The show where we unpack the methods and tactics used to reduce CAC by the most efficient and fastest growing companies in tech. In each episode your host, Eli Rubel, founder of Matter Made, will evaluate how the best companies in the industry are driving down their cost to acquire while still achieving remarkable growth.

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/6/29/18/e67dab76-d97a-4111-a4d9-6f2dfb453299_demand_efficiency_-_simon__1___1_.mp3

Podcast SummaryIn this conversation with Simon Chuang, Director of Digital Marketing at Lacework, he talks about orchestrating and implementing high-quality lead-opportunity handoffs to drive efficiency and growth.Today, you’ll hear about Lacework’s process and execution, their lead opportunity quality feedback loop, how they systematize data collection further down the funnel, the things that Simon would’ve done differently a year ago, and the exciting next frontier.Prior to joining Lacework, Simon served as the Manager of Digital Marketing and Web Strategy at Lam Research, Senior Marketing Manager at Revvo, and as Senior Digital Marketing Manager at Druva.Episode Outline[02:54] Lead opportunity quality feedback at Lacework.[05:00] The process and execution.[09:58] Systematizing data collection.[11:56] What Simon would’ve done differently.[14:20] What’s the next frontier? Connect with Simon<a href="https://www.lacework.com/" rel="nofollow">Website.</a><a href="https://www.linkedin.com/in/simonchuang/" rel="nofollow">LinkedIn.</a> Connect with Matter Made<a href="https://www.mattermade.co/" rel="nofollow">Matter Made</a>.<a href="https://www.linkedin.com/in/elirubel" rel="nofollow">LinkedIn (Eli)</a>.

Podcast Summary
In this conversation with Simon Chuang, Director of Digital Marketing at Lacework, he talks about orchestrating and implementing high-quality lead-opportunity handoffs to drive efficiency and growth.

Today, you’ll hear about Lacework’s process and execution, their lead opportunity quality feedback loop, how they systematize data collection further down the funnel, the things that Simon would’ve done differently a year ago, and the exciting next frontier.

Prior to joining Lacework, Simon served as the Manager of Digital Marketing and Web Strategy at Lam Research, Senior Marketing Manager at Revvo, and as Senior Digital Marketing Manager at Druva.

Episode Outline
[02:54] Lead opportunity quality feedback at Lacework.
[05:00] The process and execution.
[09:58] Systematizing data collection.
[11:56] What Simon would’ve done differently.
[14:20] What’s the next frontier?

Lacework Director of Digital Marketing on Orchestrating and Implementing High-Quality Lead-Opportunity Handoffs to Drive Efficiency and Growth.

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/6/5/19/84b9923e-b850-4af2-b62e-feb3a1e63fff_demand_efficiency_-_mark_huber__2_.mp3

Podcast SummaryIn this conversation with Mark Huber, Head of Brand and Product Marketing at Metadata, he talks about use-case and persona-specific sequences. Today, you’ll hear about moving from generic to persona-specific sequences, how the results have changed over time, an exciting future development for Metadata, and an important lesson that Mark has learned.Prior to joining Metadata, Mark served as Senior Manager of Marketing Operations at Uptake and Director of Demand Generation at Fast Radius. He currently serves as the host of the Demand Gen U Podcast, an advisor for Gated and Navattic, and as Marketing Director for Have Dreams. Mark holds a BSc in Marketing from the Indiana University Kelley School of Business.Episode Outline[05:34] Persona-specific sequences.[06:46] From generic sequences to persona-specific sequences.[09:57] How the results have changed.[12:12] What’s coming up for Metadata?[13:40] A lesson learned.[16:35] The selling motion.Connect with Mark<a href="https://metadata.io/" rel="nofollow">Website</a>.<a href="https://www.linkedin.com/in/markehuber" rel="nofollow">LinkedIn</a>.Connect with Matter Made<a href="https://www.mattermade.co/" rel="nofollow">Matter Made</a>.<a href="https://www.linkedin.com/in/elirubel" rel="nofollow">LinkedIn (Eli)</a>

Metadata Head of Brand and Product Marketing on Use-Case and Persona Specific Sequences

