The CMO Journal, by Sairam Krishnan

Sairam Krishnan
Your SaaS marketing handbook. One original essay every week on SaaS marketing and strategy
Created 23 Mar 2020
  • How to pitch an idea to your company
    02 Oct 2021 • 3 min read • 4 0
    Ideas are precious little things. They are at the heart of everything creative. Anything, everything starts with an idea. It’s the same with large projects at organisations. These projects can make yo...
  • The people that made Freshworks
    23 Sep 2021 • 5 min read • 29 0
    As Freshworks debuts on the Nasdaq, I find myself working for the firm that invested in the startup more than 10 years ago. Accel’s Shekhar Kirani was the first investor to bet on this little startup ...
  • How to identify your customer personas
    19 Sep 2021 • 2 min read • 5 0
    I have a very simple heuristic to identify and plan marketing for customer personas, and I’ve used it since the time I briefly led marketing for Freshmarketer, the marketing platform from Freshworks. ...
  • How to launch your new product
    12 Sep 2021 • 2 min read • 3 0
    In the last essay of August, I wrote about how we built and launched Atoms, Accel’s reimagining of pre-seed investing in India. Even as I wrote it, I realised I wanted to spend more time on this most ...
  • How we built and launched Accel Atoms
    31 Aug 2021 • 3 min read • 6 0
    I’m part of the core team that launched Atoms, Accel India’s reimagining of early stage investing, yesterday. And it’s fair to say that launch day went well. I’ve been working on this for a few months...
  • How to hire and keep great talent in a difficult market
    27 Aug 2021 • 3 min read • 11 0
    That hiring is getting impossible these days is not something you need me to tell you. Well, let me tell you again anyway. It is. Startups and recruiters are getting more and more desperate as salarie...
  • The startup founder's guide to early stage PR
    22 Aug 2021 • 4 min read • 5 0
    Part of my role at Accel is to work with founders on their press releases, media outreach, and announcements. And this is usually at the seed/very early stages. Most growth stage startups know exactly...
  • How to build word-of-mouth into a marketing channel
    06 Aug 2021 • 4 min read • 4 0
    I first wrote about word of mouth last year when I argued that marketing is not an engineering function. That time, I quoted from Pankaj Mishra’s interview with Rahul Vohra, the founder and CEO of Sup...
  • How Reslash used social media to land coverage in Quartz and the Wall Street Journal
    26 Jul 2021 • 4 min read • 4 0
    Ashwin Gupta, CEO and one of the co-founders of Reslash, has had a cameo earlier in my personal newsletter, East Coast Road. I was writing about chai, and about a time when we were flatmates in Pune. ...
  • How Rocketlane built a marketing machine before it had a product
    23 Jul 2021 • 5 min read • 8 0
    When I was in Pune last monsoon, a friend from Freshworks called me on after reading this. A sharp-as-nails product thinker, he had just started up on his own, and was figuring out a lot of early stag...
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