93 - Why You Need To Stop Selling Benefits and Start Selling Transformations (Maya Grossman, Two-Time VP of Marketing & Startup Advisor)

I had the pleasure of talking to Maya Grossman, Founder of Maya Grossman Consulting, about her experiences as VP of Marketing and how she prioritized her marketing efforts in those critical first 90 days.

Maya has 15+ years of marketing experience building brands and driving growth at companies like Microsoft, Google, and most recently Canvas. As the VP of Marketing at Canvas she built the marketing team, grew qualified pipeline 3X Q/Q, doubled ARR Y/Y, and helped secure Series C at $400M valuation. She was also the VP of Marketing at Colu ($40M VC backed startup).

Here's what we hit on:

What's your process for getting prospects to go from "what is this?" to "I want this!" (HINT: sell the CHANGE, this is the core of product marketing);

As VP of Marketing at Canvas, how did you build out the team, build out demand gen, build pipeline and sales, help secure Series C funding...all the things. How you prioritized that role the first 90 days and the results from there (HINT: start by talking to all different people and teams within the company about product, customers, positioning, etc. and see if there's a consistent message at home);

How to handle ambitious goals as VP of Marketing (HINT: there will always be ambitious goals, but how to balance that with being realistic and also having quick wins);

What would you have done differently while at Canvas;

How did you build out your marketing team early stage (HINT: product marketing, content manager, demand gen manager and this took 5-6 months);

How did you handle marketing attribution early stage (HINT: you don't have to measure everything, we didn't gate our content, we launched a podcast, community, created demand, created resources);

We stopped doing Instagram and Twitter and instead focused on LinkedIn > doing one thing really well versus a bunch of things not well;

Now your focus is "how to build a thriving career in marketing" - why did you decide to help people with this;

Maya shares her strategy/steps for how to build a thriving career.

You can reach Maya on LinkedIn: https://www.linkedin.com/in/mayagrossman/

Check out her website: https://www.mayagrossman.com/

Check out her book: Invaluable

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!