Most SaaS companies start with a single solution designed for a single audience. But as they pick up steam, offering more products to multiple target markets, it\u2019s easy for the message to get a little fuzzy.<\/p>\n
When Shane Murphy-Reuter joined us here at Intercom as SVP of Marketing earlier this year, he had to manage four different teams on two continents working on multiple products. Imagine trying to maintain a unified message and overall brand vision across those time zones and organizations \u2013 it\u2019s a big challenge for any marketer.<\/p>\n
But thanks to his experience as a marketing leader in both B2C (in online gaming<\/a>) and later in B2B (at AdRoll<\/a>, where he managed 45 people and a budget of \u20ac30 million), Shane had a keen sense of how to continue fueling growth by moving upmarket and differentiating from a crowded marketplace.<\/p>\n In a recent conversation with John Bonini of Databox<\/a> on the Ground Up podcast<\/a>, Shane discussed his career path to date, the importance of consistency in messaging, how to navigate that journey upmarket, and how to instil change in a fast-moving, high-performing team.<\/p>\n Listen here, or, if you\u2019re short on time, check out a few of Shane\u2019s key takeaways below.<\/p>\n