The first thing I always try to do with my sales counterpart is to level set on how we think about driving pipeline and leads for the business. Figuring out those types of personality traits early on is important too because you can't be a successful marketer as a lone wolf. You absolutely need your sales leader to help drive the programs that you're trying to drive.
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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