When There’s No Wind, You Better Row with Meagen Eisenberg

HIGHLIGHTS


How a business travel company survived COVID-19
lockdowns 

Achieving growth and pivoting in a time of crisis 

Using content to drive brand recognition and revenue on a
budget

Discussions about Product-Led Growth

Always try to find out how and why your customers are buying

Biggest challenges over the last two years for a CMO

We need to create second-line leaders 

Look for problem solvers, not victims

Donate to Ukraine



QUOTES


Kaplan: "Everybody's boat went down at the same
time. Around the world, it's one of those rare times where
everybody's boat in the harbor goes down, but not everybody's
boat rose at the same time. And I was just really really
impressed that the way your answer was, it's now time to get
close to our customers." 


Meagen: "When there's no wind, you row." 


Meagen: "Back then, we were focused. We knew
what we had to do. We had to create a sense of urgency. As I
said, inbound dried up. Nobody was looking for travel solutions.
In fact, the first thing was, are you kidding me we're in a
pandemic why are you trying to sell this?" 


Meagen: "Originally we were targeting the travel
manager, but they all got furloughed. So now we need to switch
and which was the smarter thing to do, is target the CFO who
manages travel under procurement typically, and finance and
accounting." 


Meagen: "We need to switch, we need to redefine
our ICP, the right customer profile to go after, and I needed
product marketers. And I just thought I'm gonna go heavy on
product marketer's content, we're gonna build academies. So when
the travel manager gets their job back, there's gonna be a new
world." 


Meagen: "You want the ability to self-serve and
get the low end of the market, but you get big money in the
mid-market and upper side of it. So don't leave that on the
table. Either develop both, and it's going to be a lot easier to
sell if it's an amazing product and has product market fit, and
you're not going to get product led growth without product market
fit."


McMahon: You can't be all things to all people,
especially as we talked about how marketing has expanded so much
in the last 10 years. You can't be an expert in every different
disciplines. You need to hire great leaders underneath you. And
that should be a lesson for any leader that's listening on the
phone.” 


Connect with Meagen and her work with the links
below: 


LinkedIn: https://www.linkedin.com/in/meageneisenberg/

Website: https://tripactions.com/ 



Additional Resources:


Donate to Ukraine: https://tripactions.com/ukraine

Making the Most of Every Lead: Key Questions to Help Sales
and Marketing Alignment | https://forc.mx/3uPZSHF

What CROs prioritize to drive PLG success |
https://forc.mx/3K0HqCB



Connect with Mike with on LinkedIn:
https://www.linkedin.com/in/mikemcsally/


Check out John McMahon’s book here:
https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064