The CMO Dilemma: Surviving & Thriving in a High-Stakes Marketing World with Jenny Sagstrom

Show notes

CMOs are under immense pressure to deliver fast results, prove ROI, and navigate an increasingly complex marketing landscape. In this episode of Marketing Spark, Mark Evans sits down with Jenny Sagstrom, founder and CEO of B2B creative agency Skona, to discuss the evolving role of the CMO, the rising importance of brand marketing, and how marketing leaders can stay relevant in a world obsessed with data-driven results. Jenny shares insights on breaking down silos between marketing and sales, leveraging creativity to differentiate, and why bravery is a crucial skill for modern marketing leaders.

Key takeaways

Drop MQLs and SQLs and think in terms of total pipeline. Nothing divides marketing and sales more than arguing over lead quality, so the CMO and CRO should also hold a standing weekly or biweekly meeting.

Before starting any marketing activity, decide what you will measure and how you will sell it internally. Share of search, share of voice and sales conversations can show incremental brand results while leads take longer.

Spend sales-directed effort on people already in the funnel and put the remainder into brand. If no one new learns about you, they will never buy.

Skip features and benefits in B2B advertising. Tell authentic, emotional stories about the problems you solve for customers, as Snowflake did with funny billboards that also drew in new hires.

Marketing leaders need real leadership skills and bravery more than prompting skills. Marketing nobody objects to is wasted because no one remembers it, so standing out means accepting discomfort.

The CMO Dilemma: Surviving & Thriving in a High-Stakes Marketing World with Jenny Sagstrom

Show notes

Tell me what's going on with your marketing.