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/5/22/17/3c4c3ff2-f333-4fe3-a89f-33605e87369e_demand_efficiency_-_andy_mowat_2023__1___1_.mp3

Podcast SummaryIn this conversation with Andy Mowat, Co-Founder of Gated, he talks about Gated’s demand efficiency levers. Today, you’ll hear about his approach to demand efficiency, the custom Chrome extension that they built, focusing on all the surfaces and experiences, and driving creativity. Prior to founding Gated, Andy served as the VP of GTM Operations and Growth Marketing at Culture Amp, the Senior Director of Customer Success Operations at Box, the VP of Business Operations at Upwork, and COO at Prialto.Episode Outline[02:43] What is Gated? [04:46] Approaching demand efficiency. [06:00] Working through all the surfaces. [07:30] The custom Chrome extension.   Connect with Dan<a href="https://www.gated.com/" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/amowat/" rel="nofollow">LinkedIn</a> Connect with Matter Made<a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Gated CEO on creating seamless on-boarding experiences

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/3/8/19/7a6b4fba-d76b-454d-be83-9abb96d3b43a_demand_efficiency_-_dan__1_.mp3

Podcast SummaryIn this conversation with Dan Frohnen, CMO at PicnicHealth, talks about Channel Mix. Today, you’ll hear about PicnicHealth’s channel mix, Dan’s approach to channel diversification, choosing when to invest in new channels, keeping teams organized and productive, and the most common pitfalls.Prior to joining PicnicHealth, Dan served in numerous roles, including as the CMO of UpKeep, the CMO of Sendoso, the Executive VP of Marketing at Skedulo, and as VP of Global Demand Gen and Sales Development at Conga.  Episode Outline[06:05] PicnicHealth’s diversified channel mix. [07:27] Approaching channel diversification. [09:17] Investing in new channels. [11:01] Keeping teams organized. [13:18] Common channel mix pitfalls. [14:59] The selling motion   Connect with Dan<a href="https://picnichealth.com/" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/danielfrohnen/" rel="nofollow">LinkedIn</a> Connect with Matter Made<a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Dan Frohnen on channel mix, tracking, and structuring teams for success

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/2/16/20/8351cfd2-1376-4da5-959a-32815291ab72_demand_efficiency_-_latane__contant_v2.mp3

In this conversation with Latané Conant, CMO at 6sense, she talks about doing account-based marketing right. Today, you’ll hear about making demand centers more efficient, team structures at 6sense, ensuring an accurate source of truth, Latané’s most-used platforms, and the importance of saying ‘no’.  As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. Prior to joining 6sense, Latané served as CMO and Sales Leader at Appirio. She also serves as a member of the Revenue Collective, and as Advisory Board Member for Mediafly and Atrium. Episode Outline[05:13] The best way to have an efficient demand center. [08:06] How Latané has structured her teams. [11:05] Ensuring an accurate source of truth. [13:04] Platforms that Latané can’t live without. [14:33] Marketing leaders who should be on the show. [15:08] 6sense’s selling motion.  Connect with Latané<a href="https://6sense.com/" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/latane-conant/" rel="nofollow">LinkedIn</a>Connect with Matter Made<a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

6Sense CMO and GTM Champion Uses Flawless ABM and Lead Management Programs to Drive ROI

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/26/17/65be003d-ac81-4554-9de5-12c9f89892a7_demand_efficiency_-_prachi_gore__2_.mp3

Podcast  In this conversation with Prachi Gore, VP of Marketing at Checkr, Inc, she talks about marketing and experimentation. Today, you’ll hear about Checkr’s lifecycle marketing, experimentation, how Checkr is set up for success, knowledge sharing, and some exciting areas of opportunity for the year ahead.Prachi Gore is an accomplished marketing leader with over 15 years of experience in marketing and consulting. Prior to joining Checkr, Prachi served as the VP of Marketing at SmartRecruiters, Manager of Global Web Marketing at SunPower Corporation, and Consultant at Emerson Electric.Episode Outline[03:25] Lifecycle marketing as a driver for growth[05:25] Lifecycle marketing metrics[06:45] Experimentation[09:50] Setting Checkr up for success[11:24] Institutionalizing the learnings[12:46] Areas of opportunity for the upcoming yearConnect with Prachi<a href="https://checkr.com/" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/prachigore/" rel="nofollow">LinkedIn</a>Connect with Matter Made<a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Checkr VP of Marketing Uses Experimentation and Hypothesis-Driven Testing to Benchmark Regularly and Drive Demand Efficiency

