The Female Quotient founder and CEO Shelley Zalis says thinking of the collective voice of a team will help CMOs stay relevant and build a more efficient way to communicate. Zalis was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
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00:00I also talk to CMOs about making sure they don't just talk to themselves.
00:06Sometimes it's an echo chamber.
00:13CMOs want to stay relevant.
00:15You know, I think a couple of years ago, or last year, year before, it was always a three-year lifespan of the CMO.
00:21We heard that one before.
00:22And then the CMO started gaining the new title of CBO, Chief Brand Officer.
00:27And sometimes it's CMO and sometimes it's CBO.
00:30And I said, I don't care what you're called, just be relevant and have intentional action for change.
00:35And know where you want to go.
00:37The most important thing that I've been thinking about a lot lately is what impact do you want to make?
00:43And think about that.
00:45And think about that forward.
00:47And then focus.
00:48So focus forward and act now.
00:51And I think language matters a lot too.
00:54You know, marketers are about marketing a message, not only to consumers, but I think it also should be a responsibility internally.
01:02I also talk to CMOs about making sure they don't just talk to themselves.
01:08Sometimes it's an echo chamber.
01:10And they're just talking to each other.
01:12And if they had collective voice, like what would that say?
01:19And what do you want to be known for?
01:22Collectively, but also individually.