What Should We Write About?

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i'm interested in what ways, or how did you learn earn more of the creative part of marketing. And i think there's a lot of founders that tend to be much more technical and tend to come from a more quantitatively rigorous world. So as curious, does anything come to mind for you where my own sort of progression is concerned? I think it was very gradual. But creative has certainly been an important aspect of that. It also helped me with understanding the diversity of skulls that a marketing team can bring to day.

Today’s episode is with Archana Agrawal, CMO of Airtable, a low-code platform for building collaborative apps. Archana joined Airtable last year after 7 years at Atlassian, where she eventually became the company’s Head of Enterprise and Cloud Marketing. She also sits on the board for MongoDB and Zendesk.

We start today’s conversation by dissecting some of the messaging challenges facing horizontal products like both Airtable and Atlassian, and her tips for narrowing in on the right persona. She also dives into the close interplay between product and marketing teams, particularly for product-led growth companies.

Throughout our conversation, we talk a lot about organizational design, and how to set your teams up for breaking down siloes and fostering experimentation. She explains how she oversees all the different marketing functions that report up to her as CMO, and the rituals she’s established for keeping the pulse on what most deserves her attention.

Today’s conversation is of course a must-listen for marketers, but folks all over the org chart at product-led growth companies will appreciate the insights from both Atlassian and Airtable. As a former engineer-turned-marketer, Archana has an incredibly unique, data-driven perspective as a CMO.

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