EY CMO Rebecca Hirst: ‘We only measure what we treasure’
Amrit VirdiMarketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Intuit Mailchimp CMO: Marketers’ use of AI should be ‘second nature’
Charlotte Rogers“Humans do the why and AI does the what,” says Michelle Taite, who believes marketers should forget trying to define their artificial intelligence ‘strategy’.
The Marketing Week Podcast: CMO ambitions, AI and the reality of working in B2B
Marketing Week ReportersIn the first episode of The Marketing Week Podcast, we explore the transition from CMO to CEO, the implications of the HFSS ad ban, gen AI fears and the reality of working in B2B.
Sage’s chief marketing officer Cath Keers departs
Hannah RashbassCath Keers is set to leave Sage later this year after seven years with the company.
‘High growth with a soul’: Intuit Mailchimp’s CMO on B2B’s data dividend
Charlotte RogersMichelle Taite reflects on her journey from footwear designer to CMO, moving from marketing Magnum to US consumers to exploring data at the “Nike of SaaS”.
B2B marketers increasingly looking long term as traditional playbook fades
Hannah RashbassAccording to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
‘Sustainability only matters at scale’: One B2B materials CMO on expanding into luxury
Hannah RashbassAs fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
Over half of B2B marketers say role becoming ‘more strategic’
Hannah RashbassDuring the last 12 months, many B2B marketers say their role has become more influential and better appreciated, according to Marketing Week’s exclusive research.
‘Parallel universes’: B2B marketers on navigating the ‘healthy tension’ with sales
Hannah RashbassWhile some tension is normal, shared goals and data-driven strategies can bridge the gap between B2B sales and marketing teams.
Over a third of B2B marketers ‘often’ in conflict with sales
Hannah RashbassMisaligned priorities and misconceptions about the role of marketing are fuelling the tension, according to Marketing Week’s exclusive new research.
‘If they’re winning, we’re winning’: B2B marketers on the relationships that matter
Matthew ValentineFrom making the CFO your “first customer” to exploring cross-functional tension, marketers should put energy into nurturing relationships with the CEO and beyond.
Less than a third of B2B marketers say relationship with finance ‘most important’
Charlotte RogersThe relationship with sales is deemed twice as important as with finance, according to new data.
‘More informal, less stressful’: B2B marketers on opting for events to boost brand
Megan TatumB2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
Amex GBT’s marketing lead: A tighter budget means we have to ‘think differently, relentlessly’
Hannah RashbassWith a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.