G2

SaaStr 819: Swapping Notes on the AI Revolution in Marketing with G2's CMO Sydney Sloan Welcome to Swapping Notes, a new SaaStr podcast series where we cut through the AI hype and get real about who's doing what with AI in B2B. Amelia LeRutte, Chief AI Officer at SaaStr, and co-host Guillaume Cabane, Co-Founder and General Partner at HyperGrowth Partners, sit down with AI leaders from the companies to share notes and stories on what's working in AI. In this episode, we swap notes with G2's CMO, Sydney Sloan. Together, we deep dive into the evolving role of AI in marketing and buyer behavior. We explore how AI is reshaping the buying process, the significance of brand trust, and the future of web experiences. The episode also covers the importance of AI orchestration roles and practical advice for founders and CMOs to adapt to the rapid advancements in AI tools and strategies. Tune in to discover insights on how to effectively integrate AI into your marketing efforts and stay ahead in the dynamic landscape. --------------------- Fin is the #1 AI Agent for resolving complex queries like refunds, transaction disputes, and technical troubleshooting—all with speed and reliability. See how Fin can deliver the highest resolution rates and highest-quality customer experience at fin.ai/saastr. --------------------- If you're serious about B2B and AI, you need to be in London this December 2nd and 3rd. SaaStr AI London is bringing together more than 2,000 leaders and founders for two days of practical advice on scaling into the new year. We'll have speakers flying in from OpenAI, Wiz, Clay, Intercom, and all your favorite SaaS companies, including yours truly with Harry Stebbings for a live 20VC podcast. It'll be fun, and it's all in the heart of London. Don't miss out: get your tickets with my exclusive discount by going to podcast.saastrlondon.com --------------------- Hey everybody, the biggest B2B + AI event of the year will be back - SaaStr AI in the SF Bay Area, aka the SaaStr Annual, will be back in May 2026. With 68% VP-level and above, 36% CEOs and founders and a growing 25% AI-first professional, this is the very best of the best S-tier attendees and decision makers that come to SaaStr each year. But here's the reality, folks: the longer you wait, the higher ticket prices can get. Early bird tickets are available now, but once they're gone, you'll pay hundreds more so don't wait. Lock in your spot today by going to podcast podcast.saastrannual.com to get my exclusive discount SaaStr AI SF 2026. We'll see you there.

Sydney Sloan

CMO

G2Salesloft

G2 is a unicorn startup that's stayed in the game for over a decade. G2 CEO Godard Abel deep dives into his original vision for G2, going multi-product, selling with multiple sales teams, demand gen spend, and why AI is the most important thing right now.

Godard Abel

CEO

G2

Buying software has changed significantly over the past 27 years. Despite the economic headwinds we've seen, buyers still buy a lot. The average mid-size company has 111 SaaS applications. By next quarter, that's estimated to rise to 119. Of course, companies are experiencing some economic impact, and average spend is coming down slightly. Chris Perrine, the Vice President of G2, Asia Pacific, shares what's holding up buyers in today's economy and how you can meet them where they are. Video with Q&A: https://youtu.be/S9yQ1Oe30zU Want to join the SaaStr community? We're the 🌎largest community for B2B software. Subscribe for weekly updates: https://www.saastr.com/subscribeform Twitter: https://twitter.com/saastr LinkedIn: https://www.linkedin.com/company/2724976 Quora Group: https://www.quora.com/q/cloud Facebook: https://www.facebook.com/SaaStr/ Instagram: https://www.instagram.com/saastr/ Our North American Event: https://bit.ly/2OXeAYh Our European Event: https://bit.ly/2OZTad8

Chris Perrine

Vice President, Asia Pacific

G2

After rescuing his first startup BigMachines from the brink of bankruptcy and building it to positive cash flow, Godard Abel thought the express lane of life was opening up to him. But after the board replaced him as CEO, Godard — now the CEO of B2B tech buying firm G2 — found himself on a rocky road for 10 years. He had all the money he could want, but also overwhelming fear, anxiety, and depression. To break out of this funk, Godard says he had to embrace presence and reckon with why entrepreneurship called him. In this episode, Godard and Joubin discuss the mental benefits of running, Silicon Valley during the dotcom boom, ex-Apple CEO John Sculley and “scale at all costs,” turning around a failing startup, a young founder’s “FU mentality,” Jim Dethmer and conscious leadership, the importance of “wallowing in the muck,” the best part about entrepreneurship, WFIO moments, and the advantage of getting older. In this episode, we cover: The first company Godard co-founded, BigMachines (09:00) The race to IPO as soon as possible, and the “dot bomb” bubble (18:41) Rock bottom for BigMachines: “I felt like a massive failure every day” (23:20) How Godard lost the CEO job: A “Trojan horse” swap (26:55) Financial success and debilitating anxiety (32:30) Conscious leadership, being present, and embracing one’s emotions (36:12) Godard’s redemption: Joining, building, and selling SteelBrick (42:55) How often are you happy? (51:05) The humbling moments of starting G2, and staying an entrepreneur (53:35) Links: Connect with GodardTwitter LinkedIn Email: godard@g2.com Connect with JoubinTwitter LinkedIn Email: grit@kleinerperkins.com  Learn more about Kleiner Perkins This episode was edited by Eric Johnson from LightningPod.fm

