October 10, 2024

A CMO Guide to Moving Up Market

What does it take to move up market and start targeting the enterprise market? In this episode, host Drew Neisser is joined by Allyson Havener (SVP of Marketing at TrustRadius), Sheri Chin (CMO of Galileo Financial Technologies), and Jakki Geiger (most recently CMO of Hazelcast) to discuss how to navigate the strategic shift.

From aligning sales and marketing teams to crafting tailored messaging, these marketing leaders share real-world experiences on what works—and what doesn’t—when moving up market. 

Key Discussion Points:

  • How to identify when it’s time to move up market. 
  • The internal shifts needed to target enterprise customers successfully. 
  • Leveraging account-based marketing and targeted content for larger deals. 
  • The importance of partnerships in breaking into the enterprise market. 
  • How to balance retaining SMB customers while scaling to serve enterprise clients.

Tune in to hear real-world strategies for taking your business to the next level by moving up market.

What You’ll Learn 

  • The signs it’s time to move up market 
  • How to move into enterprise 
  • How to maintain current customers while building new champions

Renegade Marketers Unite, Episode 418 on YouTube  

Resources Mentioned 

Highlights

  • [2:31] Allyson Havener: When it’s time to move up market  
  • [4:58] Moving into enterprise at TrustRadius  
  • [11:04] Sheri Chin: Why Galileo moved up market  
  • [13:35] How to get enterprise-ready  
  • [20:33] Jakki Geiger: The challenges of moving up market  
  • [25:47] Adjusting to enterprise buying cycles  
  • [30:23] Why B2B CMOs love CMO Huddles  
  • [33:30] How to NOT lose existing customers  
  • [36:35] Developing the future of your product   
  • [38:10] Ensuring customer success   
  • [40:30] Get enterprise testimonials   
  • [47:30] On building future pipeline and deal acceleration   
  • [50:07] CMO wisdom for moving up market 

Highlighted Quotes 

Allyson Havener, SVP of Marketing at TrustRadius 

“The best way to make sure that you keep your enterprise customers is to make them successful.” – Allyson Havener

Sheri Chin, CMO of Galileo Financial Technologies 

“Don’t underestimate sales training. Selling into enterprise is a completely different sales sensibility skill set than SMB early-stage sales.” – Sheri Chin

Jakki Geiger, 3X CMO 

“That’s something not everybody thinks about as they’re planning to go into enterprise—you actually need to move the planning and budgeting process forward since those sales cycles are longer.” –Jakki Geiger 

Full Transcript: Drew Neisser in conversation with Allyson Havener, Sheri Chin, & Jakki Geiger