The Role of Marketing in Driving Revenue with Christine Schaefer

Everything that people do in a for-profit company is done to drive revenue. More specifically, marketing plays a critical role in driving revenue and pipeline growth. Christine Schaefer, CMO of CrashPlan, joins us on the podcast as she shares her unique approach to marketing, how she ties her marketing efforts to attribution, the metrics she uses to measure success, and so much more! This week, episode 59 of the FiredUp! podcast is about the role of marketing in driving revenue!

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In this episode of the FiredUp! podcast, Christine Schaefer explains the importance of taking an outcome-driven approach to your marketing efforts and actionable steps you can take right now to find the balance between art and science, incorporating creativity while collecting measurable data. 

Christine Schaefer’s data-driven, scientific method for her work has helped her lead go-to-market efforts for tech companies for over 25 years. Her marketing, sales, product management, customer education, and operations led her to be instrumental in the phenomenal growth of multiple well-respected start-ups, including BlackCloak and ThreatConnect. Christine has been recognized with awards like the Women in Technology Leadership Award, but she is most proud of the recognition from former team members.

Christine, Morgan, and Ian discuss:

• Startups should take an outcome-driven approach to marketing, using hypotheses and measurable metrics to determine the success of their efforts. 
• Take a holistic approach to your brand and understand that it's not just a logo; it's everything you do with customers, and it is everyone's responsibility to uphold it. 
• Adopt MarTech tools slowly after running experiments and understanding which tools are suitable for the company's needs. 
• Marketing should focus on the customer, not the company, and be authentic in the messaging. 
• Understanding the reason behind an acquisition will help guide branding decisions moving forward. 

CONNECT WITH CHRISTINE SCHAEFER:

CrashPlan

CrashPlan on Facebook

CrashPlan on Instagram

CrashPlan on X (Twitter)

LinkedIn

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

LINKS MENTIONED:

Firebrand’s Lead Scoring Model

Lighting the Way: Nine Women Who Changed Modern America by Karenna Gore Schiff

Five Smooth Stones by Ann Fairbairn

Chapters

• 0:00 The Role of Marketing in Driving Revenue with Christine Schaefer
• 4:11 To tie marketing to pipeline and revenue, you first need to understand the market and your customers.
• 5:45 Having a clear understanding of the outcomes you’re trying to accomplish will help the marketing team know where they are headed with their efforts.
• 8:23 How to handle underperforming channels.
• 14:26 Brand is a long-term investment that is a collection of every decision the company makes.
• 24:32 Be slow to adopt new tech to ensure they are necessary for your specific company before investing in them.
• 32:15 Understanding the reason behind an acquisition is what will drive the marketing strategy.
• 35:01 Being authentic in your marketing by making jokes and references that you can understand.
• 40:52 Fired Up Five Segment