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The key to 20X ARR in 4 years: Focus & fast experimentation

About

Join us for a deep dive into fast-growth strategies with a focus on the intersection of marketing and sales. Featuring insights from PartnerStack’s journey to 20x growth in ARR, we’ll explore how aligning teams on priorities, leveraging fast experimentation, and focusing on foundational tasks can drive remarkable scalability. Tyler Calder will share firsthand experiences with growth channels, the evolving role of partnerships, and community engagement from his experience at PartnerStack. This session is a must for CMOs and growth leaders looking to ensure their marketing efforts are directly tied to measurable business outcomes while embracing a fast-paced, iterative approach to scaling success.

Featuring
Tyler Calder
CMO + VP, Sales @ PartnerStack
Event Summary
Generated by Sequel AI

In a recent episode of Game Changers, Oana, the dynamo helming Sequel.io, had an enlightening conversation with Tyler Calder, the Chief Marketing Officer at PartnerStack. This company continues to see remarkable growth, with over 100,000 partners now a part of the PartnerStack network and receiving significant commissions through the platform.

According to Calder, the secret recipe to their success is a balance of an excellent product, effectively executed marketing techniques, and cultivating a strong team spirit. He emphasized the importance of bridging gaps between different departments and roles, creating a more harmonious and effective work environment.

The CMO of PartnerStack highlighted the value of sales experience for a marketing leader. This might seem like an odd pairing, but it fosters empathy and promotes a shared understanding among teams.

In discussing marketing strategies, Calder explained the importance of analyzing and testing various methods to determine which bring the most value. They have found success with paid media, particularly paid search, in their marketing approach. However, platforms like Facebook, while advantageous for distributing content, didn’t meet their sales expectations.

The key metrics Calder and his team focus on are identifying the demographics entering their marketing funnel and the areas that spark significant sales discussions. Their basic strategy was a red light-green light approach, where a test or marketing technique was pursued only if it met certain metrics – a simple and effective method that helped smartly allocate budget.

Calder mentioned that certain tactics, like paid searches on Google, did hit a saturation point where the returns started to fall – proving the old adage that too much of anything can be bad.

On the topic of partnerships, Calder shared insights about their experimental approach to integrating them into their marketing strategies. By treating each partnership differently, they realized that a one-size-fits-all approach was not effective. Adopting a co-marketing strategy with partners led to much more fruitful results than standalone events.

Looking forward, the PartnerStack team plans to formalize the role of B2B marketing influencers, innovate their thought leadership content, and modify their product to encourage influencer marketing. With these exciting initiatives, PartnerStack is positioned for continued growth and success.