This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud.In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are. Key Takeaways:<ul><li>It’s important to ensure that you are providing value to your customers at every stage of their journey and having ongoing conversations with them. </li><li>You need to meet your customers where they are and be very mindful of their time. Customers may no longer be near their company headquarters, so you need to know where your decision makers are really sitting. </li><li>Going to your customers allows you to create a more intimate experience and have a more captive audience. </li></ul>Quote: “ I think you have to kind of go where the customer is. While travel budgets are being cut everywhere right now, right? Everybody's very budget-conscious. You have to be mindful of everyone's time and make sure that you're bringing value to them. When we go on these roadshows, we're really investing time into putting these together and making sure that when the customer is coming to sit with us for 2, 3, 4 hours, that we're bringing value to them at every stage. And they appreciate that. They appreciate the fact that we're coming to them and they're not having to take time out of their schedule to fly across the country to sit in sessions that may not be relevant for them because they're too general at some of the big conferences, right?”Episode Timestamps:*(03:38) The Trust Tree: Ensure the marketing strategy is in sync with sales*(10:24) The Playbook: Investing in events and digital tools*(25:23) The Dust-Up: Being accountable and taking ownership of failures*(26:48) Quick Hits: Narine’s Quick Hits  Sponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/"> Qualified.com</a>, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit<a href="https://www.qualified.com/"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/ngalstian/">Connect with Narine on LinkedIn</a></li><li>Learn more about <a href="https://www.linkedin.com/company/sada/">SADA</a></li><li>Learn more about <a href="https://caspianstudios.com/">Caspian Studios</a></li></ul>

<description>&lt;p&gt;This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud.&lt;/p&gt;&lt;p&gt;In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are. &lt;/p&gt;&lt;p&gt;Key Takeaways:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;It’s important to ensure that you are providing value to your customers at every stage of their journey and having ongoing conversations with them. &lt;/li&gt;&lt;li&gt;You need to meet your customers where they are and be very mindful of their time. Customers may no longer be near their company headquarters, so you need to know where your decision makers are really sitting. &lt;/li&gt;&lt;li&gt;Going to your customers allows you to create a more intimate experience and have a more captive audience. &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Quote: &lt;/p&gt;&lt;p&gt;“ I think you have to kind of go where the customer is. While travel budgets are being cut everywhere right now, right? Everybody's very budget-conscious. You have to be mindful of everyone's time and make sure that you're bringing value to them. When we go on these roadshows, we're really investing time into putting these together and making sure that when the customer is coming to sit with us for 2, 3, 4 hours, that we're bringing value to them at every stage. And they appreciate that. They appreciate the fact that we're coming to them and they're not having to take time out of their schedule to fly across the country to sit in sessions that may not be relevant for them because they're too general at some of the big conferences, right?”&lt;/p&gt;&lt;p&gt;Episode Timestamps:&lt;/p&gt;&lt;p&gt;*(03:38) The Trust Tree: Ensure the marketing strategy is in sync with sales&lt;/p&gt;&lt;p&gt;*(10:24) The Playbook: Investing in events and digital tools&lt;/p&gt;&lt;p&gt;*(25:23) The Dust-Up: Being accountable and taking ownership of failures&lt;/p&gt;&lt;p&gt;*(26:48) Quick Hits: Narine’s Quick Hits&lt;br /&gt; &lt;/p&gt;&lt;p&gt;&lt;i&gt;Sponsor:&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;Pipeline Visionaries is brought to you by&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt;, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt; to learn more.&lt;/i&gt;&lt;/p&gt;&lt;p&gt;Links:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/ianfaison/"&gt;Connect with Ian on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/ngalstian/"&gt;Connect with Narine on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://www.linkedin.com/company/sada/"&gt;SADA&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://caspianstudios.com/"&gt;Caspian Studios&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;
</description>

Learn from Narine Galstian, CMO at SADA, about getting customers for life and providing value at all stages of the customer journey. 

