Demand Efficiency

Podcast SummaryIn this conversation with Shane Murphy-Reuter, CMO at Webflow, he talks about sales and marketing alignment. Today, you’ll hear about how Shane drives sales and marketing alignment, their campaign briefings, the importance of obsessing over little details, and the demand efficiency survey.Shane also serves as advisor for Motion (Creative Analytics), Limited Partner at Stage 2 Capital, and Advisor at Sendoso. His previous roles include Head of Online Marketing at Paddy Power Betfair, VP of Marketing and North American Sales at AdRoll, SVP of Marketing at Intercom, and CMO at ZoomInfo.Episode Outline[06:50] How Shane is driving sales and marketing alignment[09:00] The weekly meeting[12:28] Campaign briefing[19:24] Obsessing over the details[23:46] The demand efficiency survey[27:44] Episode recapShane’s Resources100 Pipeline PlaysJoin Our SlackConnect with ShaneWebsiteShanemr.comLinkedInTwitterConnect with Matter MadeMatter MadeLinkedIn (Eli)

Podcast SummaryIn this conversation with Chris Koehler, CMO at Box, he talks about the sales and nurture programs at Box. Today, you’ll hear about Chris’s early priorities, how the teams at Box have been organized, applying Box’s learnings at product-led organizations, and how Chris stack ranks all the pieces within nurture.Prior to joining Box, Chris served as the VP of Analytics at SunTrust Banks, Head of GTM and Product Marketing of Creative Cloud for Enterprise at Adobe, as a Board Member at CareerVillage.org, and Strategic Advisor at Grishin Robotics and Cresta.Episode Outline[05:42] Getting to this point of maturity[07:09] Prioritizing in the beginning[09:17] Keeping it all organized[10:51] Organizing teams at Box[14:35] Stack ranking the pieces within nurture[16:06] Applying these learnings at product-led organizationsConnect with ChrisWebsiteLinkedInConnect with Matter MadeMatter MadeLinkedIn (Eli)

Podcast SummaryIn this conversation with Eli Rubel, CEO at Matter Made, he talks about the rebranding of the Best in Saas Podcast to Demand Efficiency. Today, you’ll hear about the podcast’s new direction and focus. With over 15 years of marketing experience, Eli has served as a marketing advisor for companies like Dropbox, Hopin, G2, Calm for Business, Loom, and Productboard. Many other companies rely on Matter Made to smash their yearly growth targets through best-in-class Go-To-Market programs.Eli Holds a degree in Leadership and Strategy from Harvard Business School.Episode Outline[00:55] Name change from Best in Saas to Demand Efficiency[01:05] How do we do more with less?[01:40] What does Demand Efficiency mean?[02:20] Demand Efficiency as a North Star metric[04:11] What does Demand Efficiency measure?[05:43] Opportunities around Cost to Aquire (CAC)[06:29] Season expectations[07:04] Demand Efficiency Index[07:55] Demand Efficiency Slack CommunityConnect with Matter MadeMatter MadeLinkedIn (Eli)

In this conversation with Matt Young, CEO at UserVoice, he talks about retention and product.Today, you’ll hear about finding the a-ha moment, the customer journey, Matt’s top of mind thoughts around retention and product, the greater noise-to-signal in the industry today, the main problems Matt sees in companies doing user research, when and how to re-evaluate and recalibrate your value proposition, and the future of UserVoice.As a leader in SaaS, product management, and product management, Matt has been challenging what it means to deliver great SaaS products for over 20 years. Prior to his current role as CEO of UserVoice, he served as VP of Engineering and President of UserVoice, as VP and CTO at Vodori, and as a Senior Analyst at Duke University. Since 2020, Matt has been a Product School Featured Speaker. Matt holds a BSc in Computer Science from Syracuse University and an MSc in Computer Science from the University of North Carolina at Chapel Hill.Episode Outline[01:20] What’s most top of mind for Matt around retention and product?[02:21] The a-ha moment and the customer journey[05:35] Today’s greater noise-to-signal[07:37] Re-evaluating and recalibrating on your value proposition[09:27] Primary problems in companies’ user research[12:13] UserVoice today and in the future[14:48] Matt’s influential peopleMatt’s MentorsAll the people he has wronged along the way.Rahul VohraConnect with MattLinkedInWebsiteConnect with Matter Made WebsiteLinkedIn (Matter Made)LinkedIn (Elias Rubel, CEO, Matter Made)

