BC Startup Sales Podcast - The Importance of Customer Marketing with Sarah Doughty (Crescendo Labs)

BC Startup Sales Podcast - The Importance of Customer Marketing with Sarah Doughty (Crescendo Labs)

January 12, 2021

This week we had Sarah Doughty, Founder and Customer Success Champion at Crescendo Labs, join us on the Bowery podcast to talk about “The Importance of Customer Marketing.”

Here are some of the main questions and ideas we discussed in the podcast:

1. We hear a ton about the importance of Marketing and Sales being aligned, working together, collaborating, etc. to drive success and revenue for companies, but there seems to be way less attention paid to the relationship between marketing and customer success. Let’s start there - why do you think that is?

2. When we say “Marketing” what team(s) are we talking about? For example, would you include Product Marketing in that bucket?

3. Let’s talk about the status quo - what you normally see today inside SaaS startups. What’s the relationship between Marketing and Customer Success and how do they typically interact or collaborate? We can touch both on the end-user side or product marketing side as well as the customer stakeholder side.

4. Now let’s outline the dream scenario - what companies should be aiming for? What does the relationship between Success and Marketing look like in that world?

5. How can companies get from where they are today and move towards that ideal scenario. Are there a set of steps, best practices, processes, frameworks, etc. they can lean on to transform how marketing and success work together?

6. How do you know if the customer success and marketing partnership is working? How do you measure success?

7. When you think about Customer Success leveraging Marketing successfully - what are some of the specific things that come to mind - is there a kind of checklist of specific pieces of collateral, content, etc. that folks should keep in mind? Let's get super tactical here.

8. What are some common mistakes when it comes to Customer Success working with Marketing?

9. Any final thoughts, tips or tricks for folks to summarize?

If you liked “The Importance of Customer Marketing” and want to read more content from the Bowery Capital Team, check out other relevant posts from the Bowery Capital Blog.

Related Blogs

Buyerside Chat with Ian Andrews (Chainalysis CMO)

Ian Andrews, CMO of Chainalysis, joins to share his experience as a buyer from organizations like Chainalysis, Pivotal, Teradata, and Opsware. Topics include:

1) What separates a good email from one that gets instantly deleted?

2) How to do effective research on your prospect before reaching out.

3) What should you know about the company before your first conversation?

4) Why coming into a meeting with a hypothesis is better than a blank page.

Follow the Bowery Capital Startup Sales Podcast for more like this.



May 25, 2022 Read More

Buyerside Chat with Reba Cox (MongoDB)

Reba Cox joins the Bowery Capital Startup Sales Podcast to share her experience as a buyer from organizations like MongoDB, Philips, and ESAB. Topics include 1) what procurement actually does behind the scenes 2) negotiating price vs value with procurement 3) why procurement will never be your champion and strategies to keep them from becoming a blocker.


May 5, 2022 Read More

Buyerside Chat with Jonathan Cochrane(SaaSOptics)

Jonathan Cochrane (VP Operations, SaaSOptics) joins the Bowery Capital Startup Sales Podcast to discuss 1) how being able to adapt your demo on the fly leads to sales 2) why trying to show all your product features is like a terrible first date and 3) what he looks for when teams present vendors to him for budget approval.

April 6, 2022 Read More