Bringing Value at Every Stage of the Customer’s Journey

This episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey.Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. Key Takeaways:<ul><li>Gifting allows companies to engage with their customers in creative ways throughout the buying journey, helping them stand out from the competition.</li><li>Utilizing data allows companies to send the right gift to the right person, and to be thoughtful with timing, messaging and the location it is sent to. </li><li>The future of gifting will be enhanced by AI and will be automated.  </li></ul>Quote: “How AI can affect, what is the right gift to send? So, I think the plethora of data that we're sitting on from tens of millions of sends and what we're having access to through a lot of really interesting data that we've built from AI, but also through data that's available through third party enrichments. We'll be able to say, hey, does Kris like golfing? Or does Kris like tennis? And so there's interest graphs that we've built that will really help decide, okay, Kris gets this, it's going to resonate with him more. Then it's like, okay, where's the best place to send it?Is it his house? Is it an office? So, we can use data for that. We can say the timing, is it good to send it today for this prospect, or do we think that timing when they just went to your website, looked at your pricing page, and we want to trigger that. So, there's different reasons why you want to have timing be important.The message. So, we launched last year, a gift message rider, either the e-gift message or the handwritten note message. And so now we can craft a better message than, say, an SDR can write, by using AI. And I think writing is a key area there. So all that will make it easier to get the right gift to the right person and drive better results.”Episode Timestamps:*(37:26) Quick Hits: Kris’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/"> Qualified.com</a>, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit<a href="https://www.qualified.com/"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/rudeegraap/">Connect with Kris on LinkedIn</a></li><li>Learn more about <a href="https://www.linkedin.com/company/sendoso/">Sendoso</a></li><li>Learn more about <a href="https://caspianstudios.com/">Caspian Studios</a></li></ul>

<description>&lt;p&gt;This episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey.&lt;/p&gt;&lt;p&gt;Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. &lt;/p&gt;&lt;p&gt;Key Takeaways:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Gifting allows companies to engage with their customers in creative ways throughout the buying journey, helping them stand out from the competition.&lt;/li&gt;&lt;li&gt;Utilizing data allows companies to send the right gift to the right person, and to be thoughtful with timing, messaging and the location it is sent to. &lt;/li&gt;&lt;li&gt;The future of gifting will be enhanced by AI and will be automated.  &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Quote: &lt;/p&gt;&lt;p&gt;&lt;i&gt;“How AI can affect, what is the right gift to send? So, I think the plethora of data that we're sitting on from tens of millions of sends and what we're having access to through a lot of really interesting data that we've built from AI, but also through data that's available through third party enrichments. We'll be able to say, hey, does Kris like golfing? Or does Kris like tennis? And so there's interest graphs that we've built that will really help decide, okay, Kris gets this, it's going to resonate with him more. Then it's like, okay, where's the best place to send it?&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;Is it his house? Is it an office? So, we can use data for that. We can say the timing, is it good to send it today for this prospect, or do we think that timing when they just went to your website, looked at your pricing page, and we want to trigger that. So, there's different reasons why you want to have timing be important.&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;The message. So, we launched last year, a gift message rider, either the e-gift message or the handwritten note message. And so now we can craft a better message than, say, an SDR can write, by using AI. And I think writing is a key area there. So all that will make it easier to get the right gift to the right person and drive better results.”&lt;/i&gt;&lt;/p&gt;&lt;p&gt;Episode Timestamps:&lt;/p&gt;&lt;p&gt;*(37:26) Quick Hits: Kris’s Quick Hits&lt;br /&gt;&lt;br /&gt;&lt;i&gt;Sponsor:&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;Pipeline Visionaries is brought to you by&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt;, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt; to learn more.&lt;/i&gt;&lt;/p&gt;&lt;p&gt;Links:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/ianfaison/"&gt;Connect with Ian on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/rudeegraap/"&gt;Connect with Kris on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://www.linkedin.com/company/sendoso/"&gt;Sendoso&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://caspianstudios.com/"&gt;Caspian Studios&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;
</description>

Learn from Kris Rudeegraap, Co-CEO, Sendoso, about the future of gifting and the role of AI. 