Godard Abel

CEO

G2

About Carla Carla Stickler is a professional multi-hyphenate advocating for the inclusion of artists in STEM. Currently, she works as a software engineer at G2 in Chicago. She loves chatting with folks interested in shifting gears from the arts to programming and especially hopes to get more women into the field. Carla spent over 10 years performing in Broadway musicals, most notably, “Wicked,” “Mamma Mia!” and “The Sound of Music.” She recently made headlines for stepping back into the role of Elphaba on Broadway for a limited time to help out during the covid surge after not having performed the role for 7 years. Carla is passionate about reframing the narrative of the “starving artist” and states, “When we choose to walk away from a full-time pursuit of the arts, it does not make us failed artists. The possibilities for what we can do and who we can be are unlimited.” Links Referenced: G2: https://www.g2.com/ Personal website: https://carlastickler.com Instagram: https://www.instagram.com/sticklercarla/ Transcript Announcer: Hello, and welcome to Screaming in the Cloud with your host, Chief Cloud Economist at The Duckbill Group, Corey Quinn. This weekly show features conversations with people doing interesting work in the world of cloud, thoughtful commentary on the state of the technical world, and ridiculous titles for which Corey refuses to apologize. This is Screaming in the Cloud. Corey: This episode is sponsored in part by Honeycomb. When production is running slow, it’s hard to know where problems originate. Is it your application code, users, or the underlying systems? I’ve got five bucks on DNS, personally. Why scroll through endless dashboards while dealing with alert floods, going from tool to tool to tool that you employ, guessing at which puzzle pieces matter? Context switching and tool sprawl are slowly killing both your team and your business. You should care more about one of those than the other; which one is up to you. Drop the separate pillars and enter a world of getting one unified understanding of the one thing driving your business: production. With Honeycomb, you guess less and know more. Try it for free at honeycomb.io/screaminginthecloud. Observability: it’s more than just hipster monitoring. Corey: What if there were a single place to get an inventory of what you're running in the cloud that wasn't "the monthly bill?" Further, what if there were a way to compare that inventory to what you were already managing via Terraform, Pulumi, or CloudFormation, but then automatically add the missing unmanaged or drifted parts to it? And what if there were a policy engine to immediately flag and remediate a wide variety of misconfigurations? Well, stop dreaming and start doing; visit snark.cloud/firefly to learn more. Corey: Welcome to Screaming in the Cloud. I’m Corey Quinn, there seems to be a trope in our industry that the real engineers all follow what more or less looks like the exact same pattern, where it’s you wind up playing around with computers as a small child and then you wind up going to any college you want—as long as it’s Stanford—and getting a degree in anything under the sun—as long as it’s computer science—and then all of your next jobs are based upon how well you can re-implement algorithms on the whiteboard. A lot of us didn’t go through that path. We wound up finding our own ways to tech. My guest today has one of the more remarkable stories that I’ve come across. Carla Stickler is a software engineer at G2. Carla, thank you for agreeing to suffer my slings and arrows today. It’s appreciated. Carla: Thanks so much for having me, Corey. Corey: So, before you entered tech—I believe this is your first job as an engineer and as of the time we’re recording this, it’s been just shy of a year that you’ve done in the role. What were you doing before now? Carla: Oh, boy, Corey. What was I doing? I definitely was not doing software engineering. I was a Broadway actress. So, I spent about 15 years in New York doing musical theater, touring around the country and Asia in big Broadway shows. And that was pretty much all I did. I guess, I also was a teacher. I was a voice teacher and I taught voice lessons, and I had a studio and I taught it a couple of faculties in New York. But I was one hundred percent ride-or-die, like, all the way to the end musical theater or bust, from a very, very early age. So, it’s been kind of a crazy time changing careers. [laugh]. Corey: What inspired that? I mean, it doesn’t seem like it’s a common pattern of someone who had an established career as a Broadway actress to wake up one day and say, “You know what I don’t like anymore. That’s right being on stage, doing the thing that I spent 15 years doing. You know what I want to do instead? That’s right, be mad at computers all the time and angry because some of the stuff is freaking maddening.” What was the catalyst that— Carla: Yeah, sounds crazy. [laugh]. Corey: —inspired you to move? Carla: It sounds crazy. It was kind of a long time coming. I love performing; I do, and it’s like, my heart and soul is with performing. Nothing else in my life really can kind of replace that feeling I get when I’m on stage. But the one thing they don’t really talk about when you are growing up and dreaming of being a performer is how physically and emotionally taxing it is. I think there’s, like, this narrative around, like, “Being an actor is really hard, and you should only do it if you can’t see yourself doing anything else,” but they don’t actually ever explain to you what hard means. You know, you expect that, oh, there’s going to be a lot of other people doing it in, I’m going to be auditioning all the time, and I’m going to have a lot of competition, but you never quite grasp the physical and emotional toll that it takes on your body and your—you know, just ongoing in auditions and getting rejections all the time. And then when you’re working in a show eight times a week and you’re wearing four-inch heels on a stage that is on a giant angle, and you’re wearing wigs that are, like, really, really massive, you don’t really—no one ever tells you how hard that is on your body. So, for me, I just hit a point where I was performing nonstop and I was so tired. I was, like, living at my physical therapist’s office, I was living at, like, my head therapist’s office. I was just trying to, like, figure out why I was so miserable. And so, I actually left in 2015, performing full time. So, I went to get my Master’s in Education at NYU thinking that teaching was my way out of performing full-time. Corey: It does seem that there’s some congruities—there’s some congruities there between your—instead of performing in front of a giant audience, you’re performing in front of a bunch of students. And whether it’s performing slash educating, well that comes down to almost stylistic differences. But I have a hard time imagining you just reading from your slides. Carla: Y...

