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How CMOs Can Drive Growth in Today’s Shifting Landscape

The world is changing at an unprecedented speed. ZDNet spoke with Akamai’s CMO Kim Salem-Jackson about this transformation and what marketing organizations can do to thrive in this new climate.

Here are three main takesaways:

  • Be a Chief Connection Officer: CMOs need to be a “connector” for internal and external stakeholders. A big part of this involved attracting and retaining talent. “One of my marketing team's success criteria and top priorities is to empower and engage our employees. It makes them feel proud and connected to the organization,” she says, adding that if an employee is proud to work at a company, they will likely deliver better results.
  • Adapt and predict: Customers expect organizations to meet them where they are. “By understanding a customer's needs and leveraging insights from data, we can predict audience behavior, purchasing history, website analytics, and other areas to forecast outcomes of marketing tactics.”
  • Be an ambassador of your company’s purpose: Over the last two years, employees are insisting on more personal value and purpose from their brands. “Employees want to work in an environment where they have shared values and can contribute more to society… when you are clear on your company's purpose, it provides focus and drives everything you do, and it attracts talent who feel connected and drawn to that purpose.”

Read the full article from ZDNet.

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