Sara Larsen
September 6, 2019

151: Spurring Company & Category Growth at Brightcove

Guest: Sara Larsen - CMO, Brightcove

If someone ran up to you and said, “Congrats, you’re now the CMO of a $165M tech company with about 500 employees,” what would you do? First, maybe celebrate a bit—that’s a pretty significant achievement—but next, you’ve got to form a plan. Are you pursuing growth? Acquiring companies? Rebranding? Pivoting away from tech and towards producing artisanal hand soaps?

Granted, Sara Larsen, CMO of Brightcove (a $165M cloud video platform with about 500 employees), didn’t just get her role from some random guy on the street—she’d stepped into it after an extensive career in tech marketing at companies like IBM and SAP—but hopefully that thought exercise gave you just the slightest glimpse into the sort of decisions that need to get made when you take the helm of a ship like Brightcove. Coming into the role, Larsen wanted to aim for growth, but not just for the company; the entire category of online video could be expanded with the right approach. Now, ten months later, the company has grown and is hard at work pushing its category further. Tune in to this interview to hear how they’re approaching that, as well as other insights regarding career management, successful acquisition, customer experience, employee engagement, and more.

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Quotes from Sara Larsen

The answer will appear. Sometimes, you have to just let things sit a little bit.
Whether you're in retail, or commerce—really any sort of product, solution or service—customer expectations are changing. Quickly.

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