From Demand Gen to Market Maker: How Strategic CMOs Lead ICP Shifts and Drive Transformation
What does it really take to move from optimizing demand generation to redefining a company’s entire go-to-market strategy?
In this candid session with John Schneider, VP of Platform & Portfolio Marketing at , we’ll explore how strategic CMOs lead high-stakes transformations. From simplifying multi-product portfolios pre-IPO to repositioning brands, redefining ICPs, and aligning deeply with sales and product to unlock enterprise growth.
Our guest will share firsthand lessons from:
- Turning a multi-acquisition, multi-product portfolio into a unified C-suite platform story ahead of IPO
- Pivoting from a horizontal, line-of-business tool to an HR-owned enterprise performance platform — and driving 28% growth on the new sales model
- Leading bold ICP shifts that required board alignment, sales buy-in, and a willingness to accept short-term churn for long-term valuation gains
- Using TAM modeling and assumption-driven market analysis as alignment tools to neutralize opinion-based decision-making at the executive level
We’ll dig into what separates a “CMO of demand gen” from a truly strategic CMO — and why deep product marketing expertise, competitive strategy, and CEO/CRO alignment are essential for companies in transformation.
If you’re navigating an ICP shift, moving upmarket, preparing for IPO, or redefining your competitive position, this session will offer practical frameworks and hard-earned lessons from the front lines of B2B growth transformation.
