Marketing Today with Alan Hart

Christine Moorman is the T. Austin Finch Senior Professor of Business Administration at the Fuqua School of Business at Duke University, where her research explores how consumers, managers, organizations, and financial markets learn about and use marketing knowledge. Christine tells us she didn't set out to become a professor, but through the encouragement of her mentors, she came to see it was the best path for her to pursue. After she received her Bachelor of Science in Marketing and Political Science from Northern Kentucky University, she immediately went on to the University of Pittsburgh, where she got her Ph.D. and MBA in Marketing.

In 2008, Christine saw the need for something in her field that would provide benchmarks and elevate the voice of marketers. This led her to found The CMO Survey, which she manages to this day, which gathers and shares insights from marketing leaders to forecast market trends, measure marketing excellence, and enhance marketing's impact on organizations and society.

On the show today, Alan and Christine talk about some of the key findings of the survey, including how budgets are moving, the percentage of revenue for marketing spent at different kinds of companies, and the percent of sales versus the percent of the overall budget. They also discuss the types of metrics marketers are tracking and what implications those choices have for being able to communicate the value of marketing. This leads them into a conversation about the rise of technology and martech spending, as well as some important findings around the utilization of these tools and what could be causing gaps in anticipated value. The ROI question continues as Christine outlines her findings on trends of decreased DEI spend and ways companies could address the effectiveness of important DEI efforts. 

In this episode, you'll learn about:

• Top-level trends in marketing spend and percentage of revenue allocated 
• What metrics best communicate marketing value? 
• Why DEI investments are decreasing and how we can increase the efficiency of spend 

Key Highlights:

• [02:24] Becoming a “cracker-jack” event ticket salesperson
• [05:45] Why Christine became a professor 
• [06:50] Why start the CMO Survey?
• [07:35] Where is the budget going? Top-level trends around spending
• [10:35] Marketers ability to communicate value 
• [15:45] Martech challenges and how they're impacting marketing efforts 
• [19:20] Experiences with failed CRM implementations 
• [22:20] Why has DEI spending dropped?
• [28:30] Trends Alan has seen through these interviews
• [30:30] An experience of her past that defines who she is today: mentorship 
• [34:10] Advice to her younger self: worry less and believe more.
• [34:40] Learning how to ask better questions and interrogate theories 
• [38:30] Trends to watch: marketing for a better world and a base of disciplinary training 
• [40:50] A big opportunity: cross-industry idea sharing

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Liz Carter has been in marketing for over 20 years and has been a CMO for the past four years. First at ServiceMax and now at Reputation. Liz grew up in a small town in North Carolina, where her family runs a hosiery manufacturing company. Eager to venture out, she moved to Atlanta, where she began doing gig work to pay the bills. Eventually, in 2001, she began doing event marketing for Internet Security Systems, where she began to learn the ins and outs of the software business. From there, she escaped the South to California for a job with SuccessFactors, where she realized there was a real career path for her in the software industry.

On the show today, Alan and Liz talk about her life as a kid growing up in North Carolina, her path to becoming CMO at Reputation, and how the CMO role is evolving. We also discuss why it's important for marketing to harness reputation data through a couple real-world examples and how understanding that data can drive M&A decisions as well as product and service changes. Reputation helps their customers understand their reputation, manage it, get insights from that information, and take action that provides trust and transparency back to the consumers, which will help them understand what to expect. Liz tells us that as more reputation data becomes available online, consumers are buying primarily based on reviews, star ratings, and what they see on their social feeds. 

In this episode, you'll learn about:

• What are consumers trying to understand with online reputation data? 
• How have CRMs changed marketing and the CMO role?
• How can marketing teams harness reputation data?

