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Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin (LinkedIn | Twitter), CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft.

On this episode of Marketing Trends, Heidi shares her best practices for taking over as CMO. She also discusses how to optimize work management, how to build a great marketing team, and much more.

5 Key Takeaways:
- To build a category, it's important to focus on the voices that people trust most: Analysts and industry influencers.
- "Look at marketing as an opportunity to ensure that all of your business processes are connected. If you haven't centralized your work process, you're missing a big piece.” - Heidi Melin
- A CMO should focus on three primary objectives: First, developing a strategic plan and cascading goals to the marketing team, second, aligning the budget to those goals, and third, focusing on the actual projects and initiatives.
- “Positioning and developing a brand platform is all about the company. Generally it's led by a marketing team, but frankly it has to have engagement from across the company in order for it to become real.” - Heidi Melin
- Great talent can be found anywhere. Marketing leaders can look outside the traditional markets to find very capable marketers.

Bio:
As Workfront’s CMO, Heidi is responsible for telling the Workfront story, creating and executing an integrated marketing strategy, driving increased awareness, and building a customer marketing function to deepen Workfront’s customer relationships.

Heidi brings to Workfront over two decades of senior marketing leadership and a reputation for building award-winning marketing teams in the technology industry. She has a proven track record of driving measurable growth for some of the most respected enterprise SaaS technology brands and has been recognized for her industry expertise. Her knowledge in B2B marketing has enabled her to become a thought leader and a sought out speaker at many industry events throughout the country.

Prior to Workfront, Heidi was the CMO of Plex Systems, Inc., where she was responsible for strategy and execution of all marketing efforts. She also previously served as CMO at Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. In addition, Heidi served as a public company board director for Accelrys.

In Heidi’s free time she enjoys spending time with her family, gardening, traveling - especially to Lake Tahoe - and is an avid reader.

Notes & Quotes:
Heidi's Background - (1:30)
- Heidi started out woking in an advertising agency in Palo Alto for 7 years. Her company focused on technology, which at the time wasn’t the coolest space to be working in.
- From working at an agency, she gained an understanding of how technology and businesses work and learned that she enjoyed software.
- As a CMO at Plex Systems, she used Workfront to help manage digital work processes and their creative team.
- Heidi worked with the CEO of Workfront at Eloqua and found that they worked very well together.

Workfront as a Modern Work Management Platform - (4:00)

- “Workfront is a platform that helps companies streamline their work and their digital work processes.” - Heidi Melin
- Workfront focus on a number of different use cases, one of which is marketing teams that are going through a digital transformation.
- Heidi believes that in order to create a category, it's important to focus on analysts and influencers in the community.
- The lion icon is a representation of the core values of Workfront's brand: leadership and courage.
- “If our platform can not only help our customer companies be more successful, but can also help people do their best work, we win.” - Heidi Melin

Advice to CMOs - (8:40)
- A CMO should focus on three primary objectives: First, developing a strategic plan and cascading goals to the marketing team, second, aligning the budget to those goals, and third, focusing on the actual projects and initiatives.
- “Look at marketing as an opportunity to ensure that all of your business processes are connected. If you haven't centralized your work process, especially today with work being all digital, you're missing a big piece.” - Heidi Melin
- Heidi has a passion for focusing on growth challenges and helping companies that are transforming in order to grow.
- “I like being in a CMO role with a company that is focused on growth because that's when the CMO can be most most strategic and have the greatest impact on a business.” - Heidi Melin
- “Positioning and developing a brand platform is all about the company. Generally it's led by a marketing team, but frankly it has to have engagement from across the company in order for it to become real.” - Heidi Melin

Discovering Talent - (20:00)
- Mentioned by Heidi: Done Right by Alex Shootman
- Heidi and her team are working with the University of Utah to set a curriculum around the “done right concept.” It seeks to give young leaders the tools they need to succeed in a fast-paced world with constantly evolving technology.
- Great talent can be found anywhere. Marketing leaders can look outside the traditional markets to find very capable marketers.

Pardot Lightning Round - (36:00)
- Most fun app: Instagram
- Favorite thing to cook or eat: Pizza
- Favorite vacation spot: Lake Tahoe
- Favorite book or podcast: Done Right by Alex Shootman
- Most excited about for the future of marketing: “Watching the talent emerge and how smart people coming into marketing are today.”
- Best advice for a first-time CMO: Develop your network.

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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