CMO – Lifesize – Austin

The Company

Founded: 2003

HQ: Austin, Texas

Website: www.Lifesize.com

At Lifesize, we believe simple to use, amazing quality video communications in every conference room and for every employee can transform an organization through improved employee engagement and relationships.

This transformational experience is delivered through a cloud-based global collaboration service, WebRTC based desktop, web and mobile apps, and a line of best in class, connected conference room devices for any meeting room environment.

Lifesize was founded in 2003 and delivered the very first HD conference room video systems connecting over the open internet. The company grew rapidly and was purchased in 2009 by Logitech for $405 mil. In 2013, as the industry started to move from on-premise infrastructure to hosted solutions, Lifesize, under the leadership of Founder and current CEO Craig Malloy, completely re-invented and re-structured the business to lead and win in the new market. The current cloud and connected device solution launched in mid-2014.

The company transformation culminated in a spin-out from Logitech in Dec of 2015 and Lifesize now operates as a fully independent, stand-alone business. Redpoint Ventures, Sutter Hill Ventures and Meritech Capital Partners invested in the company to facilitate the spin out and currently sit on the Board of Directors.

Lifesize participates in a very large and fast-growing collaboration market. Our solution is comprised of cloud-hosted video communications for conference rooms and individuals, audio conferencing capabilities, web conferencing functions, chat, as well as one-touch recording, sharing and live streaming for up to 10,000 viewers. Nearly every professional organization around the world is taking a fresh look at the multiple collaboration tools they have deployed and the market is on the very front end of a $15 billion per year, global, horizontal market refresh and application consolidation cycle. Video communications, now a mainstream, executive driven, mission-critical application is the key driving force behind this solution upgrade cycle. Lifesize has been a global leader in this video communications market for nearly 15 years.

Our product solution of downloadable/browser apps, and plug and play devices are unique, differentiated and highly defensible. Our current target market of SMB, Mid-market and Enterprise customers who deploy at least three conference room devices along with their employee accounts, renew at a 95% rate. Our largest customers, such as Survey Monkey, Atlassian, Zillow, Yelp, and Major League Baseball have hundreds of conference rooms systems deployed in nearly every conference room space, along with thousands of individual user accounts. We go to market primarily through a global distribution channel of more than one thousand reseller partners around the world and have an established global brand in the video collaboration space.   

Position

In our new form and business model, we have acquired more than 5,000 paying customer accounts globally, more than 50% outside the US and host more than 150,000 video calls per week. We run a mixed business model comprised of approximately 50% SaaS recurring revenue and 50% high gross margin conference room devices. Our ARR recently surpassed $40 mil. Additionally, we have 10’s of thousands of installed based customers in more than 100 countries whom we now have the opportunity to move to our new cloud solution. The company headquarters is in Austin, TX and has approximately 310 employees.

Featured Customers

Position

Lifesize is a leader and pioneer in the competitive space of cloud video collaboration. A true global player, a major part of Lifesize’s continued success will be driven by how effectively the brand and products are marketed. As such, the new Chief Marketing Officer (“CMO”) will be a critical executive in driving overall success of the Lifesize.

Reporting to the CEO, the CMO’s primary objective is to partner with sales in order t o drive growth and revenue. The ideal CMO can “helicopter up and down,” to be highly strategic in allocating investment and resource to drive outcomes, but also hands-on to ensure successful execution. This CMO will thrive on actively partnering with sales, enjoying a high-degree of interaction with customers and with the market. The successful candidate will have exposure to a global marketplace, and have their sights set on exponential growth.

Key Responsibilities: 

Demand Generation 

 Create a “land & expand,” web-based, low touch/low friction/high-velocity model to accelerate growth and transform the company’s offerings.

 Assure that marketing spend is allocated to trackable programs.

 Ensure that the working pipeline can support the company’s revenue plan.

 Improve conversion across product solutions working cross-functionally to determine lead quality, quantity, and cost structure.

 Develop creative and engaging content that is aligned to the sales cycle to be used across all types of promotion from print to digital, with an emphasis on creating a social media strategy.

 Drive MarTech to analyze and discover customer and data-driven insights to increase growth.

Management/Leadership 

 Establish a collaborative, results-oriented and data-driven marketing department.

 Manage all aspects of marketing planning, budgeting, metrics, and reporting.

 Manage external agencies and relationships with marketing services.

 In collaboration with senior leadership develop and execute an on-going strategy and ensure monthly, quarterly and yearly targets are met.

 Work with the executive leadership to become the organizational “glue” to deliver change.

Brand Strategy 

 Elevate and differentiate the Lifesize brand, creating a compelling strategy and market messages.

