Riadh Dridi, CMO of Ringcentral, leads a cutting edge enterprise marketing team, known for its operational excellence. In this interview, Riadh covers some of the biggest topics facing marketing leaders today.
He gives his thoughts on:
How to operationalize your marketing organization for growth
How the relationship between brands and customers is changing
How marketing content is evolving
The CMO role is in a time of great change. On the B2C side, we're seeing several noted CPG brands like Coca Cola eschewing the CMO role and instead hiring Chief Growth Officers. In B2B, there is some traction in the rise of CGOs but the broader trend shows the CMO role becoming much more metrics and revenue-driven. It's an exciting time for marketers but it's critical to understand what's driving this dramatic shift.
Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.
- How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
- How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
- What a CGO does and whether your company needs one today
Strategic leadership does not rest with the CEO alone.
Impactful leadership requires an approach that leverages highly strategic executive talent across multiple functions acting as a fully integrated team.
An increasingly important voice at the table is that of the chief marketing officer (CMO). As organizations across all industries strive to set themselves apart from their competitors, marketing has taken on new prominence. Highly effective CMOs are moving well beyond the longstanding role of being the proxy for the customer to one in which they provide strategic leadership, drive change, and achieve quantifiable business results.
Join this panel session to learn how CMO's are increasingly intertwined with the business and are contributing to fundamental business transformation.
About the panelists:
Martyn Etherington is the EVP & CMO at Mitel. With over 25 years, he has a proven record in transforming the marketing function to a measurable customer-centric, market driven organization and commercial general management leadership for emerging markets.
Chris Hummel joined SEN in April 2010 and currently serves as the CCO. Hummel is a recognized thought leader and has extensive experience in global enterprise sales and marketing, having lived and worked in a range of countries, including the US, Germany, Eastern Europe and Asia.
Steven Bushong is Senior VP, Marketing Operations, ABC Entertainment Group of The Walt Disney Company. Bushong contributes to the strategic reflection and direction setting with diverse internal and external stakeholder groups and manages the overall Marketing budget.
Moderator, Liz Miller is the VP of Marketing for the CMO Council - a network dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries.
While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. Combined with title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation, chief marketing officers are constantly being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations.
Along with trying to establish themselves in the C-Suite, global marketers are also facing an increasingly complex, distributed and digitally driven marketing ecosystem. With unmeasured pressure to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions, they are also called on to collaborate on an unprecedented level with CFOs, CIOs and COOs as well.
A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to transform.
Please join the Chief Marketing Officer (CMO) Council in a live, one-hour, interactive webinar as we discuss our upcoming CMO Summit in Napa and how the role of the CMO must be reshaped in order for the CMO to rise as a true business leader.
Some of the broad areas we will explore include:
•The biggest shifts in the CMO role during the past five years
•What has most impacted the CMO role: talent, technology or transformation of the business and the customer?
We asked BrightTALK’s community of CMOs and marketing executives one simple but important question: What are your marketing predictions for 2017?
Join us live as we share the most compelling responses. We’ll review the biggest B2B marketing trends of 2016, the current martech landscape, and the priorities of marketing leaders in the year ahead.
In this webinar, we will discuss:
- Major trends currently top of mind for CMOs
- How the marketing profession continues to evolve in 2017
- Key data and trends in the marketing technology landscape
Imagine, for a moment, walking into a store where you have only made a purchase one time before. The salesperson runs up to you and greets you by name, and before you can get a word in edge-wise, he offers you five other products that are almost identical to the one you purchased before. Then, without warning, he invites you to talk with five other customers who not only look eerily similar to you, but are also all wearing the same item you purchased. Then, as you begin to hasten your exit—because at this point, you are fairly certain that the salesperson is a stalker—he begins to shout down the corridor after you, begging you to come back and offering you coupons and discounts as your brisk walk turns into an all-out sprint away from the insanity.
It is so easy to imagine this scenario in real life, but it is far more difficult to admit that this is the very experience that many of us have inadvertently created for our customers across the omnichannel landscape. So it begs the question: When did we forget how to build real relationships with real, live human beings?
In this latest installment of the CMO Council’s thought leadership series, “Get to Know a CMO,” Liz Miller will have a one-on-one session with Frank Grillo, Chief Marketing Officer at Harte Hanks, seasoned veteran of the advertising, marketing and telecommunications industries, and a passionate advocate for bringing the human back to marketing.
Join the CMO Council as we hear Frank’s position on what customer centricity truly is (and what it isn’t), how marketing can be made human again, and where we lost our relationship skills somewhere along the way. Liz will also be asking Frank about his own path to becoming a CMO, which has seen stops along the way as the COO of telecommunications companies and a long track record of serving as the chief growth engine and customer experience orchestrator for large, dynamic organizations.
Everyone…it’s time to play Buzzword Bingo! Join the CMO Council as we delve into the biggest buzzwords that terrorized brands and marketers throughout 2014…and we predict what the big buzzwords will be that we will try to outrun in 2015. If we were still hung up on buzzwords from 2013, we would be obsessing over gamification and multi-channel…but that’s all SO 2013.
Now we are dealing with BIG DATA, personalization, and omni-channel experiences. Tomorrow we will obsess over the Internet of EVERYTHING. So, what is the reality behind these big issues? How much of it is hype and how much is really being applied in winning strategies? Where have leading brands learned to steer clear of the hype and maximize opportunity?
While we have a couple buzzwords in mind, we want to hear from you, so register for the webcast and be sure to tweet out the biggest, buzziest catchall phrase that you have been grappling with this year. Hit up Twitter with #CMOBuzzBingo and we will try and cover as many as we can during our time together.
