The Role of Marketing in Driving Revenue with Christine Schaefer

Everything that people do in a for-profit company is done to drive revenue. More specifically, marketing plays a critical role in driving revenue and pipeline growth. Christine Schaefer, CMO of CrashPlan, joins us on the podcast as she shares her unique approach to marketing, how she ties her marketing efforts to attribution, the metrics she uses to measure success, and so much more! This week, episode 59 of the FiredUp! podcast is about the role of marketing in driving revenue!

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In this episode of the FiredUp! podcast, Christine Schaefer explains the importance of taking an outcome-driven approach to your marketing efforts and actionable steps you can take right now to find the balance between art and science, incorporating creativity while collecting measurable data.

Christine Schaefer’s data-driven, scientific method for her work has helped her lead go-to-market efforts for tech companies for over 25 years. Her marketing, sales, product management, customer education, and operations led her to be instrumental in the phenomenal growth of multiple well-respected start-ups, including BlackCloak and ThreatConnect. Christine has been recognized with awards like the Women in Technology Leadership Award, but she is most proud of the recognition from former team members.

Christine, Morgan, and Ian discuss:

- Startups should take an outcome-driven approach to marketing, using hypotheses and measurable metrics to determine the success of their efforts.
- Take a holistic approach to your brand and understand that it’s not just a logo; it’s everything you do with customers, and it is everyone’s responsibility to uphold it.
- Adopt MarTech tools slowly after running experiments and understanding which tools are suitable for the company’s needs.
- Marketing should focus on the customer, not the company, and be authentic in the messaging.
- Understanding the reason behind an acquisition will help guide branding decisions moving forward.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!