106: Crissy Saunders: Funnel reporting, composable automation and the future of outbound

What’s up everyone, today we have the pleasure of sitting down with Crissy Saunders, CEO and Co-Founder at CS2. 

Summary: Crissy takes us through the evolution from tactical management to strategic leadership, and the adaptation to changing marketing strategies. We discuss the significance of specialized platforms in marketing automation, the critical role of the sales funnel in revenue growth, the shift in email marketing towards 'inbox influence', and revitalizing outbound marketing strategies. This episode is a concise yet profound guide, offering actionable insights for martech professionals to navigate their careers and strategies effectively.

About Crissy

• Crissy started her career at Marketo when the company was only 4 years old. She was quickly promoted to Marketing Ops manager where she led weekly training of internal users as well as lead management and technical execution for enterprise clients
• She then moved over to Jive Software as Global Marketing Operations Manager and later Agari as a Sr Demand Gen manager 
• She co founded Walkzee, an app that connected sheltered dogs with dog lovers who needed a walking buddy
• She also co-founded CS2 with her husband Charlie, a martech agency that powers efficient and predictable revenue which has grown to over 15 team members and has served some of the coolest brands including Gong, Sendoso, Coursera and SalesLoft
• She also finds time to be a podcast co-host, a women in revenue co-founder, a partner at MKT1 and an advisor for Syncari and Chilipiper

Navigating the Dual Dynamics of Marriage and Business in Martech

Crissy's journey with her husband Charlie in the realm of marketing operations (martech ops) is a testament to how personal and professional relationships can synergize effectively. Their story began in a work environment, where they were assigned to different global roles. Crissy, based in Palo Alto, and Charlie, working from the EMEA office, quickly realized the need for a counterpart due to the time difference. This necessity sparked their collaboration.

Their work dynamic evolved as they discovered not only their professional compatibility but also a personal connection. This dual relationship blossomed into marriage, and after a year of living apart, they decided to venture into consulting. The transition from employees to business owners was facilitated by their solid professional background and the initial success in acquiring clients. This success was a result of their extensive network and the burgeoning field of marketing and sales operations, which at the time, was not as recognized as it is today.

Their business, initially named CSU Marketing, evolved to focus on revenue operations, reflecting their diverse expertise beyond just marketing ops. They attribute their successful business partnership to aligning on business goals, leveraging each other's strengths, and maintaining constant communication. Daily meetings help them stay connected and address priorities, a luxury not all business leaders share.

However, blending personal and professional life has its challenges. Discussions about the business often spill into their personal time, but they view this as a constructive process. Differences in opinion are not seen as conflicts but as opportunities for 'storming' – a phase in the McKinsey framework – leading to innovative solutions. This approach underscores their ability to balance their roles as business partners and life partners.

Key takeaway: Crissy and Charlie's experience highlights the importance of communication, alignment of goals, and leveraging individual strengths in a business partnership. Their journey from colleagues to spouses and business partners demonstrates that professional and personal relationships can coexist and thrive, provided there's a clear understanding of roles, constant communication, and a positive approach to resolving differences.

Elevating from Tactical Manager to Strategic Leader in Martech

Crissy sheds light on a crucial challenge in the martech sector: the transition from a tactical, technology-focused manager to a strategic, business-minded director. In her view, the key to success in operations roles lies in balancing tactical knowledge with evolving strategic approaches. Understanding the operational landscape and keeping abreast of technological possibilities are vital for leaders in this field.

She emphasizes the importance of building a solid operational foundation rather than being mired in constant 'firefighting' mode. This foundation is crucial for moving beyond immediate tactical challenges and focusing on long-term strategic goals. Crissy advises against solely aiming for a position where one only manages people and devises strategies. A true leader in martech needs to grasp the practical aspects of the technology they oversee, even if not involved in the hands-on work.

Her tips for professionals aspiring to advance include aligning with business goals and key metrics, particularly those of the revenue team. She advises creating a flexible roadmap that accommodates unforeseen challenges while ensuring that the team remains focused on impactful, long-term projects. Moreover, she underscores the importance of data analysis and insights in driving operational efficiency and informing higher-level decisions.

Key takeaway: To progress from a tactical role to a strategic leadership position in martech, professionals need to balance their technical knowledge with an understanding of evolving business strategies. Building a solid operational foundation, aligning with key business goals, and emphasizing data analysis are essential steps. Success in this transition requires not just managing teams but also possessing a deep understanding of the technology and strategies that drive the business forward.

The Challenges of Unbundling Marketing Automation Platforms

Crissy delves into the complexities of unbundling marketing automation platforms in the current martech environment. She identifies several issues that make this process challenging, particularly for established operations. The primary concerns include understaffing, high turnover, and the necessity for comprehensive training on these tools.

Marketing automation platforms offer a wide range of functionalities, which can be both a blessing and a curse. While they provide a one-stop solution for various needs, Crissy points out that many features often go unused, leading to questions about cost-effectiveness. However, the real worry lies in the management and upkeep of these systems. The existing tech debt in marketing automation and CRM platforms complicates the situation further.

Crissy suggests that while the idea of a more flexible, composable solution is appealing, especially for small and medium businesses (SMBs) focusing on profitability and investment appeal, the historical and operational challenges in B2B settings make it a difficult transition. She also highlights the potential benefits of having a single tool to master, simplifying contract management and expertise development within teams.

The future of marketing automation, according to Crissy, lies not in the immediate unbundling of these platforms but in the advancements and specialization of these tools. She emphasizes the need for marketing ops professionals to choose platforms based on their specific use case...