In our first conversation around the new requirements for today’s digital CMO, we learned that CMOs still have work to do specific to building a robust digital marketing and engagement practice.
In this latest discussion of the to-do list for today’s digital CMO, we will focus on this issue of social preparedness. What has been holding marketing back from truly understanding where and how social can be leveraged? Where can social media impact the advancement of today’s business agenda? How are we using this channel to listen and better understand the customer, from their issues and challenges to their needs and behaviors?
Join the CMO Council, together with IBM, as we explore these new priorities and the required to-do list for the senior-level marketer. This one-hour webcast will focus on how these industry leaders are shaping their own social strategies, teams and businesses for future success. From achieving a deeper understanding of the customer to creating new channels to loyalty and revenue, our speakers will share their own views on the evolving requirements and new emerging challenges being faced in this age of digital, social and mobile engagement.
Mary Anne Hensley, Executive Editor for the CMO Council's PeerSphere magazine, CMO Council
Linda Ban, Global C-Suite Studies Director, IBM
Sean Kapoor, Vice President, Global Marketing,Harman International
Much has been written about the need for partnership and alignment between the CMO and CIO. In the CMO Council’s own investigation into the relationship, we have seen the ebbs and flows of this critical dynamic. From the battle over digital marketing platform advancement in the early 2000s to the recent partnership and synergies brought about by a mutual foe—big data—the CMO and CIO have begun to forge a powerful partnership that is molding and shape customer engagement and business as we know it.
To investigate this new and ever-evolving relationship between marketing and IT, the CMO Council will host a one-hour interactive webcast to hear from marketing and IT business leaders who are changing the definition of their roles, their organization’s dynamics and their business opportunities. This will be a session for both marketing and IT leaders to advance their strategies, share their best practices, and hear from both marketing and IT executives who are advancing their business objectives by embracing a new, digitally powered customer experience.
Jamie Anderson, Global Vice President Product Marketing, Customer Engagement & Commerce, SAP; James Mendelsohn, CMO, CAN Capital, Toni Lee Rudnicki, CMO, iDirect Technologies, Aaron Gette, CIO, The Bay Club Company, Liz Miller, Senior Vice Presiden
In today’s business landscape, the role of the CMO is in constant flux, ever evolving as the keeper of the brand, the architect of the customer experience and the visionary behind business growth and opportunity. This is a tall order, and it requires a new set of priorities. So what is on the to-do list for today’s digital CMO? How will this list of priorities impact how the rest of the C-suite is advancing the business agenda?
Join the CMO Council, together with IBM, as we explore these new priorities and the required to-do list for the senior-level marketer. This one-hour webcast will focus on these changing priorities and how industry leaders are shaping their own strategies, teams and businesses for future success. From achieving a deeper understanding of the customer to building new partnerships and alliances across the C-suite, our speakers will share their own views on the evolving requirements and new emerging challenges they are facing in this age of digital, social and mobile engagement. Everyone who joins this webcast will also receive a copy of the Institute for Business Value’s latest findings: “Insight from the Global Chief Marketing Officer C-Suite Study.”
Data, data everywhere…but where is the insight to drink? This could be the new battle cry for today’s CMO. Regardless of industry or region—whether it’s a B2B or B2C company—all CMOs are facing the evolution of data and its twin: digital. From what digital transformation means to an organization to the challenges we each face as our customer demands even higher levels of personalization, CMOs today are talking about where and how digital and data converge and what that collision means for the bottom line.
Join Liz Miller, Senior Vice President of Marketing for the CMO Council, as she gets to know Maria Winans, CMO of IBM Watson Customer Engagement. The discussion will span from insights into how Winans is facing the digital revolution to the trends she believes will shape marketing and engagement in the months and years ahead. The one-hour, interactive conversation will also take questions from the live audience, giving participants a unique opportunity to pick the brain of a true peer.
A graduate of University of North Carolina at Chapel Hill, Winans has spent more than two decades at IBM and has been at the forefront of both data and digital’s evolution. A true global business leader, Winans has served in leadership roles at IBM across Business Analytics, Collaboration Solutions, Mobile, Industry Solutions and PC Company, as well as serving as a Marketing Strategist for IBM Latin America.
It is hard to believe the amazing changes that marketing has seen in the past five years. With the explosive rise of social media shaping how customers engage and communicate to the era of Big Data and the need to master new analytics and technologies, marketing looks very different than it did.
So what will marketing look like in another five years? And how are marketers setting skills, technologies and processes now to be prepared for the customer of 2018? Will more CMOs be CEO's? Will the role of the CMO continue to change? Or will a new role emerge…the Chief Digital Officer or the Chief Marketing Technologist?
Join the CMO Council and senior members of its global advisory board as they discuss and debate the evolution of the CMO, looking into marketing in 2018.
Whether currently engaging in online commerce or contemplating such a move in the future, successful CMOs are realizing that their customers want a personalized, frictionless purchasing experience. Consumers seek agile interactions, painless fulfillment, and a memorable experience. CMOs are increasingly embracing a new priority: Identifying new and recurring revenue opportunities and optimizing the consumer experience to maximize customer lifetime value. To address these new mandates for digital marketing, monetization, and frictionless commerce and experience, view the CMO Council’s on demand webcast, where we discuss and debate the realities of transforming organizations, strategies and revenue models and develop winning strategies to successfully navigate the online revenue maze.Read more >
Hear CMOs discuss how changes in consumer behavior, technology advances, and other trends are impacting budgets and priorities for 2015. Featuring: Stephanie Anderson, SVP and CMO, Business Services at Time Warner Cable, Chris Bruzzo, CMO at Electronic Arts, and Kieran Hannon, CMO at Belkin International, moderated by Peter Krainik, Founder at the CMO ClubRead more >