Strategically Organizing Your Own Customers

Learn from Kristin Russel, CMO at symplr, about creating a category and creating roles for your customers within that category.

Better operations. Better outcomes. As the leader in healthcare operations solutions, anchored in governance, risk management, and compliance, symplr enables enterprise customers to efficiently navigate the unique complexities of integrating critical business operations in healthcare. Our healthcare-specific software solutions and professional services provide value far beyond single, siloed solutions and enhance customers’ ability to achieve truly connected, integrated, enterprise-wide operational efficiencies. For over 30 years, healthcare organizations have trusted our expertise and depended on our provider data management, workforce and talent management, contract management, spend management, access management, and compliance, quality, safety solutions to help drive better operations for better outcomes.

Industry
Software Development
Founded
2006
Kristin Russel

Guest Bio

As Chief Marketing Officer, Kristin Russel drives the development and execution of symplr’s comprehensive marketing strategy, overseeing all branding, digital and product marketing, sales enablement, public relations, community outreach programs, channel partnerships, and business development. 

Recently named one of Becker’s top 100 women in healthcare, Russel is a tenured leader and visionary in the healthcare technology industry. She is also a Fellow of the American College of Health Data Management. Before joining symplr, she led marketing at Quest Analytics and Carrot Inc. and drove revenue and new growth initiatives through strategic partnerships and marketing at Humana, Cerner, and Omnicell.

She is also a successful entrepreneur, having founded fin-tech company Anachron, which was ultimately sold to ING Bank. Russel has a bachelor's degree from McMaster University in Canada, an MBA from Ecole Superieure de Commerce in France, and a Master of Public Administration degree from Carleton University in Canada.

Guest Bio

As Chief Marketing Officer, Kristin Russel drives the development and execution of symplr’s comprehensive marketing strategy, overseeing all branding, digital and product marketing, sales enablement, public relations, community outreach programs, channel partnerships, and business development. 

Recently named one of Becker’s top 100 women in healthcare, Russel is a tenured leader and visionary in the healthcare technology industry. She is also a Fellow of the American College of Health Data Management. Before joining symplr, she led marketing at Quest Analytics and Carrot Inc. and drove revenue and new growth initiatives through strategic partnerships and marketing at Humana, Cerner, and Omnicell.

She is also a successful entrepreneur, having founded fin-tech company Anachron, which was ultimately sold to ING Bank. Russel has a bachelor's degree from McMaster University in Canada, an MBA from Ecole Superieure de Commerce in France, and a Master of Public Administration degree from Carleton University in Canada.

Episode Summary

This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance.

In this episode, Kristin talks about not only creating a category but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with the human in mind and authentic marketing.  

Key Takeaways

  • Creating a category involves driving brand recognition, but it also requires educating your customers and thinking about creating jobs within the category you are building. 
  • If you have a smaller budget, “brandquisition”, focusing on brand acquisition efforts with a very recognizable brand, can be a useful strategy.  
  • Prioritize featuring real people on your website. Focus on creating content and going to market authentically with real people in mind. 

Quotes

“When you think about creating a category, we're also thinking  about how do we create people who work in that category? How do I create a healthcare operations director or the manager of healthcare operations for workforce? And so, crazily enough, thinking about not just our content, but also working with our training team, working with the ways that we're reaching out and organizing our own customers.” ––Kristin Russel, CMO, symplr

Episode Highlights

*(5:56) The Trust Tree: Going to market with the human in mind
*(20:58) The Playbook: “Brandquisition” and SEO

*(38:13) The Dust-up: Using the “Lencioni approach” to work through disagreements

Episodes Transcript

  • Creating a category involves driving brand recognition, but it also requires educating your customers and thinking about creating jobs within the category you are building. 
  • If you have a smaller budget, “brandquisition”, focusing on brand acquisition efforts with a very recognizable brand, can be a useful strategy.  
  • Prioritize featuring real people on your website. Focus on creating content and going to market authentically with real people in mind. 
See Qualified in action

Quick Demo?

See how the #1 conversational sales and marketing platform for Salesforce can help you grow pipeline.
Book a Demo