Agility and speed. It’s a big topic and especially during this time, it’s critical for marketers to differentiate between the two but also be equipped to deliver on both for different reasons. This is the third episode in a CMO Moves mini-series called “People-powered Growth Fueled by Transformative Technology” that Lara Balazs, CMO and General Manager, Strategic Partner Group at Intuit, and I came up with to encompass some of the toughest topics marketers are grappling with in today’s environment.
The first episode aired 10 months ago entitled Personalized Performance, featuring Lara and CMO of eBay, Suzy Deering. And the second episode aired 6 months ago, entitled Platform Amplification, featuring Lara and Andréa Mallard, CMO of Pinterest.
In this episode, Lara and I sat down with Deirdre Findlay, CMO of Condé Nast to hear how the two of them are thinking about agility and speed given impact of Covid this year, social unrest and future needs.
“The old world of siloed marketing and communications organizations is over.”
Lara explained, “with technology, the marketplace is moving so much faster than we are. Customers are moving faster than we are. So, we have to be on top of our game. The old world of siloed marketing and communications organizations is over. Everything has to move horizontally.”
We also discuss why Deirdre decided to take on the CMO role for one of the largest magazine publishers, what it was like to start that role just before the Pandemic hit and how her team continues to pivot.
“… all of my plans that I had put in place in the first four to six weeks were basically irrelevant. They were no longer the plans that I would be able to execute with my team and I didn’t have the luxury of panicking. I had to quickly figure out a way to go to market, mobilize the team and empower the team to take advantage of the insights that we were seeing and react quickly,” Deirdre shared.
And with the acceleration of tech and innovation due to Covid-19, we also touch on how they are evaluating new tech and addressing the plaguing “build vs. buy” dilemma marketers often face across a sea of Martech solutions. Tune in to this insightful episode filled with lessons in leadership and practical tips to help us all navigate the here, now and beyond. Also don’t miss Deirdre’s perspective of fashion these days and what Deirdre and Lara would be doing right now to change the world if money and talent were no object.