Key Highlights:

• [01:40] How Liz got into software
• [04:05] From ISS to Reputation
• [07:00] What does Reputation do, and who do they serve?
• [08:30] The Wide World of Reputation data
• [10:10] The evolution of the CMO role
• [16:15] How can marketing teams harness reputation data?
• [22:25] The future of reputation data
• [26:30] Noteworthy experiences from her past
• [28:00] Advice to her younger self 
• [28:30] Something Liz is trying to learn more about 
• [31:30] Trends and subcultures to watch 
• [33:05] The largest opportunities and threats facing marketers today

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Mark Miller is a Wall Street Journal and international best-selling author with over one million books in print in more than twenty-five languages. He is a storyteller, photographer, lifelong learner, and the embodiment of a servant leader. For almost 45 years, he was the Vice President of High-Performance Leadership at Chick-fil-A, and today, Mark serves as the Co-Founder of Lead Every Day, an extension of his life-inspired mission to encourage and equip leaders with the tools they need to be successful. 

On the show today, Alan and Mark talk about his path to becoming a leadership expert, which he describes as less of a ladder and more of a rock wall. Since the start of his career, Mark has prioritized serving others and adding value. His willingness to do anything to those ends carved his path from the Chick-fil-A warehouse to the Vice President's seat and drives his work today in leadership development. We also talked about his new book, Uncommon Greatness: Five Fundamentals to Transform Your Leadership, the number one challenge facing leaders globally, why greatness should not be our goal as leaders, how leaders build followership, and much more!

“The trying transforms us, not the destination.”

In this episode, you'll learn about:

• The “quicksand” issues all professionals are facing 
• How to develop a following as a leader
• Navigating the difficulty of leading through the WFH and hybrid setup 

Key Highlights:

• [01:45] Storytelling through photography 
• [03:20] Serving and adding value
• [08:25] How Mark became a leadership expert 
• [10:18] The value of having a teachable point of view
• [11:50] Why this book? Why now?
• [13:40] CMO leadership stats
• [15:00] How is this book different?
• [16:40] The number one problem leaders are facing
• [19:05] “Greatness is not the goal.”
• [22:10] How to build followership
• [26:20] Reinvent continuously 
• [29:05] The impact of the return to office and hybrid work on leadership
• [32:30] The power of lifelong learning 
• [36:10] Advice to his younger self 
• [37:55] The way we learn is changing. 
• [39:55] Loneliness is trending. 
• [41:30] Beware of marketing quicksand.
• [43:00] Free assessment

Looking for more?

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Jeremy King is an ocean creature enthusiast as well as the founder and CEO of Attest, a highly successful consumer research SaaS company. Jeremy started his career as a scientist, focusing on genetics, ecology, and animal behavior. He worked for McKinsey & Company for nine years and holds an MBA from Harvard Business School. Attest has headquarters in New York and London, but they serve customers across the world and currently run research in 59 countries. Some of their customers include Unilever, Santander, Walgreens/Boots, Bloomberg, and Trustpilot. To date, Attest has raised close to $75 million in funding, with backing from global venture capital firms NEA and Schroeder’s. 

On the show today, Alan and Jeremy talk about the mimic octopus, zero-party data, and what he sees as the biggest threat facing marketers today. Up until recently, third-party cookies have been used to make digital advertising and tracking individuals online extremely easy. However, third-party cookies are going away, consumers are more conscientious about being tracked, and people are more open to paying for ad-free experiences. As the power to track is disappearing, marketers need to use new and old-school methods to adapt. In this new landscape, if marketers want the data, they have to give something for it. Jeremey outlines some of the findings from Attests recent zero-party data report to help us understand these new consumer behaviors and what consumers want in return for their data. He also talks about shifts in consumer expectations regarding how data will be treated, shifting cookie-blocking behavior, and who he expects will win and lose as we transition away from third-party data. 

“Inform every intuition to dissolve any doubt.” 

In this episode, you'll learn about:

• How is consumer behavior changing around cookie tracking?
• How do marketers need to adjust in a world with no third-party data?
• What do consumers want in exchange for their data?

