Revenue Optimization Radio by Upland Altify

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Mastering One Voice A Marketing Fable and Field Guide to Content Operations



This episode of Revenue Optimization Radio features a new host who will be sharing duties with Patrick Morrissey. Sean Broderick is the Marketing Lead for Upland Software in the Revenue Optimization Business Unit. Sean welcomes co-authors, Toby Murdock and Zoë Randolph. This is a collaborative book about content operations. The evangelist and the writer's strengths really come through in this book. There are so many books out there that make your eyes bleed because they are so boring. This is definitely not one of those books. It allows you to let your guard down and connect with the characters in the fable about Securita. You'll hear about the wall of shame and why you need one.

About the book:

This is a story of overcoming the odds in an age of content chaos. In part one, find out what happens when one fictional-yet-determined marketing team decides it’s time for all the voices at their company to sing in harmony, in one cohesive voice. Follow Nancy, Rebecca, Nigel, and their colleagues as they navigate the challenges of disconnected customer touchpoints, the nightmare of sales-created collateral (shudder), the demands of consistent revenue growth, and the internal change management that will dictate their success—or failure.

In part two, you’ll find a practical field guide for your journey to impactful content operations. Capitalize on the biggest opportunity facing modern marketing teams: To unite revenue teams to speak in one voice across every customer journey and accelerate revenue through content. It’s not easy, but it’s possible. This book will show you the way.

About Sean's guests:

Toby Murdock, General Manager, Upland Software
Toby co-founded Kapost in 2009 and served as CEO through its 2019 acquisition by
Upland Software. When he’s not sharing his vision for the future of marketing. Toby is
biking, hiking, or skiing in Boulder, CO with his wife and three daughters.

Zoë Randolph, Content Architect, Upland Kapost
Zoë brings her love of writing and business strategy to her work leading strategic
messaging and content creation. When she’s off the clock, Zoë can be found immersed
in a book, talking politics, or agonizing over the mediocrity of Cal Bears athletics.

Cracking the Code on Content and Customer Experience


The rise of the empowered customer and expectation of great buyer experiences has changed the way that leading B2B companies go to market. And it’s driven an explosion of content. The challenge for many organizations is how to craft a content strategy and make it operational in a way that scales and delights their customers.

Toby Murdock, GM of Upland Software and the former founder and CEO of Kapost, joins this episode of Revenue Optimization Radio to talk about how to develop and execute on a content strategy that improves the customer experience and aligns internal audience. Toby shares his insights on why building a content operation is critical to B2B success, how to create and execute on content strategy, and how to measure the impact of content in your sales organization.


Altify   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

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