On this episode of The Marketer’s Journey, I interview Brian Kardon, CMO at InVision. A big part of Brian’s strategy is building an enterprise sales channel, and this remains top of mind as he leads his team. Brian is an accomplished marketer who has held senior marketing roles at companies such as Fuze and Forrester. At InVision, he leads sales and marketing, with an understanding that they need to be integrated to be successful. On today’s episode, we discuss how to leverage product led growth to build a successful enterprise strategy, lining up customers who are ready to advocate for you.
Key takeaways from this episode:
- Take calls with recruiters. Even if you’re not looking, you may know someone who is a great fit, and it’s good to stay informed about what’s out there. It always benefits to stay connected and continue relationship building even if you’re not in the market for a job.
- So few companies consolidate sales and marketing under the same leader, and most C Suite teams talking about aligning sales and marketing when they should be talking about integrating them.
- At InVision, Brian has had great success with converting PQLs or product qualified leads into enterprise clients--as he says, seeds become trees. People do certain things in the app that trigger a signal to try to convert them to enterprise customers. But Brian recognizes the skills needed to nurture an enterprise account are very different than those needed to nurture other customers, so it’s important to have a diverse team to manage this.