The Future of Gifting is AI Enhanced

This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions.In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative.  Key Takeaways:<ul><li>To maximize your PR efforts, make sure you have a clear idea of the perceptions that you want to drive and how you are currently perceived among your audiences. </li><li>When rebranding and recrafting your strategic narrative, define who the enemy is, and who the hero is. </li><li>Find ways to quantify your demand creation arm beyond just direct ties to short-term revenue and be prepared to see results from that engine two years down the line. </li></ul>Quote: “A rebrand is more than just look and feel. A lot of it is also about what is that story and what is that strategic narrative? And for us, we worked through a very simple framework, which is to define what the enemy is. So the enemy represents the current way of work that is not productive for CFOs or treasurers. And then what the hero is. So how do we position ourselves as being able to really add value in solving that problem?”Episode Timestamps:*(12:21) The Trust Tree: Creating a scalable, repeatable marketing engine *(19:02) The Playbook: Paid media, PR and events*(34:18) The Dust Up: Changing a beloved mascot *(37:41) Quick Hits: April’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/"> Qualified.com</a>, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit<a href="https://www.qualified.com/"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/aprilmoh/">Connect with April on LinkedIn</a></li><li><a href="https://www.linkedin.com/company/kyriba/">Learn more about Kyriba</a></li><li>Learn more about <a href="https://caspianstudios.com/">Caspian Studios</a></li></ul>

<description>&lt;p&gt;This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions.&lt;/p&gt;&lt;p&gt;In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative.  &lt;/p&gt;&lt;p&gt;Key Takeaways:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;To maximize your PR efforts, make sure you have a clear idea of the perceptions that you want to drive and how you are currently perceived among your audiences. &lt;/li&gt;&lt;li&gt;When rebranding and recrafting your strategic narrative, define who the enemy is, and who the hero is. &lt;/li&gt;&lt;li&gt;Find ways to quantify your demand creation arm beyond just direct ties to short-term revenue and be prepared to see results from that engine two years down the line. &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Quote: &lt;/p&gt;&lt;p&gt;“A rebrand is more than just look and feel. A lot of it is also about what is that story and what is that strategic narrative? And for us, we worked through a very simple framework, which is to define what the enemy is. So the enemy represents the current way of work that is not productive for CFOs or treasurers. And then what the hero is. So how do we position ourselves as being able to really add value in solving that problem?”&lt;/p&gt;&lt;p&gt;Episode Timestamps:&lt;/p&gt;&lt;p&gt;*(12:21) The Trust Tree: Creating a scalable, repeatable marketing engine &lt;/p&gt;&lt;p&gt;*(19:02) The Playbook: Paid media, PR and events&lt;/p&gt;&lt;p&gt;*(34:18) The Dust Up: Changing a beloved mascot &lt;/p&gt;&lt;p&gt;*(37:41) Quick Hits: April’s Quick Hits &lt;/p&gt;&lt;p&gt;&lt;i&gt;Sponsor:&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;Pipeline Visionaries is brought to you by&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt;, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt; to learn more.&lt;/i&gt;&lt;/p&gt;&lt;p&gt;Links:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/ianfaison/"&gt;Connect with Ian on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/aprilmoh/"&gt;Connect with April on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/company/kyriba/"&gt;Learn more about Kyriba&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://caspianstudios.com/"&gt;Caspian Studios&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;
</description>

Learn from April Moh, CMO at Kyriba, about defining the enemy and the hero during your rebrand. 


