Strategy & Planning
BSMS 78 - How to tell if your marketing team is underperforming
As a B2B SaaS executive, it is fair to consider: is my marketing team underperforming? This episode is a clear roadmap to optimize your team...
The best B2B SaaS marketing teams are built, not bought.
For any software marketing leader, CEO or founder, a crucial part of your job is to teach the new, young, relatively inexperienced people on your team.
Small software companies don’t have the big HR budgets that large companies have to hire A-level players. They have to rely on their ability to bring in less experienced, highly motivated people and teach them well according to proven playbooks.
Offering support and training develops the exact valuable go-to-market skills you require. It also increases loyalty from your team members as you teach and invest in them.
As a senior marketing manager, your performance is not based just on how good you are doing. It's based on how good your team is doing. The more that you can scale yourself through your team, the more success you'll see!
Topics covered in this episode include:
- What traits to look for in new, less-experienced hires
- Situational leadership to maximize employee development
- Applying varied leadership styles to match the experience of employees
- Leveling up marketing abilities with templates
- Identifying best fit roles for young team members
- What it means to truly delegate and elevate tasks
- How fractionals can scale themselves effectively within small B2B SaaS organizations
B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:
- Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
- Brian Graf: CEO of Kalungi
B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment!
The best founders, CFOs and COOs in B2B SaaS work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.
Resources shared in this episode:
- 3 traits of an effective marketing leader (Situational Leadership)
- Ultimate check-list to evaluate a B2B fractional CMO for SaaS
- BSMS 13: What to look for in your CMO (or marketing leader)
- 18 Questions To Boost The Impact Of Your Leadership Team Meetings
- Template - Marketing ROI Forecast & Estimation
- T2D3 CMO Masterclass
- Submit and vote on our podcast topics
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.
Meet our Marketing Snacks Podcast Hosts:
Meet our Marketing Snacks Podcast Hosts:
- Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform. - Brian Graf: CEO of Kalungi
As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.
Episode Transcript:
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