Ep. 469 | Mastering Marketing: Experimentation, Creativity & Innovation

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
Shelley Morrison shares her insights on mastering marketing through experimentation, creativity, and building an innovative culture. She discusses how her background in advertising and marketing has prepared her to thrive in an ever-changing industry. She emphasizes the importance of embracing risk, testing new ideas, and fostering psychological safety to encourage idea-sharing and learning from failures. Shelley also stresses aligning brand and creative efforts to positively impact demand generation. Listeners learn about Shelley's approach to monthly test-and-learn sessions and how sharing results openly helps teams improve continuously. Useful recommendations are provided on history podcasts and inspiring B2B marketing leaders.

About the guest

Shelley Morrison, VP of Global Growth Marketing at Domo, is a seasoned full-journey marketer with deep expertise in global demand generation, offline and digital media, growth strategy, and sales and marketing alignment. She’s skilled in leading best-in-class global marketing teams and is a savvy, data-driven marketer with high-scale expertise, systematically establishing operational rigor and accelerating marketing programs to maximize efficiency and drive business results while ensuring personalized and relevant experiences for customers and prospects alike.

Connect with Shelley Morrison

Key takeaways

- Embrace constant testing and innovation to stay ahead of changing consumer habits

- Work at an agency to develop a mindset of flexibility, risk-taking, and experimentation

- Winning internal buy-in is crucial - this can be learned from agency experience

- Create psychological safety for teams to feel comfortable sharing new ideas and failures

- Conduct regular test-and-learn sessions to foster a culture of continuous improvement

- Brand and creative efforts are important for downstream demand generation results

- Sharing learnings openly from tests helps teams progress together

Quotes

"Brand creatives are the initial imprint of the brand on the audience. Someone is going to see your brand ad and it is so crucial that it is exactly how you want your brand to be seen." -Shelley Morrison

Recommended Resource

Podcast
Shelley recommended the "Unobscured" podcast, which takes a deep dive into various historical events and periods to uncover the true context and lessons we can learn.

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