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/17/18/c2a9f700-31fb-4f4a-94d1-2635aa2b564f_demand_efficiency_-_ryan_narod.mp3

Podcast SummaryIn this conversation with Ryan Narod, Head of Marketing at Mutiny, he talks about revenue orchestration. Today, you’ll hear about the strategies and tactics Ryan has used, orchestrating team structures, keeping the teams in sync, running regular experiments, approaching measurement, and what Ryan would’ve done differently.Prior to joining Mutiny, Ryan has served in numerous marketing roles, including as the Product Marketing Manager at Google, and Head of Marketing at Radar, as well as serving as a contributor to TechCrunch and Advisor at AudiencePlus.Episode Outline[05:27] Strategies and tactics[09:01] Orchestrating the team structure[11:30] Keeping teams in sync[13:33] Running experiments[15:10] Measurement[17:08] What would Ryan do differently?[18:49] Mutiny’s motion Connect with Ryan<a href="https://www.mutinyhq.com" rel="nofollow">Website</a><a href="https://twitter.com/ryannarod" rel="nofollow">Twitter</a><a href="https://www.linkedin.com/in/ryannarod" rel="nofollow">LinkedIn</a> Connect with Matter Made<a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Mutiny Head of Marketing Uses Revenue Orchestration To Transform Buyer Signals Into Buying Decisions

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/17/17/74cb749d-b7fd-45f5-a185-23fb27ce713e_demand_efficiency_-_isaac_ware.mp3

Podcast SummaryIn this conversation with Isaac Ware, Director of Demand Generation at UserGems, he talks about messaging. Today, you’ll hear about how UserGems prioritizes messaging, the transition into data-driven messaging, testing the evolution of their messaging, and Isaac’s three most essential pieces of tech.Prior to joining UserGems, Isaac served in roles, including as the Director of Paid Media at Bear Fox Marketing. Isaac holds a Bachelor of Business Administration with a minor in Marketing from Grand Canyon University.Episode Outline[08:59] Prioritizing messaging[12:22] Transitioning to be more data-driven[14:23] Their cadence for testing the messaging evolution[15:36] Messaging that didn’t perform as expected[16:54] Challenges in implementing the messaging matrix[18:50] Three essential pieces of tech[19:59] Isaac’s motion[21:43] Episode recap Connect with Isaac<a href="https://www.usergems.com" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/isaac-ware" rel="nofollow">LinkedIn</a> Connect with Matter Made<a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

UserGems Director of Demand Generation Leverages Universal Messaging Frameworks To Drive Demand To The Entire Buying Committee

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/11/15/f77c11d4-baa5-48ee-acf9-94f265014e52_final___demand_efficiency_-_12-02-2022__1___1_.mp3

<h3>Podcast Summary</h3>In this conversation with Seiyonne Suriyakumar, Head of Marketing at Superhuman, he talks about customer focus and growth. Today, you’ll hear about how Superhuman has operationalized customer focus, shifting to remote-first, their growth mechanisms, and the common things that traditional B2B’s get wrong with customer focus.Prior to joining Superhuman, Seiyonne served as COO at Mobitor Corp., SM of Product Marketing at HelloSign, Director of Product Marketing at Dropbox, and as Limited Partner at GTMfund.<h3>Episode Outline</h3>[03:33] Things that Superhuman did well[05:43] Customer focus[08:07] Institutionalizing learnings at scale[10:13] What keeps it all together?[12:49] Why traditional B2B’s get customer focus wrong[14:42] Building growth mechanisms to focus on expansion[16:27] Emerging marketing and growth leaders <h3>Sei’s leader nominations</h3><a href="https://www.linkedin.com/in/jameselliotwinter" rel="nofollow">James Winter</a><a href="https://www.linkedin.com/in/georgebaier" rel="nofollow">George Baier</a> <h3>Connect with Sei</h3><a href="https://superhuman.com" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/seiyonne" rel="nofollow">LinkedIn</a><h3>Connect with Matter Made</h3><a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Superhuman Head Of Marketing Explains Why Customer Focus Plays Integral Role In Marketing

