In this episode of the DevReady Podcast, host Andrew Romeo sits down with Liz Ross, Investor Relations at Tidal Ventures, to explore her journey from the world of financial services marketing, through her corporate tenure at Microsoft, to her hands-on experiences in startups and her current role in venture capital at Tidal Ventures. Liz shares how her exposure to structured go-to-market strategies and AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... education initiatives at Microsoft informed her perspective on early-stage tech and investing. She discusses how Tidal Ventures is shifting its focus to support early-stage B2B AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... companies, viewing AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... as an evolutionary step in software rather than a passing trend. Liz also touches on Australia’s advantages as a hub for innovation and explains how Tidal balances its investments between Australia and the United States.
Reflecting on her leap from corporate life to startups, Liz candidly shares why she left Microsoft in search of more creative and strategic ownership. At Dovetail, she found a culture that encouraged everyone from marketing to engineering to wear multiple hats, collaborate deeply, and engage directly with customers. This environment cultivated not only empathy but also rapid execution and high accountability. From running marketing strategy to fielding customer support requests, Liz embraced the startup pace, finding fulfillment in the diversity and immediacy of her work.
Liz also unpacks the power of community and its integration with product-led growth at Dovetail. Through customer support rotations, Slack-based communities, and a “public by default” approach to internal and external knowledge sharing, the company built strong user relationships and scaled advocacy. By converting private customer interactions into public resources and leveraging thought leadership to foster brand authority, Dovetail created a high-trust ecosystem. Liz makes it clear that content, community, and customer service aren’t standalone efforts—they’re mutually reinforcing growth levers when done authentically.
Content strategy emerges as another cornerstone of Dovetail’s success. Liz stresses the importance of consistency over perfection, noting that it often takes 24 months to see real traction. Whether starting with video, written articles, or social snippets, she champions scalable, repurposable formats that meet users where they are. Founders, she argues, must be actively involved in the content and sales process, especially in the early days, to ensure authenticity and connect directly with their audience. Guest contributors, candid video, and founder-led storytelling all play a role in creating impactful, sustainable content engines.
In closing, Liz discusses how her product and customer-first mentality guided her move into venture capital. At Tidal Ventures, she was drawn to the operator-led model backed by professionals with first-hand startup experience, who bring practical support, not just funding. With a portfolio of 30+ companies, Tidal aims to act as a strategic partner across long time horizons, helping founders solve critical challenges. Liz believes Australia’s tech ecosystem, driven by capital efficiency, deep expertise, and cultural values shaped by companies like Atlassian and Canva, is uniquely positioned for global leadership in tech innovation.
Topics Covered
- Liz’s career journey from financial services to Microsoft, startups, and venture capital
- Transitioning from corporate structure to startup culture at Dovetail
- Building a customer-obsessed culture and product-led growth
- The role of community engagement in scaling startups
- Long-term content strategy and repurposing for growth
- Founder-led sales and its impact on authenticity and advocacy
- Cross-functional collaboration in onboarding and go-to-market execution
- Operator-led venture capital and Tidal Ventures’ investment philosophy
- Strategic value vs. capital in choosing the right VC partner
- Australia’s strengths as a tech innovation ecosystem and global player
Important Time Stamps
- From Microsoft to Startups: Liz Ross on Bridging Big Tech and Venture Capital (0:07 – 6:17)
- Why Everyone Should Do Customer Support—Even the Founders (6:18 – 10:15)
- The Secret to Real Product-Led Growth? Start with Community (10:16 – 17:27)
- Community Isn’t a Buzzword—Here’s How to Build It Right (17:28 – 22:11)
- Stop Chasing Perfect—Start Creating Content That Converts (22:12 – 29:27)
- Content, Community, and… Onboarding? The Unsung Hero of Growth (29:30 – 32:32)
- From Product Obsession to Portfolio Strategy: Liz Ross on the Founder’s Journey (32:33 – 46:00)
