WEBVTT 1 00:00:00.000 --> 00:00:01.320 - Sean, Amaryllis, welcome. 2 00:00:01.320 --> 00:00:02.430 Amaryllis, to you first. 3 00:00:02.430 --> 00:00:04.770 How do you see the role of the CMO changing? 4 00:00:04.770 --> 00:00:06.630 - That's a very good question. 5 00:00:06.630 --> 00:00:09.480 Years back when recruiters would be calling 6 00:00:09.480 --> 00:00:12.330 they would be asking are you a brand marketer? 7 00:00:12.330 --> 00:00:14.640 Are you a performance marketer? 8 00:00:14.640 --> 00:00:17.310 And I'm actually glad to see that the division 9 00:00:17.310 --> 00:00:18.360 is not here anymore. 10 00:00:18.360 --> 00:00:21.060 I think technology is providing the right toolkit 11 00:00:21.060 --> 00:00:24.270 for all marketers to deliver exceptional growth results 12 00:00:24.270 --> 00:00:25.103 for their companies. 13 00:00:25.103 --> 00:00:28.530 So I'm very happy to see that the role 14 00:00:28.530 --> 00:00:31.740 is becoming much more around knowing the customer, 15 00:00:31.740 --> 00:00:35.580 but also delivering good results without that division. 16 00:00:35.580 --> 00:00:37.530 - How have you seen the role evolve, Sean, 17 00:00:37.530 --> 00:00:39.090 in your experience? 18 00:00:39.090 --> 00:00:39.923 - Quite a bit. 19 00:00:39.923 --> 00:00:42.630 I think that a few years ago maybe there was too much focus 20 00:00:42.630 --> 00:00:45.270 on just branding and communications. 21 00:00:45.270 --> 00:00:47.790 And what I like is that probably now, 22 00:00:47.790 --> 00:00:48.780 people talk about 23 00:00:48.780 --> 00:00:51.120 going back to performance and data analytics, 24 00:00:51.120 --> 00:00:54.900 for me, it's like simplifying and going back into business. 25 00:00:54.900 --> 00:00:57.390 Starting with what are the business objectives 26 00:00:57.390 --> 00:00:58.770 that we need to deliver on? 27 00:00:58.770 --> 00:01:00.000 Marketing is a tool. 28 00:01:00.000 --> 00:01:02.260 And then taking a holistic point of view 29 00:01:03.330 --> 00:01:07.140 that combines both data and creativity. 30 00:01:07.140 --> 00:01:09.210 How do we deliver new initiatives 31 00:01:09.210 --> 00:01:10.800 and new programs? 32 00:01:10.800 --> 00:01:12.300 - What advice would you have for marketers 33 00:01:12.300 --> 00:01:15.243 that are struggling to get buy-in from the top? 34 00:01:16.170 --> 00:01:18.570 - For me, it's all about gaining credibility. 35 00:01:18.570 --> 00:01:20.850 And you gain credibility by, first, 36 00:01:20.850 --> 00:01:22.890 by talking the language of business, 37 00:01:22.890 --> 00:01:25.590 not the language of marketing, something very basic. 38 00:01:25.590 --> 00:01:27.420 But we've created too much jargon 39 00:01:27.420 --> 00:01:29.670 over the last couple of decades. 40 00:01:29.670 --> 00:01:32.490 And if we have to simplify. 41 00:01:32.490 --> 00:01:34.500 And again, talk the language of the general manager, 42 00:01:34.500 --> 00:01:36.240 the CEOs, the CFOs. 43 00:01:36.240 --> 00:01:38.100 Second, show results. 44 00:01:38.100 --> 00:01:40.890 Not only if we want to build for the long term, 45 00:01:40.890 --> 00:01:42.510 we need to deliver on the short term. 46 00:01:42.510 --> 00:01:45.480 So pick the low hanging fruit where you can show 47 00:01:45.480 --> 00:01:48.300 that you have the rigor, the analytical rigor, 48 00:01:48.300 --> 00:01:50.400 and to measure everything, 49 00:01:50.400 --> 00:01:51.720 to deliver the results. 