can be yours.

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Marketing Swipe File

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