Vice President of Marketing

Athenahealth is a provider of network-enabled services and mobile applications for medical groups and health systems. Ranking No. 9 on Forbes’ “World’s Most Innovative Growth Companies” list, the company recently went through a restructure, and Kelly Starman, Vice President of Marketing, explains that this has helped them better align around a long-term growth strategy.

The marketing function focuses on two primary tactics to drive growth. The first is to help ensure that prospects are familiar with the brand, and the second is to make them engage with the brand. “By understanding our market, we are able to segment efficiently,” she says. “We are able to ascertain the level of specificity in messaging and optimize the number of campaigns. Having programs with targeted messages that are truly integrated within channels and across stages will make the engagement with the buyer feel very natural.” She says the organization has successfully aligned around growth strategies due to an understanding that they will be stronger collectively.


You can view this interview in full by downloading the report below.

Download CMOs and the Spark to Drive Growth - Executive Perspectives Report

Premium Content

Premium Membership

If you are a registered CMO Council member, upgrade to a Premium Membership. Not only will you gain access to this report, you will also gain access to over 300 full data reports and studies. Premium membership delivers access to all reports, the CMO Council Insight Center and the private mentorship community, CMO+.


Library Subscription

If membership is not the right fit, a library subscription provides access to the reports and content you value. As a subscriber, you will gain unlimited access to all CMO Council content, including over 300 reports, executive summaries and white papers as well as unlimited access to thousands of data points and articles in the curated Insight Center.


Member and Subscriber Login