How Does Marketing Fit Into the Land and Expand Story?

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How does marketing fit into the how do we get 70 % of the company using it for different use cases? Yes, certainly. And as a land and expand product, that's certainly top of mind. One is to really think about the customer journey and funnel as a product, enougf itself. You might be able to leverage your product features itself. Think about things like notifications or integrations with other sass productsThat would drive awareness with another team. A lot of calms reporting is available to senior management orproduct teams. They would get exposed to it as well.

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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