Erica Seidel

The Connective Good

I run The Connective Good, a boutique retained executive search practice with a hyper-focus on marketing leadership, especially in B2B SaaS. 

Which of these sound familiar?
- You need to land a great marketing leader – fast 
- You don't want the 'make it pretty' type of marketing leader but rather the 'make money and make impact' type 
- You have enough on your plate running and growing the business; you don't have time to kiss 100 frogs to get to 'the one' 
- You worry that your network of top-flight marketing talent is OK but not great 
- You want to increase diversity
- You need help aligning the executive team on what the business really needs from marketing at your stage of growth: CMO versus VP of Marketing? Brand versus Product vs Demand focus? Someone stretching into the role versus someone stepping into it? 
- You have internal recruiters, but they are not marketing experts and so they struggle to grab the attention of senior marketing executives

Sound like you? Message me and we'll see if it makes sense to collaborate.

Founder & Executive Recruiter

The Get: Finding And Keeping The Best Marketing Leaders in B2B SaaS

Inspiration from the best marketing leaders in B2B SaaS today... on hiring, getting hired, leading, organizing, and more.

Themes have included:
- Solving for the Scale Journey in B2B SaaS
- The CMO & Board Relationship in B2B SaaS
- Diversity in Recruiting & Leadership on Marketing Teams

Podcast Host

Forrester Research

Managed global 'networking as a service' businesses serving 150 top marketing executives at $1B+ organizations. These businesses offer exclusive research, advice, and peer-to-peer forums for exchanging best practices. Responsible for customer acquisition, retention, leading a team of four, client service, sales enablement, product strategy, high-touch executive events, and online community management. 

Clients included top marketers from dozens of major major brands, such as Hyatt Hotels, IBM, Estee Lauder, Wellpoint, Discover Financial, the Internal Revenue Service, Intuit, Fidelity Investments, and more. 

- Grew client base 600%, through marketing campaigns, training sales reps in selling to chief marketers, and adapting product positioning. 
- Improved client retention rate from 47% to 81% in one year, during an economic downturn. 
- Established and scaled customer success procedures, which fueled successful onboarding, renewals, and customer advocacy. 
- Got a front-row seat to the world's top marketers and marketing approaches. 
- Cultivated trusted advisory relationships with marketing executives from dozens of leading brands.
- Won awards from CEO for unprecedented client retention and client service.

Head of The CMO Group and Digital Marketing Council

Pitney Bowes, Inc.

First MBA hired into innovation group that developed new growth businesses. 

Collaborated with 10-member cross-functional team to develop company's first product expressly targeting emerging markets, focusing on India. 

Initiated MBA internship program through partnership with Yale University

New Product Development for Global Markets, Innovation Lab

Bose Corporation

Conducted nationwide study that identified ways to boost retail sales of Wave radio.

Marketing, Home Entertainment Division

Sun Microsystems

UX and software product management for system and network administration software. Translation: I got to know Internet plumbing in great detail. Defined and designed new customer journeys, partnered with engineers to identify and prioritize features, recruited hundreds of customers to participate in product development, and honed listening skills by leading customer interviews and usability studies. 	

Also I managed a 15-person cross-functional team to re-brand a product portfolio.

Promotion Pathway: Usability Contractor --> Usability Specialist --> User Experience Designer

User Experience Designer

Sony

Software Development Associate

Executive Search: Marketing, Digital, Martech, Marketing Analytics

Recruiting the 'make money' marketing executives -- as opposed to the 'make it pretty' ones. 

I run a boutique executive search practice, with a hyper-focus on marketing leadership roles in B2B SaaS companies:
- CMO (Chief Marketing Officer)
- VP of Marketing
- VP of Demand Generation
- VP of Product Marketing
- VP of Marketing Analytics
- VP of Marketing Operations/Marketing Technology

Search experience includes: B2B SaaS, private equity-backed companies, martech, cybersecurity, fintech, GRC, devops, two-sided marketplaces, vertical-specific SaaS, business continuity, healthcare IT, AI.

Skilled in: searches for private equity-backed companies, diversity search, recruiting women, marketing to marketers.

Subscribe to my newsletter, on recruiting the 'make money' marketing leaders, at www.theconnectivegood.com

Check out perspectives on hiring top marketing leaders in the podcast I host, called 'The Get.' (thegetpodcast.com)

I run The Connective Good, a boutique retained executive search practice with a hyper-focus on marketing leadership. 

Which of these sound familiar?
- You need to land a great marketing leader – fast 
- You don't want the 'make it pretty' type of marketing leader but rather the 'make money and make impact' type 
- You have enough on your plate running and growing the business; you don't have time to kiss 100 frogs to get to 'the one' 
- You worry that your network of top-flight marketing talent is OK but not great 
- You want to increase diversity
- You need help aligning the executive team on what the business really needs from marketing at your stage of growth: CMO versus VP of Marketing? Brand versus Product vs Demand focus? Someone stretching into the role versus someone stepping into it? 
- You have internal recruiters, but they are not marketing experts and so they struggle to grab the attention of senior marketing executives

Sound like you? Message me and we'll see if it makes sense to collaborate.

💡 "There's marketing as a support function. There's marketing as a partnering function. There's marketing as a promoting function, and marketing as a driving function."

Amen! Aligning on this across CEO/CMO/Board is the key to getting a CMO search right, in my experience. 

Love this framework that Matthew Selheimer, PhD shared on The Get podcast.

Matt and I also talked about:

💎 Top themes for the CMO role across hundreds of B2B tech companies
💎 How changes in tech and buying behavior can be a catalyst for marketing leaders to claim a broader role and bigger budget 
💎 Advice to CEOs who have failed at hiring CMOs
💎 Why marketing leaders need to get beyond "polishing the pebbles on in-market intent signals" and instead invest to be the preferred vendor earlier on, to avoid being used as negotiating leverage against the preferred vendor
💎 How increasingly, "your understanding of your buyers, your customers, and the markets you're operating in is your competitive differentiator"
💎 Why so few CMOs are at the point of firing whole teams in favor of AI

Executive Search: CMOs, VPs of Marketing, Demand, Growth, Digital, Marketing Ops, Product Marketing

"What's the CMO market like?"

This is a question I get several times a week. To be honest, sometimes I wonder what the person asking really wants to know. And what they are hoping to hear. Or what they are fearing they will hear. 🤷‍♀️ 

So… it'll be great to discuss this topic live!

What will the marketing leadership role look like in 2026 and beyond?

Join me with Kate Bullis and Dilya Abushayeva on Thursday, December 11 at 1PM ET for another Mavuus coffee chat on the CMO hiring landscape in 2026. We'll discuss latest C-Suite expectations, trends, role shifts, and harsh realities. 

Whether you’re hiring, looking to get hired, or simply trying to stay future-proof, you will likely find value in this session.

👇 Link to RSVP in the comments. 

(And feel free to comment to share what people actually mean when asking, 'how's the market?')

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