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new Chief Marketing Officer Allego
February 9, 2023

Allego Welcomes Heather Moses as Chief Marketing Officer

new Chief Marketing Officer Allego

 

Allego is happy to announce that Heather Moses has joined the company as chief marketing officer (CMO) to drive the next chapter of the company’s growth. Heather brings almost 15 years of experience in the marketing industry.

Most recently, she served as SVP of Marketing at Nexthink, where she built out the company’s category creation efforts, content marketing strategy, communications, analyst relations, public relations, customer advocacy, community, web, design, and global events disciplines.

Prior to Nexthink, Heather was the CMO of MP Objects and held leadership roles at Pneuron Corporation, XebiaLabs and Planon. Heather has her B.A. in Journalism from Northeastern University.

A New Generation of B2B Buyers

B2B buyers’ needs have changed dramatically in recent years. Just as shoppers want to research, compare, and buy consumer products online, B2B buyers want the same flexibility and ease when purchasing business products and services.

This means sales and marketing teams cannot continue doing things the way they always have. Sales must adapt to stay competitive, and marketing needs to pivot with them and provide the support they need.

To succeed at that, marketing and sales must be tightly aligned and collaborate with each other. Understanding and meeting buyers’ needs will take experimentation and testing of new tactics, messaging, and channels.

I had an opportunity to talk with Heather about her new position at Allego, her thoughts about the sales enablement industry, and challenges CMOs face today.

Ginna: What attracted you to Allego?

Heather: For me, it always starts with the people. When I met with the Allego team, I was so impressed by their passion, smarts, and ambition. It’s an honor to be able to partner with [Allego CEO and co-founder] Yuchun Lee, a legend in the sales and marketing world, to help build and grow the next big thing.

Allego also has three other things that I value:

  • A great product trusted by top brands and recognized as a leader in the space by Forrester and other analysts
  • A company and leadership with a unique perspective that puts the seller at the center vs. technology. This approach influences the way the product is developed. It’s shaking up the way sales enablement has always been done and offering a modern solution.
  • A solution to address a huge challenge faced by sales enablement, sales, and marketing: How can you get sellers up to speed and successful faster? Allego has that figured out—and that’s make or break in today’s world.

Ginna: What is your long-term vision for the company?

Heather: Yuchun’s vision is clear: Build a great company that supports sales, sales enablement, and marketing professionals by giving them an easier way to access, use, and master the key knowledge they need to be successful.

In marketing, our job is to make that happen by connecting with this market, helping them be more successful in their roles, and telling their stories so others can grow professionally, learn, and improve. Allego is already well positioned as a leader in the sales enablement space. The task ahead of us is to build the brand even more and become the de facto choice for companies seeking modern sales enablement.

Marketers need to concoct new and creative ways to get their message across, and they must constantly measure and test things to improve.

–Heather Moses, CMO, Allego

Ginna: What will your responsibilities look like as the new CMO?

Heather: In my new role, I am responsible for helping to position us in a brand-new market and bring to life the stories of our customers to help others learn from their challenges and successes.

Operationally, chief marketing officer is a full-stack responsibility at Allego. I’ll be working with Allego’s award-winning team of marketing professionals focused on product marketing, digital marketing, demand generation, content marketing, field marketing, and more to build the brand and scale the company.

As CMO my #1 goal is to ensure Allego is the preferred choice for all sales and marketing professionals. I plan to partner closely with the sales team to accelerate this. As we all know, the quality of the partnership between marketing and sales is one of the most important factors that drives the success of a company.

Ginna: Will you be taking on any new initiatives?

Heather: Marketing is all about new initiatives! There are many things we can and will tackle as a team, but the first job is determining what will have the biggest impact and choosing a few top priorities. Storytelling, working with the ecosystem, and testing and measuring our progress along the way will be a key part of our strategy.

Ginna: How do you plan to work with the Allego executive team to get the most out of the marketing function?

Heather: My experience has been that companies that have a passionate, energetic group of people leading are the ones that become massively successful. I’m really lucky to be able to tap into the collective wisdom of Yuchun and Mark [Magnacca, Allego co-founder and president], who are recognized thought leaders in the sales and marketing space. I want to ensure we are hiring the right talent and taking care of our team. I also intend to collaborate closely across every part of the company, especially:

  • Sales: to help make their jobs easier by working together to ensure we can create and close business faster, ensure the world knows about our best-in-class platform, and highlight the stories of our customers that trust us
  • Finance: to ensure we place the right marketing bets that see results and a return on our investment
  • Product: to properly position our offering and develop crystal clear messaging that is easy to understand
  • Customer Success: to share the customer stories that will help us find and inspire new customers

Ginna: What excites you about the sales enablement industry?

Heather: I am excited about leading marketing for a company that is focused on helping sales, marketing, and sales enablement professionals be better. I have witnessed the challenges firsthand. Today, there’s nothing more important than getting sales ramped quickly, yet it’s an underserved market. The demands of B2B buyers have changed dramatically, and sales organizations need to adapt to stay competitive—they just need the right support and tools to make it happen.

Often sales enablement professionals struggle with small teams and limited resources. What excites me the most is Allego’s innovative approach—surrounding the seller with the right content in context, the right learnings, and the right coaching at the right time. That’s great for the business and for sales, but it’s also a huge win for the sales enablement team, who are behind the scenes working so hard to make it a success.

Ginna: What are some trends you’re seeing that point to why Allego is the right choice for customers?

Heather: It’s a common refrain we are hearing: Today, companies need to do more with less. What Allego offers is a way to help sellers ramp faster and become more proficient by giving them exactly what they need in the flow of their daily work. It’s that combination of exactly the right content, learning, and coaching in one place. Allego’s holistic approach integrates these capabilities so that teams can work more efficiently, companies can reduce costs and admin overhead, and salespeople can sell more confidently and competently.

Ginna: What do you consider to be the biggest challenge for a CMO today?

Heather: I think there’s never been a more exciting time to be a CMO. People are entering uncharted waters with hybrid work and economic headwinds. There’s a growing understanding from marketers and sales that the old tactics no longer work. These times call for reinventing the way “it has always been done.” That’s one of the reasons why I joined Allego—it has a unique perspective on how to address this challenge.

Ginna: How do you plan to combat this challenge?

Heather: First, I plan to drink our own champagne. How can we as a marketing team use Allego to help drive more sales success? The second most important thing is treating marketing like a laboratory: marketers need to concoct new and creative ways to get their message across, and they must constantly measure and test things to improve. Once incubated, it’s about getting that creation out into the world. We’ll do that by meeting people where they are. Mixing art and science in this way is where magic happens.

Learn More:

Read Allego’s announcement about CMO Heather Moses and her role at Allego.

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