SaaStr 761: How to Build Pipeline and GTM Alignment with Datadog’s CMO Sara Varni

SaaStr 761: How to Build Pipeline and GTM Alignment with Datadog’s CMO Sara Varni

Sara Varni, Datadog‘s CMO, shares how to build pipeline and create alignment across sales and marketing. The CMO role at Datadog covers the usual aspects of marketing, including product marketing, corporate communications, events, partnership marketing, and solutions marketing.

While these insights seem like pipeline 101, they aren’t always implemented. Let’s look at some quick facts about Sara’s experience. She spent a decade at Salesforce before moving on to Twilio as CMO when they were at about $400M ARR with 30 sales reps. They had a healthy self-service motion, but growth was flattening.

About four years later, she joined Attentive as CMO, a late-stage startup in the SMS marketing space. Now, she’s the CMO at Datadog. Each of these companies had different GTM motions.

 

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Hey everybody - thanks to the 10,000 of you who came out to SaaStr Annual. We had a blast and big news -- we'll be back in MAY of 2025. That's right, the SaaStr Annual will be a bit earlier next year, May 13-15 2025. We'll still be back in the same venue, in the SF bay area at the 40+ acre sprawling san mateo county events center. Grab your tickets at saastrannual.com with code jason50 for an extra discount on our very best pricing.

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This episode is sponsored by: remote.com

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This episode is sponsored by: Anrok

A question for SaaS finance leaders, do you know where your customers are? Anrok tracks where your sales are creating exposure, and automates tax calculation and filing worldwide. Built for high-growth software companies, Anrok protects your revenue and saves you time. Visit anrok.com/saastr to learn more.