Two weeks ago I had a fantastic job as the head of global marketing at Recorded Future, a rapidly growing cybersecurity company with a brilliant founder, talented executive team and an amazing group of marketers that I had the honor of working with. Even though Recorded Future had just sold for $780M to Insight Partners, another event was likely to come in the future. So why would I leave a rocket ship to join Plannuh?
To me the answer was simple. Plannuh is on a mission to help the marketing profession reach its full potential, and after 27 years of service to this cause, I just had to be part of it.
It all started August of 2016, when Peter Mahoney, the founder of Plannuh, and I were having lunch. A discussion broke out between us regarding how the marketing profession, in general, was not playing the strategic role at organizations that is usually written in the job description. We discussed how marketing had become too tactical and that all the current MarTech software tools were aimed at improving execution and not strategy. Peter pointed out that unlike the disciplines of finance, sales, and engineering, marketing lacks the structure, rules and clarity of what constitutes success. It had always been painfully apparent to me why marketing leaders would lean on numerous CMO groups and networks for ideation, best practices, and emotional support - they had nowhere else to turn. As we continued our conversation it succeeded in crystalizing the problem: marketers needed more tools and structure in the strategy and planning stage to ensure focused execution, and in turn, improved ROI.
Peter shared with me that hot day 3 years ago his vision of building a marketing automation platform for managing marketing strategy and operations. The concept centered on a goals-based approach for creating a marketing plan, managing budgets and tracking ROI. The premise was so simple but fundamental; if you don’t know what you are trying to accomplish with any particular marketing activity, then why do it? The discussion evolved into a best practices approach for pulling together marketing plans, budgets and ROI into one cloud-based platform for full visibility into strategy and operations.
After that, I was hooked because I felt certain this was the solution that the marketing industry truly needed to get a more strategic seat at the table. Peter invited me to serve on Plannuh’s advisory board and for the past 2 ½ years each time we met to discuss the product, I was amazed by the level of thought that went into making Plannuh easy to use but flexible enough to accommodate any marketing strategy. The product emphasized full visibility into plans, budgets and ROI at a detailed level regardless of a company’s processes for managing the marketing function. With the help of Dan Faulkner, Plannuh’s CTO, the product quickly became the first AI-driven marketing planning and budgeting software on the planet.
I am excited about the future of Plannuh and I am fortunate to join at a time of growing momentum. Currently, the product assists over 30 marketing organizations and is adding cutting edge new features every two weeks. I look forward to continuing our mission to help the marketing profession by providing a platform for success by providing full visibility and collaboration. If you are heading into planning and budgeting season, check-out Plannuh!