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Rebranding the Iconic SurveyMonkey [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Leela Srinivasan, CMO of Momentive, the company previously known as SurveyMonkey. We discuss the reasoning behind the company’s rebrand and how the process unfolded from ideation to execution. Leela shares the wisdom she’s gained through roles at Lever, Bravado and Stage 2 Capital, and as a board member at Upwork. She also offers her tips for building relationships, understanding the sales pipeline and collaborating effectively across teams.

Key takeaways from this episode:

  • Growth is always tapping talented people on the shoulder. Employers need to stay cognizant of this fact and provide their employees with continuous growth opportunities every step of the way. Otherwise, they may begin to stagnate in their career and as a result, seek other opportunities.
  • Wearing multiple hats throughout your career gives you the opportunity to empathize with others and learn valuable skills. Leela mentioned that having experience on both ends of the sales pipeline enabled her to put herself in the shoes of others and gain a better understanding of the entire process from the perspective of both the customer and the sales executive.
  • A company rebrand involves much more than just a fresh coat of paint. For Momentive, the process of rebranding (or relaunching, if you will) involved telling a new story around the solutions the company offers, and keeping their vision of raising the bar for human experiences by amplifying individual voices at the forefront of it all.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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