ITSMA

This episode is an excerpt from a CMO Panel that Dave Munn, President of ITSMA, facilitated at the ITSMA Marketing Vision Conference in October 2021. His guests are Carol Carpenter, CMO at VMware, Sarah Kennedy, VP of Global Growth & Demand at Google Cloud, and Antonia Wade, Global CMO, PwC. All three marketing leaders shared their insights on how marketing leaders are continually adapting in an unpredictable marketplace as well as how they’re planning for future growth. Their conversation ranged from what they’re focusing on today, how they’re keeping their seat at the table alongside other C-level executives, and what they’re doing to make sure their organizations and the business is positioned for future success.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Janis Fratamico, a pioneer in relationship marketing who has spent more than 25 years building successful engagement programs with senior positions at a range of large, global organizations, talked with Rob at the 2021 ITSMA Marketing Vision conference. Janis posed a number of thought-provoking questions about executive engagement versus decision maker engagement, whether email still matters, and what makes an event successful. Janis challenges B2B marketers to think about the “zeitgeist” to create truly engaging content and asks them to be honest with themselves and stop rewarding mediocrity. She also offers advice on maintaining top standards for quality and how to leverage the power of stories to demonstrate the value of executive level programs. Buckle up – this is a fun conversation that’s sure to make all marketers think twice about how they approach their work.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Eric Martin, Vice President, Account-Based Marketing, SAP North America, talks with Rob about ABM and Executive Engagement in a large, matrixed company like SAP. He and Rob discuss the challenges of working with the firm’s largest and most important clients, the complexities of a hybrid sales model when trying to reach the C-Suite, and the role that marketing can play in facilitating Executive to Executive (or E2E) conversations. The conversation further touches on the idea of the ABMer as the curator of personalized content for the client, and they question how important personalization really is – and what it actually means. As a long-time ABM program leader, Eric has a great perspective and an array of telling examples on what it takes to collaborate with account teams, key customers, and SAP’s own executives to build and orchestrate complex relationships for mutual strategic value. As Eric notes, every meeting matters so prioritization, planning, and preparation is critical.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Adam Bennington, Consulting Director of Momentum’s UK office, and Tamsen Galloway, Vice President of Consulting for the Americas, spoke with Rob about a range of issues facing CXOs, including the pace of change in the C-suite, the need for empathy and understanding, the rise of Environmental, Social, and Governance issues alongside corporate purpose, the growing importance of co-innovation, and how to think about long-term relationships and trust as B2B marketers build their executive engagement programs. This conversation also offers a glimpse into how the combination of Momentum and ITSMA can help members and clients with ABM, strategic growth and innovation, and orchestrating executive engagement.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Dr. Carmen Simon, Chief Science Officer at Corporate Visions, is a cognitive neuroscientist, bestselling author, and leading expert on how to use brain science to help corporations create memorable messages. She spoke with Rob on a range of topics to help B2B Marketers connect with an executive audience whose attention is being drawn elsewhere. Pointing to her scientific research, she offers advice on how to influence complex buying decisions when you can’t meet the buyers face-to-face and how to control what people remember from your presentations. She also explains how the brain works in terms of attention, memory, and decision making, and why marketers should care. It’s a fascinating conversation that will appeal not just to B2B marketers, but to anyone who has to capture the attention of an audience.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Sharon Gillenwater, Co-Founder and CEO, Boardroom Insiders, Inc., joins Rob on the 20th episode of C-Suite Marketing and explains how COVID-19 has moved the needle on Executive Engagement from something that was a nice to have prior to the pandemic to a "must do" and why she thinks it's a golden age for executive engagement. Sharon shares what she's hearing from CXOs "in their own words" on earnings calls and insights gleaned from Boardroom Insiders' tools, and she and Rob discuss some of the shifts she's seeing from CXOs right now, different ways companies are transforming their business models, the importance of time to value vs. ROI, and some of the permanent changes to business coming out of the pandemic.

See how ITSMA and Boardroom Insiders are collaborating on the CXO Dashboard, which provides timely insight into the current business priorities of Fortune 500 C-suite executives: https://www.itsma.com/research/cxo-priorities-dashboard-may-2021/.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Anamika Gupta, Director & Head of Customer Marketing at Fujitsu America, and Sandy Follin, Senior Client Executive - Retail Industry at ‎Fujitsu Americas talk to Rob about Fujitsu’s CXO Speaks program. They also tackle the reasons it’s important for sales and marketing to partner when it comes to growing accounts through Account-Based Marketing (ABM), executive engagement, and co-creation, and share the secrets to their successful joint efforts.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Abhinav Kumar, Chief Marketing & Communications Officer for Global Markets at Tata Consultancy Services (TCS), talks to Rob about his experience in developing one of the most valuable brands in the technology sector, the importance of building trusted relationships with C-Suite customers, the power of storytelling, the role the technology industry has played throughout the pandemic, and the growing social responsibilities for global companies like TCS.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Show less

Mani Dasgupta, CMO of IBM Global Business Services, talks to Rob about IBM’s Think Circles initiative, a new virtual format for collaborative innovation with key clients and prospects. We discussed how the new approach is working since the pandemic, the value of cross-industry collaboration, how to engage virtually at larger scale, and the growing prominence of social commitment and innovation at the executive level. This podcast episode is an excerpt from a longer ITSMA webcast on Virtualizing Executive Engagement, and the replay can be found at https://www.itsma.com/research/virtualizing-executive-engagement-c-suite-marketing-for-the-new-normal-webcast/.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Holly Humphrey, Founder and CEO of HH Communications & Consulting, focuses on activating and accelerating purpose-driven brands across three areas: brand platform development, positioning, and strategic partnerships. Prior to starting her own company, Holly spent 13 years at Ernst & Young in a variety of senior marketing and communications roles where she thought through how to connect purpose and culture to the market and how to engage at the C-suite level around these topics. In this episode, Holly talks to Rob about Covid and the importance of purpose driven brands and what it means to be purpose driven. She also gives examples of how to engage with the C-suite as a purpose-driven brand and describes the broader role of marketing in enabling and accelerating a purpose-driven strategy.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.