Lou Jordano

Authentic CMO Peer Advisor

Lou Jordano is a marketing leader for B2B brands seeking brand elevation and next-level growth. Lou’s early career included leading enterprises to learn best practices for operating at global scale. Today, Lou serves as a CMO in founder-led and PE-backed companies that are repositioning, stagnant, or distressed and looking for a brand refresh and a healthy pipeline prior to a near-term exit.

Meet Lou

I imagine being CMO is not wholly dissimilar from being an orchestra conductor or a hockey coach: everyone plays their best when they feel valued and when they understand their contribution to the larger team. Given that, I try to be the best player/coach I can be – and the one I wish I always had – by playing to each person’s skills and interests and helping them understand how what they’re doing gets the team closer to exceeding our goals.

I’ve served as CMO in several PE-backed mid-sized B2B SaaS companies, three of which exited. Those experiences have taught me how important it is to instill a supportive culture that values analytic rigor.

CliftonStrengths
Top Five

KEY AREAS OF EXPERTISE

Analyst RelationsAnalytics & InsightsBranding & MessagingContent MarketingDigital MarketingGo-To-Market StrategyKPIs & MetricsLead GenerationMarketing Budgets & ROIMarketing OperationsProduct MarketingPublic RelationsSales AlignmentSales Enablement

LEADERSHIP EXPERIENCE

Revenue Models

Business-to-Business (B2B)

Industries

Professional Services / ConsultingSoftware / SaaS / High TechManufacturing / DistributionReal EstateConsumer Goods & Services

Scenarios

Startup / Early StageTurn-AroundSmall and Mid-SizedGlobal EnterprisePrivate EquityMergers & AcquisitionsPost-M&A Integration

Revenue Models

Business-to-Business (B2B)

Industries

Professional Services / ConsultingSoftware / SaaS / High TechManufacturing / DistributionReal EstateConsumer Goods & Services

Scenarios

Startup / Early StageTurn-AroundSmall and Mid-SizedGlobal EnterprisePrivate EquityMergers & AcquisitionsPost-M&A Integration

LEADERSHIP IMPACT

  • Helped drive explosive growth at one company from $1m to $51m in two years and, at another company, from $55m to $125m in two years
  • Sourced 93% of Inside Sales bookings and 79% of global Enterprise Sales bookings
  • Generated $73 in Sales qualified pipeline for every $1 spent on Marketing programs
  • Increased Marketing contribution to Sales qualified pipeline 20x within 12 months
  • Recognized as top 1% performer in a 4,000-person company

HONORS & ACCOLADES

  • “President's Club 2012” Award, top 1% performer in 4,000+ person company; 1st Marketing person ever to receive the award
  • “SPOT MVP” Award, TIBCO Spotfire, January 2012
  • "In Concert Rock Star" Award, twice, June 201 by EMC Documentum (Documentum is now part of OpenText)
  • IDC’s “CMO Advisory Service” Award for EMC (now Dell) Centera's "New Conversations" pilot campaign - Dec 2005
  • “Excellence in Client Relationships” - June 2001, Sapient (now Publicis)

TESTIMONIALS

ON A PERSONAL NOTE...

I very happily live in Cambridge, MA, with my wife and daughter. As my daughter has been an ice hockey player since she was very young, we spend a fair amount of time driving to/from and standing in the hockey rinks that are scattered in and around the state.

We’re also outdoorsy people / sun worshippers so we love to spend as much time as we can on Martha’s Vineyard, which we’ve been enjoying, often with extended family, year-round since the early 2000’s. We love to explore the beaches, hiking trails, and bike paths and unfailingly come away from a day’s adventure having learned something new and interesting.

I read daily, mostly biographies and histories as well as American literature from the early/mid 20th century.  I work out regularly and also run around the Charles River.  In fact, with very few exceptions, I’ve run around the river 3x/week for nearly 20-years using the same three routes. I’ve come to believe that the river must be lengthening imperceptibly each year, as my times are gradually getting slower!  😉