On this episode of The Marketer’s Journey, I interview Lisa Campbell, CMO at OneTrust. Lisa shares her perspective on making the jump from Autodesk, a massive company where she was also CMO, to a smaller-scale operation, including tips for managing your own expectations. She also reveals her perspective on content, data, building customer trust, and much more.
Key takeaways from this episode:
Get in the right mindset. Lisa notes that when making the move to a smaller one, it’s important to be prepared to do more with less. Larger companies tend to have more infrastructure and resources in place, so preparing your mindset to make the best use of what’s available in a smaller company is key. Lisa shares a few ways you can do this by preparing your mindset in advance.
- Balance paved roads with dirt roads. Lisa provides a great analogy about learning to strike a balance between paved and dirt roads, knowing when to rely on more structure and rigor versus going with the flow. For some marketing activities, such as brand positioning, a more structured approach is required, while for others, an experimental approach makes more sense.
- Be curious. Whether you’re an expert in your field or you’ve just launched a career in a new sector, it’s important to keep a curious attitude and remember that we can all be lifelong learners if we choose to be. Lisa recommends spending time with the experts and asking plenty of questions to learn the ropes, especially “what have I not asked you about that I should know?” Because you don’t know what you don’t know.