Getting Crafty as a Lean, Mean Team

Learn from Clare Dorrian, CMO at SugarCRM, about avoiding strategic decisions based on conjecture.

SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer’s journey, without getting all the headaches and hassles that come with traditional CRMs. For too long, companies have been stuck with high-maintenance CRMs that require too much manual entry to be useful or offer too little functionality actually to get the job done. It’s time to let the platform do the work. And that means three things: no blind spots, no busy work, and no roadblocks. Only SugarCRM brings this approach to achieving a high-definition customer experience.

Industry
Software Development
Founded
2004
Clare Dorrian

Guest Bio

As SugarCRM’s chief marketing officer, Clare Dorrian is responsible for overseeing the company’s overall integrated marketing strategy. She leads the customer marketing, revenue generation, product marketing and marketing operations teams. Dorrian joins Sugar after more than five years as VP of Marketing at Verint Systems, where she led all facets of demand generation, brand and creative for the customer engagement portfolio. Prior to Verint, she held various international marketing roles in the CRM software market at KANA Software, Sword Group, Ciboodle and Graham Technology. Clare is a results-oriented, creative and passionate marketing professional with a record of driving customer acquisition as well as brand and market awareness working for B2B software companies of various sizes. Highly motivated and known for her energy and commitment to teamwork, she prides herself on inspiring marketers to create real-world results that are good for business and good for customers. While born and bred in the UK, Clare currently resides in San Francisco. She holds an MA with Honors from Glasgow University.

Guest Bio

As SugarCRM’s chief marketing officer, Clare Dorrian is responsible for overseeing the company’s overall integrated marketing strategy. She leads the customer marketing, revenue generation, product marketing and marketing operations teams. Dorrian joins Sugar after more than five years as VP of Marketing at Verint Systems, where she led all facets of demand generation, brand and creative for the customer engagement portfolio. Prior to Verint, she held various international marketing roles in the CRM software market at KANA Software, Sword Group, Ciboodle and Graham Technology. Clare is a results-oriented, creative and passionate marketing professional with a record of driving customer acquisition as well as brand and market awareness working for B2B software companies of various sizes. Highly motivated and known for her energy and commitment to teamwork, she prides herself on inspiring marketers to create real-world results that are good for business and good for customers. While born and bred in the UK, Clare currently resides in San Francisco. She holds an MA with Honors from Glasgow University.

Episode Summary

This episode features an interview with Clare Dorrian, CMO at SugarCRM, a CRM that helps marketing, sales, and service teams finally get a clear picture of each customer’s journey.

In this episode, Clare talks about gaining clarity on your strategy and ensuring that it is not based on conjecture, advising marketing leaders not to sacrifice data-backed decisions for speed. She also discusses the importance of investing in reputation management and her approach to content.

Key Takeaways

  • You need to focus on profitable growth, and remaining both efficient and effective, especially as a lean marketing team. 
  • People buy from people, investing in events is very important, as is investing in reputation management. 
  • Don’t drive strategy based on conjecture; keep your team honest about goals and what needs to be done. 

Quotes

“I think this comes back to getting crafty when you are a lean, mean team. We think about big rock pieces of content…the way that we approach content is to break down those insights and map themes, topics that those insights have and will uncover, and we're in the middle of this right now, by the way this piece of research, into social media soundbites, webinars, into short form, long form, and multiple formats, and with a perspective that will resonate to each of our core buying groups. So that we get the most out of the research that we're doing. We're approaching content in a way where we're trying to uncover insights that we can then package in many, multiple ways to educate. When people are at the top of the funnel to reinforce that the challenge that they're having, or that we're expressing to us when they become a prospect is shared by many others and they are not alone,  but also into door openers for our sales team to give them reason to reach out, to give them reason to connect as well.”

Episode Highlights

*(06:53) The Trust Tree: Focusing on profitable growth as a private-equity-backed company
*(15:25 ) The Playbook: The importance of investing in reputation management
*(34:39) The Dust Up: Rebrand tensions and using your community to validate the right choice 

*(38:15) Quick Hits: Clare’s Quick Hits

Episodes Transcript

  • You need to focus on profitable growth, and remaining both efficient and effective, especially as a lean marketing team. 
  • People buy from people, investing in events is very important, as is investing in reputation management. 
  • Don’t drive strategy based on conjecture; keep your team honest about goals and what needs to be done. 
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