Sarah Cascone, CMO of Appriss Retail: How Events Become Enterprise Pipeline

In this episode of CMO Journeys, Christian Banach speaks with Sarah Cascone, Chief Marketing Officer of Appriss Retail, about building a marketing engine that turns trust, executive engagement, and events into enterprise pipeline. As the company’s first CMO, Sarah shares how she is helping reframe the category, sharpen the story, and align marketing tightly with revenue in a complex retail technology environment.What the Conversation Covers• Sarah’s path from conference production into SaaS marketing leadership and how those early event experiences still shape her strategy today• What changed when she moved from managing individual functions to leading marketing as one integrated go-to-market engine• Why she believes events are a core enterprise growth lever when they create memorable, human connections with executive buyers• How Appriss Retail is using account-based marketing, executive communities, and thought leadership to drive qualified pipeline• How Sarah thinks about prioritization, team design, agency partnerships, and measuring marketing through real business impactGuest BioSarah Cascone is Chief Marketing Officer at Appriss Retail, where she leads product marketing and growth marketing for a company serving enterprise retailers focused on fraud, returns, and profit protection. Before joining Appriss Retail, she spent a decade at Bluecore, where she helped scale the business through multiple stages of growth and built a broad foundation across events, PR, content, design, demand generation, product marketing, and pipeline strategy.About the PodcastCMO Journeys is a podcast from NextBigWin hosted by Christian Banach. The series features conversations with marketing leaders about the path to the C-suite, the challenges they are tackling inside their organizations, and how they evaluate agencies and strategic partners.