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CB Insights tracks the world's most promising private companies.
 
Product, Full Time    New York City    Posted: Friday, December 28, 2018
 
   
 
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Weve got some good news (and some bad news).

  • We have a large & incredibly diverse customer base (the addressable market is massive)
  • We are aggressively rolling out new product capabilities (our product is getting better & better)
  • We have great teams in business development & customer success (and theyre hungry to do better)

All of the above are obviously good but have created some unique product marketing challenges for us.

Lets talk through those:

  • We have a large & incredibly diverse customer base (the addressable market is massive)
  • 20% of the S&P 500 are clients

This includes everyone from financial services giants to Asian tobacco behemoths to the worlds biggest tech companies. CB Insights has clients in every major sector & geography. In addition, we sell into multiple groups within those organizations. Everyone from corporate strategy to IT to corporate M&A to market insights to competitive intelligence to innovation to digital transformation.

Each of these industries & functions has different needs & even a different language they use & so speaking to them in a way that resonates with them is key.

We have a massive opportunity if we can build product marketing capabilities, systems & assets that create awareness, interest & desire in CB Insights products & services in the right way.

The right VP of Product Marketing will help us figure out a plan to educate these clients & prospective clients on the amazing things CBI technology can do for them.

We are aggressively rolling out new product capabilities (our product is getting better & better)

At the same time, we are aggressively investing in the development of the CB Insights platform. It is critical that we educate the market on the product so they know what it can do for them & how it is evolving to help them do even more.

Who is the market?

  • Customer success & business development teams. Helping them understand the product & new capabilities better will help them have better conversations with clients & prospective clients. This means more sales, higher average subscription rates, lower churn & more upsells. All these are good.
  • Prospective clients. These are the folks who we need to educate on how CBI can help them grow faster, better, smarter than ever before using a unique combination of data, visualizations & data-driven storytelling.
  • Existing clients. These are the folks whove already made the investment in CBI. We need to reaffirm for them that they made the right choice by making them look good, making them more productive & helping them achieve their goals.

The right VP of Product Marketing will ensure the market is always aware of the power of CB Insights & will weave together a coherent, tight narrative & actionable guides that these different groups can use to become or help clients become more successful with CB Insights.

We have great teams in business development & customer success (and theyre hungry to do better)

This relates to the above point, but our BD & CS teams

Product marketing & enablement are a classic partnership & we expect the VP to not only own creation of sales & customer playbooks, but to also own the enablement function that ensures our sales & customer success teams are educated, certified & recertified as the product grows. This will require the development of online training programs as well as a physical training team comprised of experienced professionals.

Key Responsibilities

We are looking for someone to lead Product Marketing at CB Insights. This person will be working directly for the companys co-founder / CEO, Anand Sanwal.

Responsibilities include:

  • Leading a team of professionals to successfully develop a comprehensive, full-funnel product marketing strategy & execution plan
  • Building repeatable product marketing playbooks & systems that can be measured, constantly iterated & scaled
  • Own all components of product marketing & enablement execution, from internal & external collateral creation to training & certification programs by vertical
  • Develop collaborative partnerships across the organization, including with product, engineering, IU (intelligence unit, aka research) sales, customer success & marketing
  • Communicate constantly & intelligently with customers; be the voice of the customer for the CB Insights organization
  • Create certification programs for internal sales & customer success teams & eventually customers
  • Launch & oversee a Customer Advisory Board
  • Define smart goals for you & your team & manage against measurable KPIs; CB Insights is data-driven
  • Being a magnet for talent that can attract, hire & develop exceptional talent as we build a world-class product marketing capability
  • As an executive, set a tone of high standards, customer obsession, disciplined decision making & as someone who just gets stuff done

Professional qualifications

As a leader

  • 10+ years of formal product marketing / strategy / marketing leadership leadership experience at a fast-growing technology, market research or advisory firm
  • Deep familiarity with the needs & goals of the corporate functions CBI customers are in
  • Clear, fast & hard earned career progression
  • Track record leading & developing high performance teams of 10+ professionals
  • Experience building incentive & career progression programs that drive career advancement & retention of great talent
  • Impeccable ability to recruit top tier talent via traditional channels as well as creative ones. Be a magnet for talent.
  • Strength in balancing desires of the product marketing department with the needs of the overall company

As a product marketer

  • Product marketing strategy & execution
  • Brand activation / rebrand skills
  • Experience building customer communication channels, such as advisory boards as well as training & certification programs
  • Working knowledge of multi-stage demand gen funnels & related technologies including marketing automation (e.g. Hubspot) & CRM (e.g. Salesforce)
  • Experience working with sales & CS teams to tangibly improve mid-funnel & retention metrics
  • Understanding & experience selling SaaS products with moderate to high price tags into enterprises ($50-$250k per annum)
  • Impeccable copywriting & presentation building skills
  • Be data-driven & be willing to nerd out on data to get to the right ideas & answers
  • Bonuses: experience undergoing a successful rebrand at a company with real traction (i.e. not a seed company searching for a business model)
  • Knowledge that ranges from good to great in:
    • Product marketing
    • Customer engagement marketing
    • Event marketing
    • Demand generation

Keys to success

  • Move fast - We are a challenger brand. Speed is a weapon. We believe in testing hypotheses quickly, getting data to prove/disprove the hypothesis & then scaling up the winning ideas. Being tenacious & relentlessly resourceful is key.
  • Magnet for talent - You must have managerial experience including building amazing teams & leading & developing teams with diverse skill sets
  • Humble - We have developed strong antibodies to arrogance or hints of arrogance
  • Helpful - This role will require building strong partnerships throughout CBI & with clients. Being a helpful colleague is important.
  • High IQ - You will be developing & analyzing a number of demand generation strategies & tactics. You should be able to deal with ambiguity, understand ideas & data quickly & prioritize effectively. We are swimming in ideas, but they are not all created equally or worth pursuing & so knowing how to separate the good from the bad is critical so we are focused on the best strategies.
  • Great communicator - Clarity of thought & disciplined, deliberate decision making are critical. You should be able to synthesize information quickly & cogently present via the appropriate medium (presentation, phone, blog post, etc).
  • Systems thinking - Should think about building & refining systems & processes that make goal attainment a byproduct of the system.
  • Sweat the details - Should be able to think strategically & put a plan together but also get in the weeds when necessary on day-to-day execution.
  • Creative & competitive - Our goal is not to blindly follow best practices but to be the best practice. We should of course borrow good ideas from others, but blindly doing what every other technology company does is a recipe for mediocrity. We need someone who can take ideas & figure out how to customize them to our situation in a way that creates maximum value for CBI & helps us, them & their team win.
  • High standards - This one doesnt require much explanation.
 
 
 
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