Evolving marketing from $1mn to $10mn ARR with Karishma Rajaratnam, ChartMogul

In this episode, Sunil speaks to Karishma, the Head of Growth at ChartMogul, about how companies should approach marketing in their 1-10 stage of their journey.

Before ChartMogul, Karishma was the Head of Self-Serve & Product-led Growth at Chargebee, where she worked for almost five years. In her time there, she was responsible for streamlining paid advertisements, product marketing, and customer marketing.

In this episode, Karishma shares her key learnings from her time at Chargebee and talks with Sunil about how companies should approach marketing when scaling from $1mn to $10mn ARR, covering topics like persona segmentation, determining product-channel fit, and how to create new personas when you evolve.

Key takeaways

• Understanding the marketing channels that have been working for a company and doubling down is important. In addition to this, teams should also be constantly experimenting with different growth channels parallelly.

• Having a growth mindset is very critical. Here’s an article from FirstRound she recommends reading.

• Leads are a vanity metric. To understand whether your marketing efforts are bringing in the right leads, you’ll need to map metrics like customer retention and lifetime value (LTV) of the customers from different marketing channels.

• Change your customer acquisition channels depending on your target audience.