 Develop content marketing capacity to establish Lifesize as a thought leader within target verticals to drive inbound leads and speed the sales cycle.

 Own positioning, messaging, branding, segmentation, and marketing strategy.

 Continuously refine comprehensive go to market plan with input from Sales.

 Generate effective product marketing collateral such as product demonstrations, case studies, white papers, webinars, solution comparisons, to educate target buyers and influencers about Lifesize’s differentiated value proposition.

Positioning 

 Utilize market & competitive research to segment and define target markets, refine and improve the product value proposition, and implement best market entry strategy.

 Develop a working relationship and alignment with Chief Product Officer to ensure that marketing is promoting what the company is developing.

 Ensure rigor and discipline across company-wide programs that support integrated marketing and business development models.

 Work with business development, alliances, and CEO to support strategic business opportunities.

 Design the right strategies and processes to carry out the vision in a multichannel world.

 Align marketing strategy with the CEO and key stakeholders to develop and execute dynamic campaigns that drive growth for their target segments.

Product Marketing 

 Drive integrated marketing efforts that ‘glue’ all aspects.

 Build out the product marketing organization.

 Participate in future product development strategy.

 Fine-tune both the corporate and product story.

The Candidate

The ideal candidate will be a “big thinker” – a proven, results-oriented, global leader with a history of exceptional accomplishment driving demand in a rapidly growing software company. S/he will have a successful track record as a category creator and marketing thought leader in high growth B2B organizations. This CMO has built and scaled an enterprise marketing organization and hired and led a team of “A” players, while successfully elevating the brand.

Domain Expertise and Education 

 15+ years of well-rounded modern marketing experience in positions of increasing responsibility. Ideally a combination of large companies and emerging growth companies.

 Marketing success with a high growth company required. Marketing leadership for a market-making company strongly preferred.

 Proven success creating a strategy to sell to line of business owners at the department level, and “expand”/ build out to scale.

 Industry related experience. Significant success scaling marketing programs within software or SaaS/cloud at the enterprise level.

 Proven success record of partnering with sales to drive lead generation and revenues up while driving the cost of sales and time to close down.

 Track record of building a metrics-driven, highly accountable marketing organization focused on measurable outcomes. Analytical expertise including measuring both lead and lag measures such as #MQL’s, #SQL’s, $ value of pipeline created.

 Proven success at internal communication to gain buy-in on corporate strategy and marketing strategy and plans.

 External communications expertise including branding and messaging to different target audiences, online advertising/promotion, and working with the press and other media.

 Exposure to all facets of global marketing, including Sales Support, Channel Marketing, Branding, Strategy, Messaging, Marketing Programs, Market Communications, Public Relations, and Analyst Relations.

 Proven success developing and executing integrated business to business marketing campaigns, including goal setting, budget management and results measurement.

 Broad knowledge of internet marketing tools and CRM data. Ideally in a “land and expand,” lower touch higher volume SaaS/cloud environment.

 Knowledge of Marketo, NetSuite, Salesforce, or other best-in-class standard marketing tools.

Leadership 

 Must have strong relationship acumen: ability to build strong relationships at all levels of the organization.

 Flexible and quick. Culture carrier who is facile with change management.

 Holds the company and team’s best interests at heart while building and scaling a world-class company.

 High EQ; leadership and decisions are situation appropriate, not using a blanket approach.

 Incredibly strong conviction and vision along with the requisite interpersonal, presentation, organizational and planning skills.

 Cool under pressure, able to prioritize and deliver.

 Hires slow, fires fast; a proven track record of attracting, hiring, retaining, and motivating top-class marketing talent.

 Communicates clearly, regularly and appropriately.

 Fosters an open work environment and generate excitement, enthusiasm, and commitment.

Culture Fit 

 Fanatically customer-centric.

 Supportive and naturally collaborative.

 Business maturity, persistence, adaptability, and work ethic/drive.

 Intellectually curious, problem solver, eager to learn, a persuasive and charismatic change agent.

Location

Austin, Texas

Year one success: 

Positioning – A crisp message into the market elevating Lifesize, success will include the market playing back who Lifesize are and what they do, including the implementation of a robust social media strategy. Lifesize is part of all conversations, a recognized and known entity and a leader in their space.

Alignment – Lifesize operates on a single playbook between sales/marketing. There is constructive dialogue between the teams. No silos.

Funnel – Predictability in the funnel; put X in and know that you are getting X++ out in a few weeks, i.e., “Nail it before we scale it.”

Education:

A BA/BS undergraduate degree is required. An advanced degree, ideally MBA, is highly desirable.