WEBVTT

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In the companies where
the CIO-CMO relationship

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is the best is when there's
a structured marketing

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science function that acts
as the key counterpart of IT

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and drives the solutions through

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to the adoption in the way marketers work.

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Yeah.

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Desiree, Jessica, thanks very much

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for joining us here in Cannes.

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All the talk here is about the huge shifts

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to the marketing landscape.

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Given everything you've seen here,

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but also, you know, your own research

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and client experience at both Salesforce

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and BCG, what for you
is really standing up?

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What are the biggest
shifts you're noticing?

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I mean, the number one thing,
it all starts with data.

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And it's fascinating

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because every customer I speak to,

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they've had legacy systems.

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They have cloud systems
that they've been using

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for a while, and they're all bespoke

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across their entire organization.

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And every CMO is just trying
to get this data all together

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because they want to find context.

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Because context is the power now for AI

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to really give you the most relevant

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and accurate answers,

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plus the best customer
experience as well too.

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So it really feels that
everyone's in this mode

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of like they have a data
strategy, they're trying

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to bring it all together,

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but they want to be able to
deliver these AI experiences

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that feel very personalized,
customized in the way

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that's tied to their brand as well too.

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Jessica, what for you,

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what has been the most striking,

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If you look at Cannes for
the past couple of years,

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AI has been the talk of the town.

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I think what feels
different this year is more

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and more CMOs are discussing beyond AI,

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beyond use cases and technology.

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What are the impacts for the op model?

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What's in the AI-first op
model for marketing look like?

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What are the skill sets?

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What do you centralize?

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How do you behave more
like an attacker brand?

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So there's all of these
conversations starting on the human

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aspects of this that's really interesting.

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And Desiree, you know, you
talked about data, AI can make

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that even more efficient

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and the way we're dealing with

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having a data-driven strategy.
What advice would you offer

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to people who are trying to
create sort of, you know,

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a truly unified customer experience?

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I think the relationship
between CMOs and CIOs

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and the technical, you know,

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like teams within their
organization, is so important now

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because they're the ones

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who can help them connect
the dots of these systems,

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like number one.

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So you know, as a marketer, you know,

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you might have your email
system, you might have your

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customer relationship
management like Salesforce,

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you might have other systems as well too,

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but to be able to connect the
dots between these things,

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it doesn't, the marketer can't do this.

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They need help from their CIOs

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or their IT folks as well too.

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Well, I love your point about
the CIO-CMO relationship,

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and what I've seen in the
operating model of organizations

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that do that well is when you
think of a marketing op model,

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you have marketers that cover
three types of activities:

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business orchestration, art
(or creativity, design),

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and science (analytics, measurement,
marketing, engineering).

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The companies where the CIO-CMO
relationship is the best

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is when there's a structured
marketing science function

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that acts as the key counterpart of IT

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and drives the solutions through

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to the adoption in the way marketers work.

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Yeah.

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And Desiree, from the conversations

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you are having here,

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what are the things you've
been really struck by?

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You know, this morning
I had a wonderful panel

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where we talked about how most
websites were always built

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for humans and now we have
to think about websites

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that are made for agents.

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But it came about, a lot about

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how do you build your
brand now with this new

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agent world as well too.

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There's so much like new video tooling

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that can replicate your brand overnight.

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So we think there's going
to be a lot of this way

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of like identity for brands
going to come to life

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where there's watermarking
and even for individuals too,

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because they have agents
doing stuff on their behalf.

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So a lot of that.

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Well, thanks, both, for
joining us here in Cannes

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to talk all things marketing.

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Thank you.
Thank you.