In start-up environments, the idea of investing time and money into brand building can all too often wind up in the "it can wait" pile, as CMOs have to satisfy the needs of demand-gen and growth. But can this produce problems in the long run?

Alan Gleeson is back with us on CMO Convo to share his insights on brand building in start-ups, drawn from his considerable experience as a Fractional CMO for B2B SaaS start-ups. We dive into why branding can often be neglected, how this can impact your abilities as a CMO, when it's the right time to start thinking about branding, and more.

Check out the episode below to learn all you need to know about building brands as a start-up CMO.

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Key talking points

  • Why branding is often neglected in early-stage start-ups, and why this can be problem.
  • How to balance brand building with the need for demand gen and growth.
  • How you can build an effective brand in a resource-poor environment.

About the guest

Alan entered the marketing world via economics and got his first real taste of marketing at Barclays as a Product Marketing Manager. Following the opportunity to head up the UK marketing of Paolo Alto Software, he has immersed himself in both the UK and US B2B SaaS landscape.

Since then he has developed his skills in the startup world and now works as a fractional CMO for a variety of B2B SaaS startups as part of his own consultancy firm, Work With Agility.

You might recognize Alan from his other appearances on CMO Convo, Navigating the European startup landscape as a CMO and How to be a great interim CMO.

You can also find his insights and advice in our Start-up CMO's Playbook.

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