About the Episode
In our very first episode, we dive into how we got started on this journey in Future Ready CMO and the foundational research conducted surrounding the experience and challenges that CMOs are facing in todays business climate. Today, we discuss the research survey our guest, friend, and co-collaborator Matt Seltzer, SVP of Intuify, a marketing research firm.
The hosts discuss the changing dynamics in marketing, the role of marketers in driving change, and the research findings from a survey conducted among global Chief Marketing Officers (CMOs). The hosts also share their personal motivations and experiences in the marketing industry.
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Key speakers
Mary Gilbert, Co-host of Future Ready CMO podcast
Dee Anna Paredes, Co-host of Future Ready CMO podcast
Matt Seltzer, Senior Vice President at Intuify
Agenda
- Introduction to the Future Ready CMO podcast and its mission
- Personal experiences and motivations of the hosts
- Discussion on the changing dynamics in marketing and the role of marketers
- Presentation of research findings from a survey conducted among global CMOs
- Discussion on the challenges faced by CMOs and the need for change
- Discussion on the next steps for people interested in becoming part of the change
Takeaways
Takeaway 1: Businesses need to transform in order to reshape the world
The webinar revealed a collective agreement among marketers that businesses need to undergo significant changes to adapt to the rapidly evolving world. This shift acknowledges that for positive global transformation to occur, businesses need to reinvent themselves and their practices.
"Four in five marketing leaders agreed that in order for us to transform the world, we need to transform business," said Matt Seltzer. This sentiment suggests a recognition that businesses have the potential to drive change, and their role in society is more crucial than ever.
However, only about half of CMOs feel empowered enough to instigate this needed organizational transformation from their current role.
This suggests a gap between the recognition of the need for change and the perceived ability to initiate it. "There's a sizable share that's really concerned about keeping up with new technology," Seltzer noted, highlighting the challenges faced by modern marketers.
Takeaway 2: Marketers' roles are becoming more focused on driving revenue growth
The marketers' role is evolving to be more centered on driving revenue growth. This shift is critical as businesses navigate a world that's constantly changing, and marketers are expected to be at the forefront of that transformation.
"75% of the marketers told us their role is going to be focused on revenue growth more than ever," Seltzer reported. This indicates a significant change in the responsibilities and expectations of marketers.
Seltzer added, "Everything is shifting to an ABM driven model, acquiring not only a shift in technology and technique but a big shift in the role that marketing plays in these organizations." This shift underscores the evolution of marketing roles and the imperative for marketers to adapt and grow alongside these changes.
Takeaway 3: Marketers see their role as change agents
The webinar revealed that marketers perceive themselves as agents of change, with an essential role in driving transformation in their organizations. However, there are challenges in implementing this change, particularly in aligning the C-suite with this vision.
"A big issue that we saw is that there's a lack of alignment in the C-suite," Seltzer shared. This lack of alignment hinders the ability of marketers to drive change effectively within their organizations.
Despite these challenges, there's a strong desire among marketers to use their skills and tools to drive significant change. "The mindset of the marketing leaders that we spoke to isn't so much that we have to be ahead of these things, it's that we have to have a change mentality," Seltzer said. This mindset is essential for marketers to navigate the landscape of constant change and to steer their organizations towards a more sustainable and promising future.
Insights surfaced
- The role of marketers has never been more important given the dynamic times in business, global politics, and technology.
- Businesses need to drive change and most CMOs agree with this but don't feel empowered enough to drive this organizational transformation.
- The new normal is defined by constant change and marketers need to have a change mentality.
- There is a lack of alignment in the C-suite which is a challenge for CMOs.
- The future of marketing leadership will be focused on driving revenue growth.
- There is a need for marketers to define and implement cultural functions for the modern era.
Key quotes
1. "We live in dynamic times, not just in marketing, but in business, global politics, and technology." - Mary Gilbert
2. "At Future Ready CMO, we're on a mission to help marketers become a force for change." - Dee Anna Paredes
3. "Four in five marketing leaders agreed that in order for us to transform the world, we need to transform business." - Matt Seltzer
4. "Great marketers and great marketing brands are like sherpas. They are able to go up the mountain and help guide others up there and they know the view from up there." - Chip Conley
5. "The top three pain points in marketing right now, whether it's talent development, it's navigating VUCA, and it's navigating a changing digital landscape." - Matt Seltzer
6. "The new normal, which we've been talking about that for a long time, it's here, but more importantly, it's defined by constant change." - Matt Seltzer
7. "The future of marketing leadership will be focused on driving revenue growth." - Matt Seltzer
8. "These tools and these processes and these thinkings and these skill sets are always going to be...you're always going to be behind the curve." - Matt Seltzer
9. "That's what we're here for. We've built this community specifically to bring change-oriented people together to grow and unlock their full power." - Dee Anna Paredes
10. "Anyone who's interested in this community is looking for something to fulfill them in a much more meaningful and soulful way than the traditional grind of marketing and brand and business and all of that." - Mary Gilbert
About Matt Seltzer
A life-long marketer, Matt started his career conducting market research for one of the most decorated ad agencies in the western US. He continued to maintain a steady freelance research career while simultaneously pursuing more direct marketing opportunities, and also teaching college marketing courses.
Matt has overseen market research and marketing projects at ad agencies and individual brands across travel and tourism, gaming, hospitality, consumer goods and services, for-profit education and commercial real estate. He holds degrees and certifications in marketing, organizational psychology, data analysis and data visualization. Throughout his successful career, he has managed award-winning campaigns of almost every marketing discipline, from cutting-edge advertising, to inspiring public relations, to engaging social media and targeted digital – all while rooting his strategies, messaging and tactical organization in deep, meaningful insights.
Matt started S2 Research because he recognized a need for marketers and market researchers alike. Experienced in both market research and marketing strategy, he saw that ‘the head was not talking enough with the hand’ and realized he could help serve as an effective translator between the two worlds.