SaaStr 248: What Early Stage SaaS Companies Can Learn Most From Late Stage SaaS Co's, How Marketing Functions Change In SaaS Co's With Scale & Why The Most Powerful Mentorship Is Mentorship From Below with Joe Chernov, VP of Marketing @ Pendo
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Joe Chernov is the VP Marketing @ Pendo, the startup that understands and guides your users allowing you to create products they cannot live without. To date they have raised over $108m in funding from some of the best in SaaS including Meritech, Salesforce, Battery, Spark Capital and Sapphire just to name a few. Prior to Pendo Joe was Chief Marketing Officer at Robin and before that he was the CMO @ InsightSquared where he led the transition from an email-driven leads model to an account-based marketing model. Before InsightSquared, Joe was Head of Content Marketing at Hubspot where he increased blog traffic by more than 1M visits/month and increased leads by 40%. Finally, pre-Hubspot, Joe held VP of Marketing roles at Kinvey and Eloqua.
In Today’s Episode We Discuss:
- How Joe made his way into the world of startups and SaaS marketing many years ago? Does Joe really believe in the saying that, “no one really knows what they are doing?” Where are the nuances to it?
- Joe has been CMO and then #2 and alternated between the 2 roles many times, so what the continuous alternating? How does switching from CMO to VP of Marketing prepare you better for each subsequent role? Does Joe agree with the saying that the best in marketing are able to “throw the playbook out of the window”?
- What does Joe mean when he says, “the most powerful mentorship is mentorship from below”? What makes the best #2’s just so good? What do they do? What advice would Joe give to a #2 in a role today? What can the individuals do to foster a relationship of deep trust and transparency?
- Having worked at both early and late stage companies, what does Joe believe the early companies can learn from later stage companies? Does installing very severe ops not reduce the creativity of a young company? What does Joe believe that later stage companies can really learn and take from early-stage companies?
- How do the marketing functions differ in both structure and process when comparing early to late stage? What does Joe find to be the biggest challenge within each respective stage? How has Joe seen the content landscape evolve and change radically throughout his career alternating between early and late stage companies?
Joe’s 60 Second SaaStr:
- Who does Joe believe is killing it in SaaS marketing now? Why?
- ABM, total BS or real meaning to it?
- If Joe could change one thing about SaaS today, what would it be?
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