Cordial

· Repositioned the brand around a bold narrative: The Battle for Attention
· Driving GTM strategy across brand, demand, product marketing, ABM, customer advocacy, and events
· Launched Cordial Edge — an AI-powered personalization engine — at NRF
· Leading a lean team of 10 marketers supporting 30%+ YoY growth
· Created our “12 Big Rocks” framework to align marketing with revenue outcomes
· Driving activation across channels: social, content, sales enablement, PR, and web

Chief Marketing Officer

Clari

· Acted as interim CMO, owned the end-to-end marketing engine
· Created “Lightning Strikes” to drive market moments that moved pipeline fast
· Led thought leadership and content strategy to position Clari as the leader in Revenue Platform
· Orchestrated a new GTM playbook tied tightly to sales and product motion
· Team delivered consistent inbound volume, major launches, and brand lift — on repeat

GVP, Marketing

· Led the narrative: repositioned Clari around the Revenue Platform and redefined its category
· Launched breakthrough campaigns, creative events, and keynote-worthy product moments
· Built a content engine that fueled sales enablement, customer education, and inbound
· Partnered across sales, CS, and product to drive alignment on every launch
· Team = a tight crew of product marketers, storytellers, and category designers

VP, Brand, Content and Product Marketing

Product Marketing Alliance

· Top Influencer (2020, 2021, 2022, 2023, 2024)
· Best Team of the Year Award 2021
· Teacher at PMA's Leaders Fellowship program
· Keynote speaker

Product Marketing Alliance Mentor & Teacher

Gong

·  Launched new products, SKUs, and campaigns that made noise — and moved revenue
·  Created standout stories across channels — from Celebrate keynotes to Super Bowl ads
·  Drove Gong’s category dominance in Revenue Intelligence
·  Built customer programs that turned users into evangelists (and case studies into art)
·  Marketing wasn’t just creative — it was tied to pipeline, adoption, and expansion

Vice President, Product and Customer Marketing at Gong

Talend

· Repositioned Talend in a crowded data space with sharper messaging and clearer value props
· Led GTM strategy across product launches, solution marketing, and integrated campaigns
· Built sales enablement programs that improved pitch consistency and competitive win rates
· Partnered with product and sales to align roadmap storytelling with market needs
· Drove increases in brand awareness, pipeline velocity, and ARR growth within 3 quarters

Vice President, Product Marketing

Salesforce

· Led technical product marketing for Einstein, Salesforce’s flagship AI platform
· Launched Einstein at Dreamforce ‘16 — the biggest product launch in company history
· Built and scaled GTM: demos, content, pricing & packaging, and enablement
· Created the Einstein Champions program to amplify customer voices
· Enabled 200+ SEs with a full certification program
· Presented at Dreamforce keynotes, executive briefings, and third-party events
· Influenced $100M+ in ARR and drove exponential product adoption

Senior Director, Product Marketing, Einstein

· Led technical product marketing for Wave Analytics
· Secured leadership placement in Gartner MQ through analyst engagement
· Launched vertical-specific solutions: Analytics for Sales, Service, and Communities
· Built scalable demo assets used by 1,000+ AEs and SEs
· Generated 5x pipeline and ARR through targeted campaigns and programs

Director, Product Marketing, Analytics

My responsibilities include core messaging/ positioning, develop picture-perfect content and create killer demo scenarios.

KXEN

I am responsible for all aspects of outbound marketing content needed to support marketing efforts and sales cycles in the company.

Senior Product Marketing Manager

Worked on proof of concepts, pilots and go-live deployments at 50+ customers across a spectrum of industries, including communications, finance, retail and e-Business

Technical Director, Social Network Analysis

Specialized in Predictive Analytics and Social Network Analysis 

International experience:
- in many industries: Telco, e-Commerce, Automotive, Bank, Retail, etc.
- and many Horizontals: CRM, Fraud, R&D (Reliability, Performance), etc.

Presales engineer

Altran

Head of the ALTRAN Statistics and Optimization Offer.
This Offer aimed at helping our clients to :
- save time,
- analyze data,
- model phenomena / processes,
- optimize outputs / costs,
through innovative, statistical techniques that we developed and/or specialized into.

Senior Consultant

Diagnostica Stago

Project Manager for the Chronometric Signals Processing.
Expert Consultant for the statistical analyses (involving decision tree techniques).

Data Science Project Manager

Brand, Content and Product Marketing at Clari. Ex Salesforce, Gong, Talend

I help B2B SaaS companies go from “what do you do again?” to “how did I live without this?”

Over the last 10+ years, I’ve led marketing at some of the most iconic (and category-defining) companies in tech — Salesforce, Gong, Clari — and now Cordial. From brand storytelling to GTM strategy, my teams have designed categories, launched products, repositioned companies, and created campaigns that punch way above their weight.

Today at Cordial, I’m focused on helping retail brands win the battle for attention — with smarter AI, deeper customer signals, and personalized messaging that actually performs.

I also teach with the Product Marketing Alliance and nerd out about positioning frameworks, lightning strikes, and the psychology behind why messages stick.

If you’re a fellow marketer, builder, or founder — let’s connect.

Hey, friend.
If you’ve been laid off… I’m sorry.

If I can help, DM me.
Truly.

Thinking of everyone hit this week.

Julien Sauvage 🥖

CMO @ Cordial | Ex-Gong, Clari, Salesforce, Talend | Investor | Advisor | Positioning Nerd

Things to say that make you a total douche outside of tech


“ So, I was listening to that new podcast on my way to work this morning, and…”


“ We really need to fix our funnel ,because it’s leaking at every stage of the journey.”


“ Our GTM engineers just shipped a new workflow, and it’s game changer.”


