The Continuous Category Creation Challenge
Alliterative titles, podcast hosting envy, and redefining categories were just some of the things covered with our guest Patrick Morrissey, SVP of the Enterprise Sales & Marketing Cloud at Upland Software. He documents the journey of creating a category in 2019 and how that has evolved into something bigger since Upland Software acquired Altify. Enterprises find it extremely difficult to adapt and develop new categories, and we delve into how Patrick plans to avoid that trap. Patrick is the former host of Revenue Optimization Radio and an incredible speaker on all things Revenue, so you do not want to miss this episode.
About Patrick Morrissey:
Patrick Morrissey: SVP and General Manager at Upland Software
Patrick Morrissey oversees Upland’s Enterprise Sales & Marketing Cloud. He is responsible for the go-to-market for products that synchronize revenue teams from initial lead to customer advocacy. Previously he was the Chief Marketing Officer at Altify. Prior to joining Altify, he was CRO of Simpplr, where he managed the sales, marketing and customer success organizations, delivering 100% annual growth. Patrick has also held multiple executive positions at Salesforce, running both industry marketing and building out the vertical industry ISV channel and alliance team. Earlier in his career Patrick held executive roles at DataSift, Savvion and Business Objects. He resides in Orinda, California with his wife and two children.