Key Highlights:

• [02:15] Do not be fooled by the thaumoctopus mimicus.
• [05:25] What is Attest up to today?
• [08:25] Zero-party data research 
• [10:00] Third-party cookies are dying. Now what?
• [12:15] Americans' relationship with their data is changing. 
• [14:25] More people are habitually opting out of cookies and mailing lists. 
• [18:20] If we can't collect data, how can we place advertising?
• [20:45] Third-party data is done. So what should marketers do?
• [23:30] What do consumers want in exchange for their data?
• [26:20] Gordon Ramsay Data Nightmares
• [28:20] Winners and losers in the zero-party data future 
• [31:40] What impact has entrepreneurship had on Jeremy?
• [35:55] Trends in venture investment 
• [40:05] The biggest threat facing marketers today

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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Spencer Burke is a girl dad to two young daughters, an experience that has helped him hone the patience and listening skills he needs as the senior vice president of growth at Braze. Spencer got his master's degree in information systems from the London School of Economics and started his career at PwC as a management consultant before joining Braze in 2011. Back then, it was still a small company in the early days of the mobile ecosystem. Over the past 12 and a half years, Spencer has held many different roles across the company, and today he is leading their data team in consulting with customers and managing their go-to-market strategy.

Braze is a customer engagement platform that helps its clients communicate with customers through push notifications, email, SMS, WhatsApp, and more, as well as in product messaging channels like surveys. Braze powers cross-channel marketing for the world's largest enterprise and digital-first brands in 40 countries across six continents. They are at the center of all cross-channel orchestration for companies like Bombas, Wendys, Nestle, and Papa John's, helping them with cutting-edge marketing strategies and empowering them to use technology to harness their creativity. 

On the show today, Alan and Spencer talk about customer engagement and experience best practices and common pitfalls by highlighting some of the recent findings from their 2024 global customer engagement review. Spencer also gives us some actionable items that marketers can be doing right now as many of us are reentering the workplace after the pandemic, and he outlines how brands should think about moving into new channels like messaging apps or push notifications. Of course, we also talk about how marketers are using AI technology based on survey results and how to experiment with the technology effectively and efficiently.

In this episode, you'll learn about:

• Key takeaways from Braze's 2024 Customer Engagement Report 
• Common challenges marketers face in achieving great customer experience and action items all marketers should implement to overcome them
• How Braze is helping brands optimize their channel mix
• How to best experiment with AI 

Key Highlights:

• [01:50] Learning patience and listening skills as a #GirlDad 
• [05:05] Spencer's path to Braze and his current role
• [06:50] What Braze does and who they serve 
• [07:45] Common challenges in achieving great customer experience 
• [10:20] Key takeaways from their 2024 Customer Engagement Report 
• [12:30] What do marketers need to focus on? 
• [16:00] How to get started on returning to the basics 
• [17:30] How Braze is helping brands optimize their channel mix
• [19:30] A case study with WhatsApp 
• [21:30] How to be effective AND save money 
• [23:50] How are the 99% experiment with AI
• [27:15] How the debate team shaped his life
• [29:50] Advice to his younger self 
• [31:05] What is Spencer trying to learn more about 
• [33:10] Trends to take notice of 
• [36:20] Let’s get better at storytelling

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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Mauro Porcini is a widely known design thought leader, author, and first-ever Chief Design Officer at PepsiCo. He is also a presenter and judge on the TV shows New York by Design and America by Design on CBS and Amazon Prime Video. Mauro is from Italy, where he studied design in Milan and did his thesis on wearable technology with Philips Design. After opening and closing an agency with music artist Claudio Cecchetto, he spent 10 years at 3M, then was hired at PepsiCo as Chief Design Officer in 2012 to help them gain a competitive edge over their main competitors at Coke. In this role, he is infusing design thinking into PepsiCo’s culture and is leading a new approach to innovation by design that impacts the company’s product platforms and brands, which include Pepsi, Lay’s, Mountain Dew, Gatorade, Sodastream, Doritos, and many other brands. He leads teams based in cities all over the world, including but not limited to New York City, Dallas, Los Angeles, Miami, London, Moscow, New Delhi, Shanghai, Mexico City, and Cape Town. 

