Stacey Epstein is a fierce competitor, relentless marketer, and a woman who flat out understands SaaS. Part of that competitive fire is what has led her to be a four-time, first-team all conference soccer player during her collegiate years at Emory University. And that relentless attitude is what’s helped her succeed in the roles of CMO and CEO. But no matter how much hustle you have,  don’t get those C-level titles without fully understanding every ounce of your business.

“As a marketing leader, I would never want to work at an organization where someone just says, here’s a product, go market it. When you get to the C-level, you’re part of the decisions about where the company’s going. By the time you get to the tactical part of launching a product, I’ve been part of the whole process and so I already understand the value proposition. I already understand why this is going to be a powerful solution for the market. I already understand how a rep can be successful selling that. So I would encourage anybody in marketing to think that way.”

On this episode of Marketing Trends, Stacey, the Chief Marketing and Customer Experience Officer for ServiceMax, details successful go-to-market strategies that her team followed when launching ServiceMax 360, and she explains the importance of getting to know your customer at all levels in order to create the most effective and seamless customer experience possible.

Main Takeaways:

• Know Your Audience:  As a marketer, you have to constantly be thinking about new ways to consistently delight your audience. This means regularly improving your products and services with them in mind. For ServiceMax, while the “brand” has always been a strong part of the company’s customer experience, and its marketing efforts and product will always be rooted in its customer experience.
• Listening is the Secret Sauce: It may sound simple, but by listening and asking your audience what their pain points are, and where their businesses are struggling, their answers can give you insights into their overall goals and how they can utilize your products within their companies.
• Know Your Role: As a CMO or head of marketing, once you reach the C-level, you are no longer just an extension of the marketing team. Instead, your decisions now guide the direction of the entire organization, so you have to make sure that the marketing strategies fit in with the overall vision and business goals of the company.

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