For our fifth season, we're focused on one theme: the relationship between CMOs and their Boards. For many CMOs, interacting with the board ranks right up there with having a root canal. But what if you could take the CMO and Board relationship and turn it from fraught to functional…. and maybe even to fantastic? We examine things like: What does the Board really want from a CMO? Which marketing metrics matter most to the Board? What are rookie mistakes that new CMOs can make when interacting with a Board? How can CMOs differentiate themselves when interviewing with the Board? We hear from a combination of CMOs and Board members, and some who are both. Join me, Erica Seidel, for The Get. You will learn a ton. The Get is a production of The Connective Good, the executive search practice focusing exclusively on recruiting the 'make money' type of marketing leaders rather than the 'make it pretty' ones. To learn more, visit theconnectivegood.com. The Get is produced by Simpler Media Productions.This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
https://thegetpodcast.com/
episode 5: Building a Win-Win Relationship With Your Board
A good CMO/Board relationship entails both giving and getting. Elana Anderson talks about putting Board members at the center of marketing initiatives by making bold asks of the Board to add value to customers and prospects. She also talks about the anatomy of a successful CMO/Board interview.
Elana Anderson has been the CMO for Veracode, Vidyo, and Salesforce Commerce Cloud. She reflects on her experiences interacting with Boards at public versus private companies.
Learn about:
- How to move from broadcasting to your board to incorporating them into your marketing initiatives
- How Board members can add value to you through special executive events and advisory sessions
- How you can discuss brand initiatives with the Board in an interactive and impactful way… even if the topic is short on numbers
- How to interview successfully with the Board for a CMO role
- When and how to prepare for serving on a Board yourself… and how to find your 'hook'
Key Links
https://www.linkedin.com/in/eranderson/
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The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.
This season’s theme is the CMO and Board Relationship in B2B SaaS.
The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS.
If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.
The Get is produced by Evo Terra and Simpler Media Productions.
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
Chartable - https://chartable.com/privacy