Huddlers in the News

Acquisitions are relentless in tech. Even in the middle of the pandemic, brands including Cisco, Microsoft, Facebook, VMware, Atlassian, Zoom, Intel, NVIDIA, Verizon, Docusign, BMC Software and Accenture acquired one or more companies. With each acquisition comes a series of branding questions. What to do with acquired names? How does the overall brand story change, if at all? For example, after SAP paid $8 billion for Qualtrics in 2019, it shifted much of its messaging to improving customer experiences, a promise enabled by Qualtrics technology.

For Isabelle Papoulias, CMO of Mediafly—a sales-enablement and content management software company—the answer to these questions changed after back-to-back acquisitions over a six-month period. The first acquisition was business as usual. But two weeks before announcing the second acquisition, Papoulias received a “stop the presses” call from her CEO. He wanted a new campaign. She took this as an opportunity to rethink everything, leading to a complete overhaul of the brand, go-to-market messaging and tactics.

Read the full Q&A on Ad Age: How Back-To-Back Acquisitions Led to a Tech Brand Overhaul

Listen to the Episode: Keep Calm and Acquisition On

Listen Here | From Renegade Thinkers Unite, Episode 191: B2B Values to Solve Any Marketing Challenge

When do company values matter? Just ask today’s guest Peter Finter, the SVP and CMO at Couchbase: “It’s when you have to make a hard decision, that’s when values matter.” Speaking with conviction, Peter knows what it takes to prepare a business to take on any challenge. This conviction was made clear in Couchbase’s nearly seamless response to the COVID pandemic and how it took care of employees, customers, and prospects.

In this week’s interview, Peter shares the six unique values of the open-source cloud database company that they’ve brought to life in the recent months across the spectrum of their ecosystem, starting with “Be a good human always.” With a commitment to personalizing marketing through things like employee talent showcases on Zoom and a free community edition of their software, Couchbase’s priorities are evidence that the human, purpose-driven B2B brand will always outlast the two-dimensional, poster board one. 

For full show notes and transcripts, visit https://renegade.com/podcasts/

Given a chief marketing officer's to-do list—brand building, demand generation, employee communications, crisis management—it's counterintuitive to add additional responsibilities. But that’s what Mika Yamamoto insisted on when she took the dual roles of CMO and chief experience officer at F5 Networks—an application services company with more than 5,300 employees in 43 countries and many Fortune 500 clients—one year ago.

Realizing that marketing is more effective with a fulfilling customer experience, Yamamoto—whose background includes GM and strategy positions—leapt at the chance to bring both roles together. For Yamamoto, the organizational challenge boils down to whether an activity removes friction or adds delight. And one of the strategies to managing her double duties has been radically simplifying measurement.

Read the full Q&A on Ad Age: How Marketing Can Be More Effective with a Fulfilling Customer Experience

Listen to the Episode: Why CMOs Should Be CXOs Too

Listen Here | From Renegade Thinkers Unite, Episode 185: What a CEO Wants in Their CMO

We’ve said it before and we’ll say it again: no CMO can succeed without the backing of their CEO. Countless CMO guests on the show have talked about how crucial it is to have that top-down support, and on this special episode, we’re joined not only by the CMO of Wasabi, Michael Welts, but also by his CEO, David Friend. With a strong working relationship that most would envy, they talk about how they’ve built their brand and grown their customer base from 1200 to 15,000 in just two years.

The key thing David was looking for was a “simplifier” CMO, and with Michael, he found just that. Through bold marketing, Michael and his team developed a strong value proposition, “1/5 the price of Amazon and 6x faster” and based their sales strategy around the three Wasabi “peas:” price, performance, and protection. Tune in to this week’s episode to hear how to build a B2B demand gen machine, measure metrics outside of revenue, and have the CEO-CMO relationship that dreams are made of.

For full show notes and transcripts, visit https://renegade.com/podcasts/

Listen Here | From Renegade Thinkers Unite, Episode 184: Why CMOs Should Be CXOs Too

Now more than ever, people want simplicity. They’re looking for simple solutions to complex problems, simple language to describe complex ideas, and simple experiences in an increasingly complex world. That’s why this week’s episode, recorded pre-COVID, is so poignant. Mika Yamamoto, the CMO and CXO of F5 Networks, joins us to share the ways she has transformed how they do business by asking one simple question: “Does this remove friction or add delight?”

Mika discusses the advantages of combining the CMO and CXO roles, they’ve given her a unique end-to-end perspective that has ultimately led to innovative, measurable changes for F5’s employees, customers, and prospects. With the battle cry “code connects us all,” tune in to hear all about how to best measure customer satisfaction (spoiler, it’s not NPS) and how to align your employee’s day-to-day interactions with the larger goals of the organization.

For full show notes and transcripts, visit https://renegade.com/podcasts/

Kathie Johnson was only a few months into her role as Talkdesk’s CMO when the COVID-19 pandemic struck. Before the crisis, Talkdesk was enjoying growth in a traditional industry, providing cloud-based software for contact centers—rooms filled with customer service representatives answering questions over the phone and via chat. Before the pandemic, more than 3 million people in the U.S. worked on location providing customer service. Now they had to do it from home.

There was no playbook for something of this magnitude, which Johnson knew was a challenge for Talkdesk, whose cloud-based solution could help. Convening a SWAT team from product development, operations and marketing, it took the company just days to develop a product that would help customers and other contact centers to continue operating.

Read the full Q&A on Ad Age: Cloud-Based Software Helped Call Centers Remain Open—from Home

Listen to the Episode: How Talkdesk Led the “Business Continuity” Curve

As offices around the world go remote, employees are familiarizing themselves with the basics, including setting up a home office and maintaining a routine. Organizations with little experience working remotely face a steep learning curve to continue business as usual.

At Stack Overflow—a question-and-answer site for programmers—40 percent of the work was already conducted remotely before the company went fully remote on March 9. Khalid El Khatib, VP of Marketing, discusses how he and his team are leveraging their knowledge and extending their Q&A-style tools to create a database with best practices about working remotely.

Read the full Q&A on Ad Age: Stack Overflow Lends Its Expertise to the #Wfh Movement

Listen to the Episode: Collaboration in a #WFH World