In this episode of Women in B2B Marketing, host Jane Serra chats with Shachar Oren, co-founder, CRO, and CMO at EX.CO—a rare triple-title leader with a journalist’s storytelling soul and a sharp eye on revenue.

Shachar’s unconventional journey from writing film reviews to building a video-first adtech company is full of insight for any marketer navigating career pivots, cross-functional leadership, and the ever-blurry line between brand and revenue. She shares what it’s really like owning both sales and marketing, how it’s changed her approach as a CMO, and why she believes marketers need to stop undervaluing themselves.

Jane and Shachar dig into:

What it’s like to lead both marketing and sales as a co-founder
How a background in journalism led Shachar into B2B tech and startup leadership
The power of sitting in on sales calls - and how it transformed her team’s approach
Why sales decks often fall short, and how to build enablement materials that sellers actually use
What led EX.CO to eliminate webinars and double down on events
How offline tactics like in-person events and direct mail became their top growth channels
Why marketers struggle to get internal credit - and how to start changing that
The nuances of tying marketing roles to revenue goals and compensation
What the lack of CMOs on corporate boards says about how marketing is perceived
How reframing our own value as marketers can shift our influence inside the org
Navigating the balance between creativity, storytelling, and business outcomes
Building community through thoughtful, hybrid campaigns that connect people online and off

Key Links:

Guest: Shachar Orren: https://www.linkedin.com/in/shacharo/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

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112: Marketing That Sells: Lessons from a Dual CMO-CRO - with Sachar Orren, Co-founder, CRO, & CMO at EX.CO

Women in B2B Marketing