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.

Leslie Taylor, Global Director of Marketing at architecture and design firm Gensler, talks to Rob about thought leadership, corporate purpose, diversity and agility in design, and more. Gensler's global work and clientele ranges widely across “the built environment,” from airports, offices, and hospitals to shopping malls, stadiums, and schools. The impact of the pandemic and the new urgency of addressing social challenges has offered Gensler a unique opportunity to collaborate with clients in new and important ways. In this conversation, Leslie dives into the importance of practical, applicable thought leadership when communicating with executives, the need to find a strong and authentic voice, the leadership role that companies can play on social issues, and why she's having more fun in marketing today than ever. 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.

Bev Burgess, Senior Advisor to ITSMA and author of the book Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business, talks to Rob about how to get started with an Executive Engagement program. Bev, an ABM pioneer who also wrote A Practitioner's Guide to ABM: Accelerating Growth in Strategic Accounts, shares additional insights on the connections and the differences between account-based marketing and executive engagement programs, why it's become so important for companies to connect with client executives, and the very good reasons for marketers to invest time and effort into creating an orchestrated approach executive engagement rather than continuing with disjointed tactics. 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.

Julie Schwartz, Senior Vice President, Research & Thought Leadership at ITSMA, talks to Rob about what she's seen in nearly 25 years of researching how executives engage with B2B marketers. They discuss the evolution of executive engagement over time, the dramatic changes in 2020, the changing requirements for thought leadership, the importance of persona research and sales enablement for executive engagement, and what it takes to build trusted relationships. 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.

In this “quick hit,” Leslie Taylor, Global Director of Marketing, Gensler, and Jonathan Copulsky, Senior Lecturer and Executive Director of Spiegel Research Center, Northwestern University, weigh in on corporate purpose and the importance of companies having a voice on social issues. This clip is a brief segment from our Marketing Vision 2020 conference held in October, where I hosted a panel session on Content for Post Covid Conversation: Thought Leadership Among Constant Disruption. Our discussion seems even more relevant now as companies are taking a deeper look at their role as corporate citizens in the wake of the November US election and its aftermath. 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.

Mark Larwood, Head of ABM, Advocacy and Industry Marketing at O2, talks to Rob about how he's orchestrating executive engagement at O2. He discusses the intersection of executive engagement and account-based marketing, the makings of a robust Customer Advisory Board, how to get your own senior executives to commit to the program, the importance of thought leadership, and how he's tracking not just the revenue but also the growth of reputation and relationships to measure the success of the program. 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.

In this “quick hit”, Polly Kruse, Vice President, Executive Engagement and Programs at Citrix, describes how Citrix is leveraging its executive briefing centers to stay connected and consistently engage with its executive clients. This clip is a brief segment from our Marketing Vision 2020 conference held in October, where I hosted a panel session on Innovating Executive Engagement: Next Steps for C-Suite Marketing. If you're interested in how to engage executives in today's environment, I highly recommend that you view the entire discussion. 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.

In this “quick hit” Katharyn White, SVP & Chief Marketing Officer at T-Systems, talks about how her team quickly shifted an executive advisory board into more of a network approach during the early stages of the pandemic and how the pivot has actually turned into an advantage. This clip is a brief segment from our Marketing Vision 2020 conference held in October, where I hosted a panel session on Innovating Executive Engagement: Next Steps for C-Suite Marketing. If you're interested in how to engage executives in today's environment, I highly recommend that you view the entire discussion. You also may want to go back and listen to my full interview with Katherine on this C-Suite Marketing podcast. 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.

Erica Fensom, Director, Executive Marketing and Customer Communications, and Heidi Eisenstein, formerly the Head of Enterprise ABM Field Marketing for the Americas at Adobe, talk to Rob about how they integrate ABM and Executive Engagement, the concerns of the CMO in today's world, tips for designing the executive experience, and when it makes sense to incorporate executive engagement with ABM. 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.

Erin Rogers, Head of Marketing, Commercial Banking, at HSBC Canada talks to Rob about what's been awesome during the pandemic, the differences – and the surprising similarities – of marketing to executives in a product-led industry vs. a services industry, marketing's role in breaking down company silos, how marketing can keep its seat at the table, and what she, as a marketing executive herself, looks for when marketers at vendor companies try to cut through the clutter. 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.

Jennifer Jackson, Vice President, Marketing Strategy and Operations at Teradata, talks to Rob about Teradata's strategic initiative to reach the C-suite, the intersection of ABM and executive engagement, and three keys to success: Making sure that marketing and sales are on the same page; investing in research to really understand your audience; and meeting your audience where they are with relevant content. 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.

Jonathan Copulsky, CMO, author, speaker, and Northwestern University faculty member, talks to Rob about the "halo" effect -- or myth -- of the C-suite, the keys to thought leadership, digital transformation, the silver linings to the current pandemic, and much, much more! 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.

EJ Bodnar, Global CXO Leader at Nutanix, talks to Rob about his newly created role as CXO, focusing on providing provocative, Insightful, and leading-edge experiences for the C-suite. EJ describes some of the innovative programs Nutanix has implemented -- and adapted for our current virtual environment -- including a Master Class, a Cloud Council, and the .NEXT Leadership Forum. 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.

Katharyn White, senior vice president and CMO of T-Systems International, talks to Rob about how the global pandemic has helped accelerate digital marketing and executive engagement at T-Systems, the importance of using account plans as the guiding light for executive engagement, the benefits of partnering inside and outside your organization, and different ways to invest in marketers today so they'll continue to be successful tomorrow. 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.

Lee Odden, CEO and co-founder of TopRank Marketing, talks to Rob about the importance of empathy when marketing during a pandemic, the role of the C-Suite in influencer marketing, and why CEOs should be on social media. 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.

Marlowe Fenne, head of Account-Based Marketing at FireEye, talks to Rob about the crossover between ABM and Executive Engagement, how active listening leads to sharing executive perspectives and is an important part of the sales enablement process, and how less can sometimes be more in C-Suite Marketing. 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.

Pradeep U.N., director of customer and field experience at Microsoft, talks to Rob about Microsoft's Services Executive Board, a high-touch program that brings together a global group of CEOs and CIOs for collaborative exploration of critical business challenges. Because of the Covid-19 pandemic, Pradeep and Microsoft had to pivot this program and conduct it online. The new approach proved extremely successful and raised a number of intriguing questions for the future of the program. 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.

Lee Demby, President of Boardroom Insiders, talks with Rob about the data and insight that B2B marketers need to support effective engagement with senior executives at clients and prospects. They discuss what CEOs and other C-suite leaders are focusing on amid the pandemic, the importance of “considered insight,” executive relationship mapping, and the challenge of orchestrating executive insight and experience across the full range of marketing and sales activities. 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.

Jane Hiscock, president & founder of Farland Group, talks to host Rob Leavitt about how to reach C-level executives in a digital world, the importance of Account-Based Marketing (ABM) and the role of peer advisory groups. Farland Group helps B2B leaders connect in meaningful ways and get tangible results out of better business relationships. 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.