The CMO Role Is Being Dismantled. Here's Why (Dave Kellogg - EIR @Balderton Capital)

Épisode de Conquête par Jordan Chenevier-Truchet | Bulldozer · 10 juin 2026 · 1 h 02 min

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To work with Bulldozer: https://bulldozer-collective.com

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Dave Kellogg, Executive in Residence at Balderton Capital ($1.3B fund), former CMO at multiple enterprise software companies, and one of the sharpest voices in B2B SaaS through his blog Kellblog. He's spent 30+ years watching what actually makes software companies win.

In this episode, he unpacks the principles most CMOs know they should follow but keep getting wrong:

→ The lesson from watching Ingress lose to Oracle: the best product doesn't win. What does

→ 30 years of "hey marketing, go get this." From boxes of leads to customers who drive outcomes

→ Outcome-based pricing: why everyone talks about it and almost nobody can do it properly

→ Marketing exists to make sales easier. The mantra that took him from PMM to CMO of a billion-dollar company

→ SaaS zombie companies: no middle ground between AI-native growth and profitable business. Slides won't save you

→ Trust is the last marketing moat. How to build it when AI slop is flooding every channel

→ PR is the new SEO (sort of). Why companies under-invest in earned media and how to do it without burning cash

→ Metrics reflect strategy, they don't drive it. How to reconcile being a metrics fanatic with being strategy-first

→ The three ways to get fired as a CMO

→ The CMO role is being decomposed. Why CEOs are splitting marketing into pieces and whether the pendulum will swing back

→ What European founders get wrong about the US market. And why most should start in New York

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WHERE TO FIND DAVE: https://www.linkedin.com/in/kelloggdave/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

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WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

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TIMECODE

00:00 - Intro

04:03 - The best product doesn't win

06:42 - 30 years of "hey marketing, go get this"

16:30 - Marketing exists to make sales easier

24:27 - SaaS zombie companies: no middle ground in the AI era

31:14 - Trust is the last marketing moat in the age of AI slop

40:05 - Metrics reflect strategy, they don't drive it

45:14 - The three ways to get fired as a CMO

51:59 - What European founders get wrong about the US market

Hébergé par Ausha. Visitez ausha.co/politique-de-confidentialite pour plus d'informations.

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Dans Conquête, Jordan (CEO @ Bulldozer) invite des experts en Marketing et Growth pour parler de ce qu'ils font de mieux. On aborde leurs stratégies, leurs méthodes, leur organisation, etc. Hébergé par Ausha. Visitez ausha.co/fr/politique-de-confidentialite pour plus d'informations.

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