On the show today, Alan and Mauro talk about what it means to be a Chief Design Officer and how the role came about at PepsiCo. They also talk about the scope of design in an organization like Pepsico today, how design manifests in the work they do, and some examples of the type of work he is doing. Mauro tells us design is not about working with an outside agency; it is about the culture around everything in your company, from finance to branding to shipping and everything in between. PepsiCo realized they needed an outsider who could design their culture and found the perfect candidate in Mauro, who brought the five phases of design culture to their organization. 

In this episode, you'll learn about:

• What advice from Steve Jobs inspired PepsiCo to create the Chief Design Officer role? 
• The five phases of redesigning culture 
• What has changed over the past 15 years that is completely changing the business world? 
• Three recent design examples to highlight three business goals

Key Highlights:

• [02:20] Shoes as a source of love and pain (and business)
• [05:50] How Mauro learned about innovation and timing
• [10:45] Why PepsiCo created the Chief Design Officer position 
• [24:24] Being understanding but still calling out bad behavior 
• [25:30] How does design manifest at PepsiCo?
• [33:15] Innovation is not just about a great idea; it's about being able to take it to market. 
• [36:10] 3 recent design examples to highlight 3 business goals 
• [41:30] Pushing businesses forward through design rather than innovation 
• [44:00] There are two different types of projects. 
• [46:20] Divorce, depression, and the importance of a community that cares
• [51:20] The barriers to entry are changing, and we need to change with them.

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Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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On the show today, Alan and Michelle talk about her career journey, the ETS rebrand, the uniqueness of her current role, and why more organizations should be thinking of a similar structure at the leadership level. ETS's focus on people and mission of driving human progress forward is what drew Michelle to the company. As Chief Marketing and Innovation Officer, she is responsible for internal and external communications, customer insights and analytics, branding and marketing, e-commerce, philanthropic impact, global demand generation, and product innovation and development. 

Michelle Froah is currently the Chief Marketing and Innovation Officer at ETS, but when she was younger, she had aspirations to become an astronaut. While that dream never came to fruition, it did lead her to study mechanical engineering, which unexpectedly shaped her into the perfect person for the complex role she has now. Michelle started her career at Procter & Gamble, where she learned problem-solving under pressure and the value of a well-managed team. She then moved to Singapore and became the Asia Pacific Regional CMO for Kimberly Clark, where she developed a global perspective and understanding of local execution. She then founded Brandable before moving on to Samsung and serving as SVP of Global Brand and Marketing at MetLife before joining ETS in 2023, where she is focusing on transforming it into an organization that empowers human progress. 

As ETS enters a new category of future readiness, the CMO role itself is changing as well. While it is still about marketing, it is also about sorting through insights, perspectives, and growth strategies to apply them most effectively, which is where the innovation title comes in. Michelle's combination role allows her to work with all of their partners to serve customers in new ways and communicate that ETS is delivering real-time insights and solutions to help people enhance their skills. Michelle wraps up by talking about how her time as an engineer unexpectedly shaped her as a leader, team member, and well-rounded marketer, how shared goals empower marketers to tackle increased complexity and help the consumer win, how data can improve personalization, and the ways consumers benefit by melding marketing and innovation leadership roles.

In this episode, you'll learn about:

• How being trained as an engineer made Michelle a more well-rounded marketer
• Why ETS decided to rebrand and how they are launching it 
• How ETS has been using AI for 20+ years and how they are evolving with the landscape

Key Highlights:

• [01:50] Always looking for the road less traveled by
• [03:45] What drew Michelle to ETS, and what does she do there?
• [05:30] It all comes together over time.
• [08:00] Michelle’s career path: a global perspective and local execution
• [10:30] CMOs trained as engineers are just built differently.
• [13:10] What is ETS up to today?
• [15:30] Skills needed to be effective in the future
• [17:00] The future of CMO innovation 
• [19:55] The AI portion of the show
• [25:20] Rebranding: why and how
• [30:30] Characterizing the new brand promise
• [33:15] The importance of her time as an engineer
• [36:10] Advice to her younger self 
• [37:10] The increased complexity of marketing 
• [39:10] Personalization supported by data
• [42:05] Thinking about how marketing and innovation can meld to improve customer outcomes

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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In this episode, Alan and Jessica talk about Bubble Goods, who it serves, and how they are helping emerging food brands and unique consumers alike. 

