Ep. 432 | Journeying Across Roles: Insights from Entrepreneurship to Corporate Leadership

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

In this episode of Sunny Side Up, Chris Moody interviews Beth Forester on her journey from entrepreneurship to corporate leadership. Beth talks about the challenges and rewards of transitioning from running her own business for over two decades to navigating the corporate world of SaaS at Animoto. She emphasises the importance of stakeholder buy-in and the significant role of product marketing from the early stages of development. Throughout the discussion, Beth highlights the value of learning directly from customers, prioritising core SaaS metrics, and building trust to drive collaboration. Our conversation is packed with insights for those navigating career changes or transitions between startups and established organisations.

About the Guest

Beth Forester is a dynamic marketer fueled by a passion for data and storytelling. From founding her first company in her early 20s to her experience as a product marketer in the tech industry, she gained a deep understanding of market dynamics, pricing strategy, SaaS business models, consumer behaviour, and product positioning. Her unique career trajectory, entrepreneurial spirit, and diverse experience have established her as a formidable leader in her field. She currently is the VP of Marketing at Animoto, where she leads a team of talented and passionate marketing and customer service professionals.

Connect with Beth Forester

Key Takeaways

- Major career shifts can be daunting, but sometimes, they are necessary steps towards greater fulfilment and success.

- Clear communication and alignment become paramount in larger organisations where multiple stakeholders are involved.

- Integrating product marketing early in the development process can enhance product value and market relevance.

- Understanding and articulating the broader benefits of a change can help in gaining buy-in from various departments.

- By breaking down decisions into a series of simple questions, it becomes easier to evaluate the potential impact and value of different initiatives, leading to more informed choices.

- Regular and direct communication with customers provides valuable, real-time feedback.

- Recognise the potential of expansion revenue, especially if there's limited scope for upselling or cross-selling.

- Understand that genuine product adoption signifies real value to customers.

- Top-of-the-funnel growth is crucial; ensure initiatives align with driving this growth.

- Building trust is essential for collaboration and team success.

Quote

“Probably the most beneficial thing that you can bring as a product marketer is diplomacy and gaining trust and being able to collaborate well with your team.” – Beth Forester

Recommended Resource

How to Win Friends & Influence People by Dale Carnegie

Product Marketing Debunked by Yasmeen Turayhi

Multipliers by Liz Wiseman

Shout-outs

Yasmeen (Roxanne) Turayhi – Co-Founder at Blood Moon Box and Author

Patrick Campbell – Founder & CEO at ProfitWell

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