MarTech Podcast — "One marketing principle that stays constant across multiple companies"

Host: Benjamin Shapiro
Guest: Christine Royston (CMO, Wrike)
Date: February 6, 2026

Episode Overview

This episode centers on a timeless marketing principle that holds true across industries and companies: always putting the customer first. Benjamin Shapiro interviews Christine Royston, Chief Marketing Officer at Wrike (and previously at Salesforce and Dropbox), about how keeping customer needs central shapes marketing strategy and business success—even as technology and organizational contexts evolve.

Key Discussion Points & Insights

The Unchanging Principle: Customer-Centricity

• [03:11] Christine Royston emphasizes customer focus as the core marketing principle, regardless of company or industry:

  "Putting the customers first? I think if you are thinking about what's the right thing for the customer, it's always going to point you the right direction."

• The approach is relevant even amid varying parameters, resources, or platforms:

  "...you might have different parameters around that. You might have different limitations...but I think using that as your guiding light is the way."

Why Customer Focus Matters

• [03:41] Benjamin Shapiro echoes Christine's philosophy, relating it to his long-term guidance for marketers:

  "At the end of every one of these podcasts...I've always said my advice is to focus on keeping your customers happy."

• He warns against losing sight of the customer, highlighting the dangers of building for internal reasons rather than genuine customer needs:

  "If you lose focus on who your customer is, if you're building for the sake of building, if you're optimizing for the sake of revenue...we're building for the customers and that's what builds the lasting relationships that make the best business."

Customer-Centricity: The Bedrock of Successful Companies

• [04:28] Christine Royston connects customer focus with resilience and long-term company success:

  "Every successful company, I think, has that at its core...doubling down on what you think the customer needs is always going to bring you back up."

Blending Technology, Creativity, and Customer Needs

• [04:48] Benjamin Shapiro ties the theme to the broader MarTech landscape:

  "Understanding how to blend technology and creativity. No matter what you're using...your focus always has to be on the customer."

• Whether the tools are AI-driven automations, workflows, or manual processes, the central mission remains: to serve and delight the customer.

Notable Quotes

• Christine Royston [03:11]:

  "Putting the customers first? I think if you are thinking about what's the right thing for the customer, it's always going to point you the right direction."

• Benjamin Shapiro [03:41]:

  "If you lose focus on who your customer is, if you're building for the sake of building, if you're optimizing for the sake of revenue...we're building for the customers and that's what builds the lasting relationships that make the best business."

• Christine Royston [04:28]:

  "Every successful company, I think, has that at its core. And even, you know, even when you're kind of in your ups and downs in a company, you doubling down on what you think the customer needs is always going to bring you back up."

• Benjamin Shapiro [04:48]:

  "Your focus always has to be on the customer. And that's who we're working for and that's what we're trying to serve."

Memorable Moments & Timestamps

• [02:36] Benjamin introduces Christine Royston and the core topic: the one marketing principle consistent across Salesforce, Dropbox, and Wrike.
• [03:11] Christine articulates "customer-first" as her guiding principle across roles.
• [03:41] Benjamin validates Christine’s view, highlighting it’s a recurring podcast theme and a common pitfall for marketers.
• [04:28] Christine describes customer focus as key through company ups and downs.
• [04:48] Benjamin wraps the discussion, connecting customer-centricity to the fusion of technology and creativity.

Episode Takeaways

• Customer-first isn’t just a buzzword—it’s the north star for all successful marketing and business growth.
• No matter the company size, industry, or technological innovations, understanding and serving customer needs is the foundation for sustainable success.
• Even as tools and tactics change, marketers must ground their choices and strategies in what serves the customer best.

For Further Connection

• Christine Royston’s LinkedIn: Find the link in the episode show notes.
• Wrike: wrike.com

This episode is essential listening for marketers seeking to anchor their strategies in what really drives enduring growth—genuine customer focus—regardless of shifting business landscapes or emerging technologies.