In this episode of "Women in B2B Marketing," host Jane Serra chats with Emma Clayton, a seasoned CMO, consultant, and bestselling author. They discuss the evolving role of the CMO, emphasizing the challenges faced by modern marketers in a rapidly changing landscape. Emma highlights the need for strategic marketing over short-term tactics and stresses the importance of hiring qualified marketers. The conversation also touches on the significance of curiosity and understanding customer needs. Both speakers advocate for a strategic approach to marketing, aiming to build meaningful connections and deliver value to customers.

Emma and Jane discuss:

The evolving role of the Chief Marketing Officer (CMO) in the current marketing landscape.
Challenges faced by modern marketers, including unrealistic expectations from organizations.
The perception of marketing and the qualifications of marketers, highlighting a lack of formal training.
The impact of hiring practices on marketing effectiveness, particularly the trend of hiring sales-focused individuals for marketing roles.
The importance of a strong marketing strategy in driving business success, especially during scaling.
The need for alignment between marketing teams' skills and the overall business strategy.
The significance of understanding the customer journey and building genuine connections with customers.
The role of social media in shaping marketing practices and its potential to promote mediocrity.
The necessity of prioritizing strategy over execution in marketing efforts.
Advocating for a shift in how marketing is perceived and valued within organizations, emphasizing its strategic importance.

Key Links:

Guest: Emma Clayton: https://www.linkedin.com/in/emma-clayton-bebrilliant/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/

Brilliant Teams by Emma Clayton: https://www.amazon.com/Brilliant-Teams-Emma-Clayton/dp/191577179X

CMOs on Boards: https://www.spencerstuart.com/research-and-insight/cmos-on-boards

90: The Massacre of Marketing: Challenges Facing Modern CMOs - with Emma Clayton, The Mary Poppins for Marketing Functions

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