Ep #134: Using the Voice of the Customer at Every Stage of the Buyer Journey w/ Sandeep Singh Kohli, CMO at Venafi

Do your homework. Venafi is a company that’s growing exponentially because so many brands are in need of their solution, so I was curious to know how Sandeep and the team strategized to achieve this. He mentioned that a part of the company’s success was just honest luck, but they also committed to doing their homework by really understanding the market, talking to the right people and researching the different buyer personas within the landscape.

Keep messaging consistent. Sandeep mentioned that there are two aspects of customer marketing: marketing to customers, which relies on demand gen and growth marketing, and leveraging the customer's voice and advocacy for marketing, which tends to rely on content strategy. As an organization matures and there’s a steady flow of opportunities, Sandeep says it’s essential that the team remains consistent with its messaging to maintain momentum.

The responsibilities of a CMO have shifted. Sandeep noted that over the years, we’ve witnessed several different generations of marketing, and as the industry has evolved, so have the expectations surrounding the CMO role. Now, CMOs are considered responsible for driving revenue throughout the various stages of the funnel like closing, retention and cross-selling.