Where to Play and How to Win

Learn from Kady Srinivasan, CMO at Lightspeed Commerce about being deliberate when choosing the markets in which to play.

Powering the businesses that are the backbone of the global economy, Lightspeed’s one-stop commerce platform helps merchants innovate to simplify, scale and provide exceptional customer experiences. The cloud solution transforms and unifies online and physical operations, multichannel sales, expansion to new locations, global payments, financing and connection to supplier networks. Founded in Montréal, Canada in 2005, Lightspeed is dual-listed on the New York Stock Exchange and Toronto Stock Exchange (NYSE: LSPD) (TSX: LSPD). With teams across North America, Europe and Asia Pacific, the company serves retail, hospitality and golf businesses in over 100 countries.

Industry
Software Development
Founded
2005
Kady Srinivasan

Guest Bio

Kady Srinivasan is Lightspeed’s Chief Marketing Officer and leads Lightspeed's overall marketing strategy aimed at building on the Company's market position to help drive strategic growth, innovation, and value for shareholders and customers worldwide. Srinivasan is a tenured executive with more than 15 years of experience leading, building, and scaling marketing efforts at retail, gaming, consumer products, and technology companies.

Srinivasan joins Lightspeed from Klaviyo, a SaaS marketing automation technology provider, where she served as SVP, Global Head of Marketing. Previously, Srinivasan was the Chief Marketing Officer at Owlet Baby Care, leading the global marketing and sales efforts that built brand equity, expanded the TAM, created demand and raised awareness of the company as a leader in infant health technology. 

Before joining Owlet Baby Care, Kady was Dropbox's Global Head of Marketing and Integrated GTM, where she led marketing for SMBs and consumers, driving considerable growth within two customer segments.Kady was instrumental in launching the Dropbox Business product brand and played a key role in Dropbox's IPO journey. Srinivasan also served as Senior Director of Growth and Integrated Marketing for Electronic Arts' mobile Division. She is currently a Venture Advisor at Relay Ventures and a mentor for Girls Who Code. Kady holds an MBA from the University of North Carolina at Chapel Hill and a BE from RV College of Engineering.

Guest Bio

Kady Srinivasan is Lightspeed’s Chief Marketing Officer and leads Lightspeed's overall marketing strategy aimed at building on the Company's market position to help drive strategic growth, innovation, and value for shareholders and customers worldwide. Srinivasan is a tenured executive with more than 15 years of experience leading, building, and scaling marketing efforts at retail, gaming, consumer products, and technology companies.

Srinivasan joins Lightspeed from Klaviyo, a SaaS marketing automation technology provider, where she served as SVP, Global Head of Marketing. Previously, Srinivasan was the Chief Marketing Officer at Owlet Baby Care, leading the global marketing and sales efforts that built brand equity, expanded the TAM, created demand and raised awareness of the company as a leader in infant health technology. 

Before joining Owlet Baby Care, Kady was Dropbox's Global Head of Marketing and Integrated GTM, where she led marketing for SMBs and consumers, driving considerable growth within two customer segments.Kady was instrumental in launching the Dropbox Business product brand and played a key role in Dropbox's IPO journey. Srinivasan also served as Senior Director of Growth and Integrated Marketing for Electronic Arts' mobile Division. She is currently a Venture Advisor at Relay Ventures and a mentor for Girls Who Code. Kady holds an MBA from the University of North Carolina at Chapel Hill and a BE from RV College of Engineering.

Episode Summary

This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences. 

In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determining where to play and how to win at Lightspeed Commerce.

Key Takeaways

  • You need to understand your segments in order to ensure that you are talking appropriately about the value proposition for each segment. 
  • Go through the exercise of determining where to play in the market and how you can win there. Gain clarity regarding the choices that you are making and where you should say no. 
  • Position yourselves as a partner, instead of the provider of a product or service, when you are building your brand. 

Quotes

“The short-term focus on the short-term ROI is a big problem. And then the second thing is like the unattributable spend and how to make the right business case for it. I'll say as a tee up to our budget masterclass, when we do it,  there are three segments of metrics that I've realized, uh, CFOs care about: there's volume, which is usually your MQL, SQL, closed one, you know, whatever that is, right? Then there is the velocity bucket, which is time to close, or time to first transaction, time to XYZ, whatever that is, time to first touch. And then the third one is efficiency. So it could be ROAS, it could be sales and marketing as a spend, as a percentage of spend. If you can convincingly present these three buckets  or the right kind of information in these three buckets, you get a lot of mileage out of your conversations.”

Episode Highlights

*(02:49) The Trust Tree: Leading the shift towards prioritizing higher value ICPs 

*(23:45) The Playbook: Managing brand building as CMO at different companies 

*(36:08) The Dust Up: The translation problem 

*(38:50) Quit Hits: Kady’s Quick Hits

Episodes Transcript

  • You need to understand your segments in order to ensure that you are talking appropriately about the value proposition for each segment. 
  • Go through the exercise of determining where to play in the market and how you can win there. Gain clarity regarding the choices that you are making and where you should say no. 
  • Position yourselves as a partner, instead of the provider of a product or service, when you are building your brand. 
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