![]() JB: Let me start by saying that it’s always challenging at this stage because typically you have a deficit of data. ![]() How did you do it? What’s an approach that you would recommend? This is because the faster you learn, the faster you get out to the other side, which is when you have scalable growth.ĪD: That resonates! You’re looking at what’s working and you’re breaking that down into some combination of use case, account attributes, persona attributes, and messaging. Marketers have to remember that in this stage the whole objective is to fast fail, fast iterate, and learn as quickly as possible. ![]() The faster a startup moves through this uncertain go-to-market fit phase, the faster it can achieve scale, and the best way to identify these patterns is through testing and optimization. This typically involves identifying the most valuable use case, highest-paying customers, and best account profiles as quickly as possible. This means Marketers have to focus not just on messaging, positioning, and lead generation – but also on identifying all of the patterns that indicate potential for scalable growth. Figuring this out is the Marketer’s most important charter. What they don’t know is the best way to drive scalable growth across a universe of potential opportunities. The company has established that there’s a need for the product and that there are customers who are willing to pay for it. Marketers are typically brought on when a company has at least some product-market fit validated. The second mistake I see Marketers make is not realizing that their most important goal is accelerating the path to growth. And if you try to force-fit this approach, you end up wasting precious time and resources and you will ultimately fail. But no two early-stage startups are alike, so playbooks and “best practices” can’t be applied blindly. These playbooks are typically based on strategies that have worked for them at a different company profile or stage. Jake Braly (JB): The most common mistake that I see early-stage startup Marketers make is trying to force-fit a playbook that’s worked for them in the past. In our chat, we cover the biggest mistake made by Marketers at early-stage startups, the frameworks that Marketers can use to identify and scale patterns of growth, how Marketers get better with experience, and how a crisp Ideal Customer Profile definition can be a gamechanger in the growth journey.Īashish Dhamdhere (AD): Jake, let me start by asking you about the biggest mistake that you see Marketers make at early-stage startups. Also, the transcript and notes that I used for the interview were generated by Krisp as well. I conducted this interview from a noisy coffee shop while Jake was at an airport and neither of us could tell that because there was no background noise at all. We’re huge fans of Krisp.ai here at Relevvo, and this interview itself was powered by Krisp. Krisp’s Voice AI technology enhances digital voice communication through audio cleansing, noise cancelation, accent localization, and call transcription and summarization. ![]() ![]() Jake Braly, CMO of Krisp.aiįounded in 2017, Krisp pioneered the world’s first AI-powered Voice Productivity software. Throughout his career, Jake has held leadership positions at K2 Software, Microsoft, IBM, and multiple startups and early-stage ventures. Prior to that Jake led product marketing and go-to-market strategy for Apptio’s top-grossing SaaS products through its successful IPO in 2016. Prior to Krisp, Jake led global marketing and alliances at Highspot through its rapid growth phases from a $50M valuation to $3.6B. Jake has held various roles focused on new venture creation, new market development, and revenue growth for technology businesses. Today, we’re thrilled to welcome Jake Braly, CMO at Krisp.ai. Here’s the next post in our series where we share some of these gathered insights with you. These leaders and their teams at fast-growing companies like Deep Instinct, Esper, FireMon, iSpot, Krisp.ai, and more have helped shape the Relevvo product. We have the privilege of working with some of the most cutting-edge and accomplished GTM leaders in SaaS. ![]()
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