Interview with Kushlani De Silva, Marketing and Fractional ceo

Introduction and Background

WIDDNetwork: Can you share a bit about your background and what led you to pursue a career in tech marketing?

Kushlani: I've spent the past 15 years in tech marketing, I was initially hesitant due to apprehensions about grasping the technical aspects required for effective marketing. However, I decided to take the plunge and dedicated 11 years to my first role in tech marketing, followed by working as a consultant for two years and another two years in a corporate role and now i work as a Fractional CMO.

WIDDNetwork: What do you find most exciting about working in the tech marketing space?

Kushlani: I find it exciting that tech marketing is constantly evolving, allowing for the integration of creative elements and drawing inspiration from tech and even consumer brands.

Career Journey

WIDDNetwork: What have been some of the key milestones in your 15-year career in tech marketing?

Kushlani: I've advanced from operational roles to leadership positions, overseeing marketing teams in large organisations. I've leveraged this extensive experience to tailor strategies for smaller companies, serving as a consultant and fractional CMO.

WIDDNetwork: Can you describe your transition to becoming a Fractional CMO and what that role entails?

Kushlani: I transitioned into a Fractional CMO role because I recognised a need for strategic marketing guidance in Sri Lanka's tech sector. Many companies couldn't justify a full-time hire but required foundational support to empower their in-house teams. As a Fractional CMO, I allocate my time to provide tailored strategic support, catering to organizations that seek expertise without committing to full-time resources due to budget constraints or uncertainty about long-term needs.

Role as a Fractional CMO

WIDDNetwork: What motivated you to take on the role of a Fractional CMO?

Kushlani: Observing several overworked small marketing teams in Sri Lanka lacking adequate support and guidance highlighted a pressing need for this role. High turnover rates in these positions further highlights the importance of establishing sustainable marketing practices. By empowering teams with the necessary support, guidance, and motivation, I aim to create a sustainable and scalable marketing function.

WIDDNetwork: How do you engage with clients who want to accelerate their marketing efforts while staying agile?

Kushlani: I begin by assessing the current marketing landscape, including their existing setups, business priorities, and budgetary constraints. Based on this evaluation, I propose collaborative models that align with their needs. I believe in offering clients an opportunity to work with me initially to gauge mutual compatibility before committing to long-term engagements.

Challenges and Achievements

WIDDNetwork: What are some of the biggest challenges you face as a Fractional CMO, and how do you overcome them?

Kushlani: The markets I primarily serve, particularly in Sri Lanka, are still adjusting to this concept, which leads to some initial scepticism. Additionally, there's often a strong desire for immediate results in marketing efforts. To address these challenges, clarity from the outset regarding my role, responsibilities, and what outcomes are achievable helps mitigate future issues and concerns.

WIDDNetwork: Can you share a success story or a project that you are particularly proud of?

Kushlani:I successfully recruited marketing team members for two clients within three weeks, and helped a shift towards a data-centric mindset Some of these clients were not tracking marketing data at all, even at a basic level.. Implementing KPI tools and other strategic measures was pivotal in this process. Witnessing these mindset shifts is a great outcome that I eagerly anticipate experiencing further.

Agility in Marketing

WIDDNetwork: How do you help your clients remain agile in their marketing strategies?

Kushlani: I strive to ensure that my marketing recommendations go beyond standard checklists, aligning closely with the client's bigger goals and vision. By focusing on the big picture, I aim to propose strategies that are sustainable and avoid unnecessary high-budget or staffing demands that could strain resources over time.

WIDDNetwork: What are some common pitfalls companies face when trying to stay agile, and how can they avoid them?

Kushlani: Remaining agile isn't simply about reducing efforts and minimizing activities; it's about strategic investment in what truly matters. Companies sometimes mistakenly associate agility with drastic cutbacks and prematurely halt initiatives. It's crucial to establish checkpoints to continually assess the rationale behind investments and determine their ongoing relevance and impact. This approach ensures that resources are wisely allocated, and efforts remain aligned with long-term objectives.

Balancing Personal and Professional Life

WIDDNetwork: How do you balance your professional responsibilities with your personal interests like reading, coffee, and working out?

