Jacob Varghese – Senior B2B SaaS Go-To-Market Strategist
If you are a growth-focused b2b SaaS marketing manager looking for a career change, here are some things to consider and maybe ask about during the interview: 1. Your chances of success are greater in a SaaS business run by product folks. Tall talk there, I know, but hear me out. CEOs and founders that come from…
“How can I connect marketing activities directly to revenue?”, asked a marketing leader on one of the online groups I am a part of. This individual was having a tough time justifying his ask for marketing spend. As the conversation progressed I realized this was a common challenge. In some marketing circles, the revenue impact…
Robert Iger tracks his 45 years to the helm of The Walt Disney Company in this revelatory autobiographical read. This masterful dealmaker describes how he navigated the sunset era of traditional media to lead Disney into the digital age.
Is your lead generation stuck on neutral, or worse, while your scale-up planning is in high gear? After a couple of years of the initial product-market-fit phase, you’ve probably made some gains but you’re now left wondering how to deliver those early encouraging results at scale. You may have even decided to bring in new…
I’m one of those movie buffs amazed by director Wes Anderson’s attention to detail. The intricate, whimsically populated, and diverse worlds of ‘The Grand Budapest Hotel’, ‘Moonrise Kingdom’, ‘The Royal Tenenbaums’ etc., are testament to his visual obsession as much as his experimental streak. When someone is as fastidious and creative as Anderson, it’s obvious…
Thought leadership is an abstract concept to many. How does one become a thought leader then? Ideally, you would need to know how to implement a thought leadership driven marketing strategy in a predictable and measurable way. The framework described in this post will help you meet those objectives. Hopefully, you’ll also be more successful…
I’ve had my share of dead-end marketing jobs. Things that looked great one year, go south the next. Sometimes, in spite of heroic marketing efforts, things just failed to take off. Or produced only substandard results in terms of business goals. Then there are those times that I’ve stayed around longer than I should have;…
In our digital era, the cash required to fuel growth is often linked to the Conversion Rate Optimization (CRO). In other words, the sooner a visitor to a website becomes a customer, the sooner a business gets paid. Depending on the nature of the business itself, the CRO is closely coupled with an important metric, the…
To be successful, the marketing team navigates dynamic environments that include growth-driven changes and challenges. The team must optimize the business bedrock of people, strategy, execution, and budgets (from Scaling Up). Yet there are multiple distractions that can disrupt focus as the organization scales its marketing prowess. There’s seldom a marketer who is not busy….
Ask any marketer and they are likely to say that they are well versed in marketing strategy. In fact it is not uncommon for marketers to call themselves strategists. This description is true, to an extent. After all, any cohesive plan of action can be termed as a strategy, if none existed previously. However, as…