My name is Sarah MacKinnon and I help B2B SaaS companies develop GTM strategy that decreases buying friction and sells more, faster. Why? I am fascinated by buyer journey fails (and how to avoid them). And with 5 years working B2B marketing agency-side and inhouse in start-up and luxury travel, and another 5 consulting with a variety of B2B clients, I've seen buying decisions fail in all possible ways. --Prospects open up your website and yawn because you sound just like your competitors. --Still, they can't figure out how your features compare to your competitors because they *sound* different...but they don't *seem* all that different. --And that's assuming your product or service is different in a way that matters to your buyers. --Buyers book a demo, attend an SDR call and then ghost, never to be seen or heard from again. --Buyers attend a demo, answer all your questions and then ghost. --Your team is publishing what you thought was thought-provoking blogs...but buyers don't find any stats, stories or proof that helps them as they are still trying to sell this dang purchase to the CFO, who will not relent on asking for real-life use cases. --Deals are falling flat because things keep getting stalled as the buyer tries to sell this to 4 additional VPs that somehow just appeared. --Meanwhile back at the ranch, your sales team has no visibility into what's going on. Account Manager sends "Just following up post-demo to see where things are at", which, unsurprisingly, gets ignored. The net total? Buyers who want to pay you money to solve their problems are struggling to buy from you and it is seriously hurting your sales.

Sarah is an experienced builder with a proven track record of driving meaningful business growth. She has assembled and developed high-performing teams, created market momentum for new technologies through innovative demand generation and brand strategy programs, and consistently delivered against ambitious business development goals. Professionally, she’s driven on a daily basis by the opportunity to solve unique challenges for growth businesses that are creating new market categories or disrupting established industries. Personally, she’s driven by the unique challenges of raising three kids and training for her next half marathon. Sarah has a Bachelor of Arts (B.A.) in History from Harvard University. Specialties: Day-to-day responsibilities and focus areas include overseeing brand strategy, PR strategy, demand generation (email marketing, direct mail, etc), trade shows and events, website, marketing operations, crisis communications, and planning our annual 1,000+ person user conference.

I am a purpose-driven leader and seasoned generalist marketer with over 12 years of experience ranging from start-ups to Fortune 500 companies. I create thoughtful marketing and technology strategies that consider the short- and long-term, and I have demonstrated success at garnering buy-in from stakeholders, motivation from my team, and orchestrating major growth initiatives. A few major accomplishments in my career include: - Grew digital commerce P&L annual revenues of $50M-$500M by 10%+ - Created a loyalty program and led a multi-year, omnichannel CRM implementation for a $1B+ revenue DTC retailer. - Accelerated customer acquisition +45% while CAC -36% for a DTC brand by refreshing the content and integrated channels strategy. - Implemented multivariate A/B test-and-learn frameworks that inform brand strategy and leverage AI personalization. - Directly led teams of 3-8 by rallying around purpose and collaboration, with cross-functional leadership experience for teams of 15+ marketers, commerce professionals, analysts and engineers. My areas of expertise include: Purpose-led Team Building | Marketing & Content Strategy | Ecommerce & Digital Retail | Digital Customer Acquisition | Test & Learn culture | P&L Responsibility | Customer Data Platforms (CDP) | CRM | Segmentation & Audience Activation strategy | Lifecycle Marketing | Customer Analytics | Paid Media Optimization | Attribution and Media Mix Modelling | Social Engagement | Partnerships | Influencer & Creator marketing My hobbies include surfing, running, gardening, fitness, hunting for street art, backpacking and traveling.

Creative Product Management leader with over a decade of experience driving real innovation with emerging technologies like cloud, IoT, mobile, and web from scale-up to enterprise. Proven success with product-market-fit, time-to-market, and user adoption. Specialties include SaaS, V1 product management, legal frameworks, and executive communications. Passionate about design & user empathy.

Established and multifaceted people leader with over 13 years of experience in supporting people in cultivating deeper skillsets, mindsets, and heart-sets. Passionate about building sustainable work cultures and experiences that empower people, foster collaboration, innovation, and create systems that bring clarity and structure to complexity and disorganization. Skilled at delivering strategic outcomes, creating environments that elevate people and teams, and facilitating growth. Serving teams through creative problem solving, process improvement and high impact programs that drive organizations forward. Specialities include relationship and people management, program management, organizational strategy & development, talent development, talent planning, operations, culture design, diversity and inclusion.