Carla Stickler

Software Engineer

G2

Gone are the days of Sales and Marketing building their own tech fiefdoms. In this podcast, Sydney Sloan, CMO at SalesLoft shares a holistic approach to adding technology that powers your revenue engine and shares examples of tech stacks, best practices, and org designs from successful companies at different growth stages. Blog post and video: https://www.saastr.com/the-revtech-stack-playbook-going-from-1m-to-100m-with-salesloft/

Sydney Sloan

CMO

G2Salesloft

The state of software buying has changed. SaaS spending dipped in the first half of 2020 but has since accelerated and increased as we reach the end of 2021. Amanda Malko, CMO at G2, shares a fascinating look at the data that reveals shifting patterns in the way consumers purchase software. Blog post & video: https://www.saastr.com/the-state-of-software-buying-from-smb-to-enterprise-with-g2s-cmo/

Amanda Malko

CMO

G2

In today's SaaStr insider episode, Harry Stebbings sits down with Ryan Bonnici, Chief Marketing Officer at Whereby to chat about how to market at scale. Together, they cover how to hire marketers at scale and how to use marketing to set your brand above the rest. Video and blog post: https://www.saastr.com/how-to-market-at-mass-scale-with-whereby/

Ryan Bonnici

Chief Marketing Officer

WherebyG2

As digital business and collaboration models have been permanently accelerated by the events of 2020, our panel of SaaS experts discuss who's buying in the Enterprise, and how to drive conversions across multiple business functions. Video and blog post: https://www.saastr.com/buying-patterns-in-the-enterprise/

Godard Abel

CEO

G2

Mike Weir

Chief Revenue Officer

G2

Samantha DeStefano

Vice President, Enterprise Sales

Upwork

Today we deep dive into what startups can learn from the large SaaS incumbents of today. Sara Varni: CMO @ Twilio on her biggest takeaways from her time at Salesforce. Erica Schultz: President of Field Operations @ Confluent on her biggest takeaways from her time at Oracle. Whitney Bouck: COO @ Hellosign on her biggest takeaways from her time at Box. Leyla Seka: Partner @ Operator Collective on her biggest takeaways from her time at Salesforce. Ryan Bonnici: CMO @ G2 on his biggest takeaways from his time at Salesforce. Ryan Barretto: SVP @ Sprout Social on his biggest takeaways from his time at Salesforce Tien Tzuo: Founder & CEO @ Zuora on his biggest takeaways from his time at Salesforce. Paul Albright: Board member @ Clarizen on his biggest takeaways from his time at SuccessFactors. Jaleh Rezaei: Founder & CEO @ Mutiny on her biggest takeaways from her time at Gusto. Eugenio Pace: Founder & CEO @ Auth0 on his biggest takeaways from his time at Microsoft. Liat Bycel: VP @ Airtable on her biggest takeaways from her time at Twitter. Mark Goldberg: Partner @ Index on his biggest takeaways from his time at Dropbox. Read the full transcript on our blog. If you would like to find out more about the show and the guests presented, you can follow us on Twitter here: Jason Lemkin Harry Stebbings SaaStr

