Featured Huddler

• Was the CMO elsewhere, left the company in October after managing a 6-month transition period
• Knew was leaving old company in May so began the search process then (and updated LinkedIn profile)

• A recruiter reached out in September based on CMO's unique background having marketed both hardware and software 
• Found on LinkedIn
• They had a total of 8 interviews in 4 weeks including a lunch with the CEO

• They wanted to make sure the company was a good fit, could articulate its challenges, and had reasonable expectations for marketing
• Most revealing question to CEO: “What keeps you up at night when you think about go-to-market?”
  
• The answer, "having a predictable, repeatable sales model” enabled them to drive the conversation and offer a roadmap
• Also allowed them to showcase what she already knew about the company’s challenges, industry and path to success

• They did hours of research on the company, its competitors and the portfolio companies of the lead VC
• They were able to develop hypotheses on both their challenges and opportunities
• They also had questions ready to fill in information gaps and to test for fit
• By reviewing the portfolio companies of the lead VC, they tried to identify the role marketing played in the growth of the most successful companies (this was particularly helpful when speaking with the investor)
• They also created visual aids to help explain their marketing approach to the CEO

• Their predecessor was head of marketing and customer success
• Since they had managed CS in a previous role, it made sense to assume this role at the new company
• Being able to wear both hats helped close the deal since it meant one less hire for Sensera
  
• Dare: Identify your potential CMO+ areas based on your career experience (your ability to wear 2 hats should increase the odds of getting an offer).  
  

• During the search process, they reached out to a wide range of former associates and friends
• Most responded immediately and welcomed the chance to help
  
• Those who were local (Denver area) agreed to get together for a breakfast or lunch
  
• Some offered industry knowledge that proved helpful in the interviewing process, others offered more contacts she could talk to
• Dare: Dedicate at least a couple of hours a week to reengaging with former associates in your network
  

• It’s a buyer’s market so recruiters are looking for perfect matches
  
• Product type: They had experience with both hardware and software products
• Growth phase: They had experience growing a start-up
  
• Investor type: They had worked with VC-funded companies
  
• Location: They were based in Denver and the company HQ is in Boulder
• Vertical: The co. targets the construction industry which is the only “peg” they didn’t have covered in depth (so they made up for it by doing extensive research) 

Lessons Learned

• Believe: They noted how important it was to maintain self-confidence and belief in her own abilities
• Take breaks: They made sure to take “feel good” breaks during the day (i.e. walks, hikes, work-outs, etc.)
• Network: Because they hadn’t neglected her network while they had a job, it was a lot easier to re-engage, AND even long-lapsed associates surprised her with their receptivity 
• Flexibility: At the beginning of their search, they thought they were done with start-ups but came to realize that if the culture fit was right, the current business phase was not an issue