“Speed is earned with trust. The more transparent and intentional you are, the faster decisions and buy-in happen—even in public companies.”
Silvia Valencia, VP of Revenue Marketing at Docebo
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In this episode of Executive Conversations, Maeva Cifuentes speaks with Silvia Valencia, VP of Revenue Marketing at Docebo, about her journey from agency to in-house marketing. Silvia shares how her experience at Refine Labs taught her to manage buy-in, present strategic investment cases, and reallocate budgets effectively. Maeva and Silvia also emphasize the importance of starting relationships with clear communication, setting expectations for short- and long-term outcomes, and delivering early wins to gain credibility.
In this episode, we talk about:
- Executive buy-in
- Demand generation strategies
- Stakeholder alignment
- Trust building in SaaS marketing
- Marketing and sales collaboration
Takeaways
- Building trust from day one: Setting clear expectations and communicating expected outcomes early to establish credibility with stakeholders is essential to success.
- Aligning marketing and sales: Silvia explains the value of shared accountability and creating a unified narrative with sales teams to reduce friction and drive results.
- Short-term wins and long-term bets: Balancing immediate impact projects with strategic initiatives that pay off over multiple quarters.
- Intentionality in budget allocation: Ensuring every spend decision aligns with audience relevance, ROI expectations, and overarching company goals.
Time Chapters
[00:07] Learning from agency life to accelerate your marketing skills
[01:31] Presenting decisions on marketing investment and performance
[03:22] Building trust through transparent communication
[05:49] Managing scrutiny as an external marketing resource
[08:19] Transitioning from agency to in-house leadership
[11:40] Starting with short-term wins to gain traction
[15:23] Optimizing demand strategies for audience-first results
[17:41] Handling nervous stakeholders during lead volume dips
[21:23] Earning flexibility in a public company environment
[23:30] Collaborating with sales to drive shared outcomes
[26:12] Adopting intentionality as a mindset for marketing success
About Silvia Valencia
Silvia Valencia is the Vice President of Revenue Marketing at Docebo, where she drives scalable pipeline strategies for enterprise-level success. With experience from Refine Labs, she is passionate about aligning marketing and sales teams through clear KPIs and data-driven strategies. Silvia advocates for modern marketing approaches, including ungated content and AI-driven insights, to connect with ideal customer profiles effectively.