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  • August 14, 2020 9:09 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 201: One CMO's System for Aligning Sales and Marketing

    With 25 years in the tech industry, Conversica CMO Rashmi Vittal knows a thing or two about sales and marketing alignment. She knows that it’s about “company-wide enablement” as opposed to “sales enablement.” She knows the value of a simplified product message. And she knows the common excuse, “Well, I gave leads to sales and they just didn’t do anything with them,” just won’t cut it.

    In this week’s episode, Drew and Rashmi discuss her nine-square “Alignment Between Sales and Marketing” grid. It’s a simple yet thorough model, one that recognizes that achieving alignment is about constant evolution and clear communication. Be sure to tune in to hear how Conversica applies this grid in action, as well as how they’ve pivoted in 2020.

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

  • July 31, 2020 12:56 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 199: Today's Resilience is Tomorrow's Excellence

    What does B2B excellence look like in a downturn? When faced with this question, the software company Coupa quickly adopted a story of resilience. The decision to change its messaging allowed Coupa to change buying committee perspectives on its offering—if the prospect’s goal was to preserve capital and mitigate risk in the long-run, Coupa had the solution to get there.

    Coupa’s strategy has proven effective, and the company’s skyrocketing stock is proof. In this week’s densely packed episode, CMO Chandar Pattabhiram uncovers how they pivoted under pressure, harmonizing their messaging and releasing it to a 100% digital world. He also shares valuable insights, like Geoffrey Moore’s concept of “provocation selling,” the 4 P’s of pivoting, and how Coupa is taking action against social injustice.

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

  • July 17, 2020 1:38 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 197: Rethinking Your Brand Promise...In a Hurry

    Right around mid-March 2020, every brand, B2B or B2C, had to take a cold hard look at their brand promise and consider its relevance. Was the brand promise that seemed so right in the go-go months before the pandemic suddenly tone deaf? For Jakki Geiger, CMO of Reltio, a Silicon Valley-based data management platform, the answer to that question was “yes.” Practically overnight, the idea of “winning” seemed out of step with their customers, many of whom were focused more on surviving and less on thriving. So, what’s a savvy marketer to do?

    In this remarkably frank episode, Geiger shares exactly how she and her colleagues shifted gears and found a new, more relevant message around “serving, protecting, and retaining.” It’s a story of agility, determination, customer-centricity, and fearless leadership that almost any marketer can learn from. Drew and Jakki cover a lot of ground including the role CMOs can play not just in driving leads (which she did) but also driving social change in areas like diversity.

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

  • July 10, 2020 1:34 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 196: Raising the Bar with Virtual Events

    If you’re looking for an example of a high-quality virtual event, you’ve got to check out Skillsoft’s Perspectives 2020. Drew did, and he was absolutely blown away by the online summit. In fact, it was so engaging that he just had to interview their CMO, Michelle Boockoff-Bajdek (Michelle BB for short) to learn more about the work that went on behind the scenes to create a global experience that rivals pre-COVID physical events.

    In this episode, Michelle generously shares the details behind the making of the event, as well as other tips, like how they’re measuring its success and how they plan to use the momentum to generate demand. We’ve also got a special Q&A session with a live audience of CMOs: Gabi Zijderveld from Affectiva, Ian Howells from Sage Intacct, Holly Rollo from RSA Security, and Mark Floisand from Coveo. Check it out!

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

  • June 26, 2020 11:18 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 194: Collaborating Creatively in the Zoom Economy

    “Zoom, Zoom, Zoom” may seem like the title of a children’s song, but for many of us, it’s the reality of the workday—a string of Zoom meetings that take up the brunt of one’s time. And while virtual meetings have been a great way to stay connected to colleagues and hold brainstorming sessions, they can be a real hindrance to productivity.

    It’s important for CMOs and other leaders to help their teams Zoom smarter, not harder. In this week’s episode of Renegade Thinkers Unite, Smartsheet CMO Anna Griffin shares tips and tricks for facilitating effective brainstorming sessions, like starting meetings with a frame break and assigning ownership. The process passed the test, as the Smartsheet team pulled together and published their recent global survey within a week of their initial Zoom ideation session. Be sure to tune in, you won’t want to miss it.

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

  • June 12, 2020 12:40 PM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 192: Decoding Your Company's True Brand Purpose

    Brands must be handled with care. They are emotional, enduring, and convey everything a business stands for, so it behooves CMOs to ensure that their company’s brand purpose and the messaging around it are not tone-deaf, but accessible—so accessible that they become a rallying cry for employees and customers alike and speak to any challenge that may come your way.

    Now, how can you achieve this? At Renegade, we suggest finding a common story and articulating it in six words or less, which is exactly what Altair did when the software engineering firm launched its “Only Forward” campaign. As CMO Amy Messano explains, they knew that their decision to rebrand during COVID was the right one; firstly, because they had previously put in nearly a year of hard work to find their brand story, and secondly, because their purpose gave employees hope in an otherwise unpredictable moment—the true acid test for a successful brand refresh.

    In this week’s episode of Renegade Thinkers Unite, Amy shares the story behind Altair’s mid-COVID rebrand, including how she used her “engineering pocket translator” to discover their purpose-driven story statement, how they activated their employees with the new message, and how they’ve measured its success thus far.

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

  • June 05, 2020 11:28 AM | Anonymous member (Administrator)

    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/

  • April 24, 2020 10:39 AM | Anonymous member (Administrator)

    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/

  • April 17, 2020 1:16 PM | Anonymous member (Administrator)

    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/

  • April 03, 2020 10:48 AM | Anonymous member (Administrator)

    Listen Here | From Renegade Thinkers Unite, Episode 182: How Talkdesk Led the "Business Continuity" Curve

    It’s impossible to have business continuity during a crisis if your contact center software is only designed to run on-premises (on-prem for short) and your employees can’t come into the office. This has become a serious issue for many companies in the recent weeks, because if your customers can’t reach your service team, it stops business in its tracks and, ultimately, adversely affects your brand.

    That’s why Talkdesk, a cloud-based contact center solution, made it their mission to bring on-prem operations home quickly so that businesses could continue thriving while protecting their employees. Their first of many crisis-centered products launched one week before “business continuity” started trending, and Talkdesk CMO Kathie Johnson joins us this week to talk about how her team’s agility, commitment to goodwill, and holistic view of business put Talkdesk front and center in the conversation.

    Pulling together a new, recession-conscious product development team is just one way to retool your growth engine during a downturn. For more examples and tips, check out our recent guide to B2B demand generation.

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

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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