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/11/15/7d650cd7-58a5-4dad-8def-63fd06b6ed43_demand_efficiency_-_sydney_sloan__3_.mp3

<h3>Podcast Summary</h3>In this conversation with Sydney Sloan, Executive-in-Residence at Scale Venture Partners, she talks about ad program sophistication. Today, you’ll hear about stage-appropriate sophistication, leveraging technology and tools, some of the most common timing mistakes, and the impacts of reaching certain levels of sophistication.Prior to Scale Venture Partners, Sydney’s experience includes as a marketing services event specialist at Nestle SSA, Director of Strategic Customer Marketing &amp; Sales Enablement at Adobe, Senior Director of Customer Experience at Jive Software, CMO at Alfresco, CMO at Salesloft, and Limited Partner at Stage 2 Capital.<h3>Episode Outline</h3>[05:06] Building sophistication into programs[09:25] Leveraging tools and technology[14:43] Common timing mistakes in adding sophistication[17:48] The impact of reaching levels of sophistication[19:41] Saleloft’s motion<h3>Connect with Sydney</h3><a href="https://www.scalevp.com" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/sydsloan" rel="nofollow">LinkedIn</a><h3>Connect with Matter Made</h3><a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Former CMO of SalesLoft and Seasoned Industry Advisor Details The Sophisticated Ad Programs That Drive Demand Efficiency

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/10/20/625f4df9-8489-4636-a286-7dd14e94af36_demand_efficiency_-_shane_murphy-reuter__2_.mp3

<h3>Podcast Summary</h3>In this conversation with Shane Murphy-Reuter, CMO at Webflow, he talks about sales and marketing alignment. Today, you’ll hear about how Shane drives sales and marketing alignment, their campaign briefings, the importance of obsessing over little details, and the demand efficiency survey.Shane also serves as advisor for Motion (Creative Analytics), Limited Partner at Stage 2 Capital, and Advisor at Sendoso. His previous roles include Head of Online Marketing at Paddy Power Betfair, VP of Marketing and North American Sales at AdRoll, SVP of Marketing at Intercom, and CMO at ZoomInfo.<h3>Episode Outline</h3>[06:50] How Shane is driving sales and marketing alignment[09:00] The weekly meeting[12:28] Campaign briefing[19:24] Obsessing over the details[23:46] The demand efficiency survey[27:44] Episode recap <h3>Shane’s Resources</h3><a href="https://pipeline.zoominfo.com/ebooks/100-pipeline-plays-book" rel="nofollow">100 Pipeline Plays</a><a href="https://www.mattermade.co/pod" rel="nofollow">Join Our Slack</a> <h3>Connect with Shane</h3><a href="https://webflow.com" rel="nofollow">Website</a><a href="https://www.shanemr.com" rel="nofollow">Shanemr.com</a><a href="https://www.linkedin.com/in/shanemurfy" rel="nofollow">LinkedIn</a><a href="https://twitter.com/shanemurfy" rel="nofollow">Twitter</a> <h3>Connect with Matter Made</h3><a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Webflow CMO Aligns Massive Marketing And Sales Teams To Drive Full-Funnel Performance

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2023/1/5/16/28a89e15-a3bf-4d3c-bf2f-d680e351d46a_demand_efficiency_-_chris_koehler__1_.mp3

<h3>Podcast Summary</h3>In this conversation with Chris Koehler, CMO at Box, he talks about the sales and nurture programs at Box. Today, you’ll hear about Chris’s early priorities, how the teams at Box have been organized, applying Box’s learnings at product-led organizations, and how Chris stack ranks all the pieces within nurture.Prior to joining Box, Chris served as the VP of Analytics at SunTrust Banks, Head of GTM and Product Marketing of Creative Cloud for Enterprise at Adobe, as a Board Member at CareerVillage.org, and Strategic Advisor at Grishin Robotics and Cresta.<h3>Episode Outline</h3>[05:42] Getting to this point of maturity[07:09] Prioritizing in the beginning[09:17] Keeping it all organized[10:51] Organizing teams at Box[14:35] Stack ranking the pieces within nurture[16:06] Applying these learnings at product-led organizations<h3>Connect with Chris</h3><a href="https://www.box.com" rel="nofollow">Website</a><a href="https://www.linkedin.com/in/ckoehler" rel="nofollow">LinkedIn</a><h3>Connect with Matter Made</h3><a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Box CMO Uses Sales Enablement and Flawless Nurture Programs As The Levers To Reduce Cost To Acquire

