How Cantaloupe's CMO Grew Revenue from $1M to $20M in 6 Years
by Elyssa Steiner
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What you'll discover
when watching Elyssa's story
- Developing comprehensive product launch playbooks that cover all aspects from sales to customer onboarding can significantly improve product marketing effectiveness.
- Building a marketing team culture based on collaboration, accountability, and mutual respect fosters a high-performing and supportive work environment.
- Transitioning from a startup environment to a larger company can provide valuable experience in building and scaling marketing teams.
- Focusing on innovative technologies that disrupt traditional business models can lead to exciting career opportunities in marketing.
- Understanding customer segments and tailoring go-to-market strategies accordingly is crucial for effective marketing across diverse audiences.
- Creating multi-purpose content and distributing it across various channels maximizes the impact and reach of marketing efforts.
- A master brand strategy with consistent styling can effectively integrate acquisitions while maintaining brand recognition.
Meet Elyssa Steiner - CMO @ Cantaloupe Inc.
Elyssa Steiner is the Chief Marketing Officer at Cantaloupe Inc., a leader in self-service and unattended retail technology solutions.
Elyssa’s journey into marketing began unexpectedly at a startup, where she helped grow the company from $1 million to $20 million in annual revenue over 6 years.
She joined Cantaloupe Inc. in 2017, attracted by their innovative approach to frictionless consumer experiences in unattended retail.
At Cantaloupe Inc., Elyssa oversees marketing strategies for a diverse customer base of over 31,000 clients globally. Her team focuses on digital marketing for small businesses and account-based marketing for larger enterprises.
Elyssa is passionate about building strong team cultures based on collaboration, accountability, and mutual respect. She believes in balancing empathy with clear performance expectations to foster high-performing marketing teams.
Check out Elyssa Steiner's thoughts on marketing leadership and strategy
When it comes to fostering accountability in a marketing team, Elyssa shares:
"There is this accountability piece—people understand that there is a clear expectation of how they need to perform. If you can articulate that to them, then it's just a matter of them performing."
She also shares an effective way to align product marketing with sales
"We developed, over the last year, essentially a playbook for launching a product. This has been the one thing that has been the saving grace for everybody within the organization."
And the importance of branding in business acquisitions:
"If the brand we're acquiring has any market credibility, then we might keep the name, but we're gonna fold it in, especially if it takes us to a new vertical or a new geography."
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