How The Best CMOs Seize Control of Strategic Planning
Play • 35 min

The CMO’s most important job when scaling? To create focus, protect focus, and seize control of the strategic planning process - not just for marketing but for the company as a whole. Here’s how to do that.

Join Erica and her guest Jay Gaines, who runs marketing at insurance tech scale-up AgentSync,  as they discuss:

  • How to avoid ‘random acts of marketing,’ reinforce the role of marketing as the business scales, and drive a shared common understanding of what marketing is there to do for the business.
  • How marketing can -- and should -- seize control of the strategic planning process for the company as a whole
  • How to respond to a CEO who over-rotates on a demand-first view of marketing 
  • The one question the best CMO candidates ask the CEO before they say yes to a scale job: “How exactly do you plan to expand?” 
  • How to avoid a surprisingly tantalizing organization misstep when scaling
  • How employees’ values are changing away from ‘growth at all costs’ - which means companies need to be pitching themselves differently
  • How a tangible commitment to work/life balance and DEI, embodied from the top-down, can accelerate hiring in the long run


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Hiring great marketing leaders is not easy. The Get is a podcast designed to inspire smart decisions around recruiting and leadership in B2B SaaS marketing. 

We explore the trends, tribulations, and triumphs of today’s top marketing leaders in B2B SaaS.

This season’s theme is Solving for the Scale Journey.

The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs and VPs of Marketing, especially in B2B SaaS. 

If you are looking to hire a CMO or VP of Marketing of the ‘make money’ variety - rather than the ‘make it pretty’ variety, contact Erica at You can also follow Erica on LinkedIn or sign up for her newsletter at

The Get is produced by Evo Terra and Simpler Media Productions.

This podcast uses the following third-party services for analysis:

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