Sunny Side Up

Episode SummaryShelley 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 be

Episode Summary This episode of Sunny Side Up discusses scaling marketing at a fast growing tech company with Sally Winter, Marketing Director at Benefex. Sally shares insights on implementing AI strategies to stay competitive and challenges in the B2B landscape. She details how her company effectively measured ABM campaigns through a repeatable model leveraging existing content and targeting personas. Sally emphasizes the importance of great content and brand building for future buyers. She also discusses scaling teams and measuring influence over vanity metrics. Valuable lessons are provided on using events for emotional connectivity and recommending books on transforming the B2B journey. About the guest An award-winning content producer and SaaS marketer, Sally specializes in the workplace technology sector, where she’s led marketing functions in start-ups, scale-ups, and multinational enterprises. She’s currently the Marketing Director for Benefex, the tech company that uses employee benefits, recognition

Episode Summary This episode of Sunny Side Up Media discusses fostering professional communities and networking in tech. The speakers share their career journeys in roles like operations, enablement, and sales. They emphasize building relationships through open communication and understanding. Advice includes finding mentors, embracing new opportunities, and focusing on quality connections over quantity. Tips address networking for introverts, dealing with rejection, and giving/receiving balance. The episode stresses authenticity, trust, and collaboration in cultivating meaningful work relationships. About the guests Angela Mueters Angela is a Strategic Account Director at Demandbase, with a decade of experience at the company. She has held several roles on the Sales team at Demandbase and works with some of the most well-known brands in B2B. She has earned multiple President’s Club honors and has become a go-to person for insights and feedback within the organization. Angela constantly seeks ways to grow pro

Episode Summary This podcast episode of Sunny Side Up discusses the impact of Google's removal of third-party cookies on digital advertising and marketing strategies. Tom Keefe, a marketing ops expert, provides an overview of third-party cookies and Google's plans for a "privacy sandbox." The discussion focuses on how this change will affect account identification, personalization, and B2B marketers. Keefe suggests ways marketing organizations may adapt, including evaluating vendors and implementing first-party cookies. Both speakers emphasize the need to track changes to benchmarks and strategies as the digital landscape evolves in a cookieless world. About the guest Tom Keefe is the Senior Director, Marketing Operations at Demandbase. As a RevOps leader Tom strives to expand his knowledge outside of the standard Ops role. Whether it's helping drive business within the revenue org, running trainings/best practice sessions, consulting with prospects and customers around their internal pr

Episode SummaryThis episode of the Sunny Side Up podcast features Carol Holly discussing building a brand through customer relationships. As CMO of Exclaimer, Carol shares her background and interest in marketing. She emphasizes prioritizing customer experiences and aligning business processes to meet customer needs. Carol also highlights the challenges of collaboration across departments and measuring the impact of brand-building efforts. Overall, she provides valuable insights on balancing brand awareness and demand generation investments for business growth. About the guest Carol is the CMO at Exclaimer, an email signature software platform. She is a senior leader backed by over 15 years in the digital and technology space for established businesses and start-ups. Coming from a background in product marketing, brand development, and demand generation. Carol is hugely passionate about building strategy, storytelling, bringing products to life for consumers, and driving growth. From building the first intell

Episode Summary This episode of Sunny Side Up features a discussion about women's careers in tech with Debbie Saskin and Van Hsieh from Demandbase. The speakers share their non-traditional paths into tech from fields like education and biochemistry. They discuss challenges like adapting to new skills and industries, as well as strategies for career advancement through self-advocacy, mentorship, and asking questions. The importance of flexibility, adaptability, and supportive work environments for women in tech are also highlighted. About the guests Van Hsieh Van is a dynamic Sr. Software Engineer at Demandbase. With a career that’s taken her from sales to solutions engineering and finally to software development, Van's love for crafting and delivering tangible projects shines through in her work. Her path, marked by continuous learning and adaptability, showcases a deep-seated passion for exploring new horizons and mastering diverse skills.Outside of the digital realm, Van finds solace and creativity

Episode Summary In this episode, Uzair Dada of Iron Horse shares how professional services firms can leverage account-based growth strategies to expand beyond their traditional one-to-one sales approach. Uzair outlines opportunities in scaling thought leadership and personalizing content for target personas. The discussion also emphasizes using AI technologies to improve targeting and segmentation while bridging the gap between marketing and sales. Aligning teams through change management and focusing on customer success and adoption are highlighted as key factors for long-term success. About the guest Uzair Dada is the Founder and CEO of Iron Horse. Over the last 24 years, Uzair has built Iron Horse from a startup to an award-winning growth marketing agency helping global B2B companies build scalable revenue-focused integrated marketing programs.  His areas of expertise include building B2B Marketing programs that focus on ABM, sales enablement, connected Martech, and intent data. Connect with Uzair Dada Key