Kushlani: Being an entrepreneur means there's no real switch-off button. To strike a healthy balance between my personal and professional life, I often take workcations, which rejuvenate my mind and enhance my productivity. I also carve out dedicated time for workouts, during which I refrain from immediate responses to work-related matters, allowing me to fully enjoy my personal time and maintain a refreshed mindset.

WIDDNetwork: What strategies do you use to maintain this balance and stay productive?

Kushlani: The key is not to place undue pressure on yourself to achieve a perfect balance; it tends to develop naturally. Stressing over work-life balance can ironically disrupt it further. Remember, work-life balance isn't a one-size-fits-all concept; it varies for each person. Discover what it means to you personally and pursue that path without unnecessary strain.

Continuous Learning and Growth

WIDDNetwork: How do you stay updated with the latest trends and advancements in tech marketing?

Kushlani: LinkedIn serves as an invaluable resource for staying informed, and I actively subscribe to newsletters from HubSpot and follow select tech companies. This keeps me updated on industry trends, insights into their strategies, and the underlying reasons behind their approaches.

WIDDNetwork: What books or resources have had the most significant impact on your career and why?

Kushlani: I primarily read for pleasure, but I also follow marketing thought leaders on social media channels to stay current with industry trends.

Advice for Aspiring Marketers

WIDDNetwork: What advice would you give to aspiring marketers looking to enter the tech marketing space?

Kushlani: Absolutely go for it! Many marketers hesitate when faced with the complexities of tech, which can be daunting and unfamiliar territory. However, remember that the fundamentals still hold true, so don't hesitate to dive in and give it your best shot.

WIDDNetwork: How can they prepare themselves to take on roles that require agility and adaptability?

Kushlani: Stay open to learning on the job and avoid placing excessive pressure on yourself to excel immediately. Focus on grasping the basics, understanding your role's purpose, and progressing step by step.

Passion and Personal Interests

WIDDNetwork: How do your personal interests, like reading and working out, influence your approach to marketing?

Kushlani: It keeps me energised and inspired to develop not only new but more effective strategies for my clients. The best ideas often emerge when I'm not actively working.

WIDDNetwork: Can you share a favourite book that has inspired you, either personally or professionally?

Kushlani: I enjoy reading for pleasure, and some of my favourite authors include Jodi Picoult and Liane Moriarty

Diversity and Inclusion

WIDDNetwork: What is your perspective on diversity and inclusion within the tech marketing industry?

Kushlani: Diversity and inclusion are crucial, but it's essential for companies to move beyond token efforts. True diversity fosters a broader range of perspectives, empathy, confidence, and empowerment. Companies should implement comprehensive measures and ongoing programs that genuinely promote inclusivity, rather than occasional acknowledgments on relevant dates.

WIDDNetwork: How can companies foster a more inclusive environment for their marketing teams?

Kushlani: Mentioned a few of these points in the previous answer

Future Goals and Vision

WIDDNetwork: What are your long-term goals as a Fractional CMO and in the tech marketing space?

Kushlani: My goal is to maximise accessibility for organisations in need of strategic marketing support, ensuring I maintain flexibility to cater to diverse company needs.

WIDDNetwork: How do you envision the future of tech marketing, and what role do you see yourself playing in that future?

Kushlani: Tech marketing is rapidly shifting towards leveraging tools and solutions that empower marketing teams of all sizes. There's also a growing trend towards agile hiring models and flexible team structures. In my role, I envision myself as someone who can contribute to this evolving landscape, guiding clients to identify and implement strategies that best suit their unique needs and ensuring successful outcomes.

Closing Thoughts

WIDDNetwork: What message would you like to leave with our audience, especially those looking to balance their professional ambitions with personal passions?

Kushlani: Achieving balance isn't straightforward, but it's important to discover what balance means to you personally. Find your rhythm by exploring different approaches, and don't be influenced by external expectations. Everyone interprets balance differently, so take time to reflect and find what works best for you.

WIDDNetwork: Is there anything else you’d like to share about your journey or insights that could inspire others?

Kushlani: Engaging in entrepreneurial activities cultivates discipline and a comprehensive skill set, encompassing finance, legal knowledge, business development, and more. Embracing these aspects can significantly enhance your abilities as a marketer.