Pavilion Marketing Summit in NYC

“10 things I learned about CMO/Board relationships via Pavilion CMO Summit.

Keywords: ๐“๐ซ๐ฎ๐ฌ๐ญ. ๐†๐ซ๐จ๐ฐ๐ญ๐ก ๐’๐ญ๐ซ๐š๐ญ๐ž๐ ๐ฒ. ๐๐ข๐ฉ๐ž๐ฅ๐ข๐ง๐ž. ๐Ž๐ฎ๐ญ๐œ๐จ๐ฆ๐ž๐ฌ. ๐Ž๐ฐ๐ง๐ž๐ซ๐ฌ๐ก๐ข๐ฉ.

(This was 1 of 3 top presentations which I’ll summarize later on LinkedIn.)

Kathleen Booth moderated an excellent discussion across Insight Partners Gary Survis and Vista Equity Partners Rani Hublou.

1. “”Show me (exactly) ๐ก๐จ๐ฐ ๐ฒ๐จ๐ฎ ๐š๐ซ๐ž ๐ ๐จ๐ข๐ง๐  ๐ญ๐จ ๐ ๐ž๐ญ ๐ญ๐จ ๐ฒ๐จ๐ฎ๐ซ ๐ซ๐ž๐ฏ๐ž๐ง๐ฎ๐ž ๐ง๐ฎ๐ฆ๐›๐ž๐ซ๐ฌ.”” …else risk a short CMO shelf life.

2. Bringing others (like your operating partners) along on the revenue journey. ๐ƒ๐ž๐ฏ๐ž๐ฅ๐จ๐ฉ๐ข๐ง๐  ๐ญ๐ก๐ž ๐ญ๐ซ๐ฎ๐ž ๐ ๐ซ๐จ๐ฐ๐ญ๐ก ๐ฌ๐ญ๐ซ๐š๐ญ๐ž๐ ๐ฒ ๐ข๐ฌ ๐ฏ๐ž๐ซ๐ฒ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐š๐ง๐ญ to that story.

3. Product Marketing and Demand Generation are valuable skills, but typically not found in the same person. ๐Š๐ง๐จ๐ฐ ๐ฒ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐ซ๐ž๐ง๐ ๐ญ๐ก๐ฌ when interviewing with PE.

4. When hiring a CMO, consider ๐ฌ๐ญ๐š๐ ๐ž-๐ฌ๐ฉ๐ž๐œ๐ข๐Ÿ๐ข๐œ ๐ž๐ฑ๐ฉ๐ž๐ซ๐ข๐ž๐ง๐œ๐ž, demand generation experience, and aperture.

5. Board meetings should not be about seeking praise, but rather ๐š๐ฌ๐ค๐ข๐ง๐  ๐Ÿ๐จ๐ซ ๐ข๐ง๐ฉ๐ฎ๐ญ ๐จ๐ง ๐ฌ๐ฉ๐ž๐œ๐ข๐Ÿ๐ข๐œ ๐š๐ซ๐ž๐š๐ฌ ๐จ๐Ÿ ๐Ÿ๐จ๐œ๐ฎ๐ฌ – seek feedback.

6. There is an AI backlash happening in the enterprise sector due to vendors overpromising and underdelivering on automation.

7. To create ๐ญ๐ซ๐ฎ๐ฌ๐ญ with the board, keep presentations concise, commit to specific actions, show progress, and achieve results.

8. Board members are not interested in marketing activities; they ๐ฐ๐š๐ง๐ญ ๐ญ๐จ ๐ฌ๐ž๐ž ๐จ๐ฎ๐ญ๐œ๐จ๐ฆ๐ž๐ฌ ๐š๐ง๐ ๐ฅ๐ž๐š๐๐ข๐ง๐ /๐ฅ๐š๐ ๐ ๐ข๐ง๐  ๐ซ๐ž๐ฉ๐จ๐ซ๐ญ๐ข๐ง๐  ๐ข๐ง๐๐ข๐œ๐š๐ญ๐จ๐ซ๐ฌ.

9. Saying “”Marketing hit our MQL numbers”” is (obviously) not enough and tone deaf; ๐‚๐Œ๐Ž๐ฌ ๐ง๐ž๐ž๐ ๐ญ๐จ ๐๐ž๐ฏ๐ž๐ฅ๐จ๐ฉ ๐š๐ง๐ ๐ฎ๐ง๐๐ž๐ซ๐ฌ๐ญ๐š๐ง๐ ๐ญ๐ก๐ž ๐ ๐ซ๐จ๐ฐ๐ญ๐ก ๐ฌ๐ญ๐ซ๐š๐ญ๐ž๐ ๐ฒ and align resources accordingly.

10. CMOs should be ๐œ๐จ-๐ฅ๐ž๐š๐๐ž๐ซ๐ฌ ๐จ๐Ÿ ๐ ๐จ-๐ญ๐จ-๐ฆ๐š๐ซ๐ค๐ž๐ญ ๐ฌ๐ญ๐ซ๐š๐ญ๐ž๐ ๐ฒ, not just functional leaders. LTV (Lifetime Value) and CAC (Customer Acquisition Cost) are important metrics to track.

I’m sure there were other points that I missed so comment for those who heard different things! Lighting made for a grainy photo.
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