00:11:48 · David Cardiel
[00:11:48] S0: I'd love to. The story with ArcWright is coming in, I think I introduced myself. I mentioned a couple of the acquisitions that I was involved with. Very fortunate to go into solid organizations. I mentioned TrendKite and Parse. TrendKite was in the PR analytics space. Parse, the content analytics space. Both situations I walked into there where it was either small or no marketing team coming and build the go to market engine. All channels needed to be activated and get going. Once that channel activation happens and becomes the measurement piece of it, what do we call somebody that comes in, let's say off a demo request versus a webinar attendee or an event attendee or somebody that comes in through PayIt or one of our other forms and so forth. So building out the operational engine behind it. With early success, there comes people. So it's the hiring of people and so forth. So just giving you just a background in those situations where I was able to kind of go in and do that. And then very, in a very fairly short amount of time, like TrendKite was about eighteen months, partially it was less than a year, we were acquired. In both of those cases, had the opportunity to lead the acquiring organizations. I was able to lead go to market over Cision. Fun story there. I had about 17 employees sitting under me, including the SDR team at TrendKite, and I woke up to... With a team of about 71 at Cision, a billion dollar company, and managing that. So a tremendous experience. Really got to see how go to market is done globally. And then at parse.ly, same sort of thing. Had a robust little team there. We're probably about nine, 10 employees, and then we were acquired by a larger company, WordPress VIP. And they asked me to step in and run their marketing team as well. So just given that background, it's a good story, one that I love to tell. A lot of people to credit for it, but I did enjoy it and it was tremendous, a learning experience. That's been a key driver in talking through those successes and other successes as well into talking to folks that have this need. Now, fractional business, some people look for it. A lot of people are having struggles with marketing, let's just call it what it is. And so they're searching for either a short or long term fix within that.
00:13:47 · David Cardiel, Andres Figuera
But in most cases, what I found with ArcWright and really what the the focus is is there is what I find with talking with CEOs, early founders, private equity, VCs that have products in their portfolio that might be struggling. A lot of times, there's just a couple of things they just need to right the ship in a in a few different ways. They need to get a strategy or two underground, or they just need someone... Just need somebody at the helm for a bit. So that's been the... That excites me, basically, at the end of the day. And I love going into to new situations, kicking over, kicking the tires, figuring out what might be working, what might be, what might not be working, and getting the, getting those things jump started. So I've had a good time doing that. [00:14:27] S1: No. And I also believe that companies love a fractional CMO, or at least when a when a fractional role opens up, because they can get a very high quality and talented person on their team really quickly without needing to ramp them up as if they... If it were a new position or a CMO that has... Doesn't have... Doesn't have that proper experience as you might have it or somebody else. But then, David, also, with ArcWright per se, do you attend a certain type of industry and specifically, or is it any type of company that would like to work with you that can just go ahead and see if it's a proper fit? Or do you have a certain preference for who you work with?
00:15:05 · David Cardiel
[00:15:05] S0: That's a fantastic question. Because maybe one of the little... My niche here, I've had the good fortune of... And you could lean one way or the other here, I think that's just really in terms of need here. I've been very industry agnostic in my career. And what I mean by that is I've probably maybe done a little more B2B SaaS than anything, but I look at the... All of the different industries, all the different ICPs I've sold into. I've sold into engineers and scientists. I should say marketed and sold into engineers and scientists, media and publishing, content marketers, PR professionals, CFOs, CROs, HR, all of those. I haven't stayed in one... You know, there's people that obviously stay in the... Saying one thing for twenty plus years, what have you, when they get to this level. But I've had the fortune to do that. What that's made me, I'm a quick learner. I've got a playbook that's pretty can fit within most of those categories fairly quickly. Right? And having that background and to answer your question a little bit better, it's like I pretty much kind of take take a look at kind of what I've upcoming and I'm like, all right, can I fit this, my playbook into this? And in the case of NetVendor, I'll be perfectly honest, had no idea there's this whole thing called property technology out there. Right? This multibillion dollar industry that was sitting out there. It's been exciting to get to know something new and get to know a new type of buyer, a new type of need, and then apply the playbook there.
00:16:28 · Andres Figuera
[00:16:28] S1: Okay. Understood. No. I love it. And if you're able to then just extrapolate your learnings and be able to apply them anywhere, then that really provides and allows you to have much more options with who you work with and what you do. And then any experiences or any companies that you've worked with from Arc that you could tell us that a problem they had, how you solved it, and how it went well?
00:16:48 · David Cardiel
[00:16:48] S0: Oh, good. Another great question here. Let's see. What's a good one here? I got a... Looking at the last couple of years here, and I've been very fortunate that it's been... I've been able to work with like one... I enjoy this working like with one big company or clients a year and really kind of get into it versus a bunch of short stints here. But no, there's one that I was with here recently. One, because I knew the organization from way back because I was a customer early on with them. I think it's okay to mention them, but a company's called Crayon. So they're in the competitive intelligence space, which love... Enjoy that a lot. And I enjoyed working with them a lot because insights you can gather, anything that can gather insights into marketing that can be redisseminated into build... Building good campaigns, I'm a big fan of. I'm a huge fan of. Whenever there's something that's that's fun that you can really sink your teeth into and talk about. So when you think about competitive intelligence, obviously, you're looking at a one stop shop platform that you can, you know, you subscribe to and you get your intelligence on your key... Your competitors, what's going on in the industry, all these different insights, you get to the click of a button. And so it's been about two years, but they were really embracing, and I'm sure they still are to this day really just embracing the AI component to that. I'm sure that's evolved much more than, but having a lot of that at your fingertips as a... In in marketing is huge. So I enjoyed marketing to that and building the campaigns around that. And then internally, what was fun about that, the first time I did this as a fractional marketing leader was I was asked to take on the SDR team, which was a little bit unique in this. I really hadn't thought to take SDRs on from a consultative or advisory role like this.
00:18:24 · Andres Figuera
[00:18:24] S1: And that's a fractional CMO, right? So it's like you're getting the marketing team as well as the sales team.