Winning the market: Mural’s Enterprise GTM Strategy
Samantha and her stellar Marketing team not only leverage PLG to drive top-funnel leads, they’ve also created a robust Enterprise GTM Strategy that is a major revenue-generating powerhouse. Tune into this session of Game Changers to get Mural’s Playbook to success.
In a stimulating session of ‘Game Changers’, Samantha Goldman, the impressive and dynamic CMO of Mural, joined Oana, the host and founder of Sequel. Samantha opened up about her career that cut across different sectors – from marketing to consulting, landing finally in the realm of technology. Underscoring the conversation was the significance of breaking free from the mould of a ‘B2B mindset’ and pioneering a unique, compelling brand portrayal that resonates with the audience.
One of the most interesting parts of the discussion was when they navigated the topic of managing remote teams. Samantha narrated Mural’s transformational journey from a sizable 50-member squad to a lean, efficient team of 35. This organizational change was governed by the company’s overarching business strategy. Adding to it, she suggested some valuable practices to encourage collaboration within virtual teams. The standout pointers were fostering casual ‘water cooler’ dialogues, orchestrating routine ‘coffee talks’, prompting teammates residing in proximity to meet-up, and exploiting digital communication tools for seamless interaction.
Samantha and Oana also delved into the considerations concerning remote and on-site team management, with emphasis on generating interactive hubs and events. A noteworthy subplot of this discourse pertained to advocating a ‘remote-first’ strategy and setting aside resources for digital meet-ups and activities.
Turning the spotlight on customer acquisition and revenue growth, Goldman highlighted the importance of focusing on distinctive use cases that cater to the requirements of the audience. The duo conferred about the efficacy of various marketing platforms, confirming the potency of search engines and LinkedIn in reaching their target demographic.
The engaging conversation further covered the proposition of a self-serve model operating in tandem with enterprise objectives. Samantha elaborated on the delicate balance required in servicing both B2B buyers and individual members within disparate teams. They defined their ‘North Star’ metric as being revenue-centric and expressed a collective enthusiasm for initiating a customer champions program. This pursuit aims to harness customer advocacy for effective internal sales, symbolizing innovative thinking and proactive partnership with customers.
In this enlightening conversation, Samantha demonstrated how closely linked the realms of innovative workplace management and thoughtful B2B marketing are. The insights harvested from this chat serve as valuable compass points for businesses navigating the choppy currents of the evolving work environment and marketing landscape.
