Inside the Great Reinvention of the SaaS Marketing Org

In this episode of The Get, host Erica Seidel explores the changing landscape of SaaS marketing organizations with guest Jay Roxe, CMO at Inriver. You'll learn about:

• "Firing your tech stack" in order to re-imagine the marketing org and how marketing gets done
• Leveraging AI for everything from last-mile content customization to product marketing to building authority in situations where prospects say, 'ChatGPT told me I should talk to you"
• The evolving structure of marketing ops
• Why content is no longer king, but context is king: "Customers have done 80% of their research by the time they reach you. That number is actually going up. It's so easy for people to understand your organization."
• What a full-stack customer marketing org looks like
• Building a culture of gratitude on the marketing team
• Advice for rising CMOs: You have to love the process, not just want to HAVE DONE the CMO role. Intellectual curiosity about the job is not enough.
• Advice to CEOs on how to identify the CMOs who are the best problem solvers
• Hiring, and how to find people who are "curious, smart, and unexpected"

Quotes:

• "You're AI first or you're unemployed."
• "Adoption is the new MQL… As you put more stuff into the product, are people actually adopting and using it?"
• " From an org design point of view, you want to think of where you need person-to-person face-off. Your partners don't want to talk to your AI chatbot. They want to talk to a person who can help them, brainstorm with them, and give them context."
• "One of the things I like talking about with candidates: what have they changed over the past year? How have they changed how they work based on everything that's going on?"

00:00 Welcome to The Get

00:16 Introducing Jay Roxe

00:40 Jay's Marketing Journey

02:32 Inriver's Global Marketing Org

06:24 Future of SaaS Marketing Orgs

11:15 The Role of AI in Marketing

14:54 Hiring for the Future

19:30 Human-Centric Leadership

21:53 Customer Marketing Insights

24:32 Final Thoughts and Advice

29:21 Closing Remarks

The Get is here to drive smart decisions around recruiting and leadership in B2B SaaS marketing. We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.

This season’s theme is how SaaS marketing organizations are changing — in both seismic and subtle ways. 

The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. 

If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety, rather than the ‘make it pretty’ variety, contact Erica at erica@theconnectivegood.com. You can also follow Erica on LinkedIn or sign up for her newsletter at TheConnectiveGood.com. 

The Get is produced by the team at Simpler Media Productions.