Around 2012, Rachel Spasser, currently managing director and Chief Marketing Officer (CMO) at Accel-KKR, joined Ariba, now an SAP Company, with the responsibility to orchestrate marketing efforts. She was not to do so alone but rather under the direction and vision of CMO Tim Minahan, now CMO and Senior Vice President of Marketing at Citrix.
In this partnership, Tim provided vision, strategy and forward-looking direction for Rachel to implement across all levels of the marketing department, weaving the messaging as tightknit, consistent and effective. They paired their individual expertise in solution marketing and marketing communications for four and a half years. As a result, Ariba experienced major wins that could not have been achieved otherwise.
The following are direct insights and experiences from Rachel herself:
The View of Marketing’s Position at Many Companies
Where a lot of companies fail is that they look at marketing with a lowercase M. Marketing’s role is
