1. Could you tell me a little about your background and how you came to be the CMO at Birst?

carl_martechAs the Chief Marketing Officer at Birst, I am responsible for all global marketing strategy and execution, including product marketing, corporate communications, lead development and go-to market strategies. I have worked in Silicon Valley for more than 25 years, and most recently, was Executive Vice President of Marketing and Products for Evolv, a category leader in delivering predictive analytics for customer service, sales and human capital performance. At Evolv, I drove explosive market awareness and product innovation, leading to the acquisition of Evolv by Cornerstone On Demand.

Previously, I was Global CMO for Monitise PLC (MONI:LSE), a global leader in mobile payments and mobile banking, headquartered in London. I have also held executive management roles at other high-growth entities, as head of marketing for the Oracle database operation and VP of marketing for Vitria Technology, which eventually led to a multi-billion dollar public offering.

As a strategy and marketing consultant, I have also worked with companies such as Workday, Microsoft, Riverbed Technology, Taleo, D&B, Hyperion and VMware. In addition, I have held operational roles in field sales, corporate strategy and engineering.  I have a degree in Electrical Engineering and Computer Science from the University of California, Berkeley.

  1. What is the core marketing technology capability of Birst that you bring to a marketer? Where does your product fit in vis-a-vis the customer life cycle?

carl_quote1Birst enables marketers to bring a new type of universal marketing analytics platform into their companies. Today, there are so many tactical challenges that marketer’s face across their customer’s lifecycle, from simple campaign scorecards to more complex challenges such as attribution analysis, measuring brand engagement, customer purchasing analysis or propensity to buy analytics.

  1. From a technology perspective, what are some of the biggest challenges that your marketing team faces today?

carl_quote2Balancing speed and continuously improving data quality. Also, managing a series of complex and rapidly migrating challenges. There are always new challenges when you are a high-growth business.

  1. Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?

We don’t disclose future functionality, but suffice it to say we are excited to be able to empower both, the line of business users as well as IT folks, so we can create a simpler, yet powerful way to apply analytics in an enterprise fashion.

  1. What is your take on the massive explosion of MarTech cos across so many categories? Do you see competition, opportunities to partner and/or integrate?

It’s an opportunity, as people are waking up to the fact that marketers, particularly in the B2B side have been incredibly under-served.  We already partner with several key players, and we expect that partnering to continue. It is challenging, however, for the marketplace, as many of these providers will eventually be consolidated and/or out of the market, as there are so many niche players.

  1. How do you weigh in on the whole ‘buying into vs building a marketing cloud’ choices that marketers have to face today?

carl_quote3There always has to be a balance. The one thing that is very hard to build is a platform.

One of the biggest challenges a marketing team has with all of the martech and marketing analytics providers today is the data – you need to have a trusted set of analysis, so that presenting the analysis does not end up as an argument contest with sales or finance.

  1. Could you share for our readers, an infographic or description depicting your marketing stack?

SFDC, Marketo, Google Analytics, Birst. We have a number of systems that support our lead development and demand gen teams with prospect contact records and data such as Inside View and Leadspace.


The preceding is an article that was originally published in MarTech Advisor on July 13, 2015.