Episode Summary This episode of Sunny Side Up discusses revenue alignment at UserGems. Christian Kletzl, CEO of UserGems, and Trinity Nguyen, VP of Marketing, discuss how they align their sales and marketing teams to work towards shared goals and metrics. They highlight challenges like differing objectives but emphasize removing ego and prioritizing company goals. Champion tracking is also discussed as a way to focus sales and marketing efforts on key accounts and individuals. Setting OKRs and transparency in goals are identified as ways to build alignment. About the guest Christian KletzlChristian Kletzl is CEO and co-founder of UserGems, a pipeline generation software that helps teams boost pipeline and reduce churn by monitoring job changes of your most valuable buyers and then automating the next steps. He is a software engineer turned seller, so even though most of his days are spent with customers and prospects, he still applies an engineering mindset to sales processes to optimize and achieve more with

Episode Summary This episode of Sunny Side Up discusses finding balance in work and life for women in tech. The speakers share their career journeys and experiences maintaining boundaries while prioritizing demanding work. They discuss challenges like burnout and pressures to overwork without children or partnerships. The speakers appreciate Demandbase's supportive culture that values employees' well-being and personal lives. Flexibility, leading by example, and connecting with other women in the industry are suggested as helpful for work-life balance. About the guests Jennie McCormick Jennie is a Senior Customer Success Manager at Demandbase serving the east coast region. She has been passionate about the customer experience and setting her customers up for success for over 15 years in various client-facing roles. From the worlds of customer service to B2C, to agency, to B2B, she has focused on being as well-rounded as she is being an expert in her fields. She took an unconventional route in life sta

Episode Summary This episode of the Sunny Side Up podcast discusses strategies for unlocking B2B marketing growth through Account Based Experiences (ABX) with Jodi Lebow of Hexagon. Jodi shares her experience in B2B technology marketing and insights into how ABM strategies have evolved with the help of data and technology. She emphasizes the importance of remaining customer-centric and leveraging customer insights. Jodi also discusses challenges in aligning sales and marketing teams for ABX and strategies for success, including tailoring content, measuring the right metrics, testing and learning, and continuous optimization. She stresses the value of data-driven decision-making and ensuring roles for everyone on the ABM team through collaboration and communication. About the guest Jodi Lebow leads the Global Demand Center at Hexagon’s Asset Lifecycle Intelligence division. Her team focuses on brand & design, global campaigns, digital marketing, global events, and account-based marketing. Jodi is recognize

Episode Summary Don McGuire, the CMO of Qualcomm, discusses marketing strategies and AI-powered growth. Some key topics covered included McGuire's career advice on staying true to oneself and being open to opportunities. He also discussed how Qualcomm has evolved its marketing structure and is adopting AI tools like Writer and Firefly to accelerate content development. McGuire emphasized the potential of generative AI to improve work-life balance by freeing up time. He also talked about building the Snapdragon brand through visual and sonic elements. Overall, the episode provided valuable insights from McGuire on marketing, AI adoption, and career leadership. About the guest Don McGuire is the CMO of Qualcomm. In this role, Don leads global marketing across all Qualcomm’s businesses, as the company continues to diversify beyond mobile into new growth areas. Don joined Qualcomm in 2016 to lead the Global Product Marketing organization, where he redefined Qualcomm’s strategic approach to product marketing. 

Episode SummaryThis episode of the Sunny Side Up Specials discusses overcoming impostor syndrome and cultivating inclusion for women in the tech industry. The speakers shared their diverse career journeys and experiences navigating the challenges of being women in tech. They discussed ways to challenge stereotypes through representation and open conversations. Advice was given on overcoming impostor syndrome through self-confidence, seeking help, and gaining experience. The speakers also suggested ways companies can better support women, such as providing resources, encouraging innovation, and promoting women into leadership roles. About the guests Jennifer Hughes Jennifer is the Principal Digital Expert at Demandbase. After a decade-long career in law and starting a family (three kids in four years), Jennifer turned her sights to writing and marketing. After years in B2C marketing, she moved to the B2B world. She started at Demandbase as the head of Digital Marketing in 2021 and is now Prinicipal Digital Exp

Episode SummaryThis episode of Sunny Side Up discusses the impending deprecation of third-party cookies and its impact on digital advertising. Gareth Noonan of Demandbase explains how the industry is transitioning from individual-level targeting to cohort-based advertising using signals like topics of interest. He reassures listeners that partners like Demandbase are prepared to guide customers through the changes. Some key takeaways are the importance of building first-party data and understanding context to reach audiences in a cookieless world. The discussion provides useful insights for marketers to consider as they prepare their strategies for the future of digital marketing. About the guest Gareth Noonan is the GM of Advertising at Demandbase. He is a proven leader in managing cross-functional international teams and owning profitable P&Ls for business units generating $100M+ revenue. His areas of expertise include- Programmatic Strategy, Operations, Business Development & Product for mobile app

