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How I Got Past the Awkwardness of Self Promotion Without Becoming a Kardashian

Every time I come across one of those “top marketer” lists on Twitter or LinkedIn, a nervous anticipation builds as I quickly scan for my name. Sometimes I’m on them, most of the time I’m not. They are marketers we watch speak at tech conferences, follow on Twitter, subscribe to on Medium, and read about […]

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Why I’m Killing the Marketing Qualified Lead

Five years ago, I was sitting at my desk working on a PowerPoint pitch for an upcoming customer visit. My boss stopped by and asked me a question that would change my life. Hey Tom, can you run marketing? Prior to that moment, I had spent my entire career in technical sales with a few […]

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Before you agree to widening the top of your lead funnel…

Few things cause CMOs to panic more than hearing the dreaded phrase “we need to widen the lead funnel” from the head of sales. Or the CEO. Or maybe even the board. What they all really want is more qualified opportunities and ultimately more ARR. Maybe that means widening the funnel. Maybe not. But the […]

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Is Specialization Bad for Startup Marketing?

We’re starting to run a Scrumban process in RapidMiner marketing. Scrumban is a great way accelerate output by creating more transparency around priorities in the hectic world of startup marketing. We’ve got our Scrumban board, with all colorful kanbans beautifully laid out into various columns. RapidMiner’s Scrumban board, blurred As we get into Scrumban, we often […]

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You’ve been asked to cut your marketing budget. Now what?

Unicorpses. Layoffs. Bursting bubbles. Winter is coming. Every day there’s a new story on the 2016 techpocalypse. Having lived through the 2000 dot com crash, this is nothing like it. But something has changed, so let’s start with a quick recap of how we got here. Starting in late 2012, tech companies began to raise […]

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Some Practical Advice for Aspiring Tech CMOs

In no particular order, here are some of the lessons I’ve learned running marketing at three tech companies. Your most important job is to recruit and retain exceptional people Never forget that people are your most important asset. As a CMO, you’ll be in endless meetings: the weekly leadership meeting, the executive offsite, QBRs, territory […]