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2022/12/29/17/31674689-9e0b-4c66-b292-dda5d9065e2a_demand_efficiency_-_ep1_eli_solo.mp3

<h3>Podcast Summary</h3>In this conversation with Eli Rubel, CEO at Matter Made, he talks about the rebranding of the Best in Saas Podcast to Demand Efficiency. Today, you’ll hear about the podcast’s new direction and focus. With over 15 years of marketing experience, Eli has served as a marketing advisor for companies like Dropbox, Hopin, G2, Calm for Business, Loom, and Productboard. Many other companies rely on Matter Made to smash their yearly growth targets through best-in-class Go-To-Market programs.Eli Holds a degree in Leadership and Strategy from Harvard Business School.<h3>Episode Outline</h3>[00:55] Name change from Best in Saas to Demand Efficiency[01:05] How do we do more with less?[01:40] What does Demand Efficiency mean?[02:20] Demand Efficiency as a North Star metric[04:11] What does Demand Efficiency measure?[05:43] Opportunities around Cost to Aquire (CAC)[06:29] Season expectations[07:04] Demand Efficiency Index[07:55] Demand Efficiency Slack Community<h3>Connect with Matter Made</h3><a href="http://mattermade.co" rel="nofollow">Matter Made</a><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn (Eli)</a>

Unpacking Demand Efficiency: The North Star Metric to Reduce CAC

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2022/4/27/20/0a0b9442-ecbf-454f-bd72-2ba01a217414_final_podcast_-_matt_young.mp3

In this conversation with Matt Young, CEO at UserVoice, he talks about retention and product.Today, you’ll hear about finding the a-ha moment, the customer journey, Matt’s top of mind thoughts around retention and product, the greater noise-to-signal in the industry today, the main problems Matt sees in companies doing user research, when and how to re-evaluate and recalibrate your value proposition, and the future of UserVoice.As a leader in SaaS, product management, and product management, Matt has been challenging what it means to deliver great SaaS products for over 20 years. Prior to his current role as CEO of UserVoice, he served as VP of Engineering and President of UserVoice, as VP and CTO at Vodori, and as a Senior Analyst at Duke University. Since 2020, Matt has been a Product School Featured Speaker. Matt holds a BSc in Computer Science from Syracuse University and an MSc in Computer Science from the University of North Carolina at Chapel Hill. <h3>Episode Outline</h3>[01:20] What’s most top of mind for Matt around retention and product?[02:21] The a-ha moment and the customer journey[05:35] Today’s greater noise-to-signal[07:37] Re-evaluating and recalibrating on your value proposition[09:27] Primary problems in companies’ user research[12:13] UserVoice today and in the future[14:48] Matt’s influential people <h3>Matt’s Mentors</h3>All the people he has wronged along the way.<a href="https://www.linkedin.com/in/rahulvohra" rel="nofollow">Rahul Vohra</a> <h3>Connect with Matt</h3><a href="https://www.linkedin.com/in/mattcyoung" rel="nofollow">LinkedIn</a><a href="https://www.uservoice.com" rel="nofollow">Website</a> <h3>Connect with Matter Made </h3><a href="https://www.mattermade.co/" rel="nofollow">Website</a><a href="https://www.linkedin.com/company/matter-madeco/" rel="nofollow">LinkedIn</a> (Matter Made)<a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn</a> (Elias Rubel, CEO, Matter Made)

In this conversation with Matt Young, CEO at UserVoice, he talks about retention and product.

Today, you’ll hear about finding the a-ha moment, the customer journey, Matt’s top of mind thoughts around retention and product, the greater noise-to-signal in the industry today, the main problems Matt sees in companies doing user research, when and how to re-evaluate and recalibrate your value proposition, and the future of UserVoice.

