How Harri is Using ABM to Move to Enterprise w/ CMO Jennifer Ravalli [Podcast]
Episode Description
In this episode of the Marketer’s Journey, host Randy Frisch sits down with Jennifer Ravalli, CMO of Harri. Jennifer is an award-winning executive who is passionate about HR tech. During her year at Harri, the company has been rapidly growing, which has meant that Jennifer has had to create clear frameworks for determining their best-fit market and expand their ideal customer profile. In this episode, Randi and Jennifer discuss her time at Harri, where content lives in the funnel, and how she is leveraging ABM as Harri grows.
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Key takeaways from this episode:
Saying no is just as important as saying yes. Jennifer and her team are very clear on what they will and won’t do. She says that making sure the team is on the same page about strategy and expectations means there is room to pivot and adapt, while staying on track.
Be a leader, not just a marketer. Jennifer emphasizes that at the beginning of your career, you’re paid for what you do, and later on, you’re paid for what you know. To be an effective leader, you need to share that knowledge with your team and allow them to execute ideas.
Account executives need to be part of the funnel. Jennifer believes that as a buyer approaches the middle of the funnel, an account executive should step in, and help build the case for why the buyer needs to make a change and continue down the funnel.