Defining the Enemy When Rebranding

This episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being.In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He also talks about how he structures his team with the brand at the center to avoid silos and strengthen their go-to market strategy.Key Takeaways:<ul><li>Focus on the product that serves as the entry to your brand to get customers into your ecosystem. </li><li>Distinctive brand assets are essential and need to be protected, especially for companies facing the “Kleenex problem”, when their product name becomes synonymous with the product and less associated with the company brand.</li><li>Structuring your brand team at the center of the marketing function helps avoid siloes and strengthens your go-to-market strategy.</li></ul>Quote: I'm a big believer that your kind of brand team has to sit in the middle. It's the hub of your going to market approach, right? And so I have the brand team really thinking about it in those three areas that I talked to you about before, the performance, wellness, and beauty. And then we have specific brand managers that really think about specific audiences. But that's who's driving the integrated process. That’s who is bringing the functions together, saying, hey, we're launching this product, or, hey, we got Mother's Day, or, hey, this week we have sleep week. And then bringing together what's influencer, what's PR, what's the site, what's email, what's media, what all of those teams are doing to drive that integrated process.So that's what I'm a really big believer in and how you structure things. Or else it becomes really siloed. It becomes fragmented. You have one team going over there shooting that content. Another team going over there doing that and it oesn't hang together. It's not bigger. It's not like 1 plus 1 equals 4 or 5.Episode Timestamps:*(13:19) The Trust Tree: Addressing the “Kleenex problem” *(34:27) The Playbook: Capturing attention through television *(45:03) Quick Hits: John’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/"> Qualified.com</a>, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit<a href="https://www.qualified.com/"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/johnsolo/overlay/about-this-profile/">Connect with John Solomonon LinkedIn</a></li><li>Learn more about <a href="https://www.linkedin.com/company/therabody/about/">Therabody</a></li><li>Learn more about <a href="https://caspianstudios.com/">Caspian Studios</a></li></ul>

<description>&lt;p&gt;This episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being.&lt;/p&gt;&lt;p&gt;In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He also talks about how he structures his team with the brand at the center to avoid silos and strengthen their go-to market strategy.&lt;/p&gt;&lt;p&gt;Key Takeaways:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Focus on the product that serves as the entry to your brand to get customers into your ecosystem. &lt;/li&gt;&lt;li&gt;Distinctive brand assets are essential and need to be protected, especially for companies facing the “Kleenex problem”, when their product name becomes synonymous with the product and less associated with the company brand.&lt;/li&gt;&lt;li&gt;Structuring your brand team at the center of the marketing function helps avoid siloes and strengthens your go-to-market strategy.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Quote: &lt;/p&gt;&lt;p&gt;I'm a big believer that your kind of brand team has to sit in the middle. It's the hub of your going to market approach, right? And so I have the brand team really thinking about it in those three areas that I talked to you about before, the performance, wellness, and beauty. And then we have specific brand managers that really think about specific audiences. But that's who's driving the integrated process. That’s who is bringing the functions together, saying, hey, we're launching this product, or, hey, we got Mother's Day, or, hey, this week we have sleep week. And then bringing together what's influencer, what's PR, what's the site, what's email, what's media, what all of those teams are doing to drive that integrated process.&lt;/p&gt;&lt;p&gt;So that's what I'm a really big believer in and how you structure things. Or else it becomes really siloed. It becomes fragmented. You have one team going over there shooting that content. Another team going over there doing that and it oesn't hang together. It's not bigger. It's not like 1 plus 1 equals 4 or 5.&lt;/p&gt;&lt;p&gt;Episode Timestamps:&lt;/p&gt;&lt;p&gt;*(13:19) The Trust Tree: Addressing the “Kleenex problem” &lt;/p&gt;&lt;p&gt;*(34:27) The Playbook: Capturing attention through television &lt;/p&gt;&lt;p&gt;*(45:03) Quick Hits: John’s Quick Hits&lt;br /&gt;&lt;br /&gt;&lt;i&gt;Sponsor:&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;Pipeline Visionaries is brought to you by&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt;, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt; to learn more.&lt;/i&gt;&lt;/p&gt;&lt;p&gt;Links:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/ianfaison/"&gt;Connect with Ian on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/johnsolo/overlay/about-this-profile/"&gt;Connect with John Solomonon LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://www.linkedin.com/company/therabody/about/"&gt;Therabody&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://caspianstudios.com/"&gt;Caspian Studios&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;
</description>

Learn from John Solomon, CMO at Therabody, about overcoming the “Kleenex problem” and prioritizing the entry to your brand.

