WEBVTT

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You have to have marketers
training marketers,

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not engineers training marketers.

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Jessica, welcome.
Thanks Alex.

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The next tech leader in the
enterprise may not be the CTO.

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It may be the CMO.

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What changes are you seeing
at the core of the CMO role

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and is that shift accelerating?

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I love that.

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I think every C-suite member needs

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to be a technology leader now,

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and certainly that is very true for CMOs.

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We are obviously embracing,

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ingesting using the AI tool
wonderland, trying to figure out

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what works for what jobs to
be done in our businesses.

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And that requires technical
agility and curiosity

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and critical thinking.

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Some good old-fashioned
skills like good writing.

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But yes, I think every CMO
has been focused on technology

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for a while, but the depth

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and speed with which we need to embrace

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and bring results from AI technology

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is like nothing I've ever seen.

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We see that CMOs

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who are going to define what's
next are the ones actually

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building culture, where people
can adapt, can experiment.

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So how can CMOs protect that space

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to experiment while still
delivering results quickly?

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I think we are a little
bit over rotated now

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on the focus on technology

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and we need to really turn that around

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to the people and the culture.

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I think that we need to build environments

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where we give people very clear guidance:

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These are the things
that we are going to fix

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and build in our marketing pipelines

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and experiences, with these
tools, with these metrics

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and goals, that we're going
to measure on an ongoing basis

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and get crystal clear about that.

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And then also there are
some people in a marketing

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organization who love
these tools and are facile

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and building and they
should be experimenting

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and creating things
that we never imagined.

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And you have to be very clear
about who those people are

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and everyone else is on track
for certain deliverables

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with AI.

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And so you're running kind
of two parallel paths.

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But I think from a culture
standpoint, honesty,

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humility, maybe even
a little bit of humor.

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I mean, I stand up in front of my team

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and tell them what I've tried
to build and how I've failed

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and that I had to call
my friend Dan for help

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to understand this technical jargon.

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So if we make it, you know,
if I'm trying to learn

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and I am getting over the
fear and feeling like an idiot

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and pushing through to
building, I think it creates

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a less anxiety environment.

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Well, I couldn't agree more.

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We talked about experiments
and experimentation.

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That can mean doing a lot

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of different things and
then seeing what works.

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To try to narrow it
down to a single thing,

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which I know is difficult to do.

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If you could leave every CMO

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with just one thing they
could implement now,

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what would it be?

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Build a very specific AI roadmap

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with your business challenges
and outcomes to solve.

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Assign a leader who is technically facile

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for each of those things.

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You have to have marketers
training marketers,

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not engineers training marketers,

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and track that progress very deliberately

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and be honest about the
failures along the way.

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I think that's a great approach.

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Thank you, Jessica.

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Thank you, Alex. I appreciate it.