When you look at the CMO role across hundreds of B2B tech companies, what themes emerge these days? In this episode of The Get podcast, host Erica Seidel talks with Matt Selheimer, VP and Research Director for B2B Marketing Executives at Forrester.

You'll hear about the top themes that have emerged in The Get this season. And you'll get a sneak peek at new Forrester research dedicated to CMOs.

Learn about:

• How to classify marketing leadership roles: is the CEO looking for a supporter, a promoter, a partner, or a driver?
• How changes in tech and buying behavior can be a catalyst for marketing leaders to claim a broader role and bigger budget
• Advice to CEOs who have failed at hiring CMOs
• How CMOs who create a continuous learning organization are the ones who will be the most successful
• Why marketing leaders need to get beyond "polishing the pebbles on in-market intent signals" and instead invest to be the preferred vendor earlier on, to avoid being used as negotiating leverage against the preferred vendor
• How increasingly, "your understanding of your buyers, your customers, and the markets you're operating in is your competitive differentiator"
• Why so few CMOs are at the point of firing whole teams in favor of AI
• How to avoid 're-org fatigue' while still responding to changing buyer behaviors

Memorable Quote:

"What I tell our clients, and CMOs in transition, is: make sure there's a really good fit here for the purpose of marketing. That what you see as the purpose of marketing and what your CEO and the board see as the purpose of marketing is aligned. If you need to do education, that's the time to do the education… and expand the aperture of how they think about marketing. If you don't get the CEO resonating with that, then that may not be the place that you want to go join, as an example. But if you are already in a function, already in a company as a CMO, what we're telling all of our clients is, now's a great time to recalibrate the purpose of marketing."

00:00 Introduction to The Get Podcast

00:17 Guest Introduction: Matt Selheimer from Forrester

01:32 High-Level Themes in SaaS Marketing

01:46 AI's Role in B2B Buying

02:16 Disciplined Experimentation in Marketing

03:03 Resurgence of Brand and PR Roles

03:32 Matt Selheimer's Background and Fun Fact

06:33 In-Depth Discussion on AI and Generational Shifts

10:05 The Importance of Testing and Experimentation

13:25 The Role of Brand in Modern Marketing

17:22 Advice for CEOs on Hiring CMOs

27:29 Marketing Organizational Design

36:09 Favorite Interview Question

37:25 Conclusion and Closing Remarks

The Get is here to drive 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 how SaaS marketing organizations are changing — in both seismic and subtle ways.

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 erica@theconnectivegood.com. You can also follow Erica on LinkedIn or

In this episode of The Get, host Erica Seidel explores how AI-native marketing orgs are shaping up with guest Kady Srinivasan. Kady is CMO of You.com, the enterprise AI productivity platform that powers agentic workflows that deliver measurable business results. She previously held top marketing leadership roles at Lightspeed Commerce, Klaviyo, and Dropbox. She has been part of three IPOs. From her vantage point, running marketing in an AI-native environment, Kady shares her experiences, observations, and hypotheses for how the marketing org is changing – and will change – to enable using AI at warp speed.

You'll hear about:

• How GTM leadership in an AI-native company is different from GTM leadership in a typical SaaS company
• The org structures that enable using AI at warp speed
• How the new marketing org has both humans and agents on the marketing team
• The rise of new roles on the marketing team, like prompt marketers and influence engineers, and AI agent builders
• Navigating the delicate CMO balance of "feeling you need to know it all" versus respecting your CEO's intuition
• Sussing out, when talking to candidates, whether a company was successful BECAUSE of a candidate's contributions versus DESPITE the candidate's contributions
• How to hire for "common sense"

Memorable Quotes:

• "In an AI-native company, at least the one that I'm at, we have a lot to do to educate the market about the potential solutions that they can unlock with a technology or a platform like ours. So I came up with this idea… of a forward-deployed marketer, which is similar to a forward-deployed engineer, where you're basically coming up with use cases, coming up with solutions, coming up with things that you can tell people, look, this is the art of the possible…I think that's very different from SaaS, in that SaaS is a defined set of features and platform things that you can take to market."

