At certain parts of the company's journey, you should probably be more literal or specific about what the product does. And then as the company matures, you tend to have the opportunity to do something that's a little bit more inspirational. I just want to preface my answer on this question with I worked both at Salesforce and Twilio who generally started in the SMB market space and evolved to sell more to enterprise. But I'll say that when you think about how most enterprise software companies start, they start in the low end of the market.
Our guest is Sara Varni, CMO of Attentive, a conversational commerce platform. Before joining Attentive, Sara was Twilio’s CMO and spent 10 years as a senior marketing leader at Salesforce.
In today’s conversation, we talk about what startups can learn from enterprise marketing playbooks, particularly around creating and honing a corporate message. Sara takes us behind the scenes at how companies like Twilio and Salesforce craft a corporate message from the ground up, and tweak it as the company grows. She also shares specific advice for marketers with sights on the CMO seat, including how to form collaborative, not combative relationships with sales counterparts.
You can follow Sara on Twitter at @SaraVarniBright
You can email us questions directly at review@firstround.com or follow us on Twitter @ twitter.com/firstround and twitter.com/brettberson