"Speak your mind, work hard, and don’t let negativity hold you back. Startups thrive on belief and positivity.”
In the first episode of Scale Sessions, hosted by Jiminny CEO Tom Lavery, Florence Broderick shared a wealth of actionable insights for sales and revenue leaders. You can listen to Florence's episode on Apple Podcasts or Spotify.
A CMO-turned-CRO with a track record of scaling SaaS and data businesses globally, Florence's experience spans from managing demand generation and product marketing to totally owning revenue. This varied career offers a fresh perspective on breaking down silos, driving growth, and embracing challenges. Here are the key takeaways, packed with real-world advice.
1. Sales and Marketing must work hand-in-hand
“We talk a lot about sales and marketing alignment, but it’s often just surface level,” Florence shared. She explained that true alignment means breaking down barriers between teams, with marketers understanding what it’s really like to be in sales. “Marketers should be able to pitch and handle objections like one of our best account executives. If you can do that, you’ll be in the top 5% of marketers.”
Tools like call recordings eliminate excuses for not understanding the customer’s perspective: “There’s no reason for marketers to say they lack exposure to customers anymore. Listening to calls gives you deep insights into objections, triggers, and qualification questions.”
Florence’s advice to marketers? Dive deep into sales calls, learn from the field, and focus on outcomes. “Getting closer to revenue transforms the way you think about marketing. It’s not just about generating leads; it’s about driving deals that stick.”
2. Owning the revenue number
Transitioning from CMO to CRO wasn’t just a title change for Florence; it meant taking full accountability for revenue. “I wanted to own the number. If something needed to change, I wanted to be the one to make it happen and hire the right people for the job,” she explained.
This accountability requires a mindset shift. “People talk about closing deals like it’s magic or witchcraft. It’s not. It’s about
- knowing your customer
- being responsive
- and having the commercial acumen to structure and strategize deals effectively.”
3. Harnessing the power of partnerships
For businesses looking to scale rapidly, Florence underscored the value of partnerships. Drawing from her experience at Carto and General Index, she emphasized the importance of aligning with major players in the ecosystem. “Think about success stories like Celonis,” she said. “Their growth was catapulted by their partnership with SAP. For us, partnerships with companies like Bloomberg are catalysts for growth, especially when competing with long-standing incumbents.”
Her advice? Don’t just focus on direct sales. Build meaningful partnerships that can expand your reach and credibility in key markets.
4. Curiosity is key
A hallmark of Florence’s leadership style is her relentless curiosity. “I listen to five calls a week with reps,” she shared. “That’s how you learn. You stay connected to the customer and the market.”
Her advice to aspiring leaders? “Be a student of the craft. Whether it’s webinars, podcasts, or mentors, keep learning. Curiosity and a growth mindset will set you apart.”
5. Solving big problems builds careers
Florence believes in rolling up her sleeves and tackling tough challenges head-on. “When there’s a big, messy problem that no one else wants to deal with, take it on. Solve it. That’s how you add value and open up career paths,” she said.
She recounted a story from her time at Carto: “Every salesperson had their own bookmarks for favorite demos. It was chaotic. So, I sat down with each rep, gathered their demos, and built a centralized demo gallery. It wasn’t glamorous work, but it had a huge impact. Sometimes, you just have to do the boring, ugly tasks that make everyone’s lives easier.”
6. Choosing the right leader
One of Florence’s key reflections was the importance of working for leaders who inspire and support you. “Don’t pick the company; pick the CEO,” she advised. “I’m fortunate to have a CEO who believes in me and is there to coach me through challenges. That support makes all the difference.”
Her experience underscores the value of mentorship and alignment with leadership. “When you’re working for someone who invests in your growth, it’s transformative,” she added.
7. Breaking barriers as a female leader
“I don’t think about gender too much,” she admitted. “From a young age, I’ve always thought, ‘If the boys can do it, so can I.’”
Florence is a strong advocate for women supporting women. “I’ve been fortunate to have incredible male mentors, but I also believe in leading by example for other women. Speak your mind, work hard, and don’t let negativity hold you back. Startups thrive on belief and positivity.”
Florence’s journey is a masterclass in bridging disciplines, embracing accountability, and leading with curiosity. For sales and revenue leaders looking to make an impact, her advice is clear: focus on outcomes, build meaningful relationships, and never stop learning.
“Manufacture your own serendipity. Keep doing, keep meeting people, and good things will happen.”
Scale Sessions is the podcast of straight-talking, unfiltered chats with growth and revenue leaders. Each episode features a hands-on change-marker navigating the daily challenges of scaling businesses.
You can listen to the whole of Florence's episode here on Apple Podcasts or Spotify.
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