The Future CMO | PAKCon 2021

TL;DR

Discussing evolving marketing functions, brand-performance balance, and high performance culture with insights for the future CMO.

Transcript

welcome sarah thank you good to be here yeah good to be here as well um maybe you want to tell a bit about yourself first who you are and uh why you're here sure so hi everybody good to see you today looking forward to meeting and chatting a little bit more afterwards as well so um yeah i guess like the intro already said i'm the cmo at republic si... Read More

Key Insights

• 🧑‍💻 Marketing functions have evolved to become more tech-driven and data-centric, integrating marketing tech functions into teams for better collaboration and results.
• 🪛 The role of the future CMO requires a balance between brand and performance marketing, with a focus on belief-driven strategies for innovation.
• 👣 Measuring brand effectiveness involves tracking organic traffic, referral channels, and implementing brand tracking tools to evaluate brand impact along the customer journey.
• ✋ Cultivating a high performance culture involves emphasizing passion, a growth mindset, and skills/experience to drive continuous improvement and innovation.

Questions & Answers

Q: How have marketing functions evolved over the past decade?

Marketing functions have become more tech-driven and data-centric, leading to the integration of marketing tech functions and squads working together towards common objectives.

Q: How do brand and performance marketing coexist at Republic?

Republic integrates brand and performance teams to align on metrics, focusing on the entire customer funnel experience to ensure brand messaging and performance goals are in sync.

Q: How does Republic measure brand effectiveness?

Republic measures brand effectiveness through organic traffic, referral channels, and brand tracking tools, focusing on key metrics along the customer journey to evaluate brand impact.

Q: What strategies did Republic implement to foster a high performance culture?

Republic emphasizes passion, a growth mindset, and skills/experience to cultivate a high performance culture, encouraging employees to align with the company's mission and constantly push their boundaries.

Summary & Key Takeaways

• Sarah, CMO at Republic, shares her journey from the early stages to the current position, emphasizing the importance of combining brand and performance.

• Evolving marketing functions have become tech-driven and data-centric, leading to the integration of marketing tech functions in teams.

• The future CMO role requires a blend of brand and performance, with a focus on belief-driven strategies for innovation.