Brand as the Hub of Your Go-To-Market Approach

This episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data.In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction.Key Takeaways:<ul><li>The traditional funnel may not be the best way to think about the customer journey; it is more like a spiral.</li><li>It’s better to invest heavily in a few meaningful events, than to do many events each year.</li><li>As a new CMO, don’t be afraid to be vocal on what could be better across functions.</li></ul>Quote: “One thing that I always tell people is the traditional funnel is dead. When you interview with a startup CEO, they will tell you, we have a pipeline problem, we have a sales funnel problem, or we have a product marketing problem. They have a lot of problems, they're trying to classify that into a certain org or function. And the one thing that I say is, it's actually all of the above. Because how people buy these days, it's not like you become a stage one prospect, you become two or three, four, and then you're down to, and then one activity will move you through the funnel. Like the concept actually doesn't exist. So if you look at the customer journey that we have from a BigPanda perspective, it's like a giant spiral.”Episode Timestamps: <ul><li>*(03:41) The Trust Tree: Structuring the team to match the customer journey</li><li>*(13:17) The Playbook: PMM budget as a priority</li><li>*(32:54) The Dust Up: Brand tensions moving into new markets</li><li>*(36:00) Quick Hits: Sun’s Quick Hits</li></ul>Sponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/"> Qualified.com</a>, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit<a href="https://www.qualified.com/"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/sunsun/">Connect with Sun Lee on LinkedIn</a></li><li>Learn more about <a href="https://www.linkedin.com/company/bigpanda/">BigPanda</a></li><li>Learn more about <a href="https://caspianstudios.com/">Caspian Studios</a></li></ul>

<description>&lt;p&gt;This episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data.&lt;/p&gt;&lt;p&gt;In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction.&lt;/p&gt;&lt;p&gt;Key Takeaways:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The traditional funnel may not be the best way to think about the customer journey; it is more like a spiral.&lt;/li&gt;&lt;li&gt;It’s better to invest heavily in a few meaningful events, than to do many events each year.&lt;/li&gt;&lt;li&gt;As a new CMO, don’t be afraid to be vocal on what could be better across functions.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Quote: &lt;/p&gt;&lt;p&gt;“One thing that I always tell people is the traditional funnel is dead. When you interview with a startup CEO, they will tell you, we have a pipeline problem, we have a sales funnel problem, or we have a product marketing problem. They have a lot of problems, they're trying to classify that into a certain org or function. &lt;/p&gt;&lt;p&gt;And the one thing that I say is, it's actually all of the above. Because how people buy these days, it's not like you become a stage one prospect, you become two or three, four, and then you're down to, and then one activity will move you through the funnel. Like the concept actually doesn't exist. So if you look at the customer journey that we have from a BigPanda perspective, it's like a giant spiral.”&lt;/p&gt;&lt;p&gt;Episode Timestamps: &lt;/p&gt;&lt;ul&gt;&lt;li&gt;*(03:41) The Trust Tree: Structuring the team to match the customer journey&lt;/li&gt;&lt;li&gt;*(13:17) The Playbook: PMM budget as a priority&lt;/li&gt;&lt;li&gt;*(32:54) The Dust Up: Brand tensions moving into new markets&lt;/li&gt;&lt;li&gt;*(36:00) Quick Hits: Sun’s Quick Hits&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;i&gt;Sponsor:&lt;/i&gt;&lt;/p&gt;&lt;p&gt;&lt;i&gt;Pipeline Visionaries is brought to you by&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt;, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit&lt;/i&gt;&lt;a href="https://www.qualified.com/"&gt;&lt;i&gt; Qualified.com&lt;/i&gt;&lt;/a&gt;&lt;i&gt; to learn more.&lt;/i&gt;&lt;/p&gt;&lt;p&gt;Links:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/ianfaison/"&gt;Connect with Ian on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href="https://www.linkedin.com/in/sunsun/"&gt;Connect with Sun Lee on LinkedIn&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://www.linkedin.com/company/bigpanda/"&gt;BigPanda&lt;/a&gt;&lt;/li&gt;&lt;li&gt;Learn more about &lt;a href="https://caspianstudios.com/"&gt;Caspian Studios&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;
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Learn from Sun Lee, CMO at BigPanda, about why she thinks of the customer journey as a spiral. 


The Customer Journey Isn’t a Funnel - It’s a Spiral

CMOs and demand gen leaders dive head-first into their strategies and tactics for building a demand gen machine.

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