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Episode 38

In this episode, Samriddh Dasgupta, a fractional CMO, fearlessly challenges industry norms, critiquing startup exuberance and dissecting VC-driven retention strategies.

1 hr 19 mins | February 15, 2024

About the episode

In this insightful episode of The State of Retention Marketing podcast, Ankuris joined by Samriddh Dasgupta, a seasoned professional with over two decades of experience in brand building. Despite transitioning into a fractional CMO role in recent years, Samriddh’s commitment to candid expression remains unaltered.
Throughout the conversation, Samriddh fearlessly challenges prevalent norms in the industry. From critiquing the irrational exuberance often associated with Indian startups to dissecting the efficacy of VC-driven retention strategies, he leaves no stone unturned. His strong opinions serve as a catalyst for thought-provoking discussions, often stirring up healthy debates.

One of the focal points of our dialogue is the evolving role of a Chief Retention Officer (CRO) within organizations. Samriddh emphasizes the importance of empowering this position with the authority to influence decisions at the highest level. He delves into the complexities of agency partnerships, highlighting the need for a consultative approach rather than a purely execution-based dynamic.

Furthermore, we explore the intricacies of Return on Investment (ROI) expectations and key metrics in the retention landscape. Samriddh sheds light on the significance of human intervention in understanding customer behavior, advocating for a hands-on approach to data analysis and customer outreach.

As the conversation unfolds, Samriddh shares invaluable insights into how Indian brands can enhance their retention efforts. He identifies gaps in current strategies and offers pragmatic initiatives to bridge these divides effectively.

Navigate through the chapters

01:39

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20 Years a Marketer, Brand-Builder, and Problem-Solver

01:41

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Samriddh's Strong Views on Irrational Exuberance in Businesses

09:00

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Mindful Retention, The Foundation of Long-Term Business Resilience

12:57

-

Navigating Dirty Data to Uncover Diamond Customers

17:55

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Toeing the Line Around Retention vs. Growth

20:39

-

Evolutionary Curve and Talent Crunch in Retention Marketing

27:08

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Should the Chief Retention Officer Get a Seat at the Table?

32:18

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Rethinking Strategies for Sustainable Growth

36:30

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Riding the Agency Wave: CMOs' Surfing Strategy

41:26

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Getting Your Hands Dirty from Day Zero

47:31

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Samriddh’s Key Retention Milestones in 0-1 Journey

51:53

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Adjusting Investment Relative to Milestones

59:59

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Craft Reigns Supreme Over Data and Tools

01:07:04

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Which Brands are Killing at Retention in India?

About the speaker

Samriddh Dasgupta

Fractional CMO

Meet Samriddh Dasgupta, a seasoned business leader with over 20 years of experience in growing Indian brands and founders across various categories. Currently rocking the role of a fractional CMO, Samriddh has been the driving force behind brands like Heads Up For Tails, Bombay Shaving Company, and Akiva Superfoods. With his knack for brand building and D2C marketing, he’s all about transforming ideas into success stories. Whether it’s performance marketing or community growth, Samriddh knows the ropes like the back of his hand.

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