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The Brand Strategy Roadmap

On this episode, Cindy shares insights into the power of brand and demand gen alignment, why customers are the most significant constituency, and brand consistency.

Salesloft is the provider of the leading sales engagement platform that helps sellers and sales teams drive more revenue. The Modern Revenue Workspace by Salesloft is the one place for sellers to execute all of their digital selling tasks, communicate with buyers, understand what to do next, and get the coaching and insights they need to win. Thousands of the world’s most successful sales teams, like those at IBM, Shopify, Square, and Cisco, drive more revenue with Salesloft.

Industry
Software Development
Founded
2011
Cindy Knezevich

Guest Bio

Cindy Knezevich is the Senior Vice President of Brand and Communications at Salesloft. She's also the founder and co-chair of the Women’s Integrated Network (WIN), a Salesloft’s employee resource group dedicated to the growth and advancement of female employees. Cindy has spent the majority of her career in marketing leadership roles growing and transforming SaaS companies. Since joining Salesloft in 2018, she has overseen the company’s rebrand in 2021, as well as the highly successful relaunch of the company’s website in 2020. She also led the communications effort for three major rounds of company funding.

Guest Bio

Cindy Knezevich is the Senior Vice President of Brand and Communications at Salesloft. She's also the founder and co-chair of the Women’s Integrated Network (WIN), a Salesloft’s employee resource group dedicated to the growth and advancement of female employees. Cindy has spent the majority of her career in marketing leadership roles growing and transforming SaaS companies. Since joining Salesloft in 2018, she has overseen the company’s rebrand in 2021, as well as the highly successful relaunch of the company’s website in 2020. She also led the communications effort for three major rounds of company funding.

Episode Summary

This episode features an interview with Cindy Knezevich, Senior Vice President of Brand and Communications at Salesloft, the leading sales engagement platform that helps sellers and sales teams drive more revenue. Cindy has spent the majority of her career in marketing leadership roles growing and transforming Sales-as-a-Service companies. She’s overseen Salesloft’s rebrand in 2021, as well as the highly successful relaunch of the company’s website in 2020.

On this episode, Cindy shares insights into the power of brand and demand gen alignment, why customers are the most significant constituency, and brand consistency. 

Key Takeaways

  • Product marketing and demand gen work really well together when they're aligned 
  • Customers are the most important constituency
  • Campaigns aren't successful talking to people, they have to talk with people

Quotes

"Brand is who you are, product marketing and demand gen is what you do. And so those two things work really well together when they’re aligned, when they’re not aligned, it can be pretty painful." 

Episode Highlights

*(02:12) - Cindy’s role at Salesloft

*(02:59) - Segment: Trust Tree

*(06:08) - Creating a successful brand campaign

*(15:03) - The importance of brand consitency 

*(16:10) - Segment: The Playbook

*(23:20) - The role community plays with your brand 

*(26:28) - Making big bets as it relates to brand

*(29:26) - Segment: Quick Hits

Episodes Transcript

  • Product marketing and demand gen work really well together when they're aligned 
  • Customers are the most important constituency
  • Campaigns aren't successful talking to people, they have to talk with people
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