How to Collaborate With Non-Believers Panel |Association of National Advertisers | CMO Confidential

CMO Confidential

Mike Linton // Jeff Culliton and Mike Linton // I Hear Everything Podcast Network에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Mike Linton // Jeff Culliton and Mike Linton // I Hear Everything Podcast Network 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

2M ago 36:18

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In a new twist for CMO Confidential, host Mike Linton moderates a panel for The Association of National Advertisers on Industry Thought Leadership.

Unlock the secrets to collaborating with non-believers in marketing with insights from top CMOs and executives! 🎥 In this engaging panel discussion, moderated by Mike Linton, host of the CMO Confidential Podcast, we bring together industry leaders Jeff Lowe, Chief Commercial Officer at Smart Technologies, Roula Nassar, Chief Financial Officer at Smart Technologies, and Rob Whitney, VP of Marketing Innovation at Univar Solutions.

Key topics include understanding the perspectives of finance and sales, overcoming the perception of marketing as "fluff," and practical strategies for fostering cross-departmental collaboration. Tune in to hear how Roula transitioned from viewing marketing as an expense to recognizing its vital role in driving revenue. Discover Jeff's approach to aligning marketing and finance through shared goals and metrics, including the importance of sales accepted leads (SALs) and share of voice. Rob shares his journey of turning skeptics into believers by demonstrating tangible value and building strong business relationships.

This video is packed with actionable advice and real-world examples to help you navigate the challenges of collaborating with non-believers in your organization. Learn from the experts and elevate your marketing strategy to new heights!

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#MarketingStrategies #CustomerJourneyMetrics #UnderstandingMarketingValue #ExecutiveTeamAlignment #StrategicMarketingPartnerships

CHAPTERS:

00:00 - Welcome to the panel

01:24 - Insights from CMOs

02:21 - Roula’s Journey: Nonbeliever to Believer

07:56 - Tips for Gaining CFO Support

12:21 - Getting Started with Marketing Strategy

16:09 - Key Performance Measures That Matter

22:20 - Overcoming Marketing Obstacles

26:14 - Engaging Non-Believers in Marketing

27:23 - Unique Practical Marketing Advice

29:50 - Audience Q&A Session

31:00 - Sales Perspective on Marketing

32:58 - Finance's Impact on Creativity

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