In this conversation with Will Hicklen, Chief Growth Officer of EasyWorkForce, he talks about growth. Today, you’ll hear about the evolving Chief Growth Officer role, Will’s key principles, things that get Will excited about EasyWorkForce, emerging people marketplaces, and the ways that Will keeps himself sane and energized.Will is a strategic growth specialist, a performance-driven innovator, HR tech expert, leader, and coach. Will holds a BA in Economics from Miami University.Episode Outline[01:00] The Chief Growth Officer role[04:01] Will’s key principles[09:05] Digital people marketplaces[12:06] What has Will excited?[14:16] How does Will keep himself sane?[17:32] Matt’s inspirational peopleInspirational PeopleMatt’s dadJoe CostelloGary TrainorConnect with WillLinkedInWebsiteTwitterConnect with Matter Made LinkedIn (Elias Rubel, CEO, Matter Made)LinkedIn (Matter Made)Website

In this conversation with Andrew Hahn, Advisor at Savor Lining, he talks about growth, marketing, and sales. Hear about Andrew’s thoughts on the marriage of sales and marketing, his sales methodology, the most common cracks in sales, and failures that lead to growth.Episode Outline[01:03] Introducing Andrew[03:50] MQL’s are bullsh*t[05:40] Andrew’s sales methodology[08:10] Cracks in sales[11:19] “People don’t buy from people they like”[14:54] A failure that led to a moment of great growth[17:53] How does Andrew keep his energy levels high?[19:43] Andrew’s mentorsAndrew’s MentorsHis dadHis wifeLeBron JamesKobe BryantConnect with AndrewLinkedInWebsiteConnect with Matter Made WebsiteLinkedIn (Matter Made)LinkedIn (Elias Rubel, CEO, Matter Made)

In this conversation with Kevin Marasco, CMO at Zenefits, he talks about growth and marketing. Hear about Zenefits’ pivot into a PLG motion, demand gen and organic channels, how Kevin shows up as his best self, and building a culture of experimentation.Episode Outline[01:39] The Zenefits journey[05:19] The opportunity for a PLG motion[09:29] Demand gen practices[11:57] The shift to organic[15:21] Experimentation[16:46] What Kevin does to stay fresh[20:12] Kevin’s motivational peopleConnect with KevinLinkedInWebsiteTwitterInstagramConnect with Matter Made LinkedIn (Elias Rubel, CEO, Matter Made)LinkedIn (Matter Made)Website

In this conversation with Rashmi Gopinath, General Partner at B Capital Group, she talks about enterprise software trends and industry benchmarks. Hear about some of the metrics that are dipping, the companies that are transitioning from traditional sales to a sales-assist motion, and how Rashmi keeps herself engaged in the industry.Episode Outline[00:36] B Capital Group[03:01] Surprises in the last 12 months[06:09] New low metrics[11:12] Traditional enterprises trying to be a PLG[13:02] Transitioning from traditional sales to sales-assist[16:48] What keeps Rashmi energized, interested, and engaged?Connect with RashmiLinkedInTwitterWebsiteConnect with Matter Made WebsiteLinkedIn (Matter Made)LinkedIn (Elias Rubel, CEO, Matter Made)

Episode Outline[01:26] Chris’s background[03:23] Thinking through customer journey[05:19] Chris’s tactical tool chest[07:35] What’s happening to events?[12:32] Shifting to sales-assist and PLG[15:56] Chris’s influential people[18:45] How does Chris keep his head clear?Connect with ChrisLinkedInWebsiteConnect with Matter Made WebsiteLinkedIn (Matter Made)LinkedIn (Elias Rubel, CEO, Matter Made)

Episode Outline[01:26] About Formstack[02:17] The first M&A[04:33] Four more times[07:14] Venture funding[11:00] Chris’s lessons learned[12:31] Chris’s influential peopleConnect with ChrisLinkedInWebsite