Brad Jakeman
Co-Founder & Managing Partner, Rethink Food and Senior Advisor, Boston Consulting Group
The CMO Of The Past
When I started in this industry, I needed to know how to make television commercials, manage advertising agencies and negotiate media–that’s all I did…Now the CMO role is incredibly daunting.”
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I often refer to the CMO as having to be the chief collaboration officer, because we have to work horizontally across the C-suite to get stuff done. In one meeting we have to be a people expert…In the next meeting, everybody’s looking to us for a great epiphany on Web3 and the metaverse.”
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The CMO Of The Future
Frank Cooper III
CMO, Visa
Add Value To People’s Lives
Marketing at its best has always been at the intersection of advancing commerce and advancing humanity…You can help build products, but you can do it in a way that actually helps people and adds value to their lives.”
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It’s hard to retain the best talent if you don’t serve them well; it’s hard to be welcomed into communities if you don’t serve them well. Shareholders and even investors are looking at whether you’re going beyond just profits.”
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Go Beyond Profits
Sarah Franklin
President & CMO, Salesforce
Unprecedented Expectations
There’s never been a more important time to be a CMO. It’s also never been harder because we have complex technology to work through, complex business problems we need to strategize through. And our CEOs are asking us ‘How are we going to have a great business and also really impact our communities and culture?’”
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We believe business is the greatest platform for change. This has been part of [Salesforce’s] DNA and culture, and it’s why we [not only want] to make great products, but to have a great impact on the world.”
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Be A Platform For Change
Lorraine Twohill
CMO, Google
Diversity At The Core
A lot of us are doing far better work in terms of not just putting diversity in our ads, but actually [including] it in core campaigns and making it the majority of our media spend…There’s a genuine business benefit in making [diversity] part of your core work.”
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For me it’s about telling stories that are about real people using our products and features to humanize the company and the technology…so that they feel like the company knows, understands and cares [about them].”
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Humanize Your Product Offering