The Revenue-Driven CMO

Welcome back to 3-Minute Marketing, the show where we interview the leading players in growth marketing & get them to share the best plays in their playbooks.

Today, I’m thrilled to be speaking with a unicorn named Shelley Morrison, VP of the Global Demand Center at Domo. Shelley’s had an impressive career trajectory, having overseen digital strategies for nearly a dozen B2B technology brands in the last 5 years alone.

I asked Shelley, “What are some things up-and-coming marketers could do career-wise to get ahead — to get that job they want or be considered for a promotion?”

This video is the exclusive, “extended cut” video.

????????????????

Show Notes:

When looking for your next move, seek opportunities for challenge & growth.

Ask yourself, “Is it scary?” If yes, that’s a GOOD sign to pursue.

Learn and understand your entire organization to discover how marketing can make the biggest impact.

Make your boss look good by challenging them with newer/better ideas. Then let them run it up the chain.

Advocate for yourself: Tell your manager, “This is where I want to go in my career.” Then work with them to define the milestones to get there and OWN it.

Don’t just personalize in your marketing — humanize. Create an experience (content, etc.) that is designed to solve your prospects’ unique problems.

Transcript:

– [Chris] Welcome everybody to another episode of Three Minute Marketing; the world’s shortest and highest value growth marketing podcast. Where we like to really dive deep into the brains of the world’s leading growth marketers. I’m your main man, Chris Mechanic, co-founder here at WebMechanix and veteran performance marketer, myself. I’m super duper excited about today’s guest, who is Shelly Morrison. Shelley, it seems like you’re basically the CMO of DOMO. I know your title is not that.

– [Shelley] I am definitely not that, but thank you.

– [Chris] You can introduce yourself, but I was just, I’m super impressed with Shelley. She’s like the ultimate unicorn. We love unicorns here. You know, we love the idea of like, I do believe that the marketer of the future is this kind of like, cross-sectional kind of unicorn, but I think you’re the definition of that. And you’ve had a story and an awesome career where you were just rising through the ranks at an agency. And then, you were with Accenture. So, I’m really impressed. And I’m really- it’s days like this, that I’m sad that it’s called three-minute marketing, but welcome to the show.

– [Shelley] Thank you so much for having me.

– [Chris] Yeah. So, I do have a topic for you today, and it’s not exactly a growth marketing focus, but you’ve been so successful in your career. And just so, you know, seemingly- what, what’s the word? Seemingly very, you know, you intentionally kind of grow. Like if you look at your LinkedIn, it’s just promotion, promotion, promotion. I want to talk about some of the other things. Like you’re clearly a, a badass when it comes to marketing. Right? And that’s kind of- that’s par for the course, but what are some other things that more up and coming marketers could do career-wise to get ahead, you know, to get that job that they want or be considered for that promotion?

– [Shelley] Oh yeah. That’s a great one. So, thank you. I am so glad that you, you think I’m a badass.

Welcome to the latest episode of "3-Minute Marketing", the show where we ask the greatest marketers of our time to reach into their treasure chests and reveal their best marketing gold.

Today, I'm thrilled and honored to be speaking with legendary growth marketing genius Udi Ledergor, CMO at Gong. For those that don't know yet, Udi is the marketing mastermind that helped Gong become the de facto leader in the revenue intelligence category and grow to a $1B+ valuation.

My question for Udi is, "What are your top 5 secrets for marketing success?"

Welcome back to 3-Minute Marketing, the show where we interview the leading players in growth marketing & get them to share the best plays in their playbooks.

Today, I'm thrilled to be speaking with a unicorn named Shelley Morrison, VP of the Global Demand Center at Domo. Shelley's had an impressive career trajectory, having overseen digital strategies for nearly a dozen B2B technology brands in the last 5 years alone.

I asked Shelley, "What are some things up-and-coming marketers could do career-wise to get ahead — to get that job they want or be considered for a promotion?"

Welcome to the latest episode of Three-Minute Marketing, where we tap into the brains of some of the world’s most brilliant growth marketing minds and unlock their insights.

