GTM 130: Scaling to Billions: How DocuSign, HubSpot & Canva Built Winning GTM Strategies with Rob Giglio, Canva’s CCO

2025-01-21

Rob Giglio is the Chief Customer Officer at Canva, where he oversees Canva’s sales and go-to-market functions. Rob brings to Canva over 20 years of industry experience leading and executing global marketing and sales initiatives. Rob joins Canva from HubSpot, where he was also Chief Customer Officer, and before that, he was the Chief Marketing Officer at Docusign. Prior to Docusign, Rob spent over ten years at Adobe, leading the global sales and go-to-market teams for their Digital Media Business Unit and holding responsibility for over $7B in re...

Rob joins Canva from HubSpot, where he was also Chief Customer Officer, and before that, he was the Chief Marketing Officer at Docusign. Prior to Docusign, Rob spent over ten years at Adobe, leading the global sales and go-to-market teams for their Digital Media Business Unit and holding responsibility for over $7B in revenue.

Discussed in this Episode:

Why B2B marketers should embrace the CPG tactic of "concept testing."
How to embrace segmentation by differentiating your solution.
Loyalty as a necessary part of every customer journey.
Why substance beats sizzle every time in sales and marketing.
Leading a large, remote-first team.

Highlights:
06:07 - 3 lessons from B2C to that B2B marketing needs to learn.
12:25 - What is concept testing and how can marketers use it in B2B.
19:38 - Selling a massive transition to enterprise customers.
35:14 - How DocuSign overcame major user experience challenges.
39:50 - How HubSpot addressed issues with remote leadership.
44:34 - The importance of in-person interaction.
55:56 - The power in simplicity.

Guest speaker links (Rob Giglio):
LinkedIn: https://www.linkedin.com/in/robgiglio/

Host speaker links (Scott Barker):
LinkedIn: www.linkedin.com/in/ssbarker/
Newsletter: thegtmnewsletter.substack.com/

Where to find GTMnow (GTMfund’s media brand):
Website: https://gtmnow.com/
LinkedIn: https://www.linkedin.com/company/gtmnow/
X: https://x.com/GTMnow_
YouTube: https://www.youtube.com/@GTM_now
The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/

Product GTMfund is Using: Superhuman
"Most people know that I am almost always on, regardless of holidays, but I certainly am not checking email as much as I normally would. And this year I came back to work and had so many emails in my inbox… the number was scary. But since I started using Superhuman last quarter, I was able to get back to inbox zero within minutes. It helps me and the team be so much more productive.

I don’t know how I didn’t start on Superhuman sooner. It was the most seamless onboarding experience - everything in my inbox synced within minutes. Superhuman works with your existing Gmail or Outlook accounts. New year, time to take back control - 2025 is the year of inbox zero. If anyone also wants to take back control of their inboxes and empower their teams to do so, check out Superhuman at superhuman.com/gtmnow" - Scott Barker

The GTM Podcast
The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

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