Jessica Young is a fan of Fufu and the founder and CEO of Bubble Goods. With 10+ years in the food and wellness industry, Jessica saw a gap in the market: food brands were innovating (specifically in the health foods sector), but they didn’t have the digital know-how or right platform to launch and scale on. It was becoming harder and harder for these brands to get onto Whole Foods, launch and scale within Amazon, and drive customers into their singular e-commerce channels. Jessica saw an opportunity to launch something similar to what Etsy has done in the handmade goods space by creating and curating a marketplace for innovative, truly strict-label, independent food brands. When she was starting her career, she didn't intend to enter the food industry, but her passion for cooking triggered an evolution that led her to it, and she never looked back. After going to culinary school, she worked as a chef in NYC in Michelin-starred restaurants for a while before she became burned out and began exploring the online food space. She transitioned to the food startup scene in 2013 and eventually became the first employee and Head of Product and Operations for Daily Harvest in 2015 before launching Bubble Goods in 2019.

Bubble Goods is a drop-ship marketplace that curates brands for their users and gives small independent food and beverage brands the ability to market nationally. Jessica tells us they have a strict vetting process to make sure they are only delivering the best to their customers, but there is no order minimum so they can remain start-up friendly and keep their finger on the pulse of emerging trends. Bubble Goods has two main groups of customers: one is interested in discovering innovative foods, and the other is searching for foods that adhere to lifestyle and dietary restrictions. Bubble Goods prides itself on being low-lift and high-impact for the brands it partners with, and for many of its brands, Bubble Goods is their first retailer. To help brands succeed, Jessica and her team work hard to be good partners by putting brands in front of the right customers and giving them resources when they onboard for everything from legal resources to marketing partners. 

In this episode, you'll learn about:

• What inspired Jessica to start Bubble Goods?
• What benefits do brands get when they partner with Bubble Goods? 
• Who is the target consumer, and how are they targeted? 

Key Highlights:

• [02:00] The first professionally trained chef on the show
• [03:40] Fufu is having a moment.
• [06:15] Bubble Goods: what they do and who they serve
• [08:00] Who is buying from Bubble Goods? 
• [10:00] Bubble Goods role in helping newer brands 
• [11:30] The importance of transparency
• [15:10] Who is making the food, and does it matter?
• [17:30] How marketers should leverage Bubble Goods
• [19:20] What is coming next?
• [20:15] Lessons from the kitchen 
• [22:30] Advice to her younger self 
• [24:30] New-school and old-school tactics
• [26:00] Snaxshot and CPGD
• [26:45] The AI portion of the show

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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In this episode, Alan and Jessica talk about the evolution of Calendly from serving solopreneurs to enterprise organizations, the success factors that have made that shift possible, how she thinks about the RIO and effectiveness of marketing spend, and balancing the need to drive results and be creative through “creative destruction.”. 

Jessica Gilmartin is an amateur baker, an ex-yogurt mogul, and the new Chief Revenue Officer at the scheduling automation platform Calendly. She took her first marketing job at Dell, which prompted a move to the Bay Area, where she also started and sold a chain of yogurt stores. Before joining Calendly in 2023, Jessica was Head of Revenue Marketing at Asana and had also served as CMO of three high-growth, venture-backed startups, building their global enterprise marketing engines during rapid growth periods. 

Calendly started with a basic scheduling link for individuals, but business users needed more team features, and enterprise users needed more admin and security features, so the product grew to meet those needs. Jessica tells us they are building for scale but are sure to never lose sight of the individual user's success. Her team is focused on how to tell a complete story with comprehensive features while maintaining simplicity in the product and the messaging.

To do that, Jessica and her team have to experiment. Marketing changes all the time, and what worked then will not work now, so marketers have to be creative to drive results. She refers to this as “creative destruction” and encourages her team to make 70–80% of what they are doing every quarter new. However, to make this work, her team must trust that failing is not career-ending as long as they learn from it. Jessica also outlines how her approach to segmenting and communicating expectations around marketing spend facilitates experimentation. AI is a place where many companies are experimenting. However, within their product, the Calendly team sees a huge amount of opportunities they are pursuing, but they are taking a measured approach to keep their users' interests top of mind.