Sara Varni

CMO

DatadogAttentiveTwilio

Erica Schultz

President of Field Operations

ConfluentNew Relic

Whitney Bouck

COO

HelloSign

Leyla Seka

Partner

Operator CollectiveSalesforceIronclad

Ryan Bonnici

Chief Marketing Officer

WherebyG2

Ryan Barretto

SVP

Sprout Social

Tien Tzuo

Founder & CEO

Zuora

Ryan Bonnici is the CMO @ G2, the company that allows you to get the right software and services for your business with over 897,000 user reviews to help you make smarter buying decisions. As for Ryan, prior to G2 he was Senior Director of Global Marketing at Hubspot where among many other achievements, he scaled HubSpot's marketing-generated sales revenue by 330% year-over-year. Before Hubspot, Ryan was Head of Marketing @ Salesforce (APAC) where he led his team to achieve 227% YoY net-new sales sourced through marketing. Due to his success, Ryan has been named to Forbes' List of World's Most Influential CMOs. In Today's Episode We Discuss: How Ryan made his way into the world of SaaS from Sydney, Australia and came to be one of the world's leading CMOs with G2 today? What were Ryan's biggest takeaways from his time at Salesforce? How did it change his mindset? What are the core differences when comparing marketing functions at the likes of Salesforce to smaller companies like G2? What can they learn from each other? Where does Ryan sit on whether marketing is an art or a science today? How did Ryan turn a $6,000 initiative at Hubspot into a product that generated $64m net revs? What have been Ryan's biggest lessons in what it takes to acquire the best talent? How does Ryan build candidate pipe? What works most effectively? How does Ryan structure and run the process? What core questions does Ryan ask and find most revealing of the individual's character? What does Ryan love to see in a candidate? Does Ryan agree that marketing teams should always be held directly accountable to a number tied to revenue? What type of CMO would Ryan bucket himself as; demand gen or brand? How does Ryan think about the relationship between the two? Ryan's 60 Second SaaStr: What does Ryan know now that he wishes he had known at the beginning of his career in marketing? What is the biggest BS that Ryan often hears in the world of marketing? Which marketing leader does Ryan most respect and admire and why? Read the full transcript on our blog. If you would like to find out more about the show and the guests presented, you can follow us on Twitter here: Jason Lemkin Harry Stebbings SaaStr Ryan Bonnici

Ryan Bonnici

Chief Marketing Officer

WherebyG2

Godard Abel is the Founder & CEO @ G2, the company helping millions of business make better product buying decisions every month. To date, Godard has raised over $100m in funding with G2 from the likes of Accel, IVP, High Alpha, Pritzker Group and Chicago Ventures just to name a few. As for Godard, he founded his first business, BigMachines, in 2000, a business he scaled to $50m in revenue and over 300 people up until it's acquisition to Oracle 11 years later for $400m. Godard then became CEO @ Steelbrick where he took them from 5 to 200 employees and increased bookings by 37x in 7 quarters. Steelbrick was ultimately acquired by Salesforce where he spent a year and a half before starting G2. In Today's Episode We Discuss: How did Godard make his way into the world of SaaS over 20 years ago? What was the a-ha moment for the founding of G2 for Godard? Having been a Founder through the bust of 2000, how did seeing that macro environment impact his operating mentality today? What did it teach him about capital efficiency and investing ahead of time? Taking the team from 70 to 20, what were his lessons on the right way to let someone go? Where do many people get it wrong today? Why does Godard advocate for working with people that you have worked with before? How can you find the zone of genius for the people that you work with? How does Godard set a culture of ambition and determination around goals but also prevent dejection if the goals are not hit? How often should rep quota be hit? Why is that the right ratio? Where does Godard believe that things really start to break down in the scaling of an organisation? What can you do to get ahead of those moments and minimise their impact? How many direct reports does Godard believe is the optimal and then the maximum for a manager to have? How have his thoughts on this changed over time? Godard's 60 Second SaaStr: What would Godard like to change in the world of SaaS today? What does Godard know now that he wishes he had known at the beginning? If an investor can provide one value, what would it be and why? Read the full transcript on our blog. If you would like to find out more about the show and the guests presented, you can follow us on Twitter here: Jason Lemkin Harry Stebbings SaaStr Godard Abel

Godard Abel

CEO

G2