Jessica Apotheker, the global CMO, managing director and partner of BCG, explains how consistency and utilizing data can show a CMO's impact. Apotheker was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
Category
🤖
TechTranscript
00:00Be super consistent in the way you show your impact.
00:09How do you make sure that marketing is really on the map of your business stakeholders is a couple of things.
00:14One, lead with data and insights.
00:16If you can bring to the table something that the business leader didn't know about how to drive their business,
00:22or what drives them forward, that really makes a difference.
00:25For me personally, for example, it was being able to tap into all of the earning calls in the U.S.
00:31and build an AI model to show my business counterparts what their CEOs were actually talking about
00:37and what was buzzing in their client's mind, and that makes a huge difference.
00:41The second thing is be super consistent in the way you show your impact.
00:46The thing with marketing is there are a hundred different KPIs you can show,
00:50but mostly they are not recognized by business stakeholders.
00:53So stay super consistent, pick a few, and just hammer them over time
00:57so people start recognizing what impact you've driven and how that has actually helped them for business outcomes.
01:04And the third thing would be really think very thoughtfully
01:08who are the people in your team that will interact directly with the business.
01:12If these people are business-minded or your top talent,
01:15then it actually really helps with that engagement
01:18versus sending people that are much more in a service delivery mindset.
01:23Microsoft Mechanics
01:24www.microsoft.com