As a leader in SaaS, product management, and product management, Matt has been challenging what it means to deliver great SaaS products for over 20 years. Prior to his current role as CEO of UserVoice, he served as VP of Engineering and President of UserVoice, as VP and CTO at Vodori, and as a Senior Analyst at Duke University. Since 2020, Matt has been a Product School Featured Speaker. Matt holds a BSc in Computer Science from Syracuse University and an MSc in Computer Science from the University of North Carolina at Chapel Hill.

Episode Outline
[01:20] What’s most top of mind for Matt around retention and product?
[02:21] The a-ha moment and the customer journey
[05:35] Today’s greater noise-to-signal
[07:37] Re-evaluating and recalibrating on your value proposition
[09:27] Primary problems in companies’ user research
[12:13] UserVoice today and in the future
[14:48] Matt’s influential people

Matt Young, CEO of UserVoice on the aha moments of the customer journey to solve pain points

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2022/4/13/16/7b9cf6f0-6929-4a98-b076-8914a568a709_final_podcast_-_will_hicklen.mp3

In this conversation with Will Hicklen, Chief Growth Officer of EasyWorkForce, he talks about growth. Today, you’ll hear about the evolving Chief Growth Officer role, Will’s key principles, things that get Will excited about EasyWorkForce, emerging people marketplaces, and the ways that Will keeps himself sane and energized.Will is a strategic growth specialist, a performance-driven innovator, HR tech expert, leader, and coach. Will holds a BA in Economics from Miami University. <h3>Episode Outline</h3>[01:00] The Chief Growth Officer role[04:01] Will’s key principles[09:05] Digital people marketplaces[12:06] What has Will excited?[14:16] How does Will keep himself sane?[17:32] Matt’s inspirational people <h3>Inspirational People</h3>Matt’s dad<a href="https://www.linkedin.com/in/joe-costello-566ab53" rel="nofollow">Joe Costello</a><a href="https://www.linkedin.com/in/garytrainor" rel="nofollow">Gary Trainor</a> <h3>Connect with Will</h3><a href="https://www.linkedin.com/in/willhicklen" rel="nofollow">LinkedIn</a><a href="https://easyworkforce.com" rel="nofollow">Website</a><a href="https://twitter.com/WillHicklen_" rel="nofollow">Twitter</a> <h3>Connect with Matter Made </h3><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn</a> (Elias Rubel, CEO, Matter Made)<a href="https://www.linkedin.com/company/matter-madeco/" rel="nofollow">LinkedIn</a> (Matter Made)<a href="https://www.mattermade.co/" rel="nofollow">Website</a>

In this conversation with Will Hicklen, Chief Growth Officer of EasyWorkForce, he talks about growth. Today, you’ll hear about the evolving Chief Growth Officer role, Will’s key principles, things that get Will excited about EasyWorkForce, emerging people marketplaces, and the ways that Will keeps himself sane and energized.

Will is a strategic growth specialist, a performance-driven innovator, HR tech expert, leader, and coach. Will holds a BA in Economics from Miami University.

Episode Outline
[01:00] The Chief Growth Officer role
[04:01] Will’s key principles
[09:05] Digital people marketplaces
[12:06] What has Will excited?
[14:16] How does Will keep himself sane?
[17:32] Matt’s inspirational people

The emergence of Chief Growth Officers with Will Hicklen of EasyWorkforce

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2022/3/14/20/f57a9189-5a7c-41fc-9392-0b8e44583e20_final_podcast_-_andrew_hahn.mp3

In this conversation with Andrew Hahn, Advisor at Savor Lining, he talks about growth, marketing, and sales. Hear about Andrew’s thoughts on the marriage of sales and marketing, his sales methodology, the most common cracks in sales, and failures that lead to growth. <h3>Episode Outline</h3>[01:03] Introducing Andrew[03:50] MQL’s are bullsh*t[05:40] Andrew’s sales methodology[08:10] Cracks in sales[11:19] “People don’t buy from people they like”[14:54] A failure that led to a moment of great growth[17:53] How does Andrew keep his energy levels high?[19:43] Andrew’s mentors <h3>Andrew’s Mentors</h3>His dadHis wife<a href="https://en.wikipedia.org/wiki/LeBron_James" rel="nofollow">LeBron James</a><a href="https://en.wikipedia.org/wiki/Kobe_Bryant" rel="nofollow">Kobe Bryant</a> <h3>Connect with Andrew</h3><a href="https://www.linkedin.com/in/andrewhahn1121" rel="nofollow">LinkedIn</a><a href="https://www.savorlining.com" rel="nofollow">Website</a> <h3>Connect with Matter Made </h3><a href="https://www.mattermade.co/" rel="nofollow">Website</a><a href="https://www.linkedin.com/company/matter-madeco/" rel="nofollow">LinkedIn</a> (Matter Made)<a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn</a> (Elias Rubel, CEO, Matter Made)

In this conversation with Andrew Hahn, Advisor at Savor Lining, he talks about growth, marketing, and sales. Hear about Andrew’s thoughts on the marriage of sales and marketing, his sales methodology, the most common cracks in sales, and failures that lead to growth.

Episode Outline
[01:03] Introducing Andrew
[03:50] MQL’s are bullsh*t
[05:40] Andrew’s sales methodology
[08:10] Cracks in sales
[11:19] “People don’t buy from people they like”
[14:54] A failure that led to a moment of great growth
[17:53] How does Andrew keep his energy levels high?
[19:43] Andrew’s mentors

Andrew Hahn breaks down some of the most common misconceptions in scaling high-performing sales orgs

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2022/3/2/21/5598569a-cb64-4be9-aae7-e7a44198654b_final_podcast_-_kevin_marasco.mp3

In this conversation with Kevin Marasco, CMO at Zenefits, he talks about growth and marketing. Hear about Zenefits’ pivot into a PLG motion, demand gen and organic channels, how Kevin shows up as his best self, and building a culture of experimentation. <h3>Episode Outline</h3>[01:39] The Zenefits journey[05:19] The opportunity for a PLG motion[09:29] Demand gen practices[11:57] The shift to organic[15:21] Experimentation[16:46] What Kevin does to stay fresh[20:12] Kevin’s motivational people <h3>Connect with Kevin</h3><a href="https://www.linkedin.com/in/kmarasco" rel="nofollow">LinkedIn</a><a href="https://www.zenefits.com" rel="nofollow">Website</a><a href="https://twitter.com/kmarasco" rel="nofollow">Twitter</a><a href="https://www.instagram.com/kevinmarasco" rel="nofollow">Instagram</a> <h3>Connect with Matter Made </h3><a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn</a> (Elias Rubel, CEO, Matter Made)<a href="https://www.linkedin.com/company/matter-madeco/" rel="nofollow">LinkedIn</a> (Matter Made)<a href="https://www.mattermade.co/" rel="nofollow">Website</a>

In this conversation with Kevin Marasco, CMO at Zenefits, he talks about growth and marketing. Hear about Zenefits’ pivot into a PLG motion, demand gen and organic channels, how Kevin shows up as his best self, and building a culture of experimentation.

Episode Outline
[01:39] The Zenefits journey
[05:19] The opportunity for a PLG motion
[09:29] Demand gen practices
[11:57] The shift to organic
[15:21] Experimentation
[16:46] What Kevin does to stay fresh
[20:12] Kevin’s motivational people

Kevin Marasco, CMO of Zenefits on the applications and automation of PLG

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2022/2/14/18/9c2fadaa-0e6c-47fd-bbd8-ed9bb8420463_final_podcast_-_rashmi_gopinath.m4a.mp3

In this conversation with Rashmi Gopinath, General Partner at B Capital Group, she talks about enterprise software trends and industry benchmarks. Hear about some of the metrics that are dipping, the companies that are transitioning from traditional sales to a sales-assist motion, and how Rashmi keeps herself engaged in the industry. <h3>﻿Episode Outline</h3>[00:36] B Capital Group[03:01] Surprises in the last 12 months[06:09] New low metrics[11:12] Traditional enterprises trying to be a PLG[13:02] Transitioning from traditional sales to sales-assist[16:48] What keeps Rashmi energized, interested, and engaged? <h3>Connect with Rashmi</h3><a href="https://www.linkedin.com/in/rashmigopinath" rel="nofollow">LinkedIn</a><a href="https://twitter.com/GopinathRashmi" rel="nofollow">Twitter</a><a href="https://www.bcapgroup.com" rel="nofollow">Website</a> <h3>Connect with Matter Made </h3><a href="https://www.mattermade.co/" rel="nofollow">Website</a><a href="https://www.linkedin.com/company/matter-madeco/" rel="nofollow">LinkedIn</a> (Matter Made)<a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn</a> (Elias Rubel, CEO, Matter Made)

In this conversation with Rashmi Gopinath, General Partner at B Capital Group, she talks about enterprise software trends and industry benchmarks. Hear about some of the metrics that are dipping, the companies that are transitioning from traditional sales to a sales-assist motion, and how Rashmi keeps herself engaged in the industry.

Episode Outline
[00:36] B Capital Group
[03:01] Surprises in the last 12 months
[06:09] New low metrics
[11:12] Traditional enterprises trying to be a PLG
[13:02] Transitioning from traditional sales to sales-assist
[16:48] What keeps Rashmi energized, interested, and engaged?

Rashmi Gopinath, General Partner at B Capital Group on the current market and the rapid acceleration of digital marketing

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2021/12/2/18/e264e7b7-818e-478f-8bef-4e9e54fc4d5c_final_podcast_-_chris_koehler.mp3

<h3>Episode Outline</h3>[01:26] Chris’s background[03:23] Thinking through customer journey[05:19] Chris’s tactical tool chest[07:35] What’s happening to events?[12:32] Shifting to sales-assist and PLG[15:56] Chris’s influential people[18:45] How does Chris keep his head clear?<h3> </h3><h3>Connect with Chris</h3><a href="https://www.linkedin.com/in/ckoehler" rel="nofollow">LinkedIn</a><a href="https://www.box.com/" rel="nofollow">Website</a> <h3>Connect with Matter Made </h3><a href="https://www.mattermade.co/" rel="nofollow">Website</a><a href="https://www.linkedin.com/company/matter-madeco/" rel="nofollow">LinkedIn</a> (Matter Made)<a href="https://www.linkedin.com/in/elirubel/" rel="nofollow">LinkedIn</a> (Elias Rubel, CEO, Matter Made)

In this conversation with Chris Koehler, CMO at Box, he talks about his fascinating career that has made him the person he is today. Hear about how Chris’s background has helped him think through customer journey, the future of events, the idea of shifting to sales-assist and PLG motions, Chris’s tactical tool chest, and how he keeps his head clear outside of work.

Box CMO, Chris Koehler, on generalists vs specialists, and the transition to hybrid marketing

https://s3.us-east-2.amazonaws.com/pod-public-media-files/2021/11/17/18/f2146073-8567-4813-90e7-ad86900fd99b_final_podcast_-_chris_byers.mp3

<h3>Episode Outline</h3>[01:26] About Formstack[02:17] The first M&amp;A[04:33] Four more times[07:14] Venture funding[11:00] Chris’s lessons learned[12:31] Chris’s influential people <h3>Connect with Chris</h3><a href="https://www.linkedin.com/in/rchrisbyers" rel="nofollow">LinkedIn</a><a href="https://www.formstack.com" rel="nofollow">Website</a>

In this conversation with Chris Byers, CEO of Formstack, he talks about funding, acquisitions, and growth. Hear about Formstack’s five M&A’s, building a business without venture funding, and the importance of having mentors.

Chris Byers on using M&A as a strategic lever for growth

How the best companies are reducing CAC and driving growth in a turbulent market

The show where we unpack the methods and tactics used to reduce CAC by the most efficient and fastest growing companies in tech. In each episode your host, Eli Rubel, founder of Matter Made, will evaluate how the best companies in the industry are driving down their cost to acquire while still achieving remarkable growth.

Rashmi Gopinath, General Partner at B Capital Group on the current market and the rapid acceleration of digital marketing

﻿Episode Outline

Connect with Rashmi

Connect with Matter Made

Episode Outline