Evelyn Swaim

The Stage 2 Capital Catalyst supports early-stage companies in scaling their business, providing capital and hands-on coaching from an unrivaled community of elite go-to-market professionals.

Recruited as the first CMO for a Series C B2B SaaS cyber security company backed by Insight Partners. With ownership of the full marketing stack, I guided the transformation by creating new processes, frameworks, demand models, integrated marketing, and a digital-first philosophy that unified the team to the overarching vision. Demonstrated Results: ▪ Orchestrated launch of the Cyber Workforce Optimization category by delivering the new point of view, blueprint, maturity model, positioning, messaging, and sales enablement kit. ▪ Realized a 143% YoY sourced pipeline and 163% YoY sourced revenue increase by building a culture of trust, performance, and accountability that broke down silos. ▪ Increased website traffic by 174% YoY by successfully launching the new website within 8-weeks, including new messaging, visual language, site architecture, and conversion points transforming the site into a demand engine.

Recruited for this newly formed global role to lead a team of 80 professionals in field and channel marketing, demand organization, business development, and inside sales for a UK based publicly traded B2B SaaS leader in enterprise-scale intelligent automation and RPA. Demonstrated Results: ▪ Drove profitable growth with 54% contribution to pipeline and 36.67x ROMI through the establishment of Account Based Marketing (ABM) framework and the Partner Marketing Engagement Model. ▪ Established the Sales Mentorship Program, allowing BDRs to progress into quota carrying positions. ▪ Earned high trust scores of 79% in Great Places to Work and a high score of 90% for Justice during times of uncertainty.

I built high-performing teams, including growth marketing, field/channel marketing, campaign, digital demand, marketing operations and technology, web operations, brand and PR for a German based $1B B2B SaaS technology software company with multiple business units offering digital transformation technology solutions including IoT, AI / ML, Integration, Smart Apps, API management, IT transformation, BPM and RPA. With direct responsibility for increasing brand awareness and demand by creating inspiring brand campaigns, I provided my team with a focused vision and strategies to enable and empower them to deliver impactful results to the business. Demonstrated Results: ▪ Orchestrated the digital transformation to launch the new brand positioning, new website and newly built predictable, scalable, and profitable demand engine. ▪ Increased first-page rankings by 250% YoY and user increase by 24% YoY. ▪ Realized an 80% pipeline increase YoY with 56% sourced through digital campaigns by pivoting to a digital-first strategy.

Promoted to lead Americas Marketing, I had the responsibility for crafting the marketing strategy for Software AG's presence in North America and Latin America. I provided my team the requisite guidance, vision, direction and support they needed to be empowered to execute a customer-centric plan against the company's overall business objectives. Supporting the President and COO of the Americas, I served as head of marketing with ownership of all marketing functions, including brand and PR, field/channel marketing, digital demand, marketing effectiveness, and analytics. Demonstrated Results: ▪ Accelerated pipeline contribution from 17% to 36% YoY ▪ Developed integrated and strategic brand reputation programs to expand reach and Share of Voice (SOV) – 5% gain in SOV in North America. ▪ Increased reach to over 515M customers, partners, and developers in just 8 months. ▪ Developed a social media advocacy program that created an army of brand ambassadors – 15M more impressions in 6 months, doubled the growth of LinkedIn followers to 80K in 6 months.

Through a referral, I joined Nuance, a publicly traded market leader in voice recognition and natural language processing software acquired by Microsoft, to help scale their $1B Healthcare Division, where I held three roles. First as their field marketing/demand generation leader, second as an interim segment leader, and third as their customer experience leader. After a brief interlude, Nuance asked me to come back to build the company’s first customer experience function where I was responsible for driving customer-in thinking. With a team of six committed to ensuring the highest possible loyalty and satisfaction to optimize customer lifetime value and brand advocacy, we developed a new customer experience Framework, launched a customer lifecycle program, and completed six journey maps. Demonstrated Results: ▪ Advanced the company's Voice of the Customer program and improved client satisfaction measures with Best in KLAS rankings in two categories. ▪ Established new customer advocacy programs with online communities, user groups, executive client council, and customer references, producing over 1100 advocates in nine months, ROMI of 1:68 from regional user conferences, and influenced over 52 deals with $44M opportunity value. ▪ Launched a new reference program that accelerated the win rate from 15% to 35.4% YoY and influenced over $80M in bookings.

I built and led the Americas field marketing and business generation organization to drive bookings and revenue growth to support 130 direct and inside sales reps in generating new leads and opportunities, ensuring good pipeline health, and retiring quota at an accelerated rate. ▪ Mobilized the team to successfully develop and execute field marketing campaigns and programs across all targeted segments, designed to create demand, increase market share, radiate penetration within the existing customer base, and acquire net new business. ▪ With innovative, integrated campaigns, tight collaboration and engagement with sales, drove 44% QoQ growth for marketing sourced pipeline and a 24%-win rate.

Reporting to the CMO, I architected centers of excellence in marketing operations, digital marketing, global programs, field marketing and channel marketing across all tiers and segments for a $500m publicly traded SaaS B2B, B2C media-technology company. With the charter to get the company re-listed on NASDAQ, I built a digital practice and strategy to drive demand for freemium products and transform the demand and field marketing organization to align with sales and product groups more closely, and drive accountability for ROMI (return on marketing investment). Demonstrated Results: ▪ Increased bookings by 80% QoQ and added over 100k new users in four months by developing an inspirational brand campaign to launch the company’s first line of freemium products (aimed at individual creative and student market). ▪ In just five months, the team delivered a 32% win rate for all leads sourced by marketing. ▪ Elevated brand equity and increased brand affinity to successfully position Avid as the market leader in the entertainment sector by forging alliances and partnerships with marquee industry organizations, including Grammy U, Hollywood Radio and Television Society (HRTS), American Cinema Editors (ACE), Variety.

Reporting to the CMO, I managed cross-functional teams to develop, deliver and measure integrated marketing programs across all stages of the buying cycle for all products in key verticals (financial services, transport and logistics, travel, communications, manufacturing, government) for all segments. I led operational success, strategic alignment, and integration of marketing activities to create awareness, drive demand, and increase revenue growth and market share for customers, prospects, and partners in the Americas (USA, Canada, Mexico, Brazil). Built a high-performing team (field and channel marketers, campaign managers, demand generation marketers, business development representatives) with a strong alignment to product and sales, that delivered results. ▪ Over-achieved targets from FY10-FY12: 42% pipeline contribution ($89M in marketing sourced sales-qualified pipeline), 20% close rate, 18% contribution to closed-won revenue, increased average deal size by 64%, increased SOV and brand equity.