Alan and Jessica wrap up by talking about accepting and embracing hard feedback, the importance of listening to her gut feelings, why markets have to learn sales, and the shifts coming from the consumerization of B2B tech. 

In this episode, you'll learn about:

• How Calendly developed through user feedback
• What “creative destruction” is and the culture needed to make it work 
• How Jessica segments out her budget to maximize RIO and the effectiveness 

Key Highlights:

• [01:55] A love of baking born out of necessity 
• [03:10] From investment banker to CMO
• [04:40] Wait… a yogurt shop?
• [06:20] Where Calendly started and where they are now
• [08:00] Comprehensive solutions rooted in simplicity
• [09:20] Success factors for shifting from serving one to many
• [11:00] ROI and effectiveness of marketing
• [14:00] Fulfill your commitments and build trust to get more wiggle room. 
• [14:45] Balancing the need to drive results and be creative 
• [17:10] The AI portion of the show is a little different this time.
• [19:45] How Calendly is using AI
• [21:30] Learning to accept and embrace really hard feedback
• [24:25] Advice to her younger self
• [25:20] Advice to other marketers 
• [26:05] Trends and subcultures
• [26:45] Marketers basically have to be magicians

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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Jacqueline Woods is the Chief Marketing Officer for Teradata, the cloud analytics and data platform for AI, headquartered in San Diego, California. Jacqueline joined Teradata from NielsenIQ, where she was a member of the executive leadership team and Global Chief Marketing and Communications Officer. She also spent nearly 10 years as CMO of the IBM Global Partner Ecosystem Division, where she focused on building cloud, data, AI, and SaaS strategies. Before that, she was Global Head of Customer Segmentation & Customer Experience at General Electric and also held roles of increasing responsibility at Oracle for 10 years, as well as leadership roles at Ameritech and GTE, now Verizon. Thankfully, Jacqueline has always loved math, because, as she points out, marketing today is based mostly on data. However, she also emphasizes the importance of empathy and notes that it is essential in creating a space where people can be authentic and drive innovation, productivity, and product design.

In this episode, Alan and Jacqueline talk about where trust fits into the AI conversation, what leaders need to know before launching an AI initiative, and how AI can boost efficiency and productivity. Jacqueline also tells us why underrepresented people, like black female business leaders, need to be involved in AI as it evolves. 

While AI has been around for a while, it became all the rage at the end of 2022 with public access to tools like ChatGPT. AI is based on patterns, some factual and some non-factual. So that poses the question: how do we trust AI? 

That's where Teradata comes in. By having responsible people create the models, take responsibility, and think critically about the training, governance, and outcomes, Teradata is focused on building the trust required to use artificial intelligence, generative artificial intelligence, and large language models for their “global 10,000” clientele, like American Airlines and United Healthcare. These companies rely on Teradata for their cloud data and analytics workloads. Teradata has been stewards of trusted information and data since they were founded about 40 years ago, and they believe people thrive when empowered with better and entrusted information.

In this episode, you'll learn about:

• Why is empathy important for marketers?
• The importance of clean data 
• Why do underrepresented people have to participate in the evolution of AI?

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Key Highlights:

• [02:10] What is empathy?
• [03:45] Why marketers need empathy 
• [07:00] How a love of math led her to marketing 
• [10:30] Her path to Teradata
• [19:00] How can business leaders ensure AI can be trusted?
• [21:50] What to do before launching an AI initiative?
• [26:45] Remaining authentic using AI
• [30:20] Creative AI use cases as workforce multipliers
• [33:00] Why underrepresented groups need to participate in AI 
• [36:20] What we can all learn from Moe
• [41:45] “Of course it’s Ai!”
• [42:10] Watching the shifting nature of work
• [44:40] Can you explain what marketing does and why it’s important?

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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