Today, I talk with Megan Cantrell, Associate Director of Digital at Share our Strength. They’re a non-profit whose campaigns (like No Kid Hungry) have a mission to end hunger and poverty in the U.S. and abroad. One of the keys to their success has been building and activating a strong community around their brand.

My question for Megan is, “What is the case for growth marketers to build a community around their brand?”

Show Notes:

A community can humanize your brand by allowing you to showcase the people behind the name.

Communities create a forum to address misconceptions about your brand and curate the conversation around it.

To choose the “where” of your community, determine where your market wants to hang out and engage, then plant your flag there.

Use technology to proactively monitor and identify the conversations around your brand you need to be a part of.

Relevant content is the “grist” that helps kickstart community conversations.

The best way to measure success with a community is the quality of conversations (vs. “likes” & more superficial metrics.)

Another “win” metric: how many detractors did you convert to evangelists?

Beware of false signals in sentiment analysis (e.g. Megan’s brand is “No” Kid Hungry — the “No” raises false flags.)

Hello everybody, welcome to another episode of Three-Minute Marketing, where we speak with some of the world’s leading growth marketers and condense their wisdom into three-minute golden nuggets.

Today we’re talking to Brendan Hurley, Chief of Collaboration, Communication & Marketing at Goodwill of Greater Washington. We discuss a topic that is particularly challenging for marketers and businesses these days: recruiting. Brendan has been having success lately in this critical area for his organization.

My question for Brendan is, “What are you doing for recruiting that’s working right now? And what breakthroughs have you had?”

Show Notes:

* When looking for great hires, start with your owned audiences & email list, especially the people who already buy from and/or have affinity to your brand.

* Start by featuring career opportunities in your regular email newsletter. Roll it out as its own email communication segment once you see success.

* Tap into the emotional appeals of your position and make the challenge of each role relatable to the audience.

* Consider offering cash incentives for referrals, both internal and external to your organization.

Hello everybody, welcome to another episode of Three-Minute Marketing, where we speak with some of the world’s leading growth marketers and condense their wisdom into three-minute golden nuggets.

Today we’re talking to Brendan Hurley, Chief of Collaboration, Communication & Marketing at Goodwill of Greater Washington. We discuss a topic that is particularly challenging for marketers and businesses these days: recruiting. Brendan has been having success lately in this critical area for his organization.

My question for Brendan is, “What are you doing for recruiting that’s working right now? And what breakthroughs have you had?”

????????????????

Show Notes:

* When looking for great hires, start with your owned audiences & email list, especially the people who already buy from and/or have affinity to your brand.

* Start by featuring career opportunities in your regular email newsletter. Roll it out as its own email communication segment once you see success.

* Tap into the emotional appeals of your position and make the challenge of each role relatable to the audience.

* Consider offering cash incentives for referrals, both internal and external to your organization.

Transcript:

– [Chris] Welcome to another episode of Three Minute Marketing. I’m your main man, Chris Mechanic co-founder here at WebMechanix and veteran performance marketer. Three minute marketing is all about talking with some of the leading growth marketing experts and then chunking it down for you into bite-sized easily digestible and crunchy pieces, as our producers like to say. Super excited for the show today, we’ve got Brendan Hurley which is the chief marketing and communications officer at the Goodwill of Greater Washington, D.C. A very impressive individual background at iHeartMedia. I know you’re a iHeartMedia alumn. And you were running some of the largest stations over there winning awards left and right. You’ve been published I know in the Washington Post, the New York Times and some other really reputable things. For innovation specifically I know you’ve been awarded. And then of course you’ve moved over to the non-profit sector, but super excited to have you here today. Welcome.

– [Brendan] Thank you, glad to be here. I appreciate the invitation.

– [Chris] Absolutely. So we were talking pre-show and we came up with a really good topic that I know a lot of brands are struggling with. It’s not exactly what you would think of in terms of growth-marketing, where you would think, you know e-commerce sales or lead generation or customer acquisition. But it does have a lot of similarities and I know a lot of brands are struggling to recruit right now. There’s a lot of, you know, economic dynamics that contribute to that and we could talk about that. But I know, Brendan, you guys are doing some really impressive things in terms of recruiting for Goodwill of Greater Washington, D.C. Tell us a little bit about what you’re doing, what you’re learning, any breakthroughs that you’ve had thus far, and your time starts now.

