Is There a Difference Between Marketing and Analytics?

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Do you find that, folks in your marketing org work across those three different levels all the time? Or do you have some people that spend more time on things that are experimental. I think that's actually more dependent on the stage of the function. And it wasn't an easy job by any means, because these channels, or the formats in which you underrun the programme are always changing. But the part of the trick there is to stay ahead of the game with those programmes.

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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