Operating in a space dominated by large, well-known brands poses a challenge for companies in any sector. In the SaaS software market – and in CRM in particular – the challenge can seem monumental.

Clare Dorrian is the CMO of SugarCRM, where she and her team are leading their challenger brand up against heavyweights like Hubspot and Salesforce. 

The advantage held by many challenger brands is that they are often more agile and can pivot more quickly than the leading brands. On the other hand, challenger brands have less margin for error, so they need to make well-informed decisions. 

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In this episode of the B2B Nation podcast, we’re talking to Clare about what it’s like to operate as a challenger brand today, which tactics and messaging are working for SugarCRM, and what we think is head in 2024, 

Episode Guide

3:20: What is the message Clare and her team want to deliver to CRM buyers?

5:08: Advice for CRM buyers.

9:28: What are the channels and tactics showing results for Clare and her team?

17:14: The role of in-person events in Clare’s strategy. 

19:17: Three things that get Clare excited about 2024.

27:23: What is Clare’s favorite tool?