50 00:01:51.720 --> 00:01:53.730 And that's going to unlock further investments 51 00:01:53.730 --> 00:01:55.770 that allow you to keep going. 52 00:01:55.770 --> 00:01:57.450 - What happens when you can get that alignment, 53 00:01:57.450 --> 00:02:01.560 that collaboration right between CMOs, and CFOs, 54 00:02:01.560 --> 00:02:03.360 and the whole C-suite? 55 00:02:03.360 --> 00:02:05.700 - I think if you cannot get that, 56 00:02:05.700 --> 00:02:08.040 it gets too dysfunctional. 57 00:02:08.040 --> 00:02:10.980 And what happens is that marketing starts 58 00:02:10.980 --> 00:02:13.530 getting away from the business and gets marginalized, 59 00:02:13.530 --> 00:02:16.740 it doesn't become a key business driver. 60 00:02:16.740 --> 00:02:17.880 So that's a big risk. 61 00:02:17.880 --> 00:02:19.260 And we have to make sure 62 00:02:19.260 --> 00:02:21.300 that we don't fall in the trap of 63 00:02:21.300 --> 00:02:25.020 just moving away into our own world where we are happy 64 00:02:25.020 --> 00:02:28.140 because we're doing campaigns or specific initiatives, 65 00:02:28.140 --> 00:02:30.750 but where the rest of the business 66 00:02:30.750 --> 00:02:33.840 is not seeing you and your team as a key player. 67 00:02:33.840 --> 00:02:36.120 - Finally, to you both, what are some of the trends 68 00:02:36.120 --> 00:02:37.530 you're excited about at the moment? 69 00:02:37.530 --> 00:02:38.490 Amaryllis? 70 00:02:38.490 --> 00:02:40.440 - Yeah, building on what Sean was just saying. 71 00:02:40.440 --> 00:02:44.310 I think the obsession that we're actually seeing nowadays 72 00:02:44.310 --> 00:02:46.980 for data, and measurement, and actually understanding 73 00:02:46.980 --> 00:02:48.930 the impact of the activities. 74 00:02:48.930 --> 00:02:51.300 I think it's one of the key discussions 75 00:02:51.300 --> 00:02:54.750 we're having with most of our partners and clients. 76 00:02:54.750 --> 00:02:59.070 But also, it would be weird not to mention AI 77 00:02:59.070 --> 00:03:01.020 as kind of being one of the core trends 78 00:03:01.020 --> 00:03:02.940 that has been discussed a lot. 79 00:03:02.940 --> 00:03:05.670 What are the implications on creativity, 80 00:03:05.670 --> 00:03:08.193 but overall kind of more broadly marketing? 81 00:03:09.150 --> 00:03:10.950 - And for me, I think it's 82 00:03:10.950 --> 00:03:15.390 this thing of bringing together creativity and data. 83 00:03:15.390 --> 00:03:17.880 As not two separate functions, 84 00:03:17.880 --> 00:03:20.400 but two functions 85 00:03:20.400 --> 00:03:21.960 that have to complement each other. 86 00:03:21.960 --> 00:03:24.300 And obviously that's a really big challenge 87 00:03:24.300 --> 00:03:27.150 because that means that a lot, 88 00:03:27.150 --> 00:03:30.420 the current marketers they need to re-skill themselves 89 00:03:30.420 --> 00:03:33.300 to be able to manage both because what you've had is 90 00:03:33.300 --> 00:03:35.190 two very different disciplines. 91 00:03:35.190 --> 00:03:37.140 People growing on one discipline 92 00:03:37.140 --> 00:03:38.850 and not knowing anything about the other one. 93 00:03:38.850 --> 00:03:39.683 And now what you need is more 94 00:03:39.683 --> 00:03:42.270 a DaVinci type of market 95 00:03:42.270 --> 00:03:45.750 that you can bring both worlds together. 96 00:03:45.750 --> 00:03:47.600 - Sean, Amaryllis, thank you so much.