Yelena Osin

For 15+ years I've led marketing strategy and execution for B2B SaaS companies across emerging tech (eCommerce, Cybersecurity, VR, Blockchain/Crypto, Fintech). Most recently, I was the CMO of an $8 billion company, where I helped take them from seed to Series E. Today, I operate as an advisor for a small portfolio of early-stage B2B tech start-ups.

The common thread in my career: being the first marketing hire, working with a limited budget and a massive target ARR goal.

I've perfected the launch phase, developed multiple playbooks for building demand, and have a simple product marketing process that deals with the dreaded question: what category are we building?

Partnering with sales and product is key, and personally, I've seen a lot of success with BDR teams reporting to marketing.

Biggest marketing mistake I see: Lack of strategy covered up with an obsession around tactics, channels, and cool martech tools.