Sienna Spencer / Chief Marketing Officer
Perspectives from a life in leadership.
The latest essay
Software boards routinely ask marketing how much pipeline it sourced. The figure is easy to inflate, hard to audit and says little about whether customers will arrive, pay and stay. I stopped reporting it in 2021.
Read the essaySoftware boards routinely ask marketing how much pipeline it sourced. The figure is easy to inflate, hard to audit and says little about whether customers will arrive, pay and stay. I stopped reporting it in 2021.
When a software company suffers a security incident, marketing is usually asked for a campaign that reassures the market. I think the better answer is a year without security advertising and a steady supply of evidence customers can check for themselves.
Free tiers and self-service trials can bring payroll customers to the door. They cannot safely carry them through the first live pay run, and a product-led model that pretends otherwise moves its costs into customers' payslips.