“ Back when I was at Salesforce, we did [XYZ] ”


- - - 


Reminder:

A little perspective goes a long way.

Outside of tech, we sound unbearable.


#selfaware

Some weeks remind me how fragile all of this is.


Careers. Launches. ARR goals. Product updates.

All the noise we treat like it matters forever.

Then someone gets sick. Or life happens.
And the big, loud things suddenly shrink to their real size.

Tech success is fun.

But it’s borrowed.

The only lasting metric is how you showed up for people.


Happy Saturday 💙

𝘌𝘷𝘦𝘳𝘺𝘰𝘯𝘦 𝘴𝘢𝘺𝘴 𝘣𝘳𝘢𝘯𝘥 𝘥𝘰𝘦𝘴𝘯’𝘵 𝘥𝘳𝘪𝘷𝘦 𝘱𝘪𝘱𝘦𝘭𝘪𝘯𝘦,
until…

… until you actually measure it.

Most companies still treat brand like a cost center.
Something you do when there’s budget left.

But the brand programs of today are the demand of tomorrow.

At Cordial, we used GPT Thinking to run a bunch of lag correlation analyses.

One of the high correlations was this:

Media Share of Voice × Content Downloads with marketing-sourced pipeline
— with a clear 3-month lag.

Here’s what that means in practice:

If Share of Voice increases by 10 % and Content Downloads by 20 %,
pipeline tends to rise by roughly 1.1 × 1.2 = 1.32× (32%)
within the following quarter.

See?
You can literally *see* brand turning into pipeline.

But:

That does not just happen instantly.

It takes 3 months.
Or more.

It’s cumulative.
It’s compounding.
It's a flywheel.


The irony, then, is this:

➔ The leaders who ignore brand because it’s “not measurable” are usually the ones who never look long enough to measure it.

CEO: We need to redo our positioning.

PMM: Sounds good.
Here are two options, A and B.

CEO: I like A better.
But I like the hook of B… and the punchline.

PMM: Cool, I merged that into A2.

CEO: I don’t like it.

PMM: Why?

CEO: I don’t know. Show me A and B again.

PMM: Here.

CEO: Actually I like B better.
But maybe with the villain and obstacles from A.

PMM: Got it — here’s B2.

CEO: I don’t like it.

PMM: Why?

CEO: I don’t know. Show me A and B again.

PMM: Here.

CEO: Actually… I don’t like either.

PMM: Okay, want me to work on a C?

CEO: You know, maybe our current positioning isn’t that bad.

Julien Sauvage 

Product marketing leader with 15+ years of hands-on and managerial experience leading product marketing, go to market strategy, and pre-sales within startups and enterprise companies, specializing in Artificial Intelligence and data-related technologies.

Proven experience leading product marketing teams to drive product positioning, sales enablement and adoption marketing, resulting in rapid growth in awareness, pipe, ARR and product adoption.

Comfortable leading or working with partners in product, marketing and sales to drive product strategy, customer events, and sales activities.

- Launched Einstein at Dreamforce ’16
- Scaled the Einstein business to $100M+ ARR
- Boosted adoption for Analytics and Einstein (2x MAO)
- Drove leadership positions with industry analysts for Salesforce, SAP and KXEN
- Created all product and industry content for KXEN leading up to the SAP acquisition
- Worked on POCs and go-live deployments at 50+ customers across a spectrum of industries

Kalyan LC

𝐈𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐠𝐞𝐭𝐭𝐢𝐧𝐠 𝐢𝐧𝐭𝐨 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠
Here’s ONE practical advice for each function.

• Brand marketers: prove impact, not awareness. Correlate your brand activations with pipeline using your RevOps, or an LLM.

• Product marketers: own one business metric and make sure everyone knows it’s yours. Clarity builds trust.

• Content marketers: use AI for speed, not ideas. The original point of view still has to come from *you*.

• Growth marketers: make sure everyone knows you’re not the only team capturing demand.

• Customer marketers: go beyond advocacy and build programs that drive referrals, retention, expansion.

• Web marketers: make a few AEO bets now. The ground is shifting faster than you think.

• Digital marketers: master the full mix—paid, owned, and earned—and connect them with intent.

• Event marketers: treat events as full campaigns. The real impact happens before and after the booth.

• ABM / ABX marketers: know your accounts better than the account owner. What they plan. What they need. What they hide.


- - - 


Marketing is still full of smart people who disagree on almost everything.

That’s what keeps it moving forward.

Timelines in B2B… they go like this:


Kickoff: Plenty of time.

Midway check-in: Still plenty of time.

Week before: Tight, but fine.

Day before: Should be fine.

Launch day: Who approved this timeline?

Here’s one of the BIG contradictions in b2b marketing:


Every human is unique.
Every voice too.

Yet, somehow, we keep searching for ours…
in someone else’s blueprint.

Maybe the trick isn’t to 𝑓𝑖𝑛𝑑 your voice.
It’s to stop muting it.

It’s Friday.

I’m so tired, I left “ 𝑖𝑛𝑠𝑒𝑟𝑡 𝑤𝑖𝑡𝑡𝑦 𝑖𝑛𝑡𝑟𝑜 ℎ𝑒𝑟𝑒 ”…

… as the blog opener.

Marketers, we made it.
Barely.

Every team has its own North Star.

⭐️ 

It's getting crowded up there.

It’s Friday.
I’m so tired… I used Comic Sans…

…On purpose.

Marketers, we made it.
Barely.

One day I hope 

I will know 
how to spell 

“Revolutionalize”

Warning. No animal was hurt, and…

no AI was used for this week’s upcoming posts.


Which is probably why it took me twice as long to write.

Hope you enjoy them.

Happy Mondayyy let’s gooo

taplio

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