Podcast Summary: B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

Episode #56: Building a Global B2B Marketing Strategy with Sangeeta Prasad, Slalom
Release Date: August 12, 2025

Introduction

In Episode #56 of B2B Agility, host Greg Kihlström engages in a deep conversation with Sangeeta Prasad, the Chief Marketing Officer (CMO) of Slalom, a global business and technology consulting firm. The discussion revolves around building and executing a global B2B marketing strategy, overcoming common misconceptions about marketing, fostering internal cohesion within a sprawling organization, and integrating emerging technologies like generative AI into marketing practices.

Guest Background

Sangeeta Prasad brings over three decades of marketing experience, having worked with industry giants such as Procter & Gamble, American Express, and Chase. As the CMO of Slalom, a company boasting $3 billion in annual revenue and a presence in 53 offices across 12 countries, Sangeeta has been instrumental in not only crafting impactful marketing campaigns but also in cultivating a culture that recognizes and leverages the true power of marketing within the organization.

Notable Quote:
"Great marketing doesn't just tell stories, it creates believers."
— Sangeeta Prasad [02:33]

Overcoming Misconceptions About Marketing

One of the primary challenges Sangeeta highlights is the prevalent misconceptions organizations hold about the role and investment in marketing. Having been the first CMO at two different organizations, she identifies three major misunderstandings:

1. Marketing Investment:
   Many believe that hiring a marketing team is the end of their investment. In reality, marketing involves significant ongoing investments in campaigns and initiatives beyond just personnel.

   Quote:
   "Marketing is not like sales or finance where the people are. The investment in marketing people are less than half of the investment. The rest comes in the campaigns and the work you do."
   — Sangeeta Prasad [02:57]

2. Role of Marketing Teams:
   There's a tendency to involve marketing at the end of projects, treating them merely as executors rather than strategic partners.

   Quote:
   "We're partners from strategy to execution and the results will be better if you don't tell us what to do, but tell us what your problem is and let us help solve it."
   — Sangeeta Prasad [04:02]

3. Website as Sole Outcome:
   Building a website is often misconstrued as the end goal of marketing efforts, whereas it should serve as a foundational tool for driving campaigns and conversions.

   Quote:
   "The website is the foundational element for marketing. It is not the outcome of marketing. It is just what you build in order to do campaigns and have somewhere to land."
   — Sangeeta Prasad [04:03]

Aligning Global Marketing Strategy While Maintaining Local Context

Slalom's expansive global footprint requires a delicate balance between maintaining local relevance and leveraging global expertise. Sangeeta emphasizes that their approach focuses on enhancing local contexts as they expand globally, ensuring that each local market retains its unique identity while benefiting from the collective strength of the global organization.

Quote:
"At Slalom, we believe we work at the intersection of business, technology, and humanity. ... We never lose that aspect of being very connected to both the local customers and the local community."
— Sangeeta Prasad [05:36]

Internal Team Cohesion in a Distributed Model

Managing a distributed marketing team spread across 53 offices in 12 countries presents significant challenges in fostering a unified team spirit. Initially, local marketing teams operated in silos, leading to fragmented efforts. Over four years, Sangeeta has worked diligently to bridge these gaps by demonstrating the amplified impact of collaborative efforts, thereby building trust and encouraging a more integrated approach.

Quote:
"The impact of investment is much greater when you do it in a connected way... communicate, communicate, educate."
— Sangeeta Prasad [07:04]

Internal Education and Building Trust with Sales

A critical aspect of Sangeeta's role is educating internal stakeholders, particularly bridging the gap between marketing and sales teams. By presenting clear data on ROI and actively supporting sales efforts through materials and resources, Slalom has been able to foster a collaborative environment where marketing is seen as a strategic partner rather than just a support function.

Quote:
"If we can show we're helping them win, I think we are. We're making great. We're going in the right direction."
— Sangeeta Prasad [10:09]

Keeping Marketing Teams Updated and Agile

In an ever-evolving marketing landscape, continuous learning is paramount. Slalom's strategy includes cultivating a learner mindset, hiring specialized talent, and encouraging marketing evangelists within the organization to disseminate knowledge effectively. This approach ensures that the marketing team stays abreast of the latest trends and technologies, maintaining agility and relevance.

Quote:
"Keep a learner mindset... we have a very strong leadership team passionate about their specific areas of marketing."
— Sangeeta Prasad [11:45]

The Impact of Generative AI on Marketing

Generative AI (Gen AI) is transforming how marketing operates, but Sangeeta cautions that it's not a standalone solution. Instead, it's a powerful tool that, when integrated thoughtfully, can enhance strategies and execution. Slalom focuses on using Gen AI to improve content creation and creative processes, while also addressing the cultural and educational aspects necessary for effective AI adoption within the organization.

Quote:
"Gen AI is not the solution, it's the tool to get to the solution."
— Sangeeta Prasad [13:02]

Staying Agile in the CMO Role

Agility, as defined by Sangeeta, is the ability to pivot quickly while staying true to strategic goals. She maintains agility by fostering a continuous learning environment, engaging with industry peers, attending conferences, and leveraging diverse marketing tools. This proactive approach enables her to adapt to changes and lead Slalom's marketing efforts effectively.

Quote:
"Agile doesn't mean faster. Agile means the ability to pivot quickly while keeping true to your strategy and focus."
— Sangeeta Prasad [15:09]

Conclusion

Sangeeta Prasad's insights provide a comprehensive look into the complexities of building and managing a global B2B marketing strategy. Her emphasis on education, collaboration, and strategic use of technology underscores the essential elements required for modern marketing leadership. By addressing common misconceptions, fostering internal cohesion, and embracing emerging tools like Gen AI, Sangeeta exemplifies the qualities of a forward-thinking CMO poised to drive Slalom's continued success in a competitive global marketplace.

Learn More:
To delve deeper into Sangeeta Prasad's strategies and Slalom's marketing initiatives, follow the links provided in the show notes or visit B2B Agility.