This episode features an interview with Marie Gassée, VP of Growth at Confluent, the enterprise event streaming platform provider that garnered a $4.5B valuation last year.
Prior to Confluent, Marie served as Senior Director and General Manager of the Online Sales Business Unit at Box, and she holds an MBA from Stanford Graduate School of Business.
On this episode, Marie discusses the heavily data-driven nature of her role, the product-led growth model that she embraces to maximize revenue and ROI, and the leadership philosophies she uses to trust and empower her teams.
Tune in to the episode to hear Marie reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“I'm really into the product led growth model...we focus on acquiring folks into the product, getting them onboarded, getting them active…Really trying to view it as kind of a pipeline mechanism. If I do my job well, I have a bunch of small teams active in the product, not spending a ton of money, but getting value from the product. And then we focus on handing that off to sales in a thoughtful way where they can add value and they can think about having a longer term relationship with Confluent.”
“The way I approach things is really to build a super strong partnership with our analytics folks, and then do everything in my power to unblock them--to give them budget, to help them hire, to give them head count…Ultimately I'm just going to sign the check for whatever my team says is good. That's my mentality: hire great people that you trust, and then if they say they need something, my job is to open the purse strings and advocate.”
“I think a lot of marketers maybe aren't as close to their data scientists or their analytics partners. For me, the quantitative part of marketing is what my job is, and so we certainly can't do that without our data science counterparts. The other thing I'll say is just a level of analytics proficiency for everyone on my team. That's another way to partner really well, is just making sure we hire folks who can self-serve a lot of their data...who value our data scientists and who love partnering with them. That's a big part of how we structure our team.”
“On the web optimization side, I enjoy it because it's like a puzzle…It's such a fun tactic, but also crazy impactful. You can make changes to your CTA or to the look and feel of a page and have meaningful downstream impact on your business. Not just in B2C, very much in B2B as well...You can do an AB test and meaningfully change the direction of your company. That's so insane and should be fully exploited.”
“Something I've reflected a lot about, in terms of hopefully being an effective demand gen leader, is just the people side of things. That's the stuff that keeps me up at night--how I feel about work, how my employees feel about their work, are they fulfilled? Are they respected? It may not be a number or a metric we're tracking, but in the last year, that's certainly what has felt the most impactful to our business metrics is do people feel good in their jobs.”
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