• "It used to be that we used to have these silos - product, marketing, demand, gen, and brand. Those were the big pillars in marketing. What I've found is that with AI, you don't actually need those silos anymore. What you need instead is people who are very outcome-focused. So I have a team that's only focused on inbound. I have a team that's focused on outbound. I have a team that's focused on storytelling, brand comms, that kind of stuff. The reason I've turned it that way is in this new world, every marketer needs to become like a T-shaped marketer, which is they have a spike, but they scaffold themselves with all the other functions, and that's easy to do because of agents, because you have AI."

00:00 Introduction to The Get Podcast

00:20 Meet Kady Srinivasan: CMO of You.com

00:43 The Unique Role of a CMO in an AI Native Company

02:36 Kady's Career Insights and Advice

04:22 Organizational Structure and AI Impact

12:03 Hiring the Right Marketers for the Future

25:57 Challenges and Strategies in Modern Marketing

34:56 Conclusion and Final Thoughts

The Get is here to drive 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 how SaaS marketing organizations are changing — in both seismic and subtle ways.

The Get’s host is Erica Seidel, who runs The Connective Good, an executive search practice with a hyper-focus on recruiting CMOs...

In this episode of The Get, host Erica Seidel talks with Monica Ho, CMO of SOCi, the leading AI-powered marketing platform for multi-location businesses. Monica reflects on her CMO journey as revenue has grown from ~$10MM to ~$100MM. She gets real about how she has built her adaptation muscles and her boardroom voice, and she shares how AI and efficiency have reshaped her org chart and choices.

Monica and Erica discuss:

• How "earning and re-earning" your seat at the table is imperative as the business evolves
• Rethinking the organization at every stage of growth, and pivoting towards "more strategists than doers"
• "Forcing" AI adoption by taking away tools that the team previously relied on
• The importance of reverse mentoring – interns and junior employees can bring in creativity and have better results, "because they are having more fun."
• Fueling experimentation, not just with tests and tech, but by collaborating in different ways
• Bringing specificity to the hiring process by asking a candidate for their current boss's name and that boss's perception of the candidate
• Making yourself uncomfortable in Board meetings by sharing "the bad stuff -- that way, you're not in defensive mode but rather in collaborative problem-solving mode

Notable quotes:

• "If I'm not in a changing environment, I produce that myself."
• "A successful life has to be earned and re-earned over and over again. Just because you're successful at something doesn't mean you're going to keep being successful….  I liken that to the CMO role. 'I had a great year. We crushed our goals.' Guess what? No one cares anymore. What am I doing next year? What am I doing this next quarter? And that earned and re-earned concept is just really instilled in me."
• "I have learned that you earn your seat at the table, yes, but then you have to make sure you have a voice, and you've got to keep earning that seat at the table. If I'm not coming with really good insight or an opinion or what we need next, I'm going to lose that seat."
• "So if I went back to my pre-CMO self, it would be to get out of my head, find my voice. One of the things I remember so clearly was it was a room full of very big personalities, and I'm also a big personality, but I'm a little bit more thoughtful. I like to listen before I speak. There was no time for me to speak. There wasn't a pause, and what I learned is that I had to interrupt people. That's not natural for me, but in order to get my thoughts out, that was just an uncomfortable place I had to put myself in, and I got a lot more comfortable with it as I held that board or held that seat."

00:00 Introduction to The Get

00:32 Meet Monica Ho, CMO of SOCI

01:13 Monica's Journey and Leadership Insights

14:49 The Impact of AI on Marketing

23:41 Hiring and Career Advice

30:05 Concluding Thoughts and Industry Changes

The Get is here to drive 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 how SaaS marketing organizations are changing — in both seismic and subtle ways.

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’...