Julie Liegl is the Chief Marketing Officer, responsible for all aspects of Slack’s marketing, including product marketing, customer acquisition, demand generation, brand, brand design, events, and content marketing. Julie has more than 18 years of technology industry experience. Prior to Slack, Julie spent 13 years at Salesforce, most recently as the Executive Vice President of Global Marketing, where she and her teams were responsible for the success of Dreamforce, driving demand generation and the market positioning of Salesforce’s cloud products.
Julie Liegl is used to being a part of big things. As EVP of Global Marketing at Salesforce, she helped create and oversee the world-class corporate event that is known as Dreamforce, and she’s currently overseeing a complete transformation in the way that businesses communicate as CMO of Slack.
On this episode, Julie unveils some of the plays that have made her so successful across her career. She talks about corporate events and how they can maintain relevance as digital events in the time of COVID, how to create a demand gen team from scratch, and much more.
“We used to call it ‘lead gen’, and that very much reflected what it was, which was marketing throwing leads over the wall. Then a few weeks later yelling at sales that they hadn't followed up, and sales yelling at marketing that the leads are no good. Demand gen is really about being smarter about the entire funnel.”
“My brand budget is very sacred. Brand is pretty binary. You invest in it or you don't. Cutting it 30% or 50% and there's diminishing returns. There’s a threshold you have to invest in. We're serious about doing that in a very targeted way. It all aligns to our sales targets and we're focusing on cities and areas where we really want to have the most expansion.”
“As a marketer, if you don't see a huge part of your job as building a partnership with sales—investing time with them, getting feedback, doing an iterative planning process—then you're not doing marketing right.”