– [Brendan] Sure, well, while we share a lot of those other challenges that you identified as well, lead generation, demand generation, focusing on retail, e-commerce, our job training programs. We’re busy recruiting for our adult public charter high school. Getting students in for our job training programs. Getting people to train them to re-enter the workforce.

Welcome to the latest episode of Three-Minute Marketing, a podcast where we micro-interview the world’s foremost thought leaders in growth marketing across different disciplines.

I’m your host Arsham Mirshah and co-founder of WebMechanix, a performance advertising agency. I’m honored to have a bad-ass growth expert, Sheridan Orr, as our guest today.

Sheridan is the CMO of Built In, a go-to hub for tech professionals who want to learn about the technology industry, build connections, and ultimately carve out a future and get a job at these companies that they believe in. Sheridan’s done product marketing and channel marketing for Red Hat, ChannelAdvisor, and PeopleFluent.

Today’s question is: “How do you build a marketing team most effectively for different stages of a company’s growth?”

Show Notes:

* Think of it like Maslow’s hierarchy of needs. First, you need to have food to eat, so feed sales.

* Focus on creating a great customer experience from day one. It serves as the flywheel to accomplish other things, such as creating case studies.

* Start with the low-hanging fruit, which is to feed your sales team with good leads.

* Feed your sales team because that’s what matters most.

* Even though she’s a brand marketing, Sheridan admits that product marketing goes before branding. Otherwise, you’ll waste money branding to the wrong people.

* You get more budget as you drive leads and sales, and budget is what fuels your growth and allows you to scale. Then, focus on product-market fit.

* Finally, work on your brand. It’s more than a color palette or logo. Find out how to differentiate yourself.

* Until you get close to the customer, you don’t know what brand story to tell.

Bonus discussion after recording:

* It doesn’t matter if you’re insourcing or outsourcing. It’s about getting the best possible talent.

* Just like a sports team, you need the best people on your team at all times.

* Use a spreadsheet to rate your team and ask if that’s the best world-class talent you can get for each role.

* WebMechanix uses an accountability chart instead of an organization chart to rank teams and to identify areas for improvement.

Hello everybody, and welcome to another episode of Three Minute Marketing, where we interview some of the world’s leading growth marketing minds and condense it into three-minute value bombs.

I’m excited today because we’ve got Rob Gonzalez, co-founder and CMO at Salsify. Salsify is a commerce experience management platform that empowers brand manufacturers to win on the digital shelf.

My question for him is, “Salsify has grown tremendously in a short period. What are some of your secrets there?”

Show Notes:

* Salsify’s team has grown their pipeline while having the same size team by focusing their time on the most impactful things.

* The team doesn’t run social media ads. Instead, they focus on doing well with paid search.

* By doing less and attending fewer meetings, you’re able to make what you do more impactful and high-quality.

Welcome to another episode of Three Minute Marketing where we interview some of the world’s leading growth marketers across different channels. We really like to talk to unicorn type growth marketers.

I’m your man, Chris Mechanic, co-founder at WebMechanix and a veteran, a performance marketer. I am super excited today to have Graham Cannon, the CMO of UJA-Federation of New York. They are a nonprofit dedicated to communal planning and philanthropy and the New York Jewish community. Previously, Graham headed up marketing at other Jewish philanthropic organizations, including the American Jewish Joint Distribution Committee, and the Anti-Defamation League.

Show Notes:

* They realized quickly they had to switch their business model since in-person events, where they got most of their donations, wasn’t possible.

* Learn and move quickly. UJA had to pivot and iterate quickly to find the best digital alternative to direct mail invitations, which ended up being concise e-mail invitations that had a similar look and feel.

* Build a framework around a new way of doing things (e.g., through Zoom events).

* Nonprofits love to talk about themselves but don’t overwhelm people with data. Focus on delivering the key points. Don’t rely on people to figure it out themselves.