Understand the role of a chief marketing officer, their skills and qualifications, and the different ways you can engage one. Also, discover the easiest way to hire a CMO.
Neha Goel
Building strategies for early-stage B2B SaaS startups to achieve revenue growth
Hello 👋! I'm a B2B Fractional CMO with a track record of collaboratively building businesses, expanding markets, accelerating growth, and developing impactful teams that create value. I'm hands-on, growth-focused, with an equal love for both strategy & execution.
Over the past decade, I've led marketing + GTM for 6 early-stage HR Tech B2B startups and been involved in 3 exits! 🚀
I love travel, reading books in all genres, spending time with my 6-year old twins, and learning about AI.&nbs…
Work
Crafting a Winning Positioning Strategy
https://go.ripplergroup.com/case-study-for-crafting-a-winning-positioning-strategy-for-a-b2b-saas-companyUtmost was a B2B SaaS startup that offers a powerful platform for managing contingent workers.
Founded in 2018, the company's mission is to help businesses simplify and streamline their contingent workforce management process.
With a focus on enterprise-level organizations, Utmost.co's platform provides comprehensive functionality for sourcing, onboarding, managing, and paying contingent workers, while also ensuring compliance with labor laws and regulations.
After a market disrupting event that shook the company's position and pipeline, Utmost relied upon Neha to lead a respositioning effort.
Strategy + Sales Enablement For Significant Growth
https://go.ripplergroup.com/case-study-for-how-marketing-strategy-and-sales-enablement-helps-achieve-significant-growthDCR Workforce was a technology startup that provided a B2B SaaS product and associated services to companies around the globe.
The company experienced significant growth, winning the business of major F500 clients over a short time period due to product innovation, client wins, and markeing success. As a result of these efforts, DCR Workforce was able to position itself as an attractive acquisition target.
Targeted Approach to Expand Customer Base
https://go.ripplergroup.com/case-study-for-using-a-targeted-approach-to-win-in-a-new-segmentTalentDesk.io is a B2B SaaS company that provides a platform for businesses to manage their freelance workforce. The company's target customers are enterprise-level businesses in a variety of industries, including technology, finance, and healthcare. These customers typically have a need for flexible and scalable workforce solutions, and are looking to optimize their talent management processes to achieve greater efficiency and cost savings.
TalentDesk's team felt that a niche segment would be a great customer for their solution and partnered with me to help test and prove that hypothesis.
Learn how I helped validate this hypothesis for a new ideal customer profile and craft a winning outreach strategy.
Experience
Rippler Group
Fractional Chief Marketing Officer, Advisor
Jan 2023 - Present
I partner with B2B SaaS companies to help them acquire new customers and grow their revenue.
- 112% increase in conversation rate for B2B SaaS startup
- 51% increase in demo clicks for B2B SaaS startup
- Successful Seed raise by B2B SaaS startup
Chief
Member
May 2022 - Present
Chief is a private network built to drive more women into positions of power and keep them there. Chief is the only organization specifically designed for the most powerful women executives to strengthen their leadership, magnify their influence, and pave the way to bring others with them.
- Building relationships and connections with some amazing women executives
Utmost
CMO
Jan 2020 - Nov 2022
Utmost offers SaaS solutions for the enterprise and its extended workforce - from temporary workers to consultants, vendors, freelancers, contractors and more - to seamlessly and efficiently work together. Utmost's customers include AstraZeneca, Unilever, DoorDash, Ecolab, NortonLifeLock, ChristianaCare, Sage Therapeutics. Acquired by Beeline in October 2022
- 500% revenue growth with a pipeline over 70% driven by Marketing leads
- 102% growth in web traffic & 238% increase in blog readership
- Successful Series B raise ($22M)
- Launched podcast (73% growth YoY) and community for target persona
- Successful exit via acquisition
Workspend Inc.
Senior Vice President, Marketing and Strategy
Sep 2018 - Nov 2019
Workspend provides a full range of talent sourcing, management, and payroll solutions for globally distributed teams. Workspend's customers include Fannie Mae, Tufts Health, SuperValu, Stewart Tile, KeyBank, ThermoFischer Scientific
- Increased revenue by ~$1M and pipeline by over 40%
- Grew brands by 68% YoY
Simplify Workforce
Senior Vice President, Marketing and Strategy
Sep 2018 - Oct 2019
Simplify Workforce provides flexible workforce management solutionsfor mid-market and enterprise companies in the United States. Simplify's customers include American Family Insurance, FannieMae, Tufts University, easyJet, PennState
- Launched and brought brand to market
- 70% brand growth YoY
- 50% increase in sales pipeline
- Built partner alliances bringing 9 industry partners onboard in 2019
DCR Workforce
Vice President, Marketing & Strategic Solutions
Jun 2012 - Oct 2018
DCR Workforce is a leading provider of contignent workforce management and advanced services procurement software, most notably Smart Track Vendor Management System (VMS). Acquired by Coupa in September 2018. DCR's customers include Google, Lockheed Martin, Discover Financial Services, Ryder Logistics, Supervalu, SunTrust Banks, Bimbo Bakeries, SunTrust, and Thermo Fisher Scientific.
- Constructed a best-in-industry demand gen platform leading to both revenue growth and market visibility, incl. positioning company as an acquisition target
- Led sales enablement efforts towards winning of the business of F500 clients (deal sizes over $500K ARR)
Palm Beach County Sheriff's Office
Project Manager and Senior Consultant
Sep 2005 - Dec 2010
Special projects focus, managing 12 direct and 14 indirect reports with $11M budget for organization-wide restructuring initiatives focused mainly on the HR department. Delivered strategic recommendations, conducted operational studies focused on efficiency diagnosis, and facilitated change management needs. Teamed with executive and senior management, functional departments, unions, and external vendors on operational strategies.
- Launched a HR restructure of 4k FTes
- Slashed HR budget by 25%
- Captured over $2M in resource savings
Related Blog Posts
What Is a Chief Marketing Officer (CMO)? 15 Key Responsibilities How to Hire a CMO for Transformative Growth: 8 Key Strategies Discover how to hire a CMO using eight critical steps, and get strategies to empower your CMO for success. Uncover the easiest way to hire the ideal CMO through Go Fractional.
What Is a Fractional CMO? (Services, Key Benefits, How to Hire) Explore how a fractional CMO can unlock growth in your business. Dive into the proven benefits and find out how to hire top talent through Go Fractional.
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