In this episode of The Xweet Spot, Sagar Sethi sits down with Penny Elmslie  former CMO of Xero and now CMO at Affinda to explore what it takes to build and scale world-class marketing teams in today’s AI-driven world.
Penny shares the biggest mindset shift she experienced moving from Xero to Affinda, the core strategies from Xero that still drive impact today, and her take on how AI is reshaping the future of SaaS and service-based industries.
Whether you’re a founder, marketer, or business leader, this conversation is packed with practical insights. You’ll hear:
The philosophies behind Xero’s marketing success and how to apply them to your business
Why the traditional SaaS model might be on its way out
How AI will transform service industries in Australia
The one strategy Penny would “steal” from Xero and Affinda to scale faster

If you want to future-proof your marketing and business growth, this is an episode you won’t want to miss.

Penny's Linkedin- https://www.linkedin.com/in/penny-elmslie-49103b10/


Ex- XERO Marketing Manager reveals how to scale marketing teams in AI world- Penny Elmslie

The Xweet Spot

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