We wanted to define ourselves within a category that showed where we were going and where our roadmap was pointed without being too far afield from what we actually do. A big factor in this too is developers are very cynical to any corporate speaker messaging. I think it makes you work harder and really think about your differentiation. Sometimes having a competitor is the best fuel, not just for a marketing instructor, but for a company.
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
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