112: Marketing That Sells: Lessons from a Dual CMO-CRO - with Shachar Orren, Co-founder, CRO, & CMO at EX.CO

In this episode of Women in B2B Marketing, host Jane Serra chats with Shachar Oren, co-founder, CRO, and CMO at EX.CO—a rare triple-title leader with a journalist’s storytelling soul and a sharp eye on revenue. Shachar’s unconventional journey from writing film reviews to building a video-first adtech company is full of insight for any marketer navigating career pivots, cross-functional leadership, and the ever-blurry line between brand and revenue. She shares what it’s really like owning both sales and marketing, how it’s changed her approach as a CMO, and why she believes marketers need to stop undervaluing themselves. Jane and Shachar dig into:What it’s like to lead both marketing and sales as a co-founderHow a background in journalism led Shachar into B2B tech and startup leadershipThe power of sitting in on sales calls - and how it transformed her team’s approachWhy sales decks often fall short, and how to build enablement materials that sellers actually useWhat led EX.CO to eliminate webinars and double down on eventsHow offline tactics like in-person events and direct mail became their top growth channelsWhy marketers struggle to get internal credit - and how to start changing thatThe nuances of tying marketing roles to revenue goals and compensationWhat the lack of CMOs on corporate boards says about how marketing is perceivedHow reframing our own value as marketers can shift our influence inside the orgNavigating the balance between creativity, storytelling, and business outcomesBuilding community through thoughtful, hybrid campaigns that connect people online and off Key Links: Guest: Shachar Orren: https://www.linkedin.com/in/shacharo/ Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Shachar's Article on Fast Company: https://www.fastcompany.com/91265760/numbers-and-narratives-the-strategic-advantage-of-uniting-the-cmo-and-cro-roles –– Like WIB2BM? Show us some love with a rating or review. It helps us reach more women marketers ready to take the mic.