CMO Spotlight | Efrat Ravid - Quantum Metric
The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders.
Setup CEO, Joe Koufman, virtually sat down with Efrat Ravid, the Chief Marketing Officer at Quantum Metric, to discuss her approach to rejection, her transition from engineering to marketing, and more.
WATCH + READ THE RECAP BELOW (SCROLL TO THE END FOR THE FULL INTERVIEW)
Q1 | What advice would you like to share?
Ravid shared that her experience as a solutions engineer prepared her for her marketing career. During her time as a solutions engineer, she learned how to better serve her customers by understanding their pain points, goals, and everything in between.
Her two takeaways are:
If you are looking to make a switch, skills are transferable. Incorporate your skill sets from past industries into marketing.
In order to provide the best solutions, it’s really important to understand your customers inside and out.
Q2 | What is your superpower?
“I’m really not afraid of the word ‘no.’ When I hear the word ‘no’ I just hear, ‘Not right now. Please convince me.’”
Ravid shared that she is not afraid of rejection, and actually uses it as fuel to motivate her. If she does not get approval the first time, she will find a way to reframe her idea to her audience so that she can convince them. She advises marketers to be persistent if they believe their ideas are worth fighting for.
Q3 | What values are important to you?
“We have three things that really bring us to who we are: passion, persistence, and integrity.”
Passion, persistence, and integrity are the values that Ravid and her team embody. She wants to work with people who are passionate about their jobs and people who are brave and persistent when they have an idea or goal they want to achieve. Ravid makes a point to only surround herself with people who have integrity and who are honest; she doesn’t allow broken promises or half-truths.
These values are Quantum Metric’s pillars that help the team decide on who to hire or how feedback is given. Ravid shared that working with a company and people who align with your values really helps to make it a more enjoyable and efficient environment.
Q4 | Share an inspirational quote.
Ravid is a huge planner and loves to have an idea about where she’s headed next. She also recognizes that that is not always how life works.
Unexpected challenges can come up at any time, so one of the quotes that she loves is, “People plan, and God laughs." For her, it is a reminder to stay strong when she is faced with circumstances that she did not plan.
Q5 | What is a brand that you admire?
Ravid loves Lululemon. Not only can she not go into one of their stores without buying anything, but she also thinks their customer experience marketing is brilliant. Lululemon is extremely intentional when it comes to crafting their customer experience online and in-store, and Ravid really appreciates that.
For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with Efrat Ravid, and keep an eye out for more thought leadership from our CMO Spotlights.
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