What Veteran CMOs Know That First-Timers Don't

The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

A good leader evolves over time. A CMO’s perspective will shift as they go from first-time CMO to repeat CMO, or to CRO or CEO. As they build experience, they are able to sidestep common pitfalls and react more efficiently to new challenges. At the same time, their perception of risk in a role evolves as they get more exposure. There's an 'arc of caution' that CMOs often go through, from being open-minded early on in their careers, to being able to recognize risky situations once they have more marketing leadership experience, to being more risk-averse and attuned to the 'warts' of a role once they have significantly more experience than other marketing leaders.

In this episode of The Get, host Erica Seidel discusses the complexities of hiring CMOs in B2B SaaS companies. The conversation explores the importance of the right type of marketing leader for different phases of a company's evolution, the vital role of clear communication between CEOs and CMOs, and how CMOs can balance producing value in year 1 with delivering longer-term value beyond year one.

She is joined by Norman Guadagno, a seasoned CMO who has led marketing at Mimecast, Acoustic, and Carbonite, and who shares his experience as a CMO and CEO. Norman illustrates how experience as a marketing leader shapes a CMO's risk awareness and decision-making process.

You'll learn about:

• The 'arc of caution' in career progression
• Interaction between CMOs and CEOs - the role of a CMO can significantly vary depending on the company's stage of growth and the right marketing leader at one stage may not be the right one at a different stage
• How to embrace the duality of delivering on short-term demand capture with longer-term brand building, and how to set expectations for longer-term impacts with the CEO and other C-suite leaders
• How 50% of the CMO role has nothing to do with marketing
• Managing timeframes - first-time CMOs may be overly optimistic about how long it takes to implement change, while seasoned CMOs understand realistic timeframes for results
• Evolving dynamics in the C-Suite - "not every company needs a CMO"
• How sometimes less is more with interview questions - start simple and give the candidate room to expand on what’s important to them

This episode provides valuable insights for both CMOs and CEOs seeking to make informed hiring decisions.

00:00 Introduction to The Get

00:16 The Journey from CMO to CEO

01:14 Introducing Norman Guadagno

02:13 Advice for Aspiring CMOs

04:43 Navigating Company Culture and Change

05:21 The Dynamics of Executive Change

13:51 Balancing Short-Term and Long-Term Goals

22:07 The Role of the CMO in Business Strategy

25:33 Embracing Unique Skills and Roles

26:19 Ego and Humility in Career Progression

27:25 The CEO's Perspective on Hiring a CMO

31:00 Demonstrating Commitment to Marketing

35:25 Navigating Career Trauma and Transparency

40:49 Insights on Interviewing and Hiring

45:51 Final Thoughts and Reflections

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 Race to Reduce Risk in CMO Recruiting.

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 [e-mail]. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com.

The Get is produced by the team at Simpler Media Productions.

This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy