Why Focusing Only on Demand Generation Can Hurt Your Business

How’d You Get That Number?

How do you navigate ambitious growth goals when the numbers don't add up?

In this episode, Rachel Trindade, CMO at FlavorCloud, shares her journey from marketing to revenue operations, shedding light on the challenges of scaling a B2B SaaS company and aligning teams to achieve big, bold goals. Rachel discusses the complexities of setting targets, the importance of balancing demand generation with brand-building, and the reality of working with tight resources while striving for high-growth objectives.

She also explores the critical role of collaborative planning across teams, how marketing and sales need to align for success, and the lessons learned from coming close to hitting a massive target despite the odds.

Timestamps:

(00:00) Intro

(01:09) Rachel’s CMO journey

(03:04) Setting ambitious revenue targets

(07:36) Aligning sales & marketing

(10:15) Branding’s role in demand gen

(12:45) Overcoming resource constraints

(15:30) Bottoms-up planning & collaboration

(18:00) Adjusting after missed targets

(22:10) Lessons from FlavorCloud's growth

(25:30) Effective frequency in marketing

(28:45) Metrics that drive success

Connect with our guest:

• Rachel Trindade on LinkedIn: https://www.linkedin.com/in/racheltrindade/
• Learn more about FlavorCloud: https://flavorcloud.com/

Connect with Daren:

• Daren Lauda on LinkedIn: https://www.linkedin.com/in/darenlauda/
• Learn more about Outset: https://outsetops.com/

This episode is sponsored by:

Learn more about ekai: https://yourekai.com/