Recruiting Challenges: Navigating a Competitive Talent Landscape with Flexport's CRO

Name: Recruiting Challenges: Navigating a Competitive Talent Landscape with Flexport's CRO
Uploaded: 2023-11-24T15:15:02+00:00
Duration: 11 s
Channel: Jason M. Lemkin
Description: Flexport's CRO discusses how brand positioning shapes perception and why bringing in a VP of marketing requires cultural shifts. A key risk: when…

24 Nov 2023 · 0 min

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Flexport's CRO discusses how brand positioning shapes perception and why bringing in a VP of marketing requires cultural shifts. A key risk: when marketing leadership changes, customers often churn because they feel the company's focus has shifted.

Are we next to Nike? And I remember one marketer told me, no, your brand lies next to my microwave oven. It's been a long journey.
We talked about this breakpoint when marketing comes in, when a VP of marketing comes in, and whether you want to retain them always. It's tough. It's tough.
It's really, it kind of requires a different culture. And we used to get very comfortable saying, well, if we're not right for you, then sorry, you'll have to find a new provider. And then we, we learned that we were letting a lot of customers down. Does they— do they want to use their chip to stay with their favorite app when a VP maybe is using something else, right? That was our red flag.
Another admin, another core user. That's what I want to talk about just for a minute. That always— that hurts us all as founders, right? I don't think you banged your shoe on the desk and said, we're not going to lose another massive customer, did you?