B2B SaaS marketing is part art, part science.

 

The art side of the equation - product marketing, brand, content, PR - gets a lot attention, as it should. But the science matters as much, if not more. And that's where I come in.

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I've been a marketer for my entire career, spanning more than 25 years. I graduated with a Masters in Social Work, and spent a decade in non-profit management, where I worked in fundraising and marketing. Fundraising is ultimately sales - but instead of selling goods and services, you are selling goodwill. Through those experiences, I came to appreciate the mission critical link between great marketing and great selling, and how investments in the former, when made thoughtfully, directly drive results in the latter.

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A colleague pulled me over to the dark side and I started doing freelance work (on the side of my non-profit job) for a fast-growing software company that was eventually acquired by IBM. And I caught the bug. I loved the fast pace of B2B enterprise SaaS and the ways in which marketing could be measured and correlated to revenue outcomes. 

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I quit my day job and grew that freelance experience into a full-service marketing agency, working mostly with companies in the software and technology sector on all aspects of their marketing strategy until one of my clients coaxed me in-house. 

Since then, and over the last decade, I've served as CMO for three enterprise-facing, B2B SaaS companies, at all stages and sizes, across geographies and industries, building and executing measurable marketing plans that deliver revenue outcomes. I've sourced over a billion dollars in pipeline, resulting in hundreds of millions of dollars in revenue.

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I've scaled high-performing marketing teams from 6 to 100+ and worked with budgets from near nothing to 8 figures. 

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I live in Toronto, Canada. I have a wonderfully supportive husband, five children, three grandchildren (I'll need another About Me page to showcase the boundless joy I draw from my beautiful family), and a crusty, grumpy, old-age Havanese dog that I love to bits.

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Some Marketing principles I hold dear - 

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• Marketing should never be crowdsourced. 

• Marketing leaders should be trusted as experts in their domain.

• Marketing decisions should be data informed.

• Friction between Marketing and Sales is not only ok - but healthy. A trusting relationship between Marketing and Sales ensures that friction is addressed in a way that pushes forward the interests of the business.

• Marketing should be held accountable to pipeline and revenue outcomes.

• Hard things, in life and in Marketing, can make us better and even happier.