WEBVTT 1 00:00:00.000 --> 00:00:03.810 Certainly right now, the times are so uncertain. 2 00:00:03.810 --> 00:00:05.250 There's so much lack of clarity 3 00:00:05.250 --> 00:00:07.920 about what's going to be occurring in the next six months, 4 00:00:07.920 --> 00:00:11.970 12 months, that, you know, a lot of CMOs 5 00:00:11.970 --> 00:00:14.850 are having discussions with their counterparts-- 6 00:00:14.850 --> 00:00:18.240 CFOs, CEOs -- about how they can contribute 7 00:00:18.240 --> 00:00:20.850 to growth in the long term even though 8 00:00:20.850 --> 00:00:22.290 there's so much pressure right now 9 00:00:22.290 --> 00:00:24.450 to be able to make investments; 10 00:00:24.450 --> 00:00:28.080 make investments in media, make investments in talent. 11 00:00:28.080 --> 00:00:32.370 So the most successful CMOs we have seen in prior downturns 12 00:00:32.370 --> 00:00:34.980 are those that can actually articulate 13 00:00:34.980 --> 00:00:37.440 what's the way in which you can use this 14 00:00:37.440 --> 00:00:40.020 as an opportunity to get ahead of competitors. 15 00:00:40.020 --> 00:00:41.160 How can you grow share? 16 00:00:41.160 --> 00:00:44.400 How can you double down in places confidently 17 00:00:44.400 --> 00:00:47.430 even though there's so much pressure from investors 18 00:00:47.430 --> 00:00:50.430 and from C-suite counterparts to maybe pull back 19 00:00:50.430 --> 00:00:52.020 in some places. 20 00:00:52.020 --> 00:00:55.680 So I think a few things, one is CMOs 21 00:00:55.680 --> 00:00:57.060 that can collaborate well, 22 00:00:57.060 --> 00:01:00.210 that are coordinating across the C-suite 23 00:01:00.210 --> 00:01:03.270 and being able to communicate internally and externally 24 00:01:03.270 --> 00:01:06.300 to board and to customer constituents. 25 00:01:06.300 --> 00:01:09.000 Those are the ones that are really going to do really well, 26 00:01:09.000 --> 00:01:12.390 both them personally and the companies they're working with. 27 00:01:12.390 --> 00:01:14.850 That's one area where we have also found 28 00:01:14.850 --> 00:01:19.050 that working together in a collaborative way, 29 00:01:19.050 --> 00:01:24.050 not only with marketers, but also with sales, web, 30 00:01:24.540 --> 00:01:28.200 omnichannel commercial leaders together 31 00:01:28.200 --> 00:01:31.110 on some of these digital transformation topics. 32 00:01:31.110 --> 00:01:32.730 Now is a great time to be doing that 33 00:01:32.730 --> 00:01:35.910 because the collaboration that requires and that forces 34 00:01:35.910 --> 00:01:40.680 is actually the kinds of prerequisites for actually 35 00:01:40.680 --> 00:01:43.170 making that step and making that kind of bold choice 36 00:01:43.170 --> 00:01:45.320 to move ahead of the competitors right now.