Episode SummaryThis episode of the Sunny Side Up podcast discusses pricing and packaging strategies for business growth with guest David Vogelpohl. Key topics covered include prioritizing pricing as an iterative strategy, identifying moves for growth while navigating complexity, marketing misconceptions around pricing, optimizing free trials, ensuring sales and marketing alignment, and determining ownership of pricing decisions. David provides insights and recommends several individuals as sources to learn more about go-to-market strategies. About the guest David is the CMO at FastSpring, a payment & subscription platform for SaaS, software, & digital product companies offering 100% automated sales tax and VAT compliance worldwide. For 25+ years David has led teams building engines of growth & innovative software for leading brands like WP Engine, AWS, Cloudflare, and more. David is an actionable-insights style speaker focusing on tactics you can use to drive growth. Connect with David Vogelpohl K

Episode SummaryBarry Klein of Talroo discusses leading through change and building alignment in hybrid work. He shares insights on balancing trust and accountability for remote teams through communication and addressing performance issues supportively. Klein stresses maintaining cultural alignment through in-person meetings for companies adjusting to remote work. He advocates treating people with empathy, dignity, and brevity when delivering difficult news like layoffs. Klein also fosters shared success across departments by prioritizing lifetime customer value. About the guest Barry Klein is Vice President of Success and Enablement at Austin-based Talroo. Barry provides leadership to Talroo’s Customer Success Analysts team who have revenue and customer service responsibilities for multiple verticals. Passionate about establishing “customers” as “partners”, he focuses on long-term relationships, lifetime value, and establishing raving fans.  With more than 30 years of experience in customer-facing and executi

Episode SummaryKerrie Jordan shares her perspective on how ERP systems are evolving from transactional systems to platforms that leverage data, analytics, and AI to drive better decision-making and insights. She discusses common challenges customers face with ERP implementation and offers best practices around change management, customization, and choosing a trusted partner. Jordan also provides examples of successful innovating companies, like the Formula One racing team Scuderia AlphaTauri. The conversation covers strategies for fostering innovation through customer involvement and looks at how ERP can position businesses for future success through integration, data platforms, and visibility. Valuable resources on automation and building are recommended for listeners. About the guest Kerrie is the Group Vice President of Product Management at Epicor Software. Kerrie leads the strategic direction of Epicor cloud-enabled solutions to ensure that they continue to deliver high-value innovation, security, and pe

Episode SummaryThis episode features Taylor Sterling, CMO at MedBridge, discussing marketing in healthcare. Taylor shares insights on changes in the industry, like consumerization of care and the telehealth boom. MedBridge is adapting by improving the customer experience and launching new products while educating clinicians. Taylor discusses challenges like rebranding and expansion, emphasizing the importance of understanding customer needs and aligning marketing and sales. Predictions include continued consumerization and a shift towards therapy-first and home-based care models. Learn how MedBridge improves the buying journey, educates clinicians, and expands into new markets while navigating industry changes. About the guest Taylor has over 20 years of experience and a proven track record of success in driving growth, brand awareness, and developing breakthrough customer experiences. Before she joined MedBridge, she was the director of customer marketing for Google Workspace and SVP of marketing at Aurea, w

Episode Summary This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requires rethinking demand generation to focus on high-value accounts. He also covers common reasons ABM strategies fail and recommends multi-channel programs aligned with customer needs and buying cycles. About the guest Matthew Miller is currently the Global ABX Principal at Workday, where he is focusing on scaling their ABM strategy to cover really the top 15% of their addressable market. Before joining Workday, he spent about four years at Demandbase, where he helped customers advance their ABM strategy. He resides in the Silicon Slopes of Utah and is a father of two rescue pups. ⁠Connect with Matthew Miller⁠ Key takeaways - Building relationships is crucial for succ

Episode SummaryThis Sunny Side Up podcast episode features an interview with Erin Pryor, the Chief Marketing Officer of First Horizon Bank. She discusses how AI is transforming marketing strategies in the banking industry, focusing on personalisation, content creation, and fraud protection. Pryor explains how AI can enhance customer experiences while respecting privacy. She also shares lessons learned from her background in volleyball that relate to teamwork, communication, and accountability. The interview provides insights into the challenges and opportunities AI brings to financial services. About the guest Erin Pryor serves as the Chief Marketing Officer for First Horizon Bank and is responsible for corporate-wide marketing, brand management, and client experience. She leads a team that creates and executes marketing and client experience strategies, supporting the bank’s brand and business objectives. With over 20 years of experience in the finance, banking, and media industries, Erin has demonstrated su

Episode Summary In this episode of Sunny Side Up, Michael Malone interviews Joy Milkowski on the evolving landscape of MarTech. Joy emphasises the importance of using MarTech tools effectively and introduces the GIVE Method for content creation. She underscores the necessity of understanding and segmenting target audiences. Joy shares valuable insights on starting with user-centric goals and ensuring content is personalised and relevant. We discuss the need for collaboration between sales and marketing, focusing on practical, outcome-driven marketing strategies and the significance of segmenting accounts and salespeople in ABM efforts. About the Guest Joy is an experienced marketer and sales professional, currently a partner at Access Marketing Company. Her career spans roles on both the client and agency sides, covering strategic messaging, product consulting, and hands-on marketing. What sets Joy apart is her solid background in sales, which she actively engages into this day. This blend of marketing and sa