A Day In The Life Of A Chief Marketing Officer At Protecto
Shekar, Protecto's Chief Marketing Officer, focuses on pipeline generation through three channels: "direct to customer," a sales-led approach, and a product-led "try before you buy" strategy. A significant portion of Shekar's time is dedicated to product marketing, including "testing messaging, creating content," such as webinars and ebooks, to resonate with potential customers.
Marketing Strategy, Go-to-Market Strategy, Product Marketing, Sales Pipeline Generation, Leadership
Advizer Information
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Job Title
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Shekar Hariharan
Chief Marketing Officer
Protecto
MSRIT (Bengaluru, India), 1993-1997
Louisiana State university, M.S. in Industrial Engineering
Engineering - Mechanical
Technology
Communication and Marketing
None Applicable
Video Highlights
1. Shekar's role involves generating sales pipeline through various channels (direct-to-customer, sales-led, and product-led).
2. A significant part of his work focuses on product marketing, including testing messaging and creating content (webinars, ebooks, blogs).
3. His day-to-day activities are approximately 90% dedicated to demand generation and product marketing. This highlights the importance of these areas for a CMO in a startup.
Transcript
Could you walk me through a day in the life of a chief marketing officer?
My role involves generating pipeline for my company. This is crucial for startups, as no pipeline means no sales. We call this a "go-to-market motion" – how we plan to generate that pipeline.
Currently, I'm focusing on three channels. The first is direct to customer, which is classical marketing. The second is a sales-led approach, and the third is a product-led approach.
With the product-led approach, we look at how to leverage our product to deliver trials. This encourages adoption, and eventually, conversion to customers. We also refer to this as "try before you buy."
The third channel is a sales-set approach. This involves hiring an SDR company and internal SDRs to call potential prospects and build pipeline. This is essentially what I do.
On the product marketing side, I focus on testing messaging and creating content that resonates. This can include webinars, ebooks, or blogs. This work makes up about 90% of my responsibilities.