This edition features The Most Influential CMOs that are at the forefront of leading us into a digital future Read More: https://ciolook.com/the-10-most-influential-cmos-to-follow-2023-april2023/

1. VOL 04 I ISSUE 10 I 2023
CMOs
10
The
INFLUENTIAL
to Follow
Most
Know-How
Novel Perspec ve
How CMOs are contribu ng to
Enhancing Strategy in Brand
Management and Organiza onal
Development?
Role of Technology in the
Implementa on of Augmented
Marke ng Approaches
CMOs
10
The
INFLUENTIAL
to Follow
Most
Lisa
SHARAPATADriving Exponential
Growth for Organizations

3. “ CMO
The is the
Guardian
of the
and its
Customer
Relationships
Brand s Sty
'
”

5. igital transformation has unravelled some of
Dthe unique, modern, simplified and yet well-
organized ways in every business sector.
Communication has become more specific, targeted,
fast, widespread, far-reaching, and effective with the
crucial role of technological applications. For instance,
if we take a look at marketing and advertising these
days. Its all-digital. Modern entrepreneurs have shifted
them from traditional mass-centric generic advertising
mediums to smart and effective digital marketing.
Dynamic and responsive e-commerce websites that are
the new business address offer a unique window of
seamless, safe and sleek methods of transacting. The
typical visiting cards have been replaced with digital
cards equipped with smart QR code that opens a
complete digital avenue for the prospects. E-mails are
the core basic threads of communication that are
enabled to transfer higher volumes of data, instantly.
On the brighter side, online advertising and promotions
have been offering massive reach, control, feasibility
and flexibility in communication.
As the technology is offering a wide array of features;
however, it also becomes challenging to understand,
plan and effectively execute the digital avenues. There
arises a need for specialists who can craft and supply
solutions by formulating strategies for modern
businesses. Marketing experts unveil magical solutions
in versatile digital communications that boost brand
visibility, increase awareness and effectively contribute
to genuine lead generation.
The most interesting and astonishing aspect is their
ability in generating responses through customer
engagement, build productive inquiries by
implementing the advanced tools in AI-enabled
strategies and provide clearly configured analytics of
the entire digital marketing exercise with respect to the
response, effectiveness of the design/video and
observations.
Through the latest edition, ‘The 10 Most Influential
CMOs to Watch, 2023,’ CIOLook recognizes the
efforts, role, and contribution of these new-age
marketing wizards who have been empowering the
modern business sector with their knowledge, technical
expertise and versatile skills. You will identify the
passion, innovation and dynamism as you read through
their interesting journeys.
Have a digital treat that can leave you spellbound in this
world of digital wizards.
Read on and have an enjoyable time ahead!
Spotlighting The
Outstanding Elements of Growth
AbhishekJoshi

6. Cov
Story
08
Lisa

7. C
o
n
t
e
n
t
s
A
r
t
i
c
l
e
s
Know-How
How CMOs are Contributing
to Enhancing Strategy in
Brand Management and
Organizational Development?
Novel Perspective
Role of Technology in the
Implementation of Augmented
Marketing Approaches
1
8
2
0

8. CONTENT
Deputy Editor Abhishek Joshi
Managing Editor Muskan Kapoor
DESIGN
Visualizer Dave Bates
Art & Design Director Ankita Pandharpure
Associate Designer Revati Badkas
SALES
Senior Sales Manager Sihanee M., Rouniyar A.
Customer Success Manager David Walker
Sales Executives Shashi Rajbhar, Josh
TECHNICAL
Technical Head Prachi Mokashi
Technical Consultant Victor Collins
April, 2023
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Editor-in-Chief
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SME-SMO
Research Analyst Eric Smith
SEO Executive Sagar Lhigade

9. Brief
Company Name
Dina Keenan
Chief Marketing Officer
Dina is an inspirational and strategic global marketing leader
specializing in retail, CPG, beauty and fashion with an
expertise in marketing to women.
Crystal Conkle
Chief Marketing Officer
Crystal is a highly skilled at growing revenue and deeply
passionate about growing people.
The 20 MSP
the20.com
Averr Aglow Skincare
thecmoclub.com
Camila is an international business and marketing leader with
over 20 years of experience in the tech and professional
services industry.
Sorenson Communications
sorenson.com
Doug is an experienced marketing leader building teams to
deliver powerful brand stories, engaging customer experiences
and strong business results by combining a data-driven
approach, creative background, marketing technology
knowledge and positive attitude.
San Jose Sharks
nhl.com/sharks
Francis a transformative CMO with 20+ years and strong
General Management mindset.
Kohler Energy
kohler.com
Featured Person
Camila Casale
Chief Marketing Officer
Doug Bentz
Chief Marketing Officer
Francis Perrin
Vice President
Global Marketing
Karen Seror
Chief Marketing Officer
Karen Seror, CMO of Gamestream, is of the strong belief that
thinking big, dogged perseverance, and passion are the key
elements that drive her towards success.
Jason C. Rollins
Vice President,
Communications & PR
Jason is an accredited marketing & communications
professional with a passion for helping brands tell their story,
both internally and externally.
Iberostar Group
dematic.com
Gamestream
gamestream.biz
Heidi has almost 30 years of experience working on global
B2C, B2B and B2B2C brands in categories including
technology, gaming, entertainment, real estate, travel, financial
services, electronics, human capital management and software
services.
G-P/Globalization Partners
globalization-partners.com
Kristen is an accredited marketing & communications
professional with a passion for helping brands tell their story,
both internally and externally.
UL Research Institutes
ul.org
Lisa is a veteran in leading teams including Demand Gen,
Brand, Digital, Growth Marketing, Product Marketing,
Operations, Field Marketing, Business Development, and
Customer Experience.
The Arbinger Institute
arbinger.com
Heidi Arkinstall
Chief Marketing
& Communications
Office
Kristen Delphos
Chief Marketing &
Communications Office
Lisa Sharapata
Chief Marketing Officer

11. C o v e r S t o r y
Lisa

12. O
rchestrating winning go-to-market strategies
and driving up revenue growth in the B2B tech
space, Lisa Sharapata, Chief Marketing Officer
at The Arbinger Institute, is a global marketing leader
with more than two-decades worth of experience.
Lisa is a veteran in leading teams including Demand
Gen, Brand, Digital, Growth Marketing, Product
Marketing, Operations, Field Marketing, Business
Development, and Customer Experience. She links
business objectives, marketing campaigns, and sales
execution throughout the customer lifecycle to achieve
aggressive revenue goals in a repeatable, scalable, and
efficient model. She brings passion, skill, and a
customer-centric focus to drive tangible results.
With the help of Arbinger’s training, consulting,
coaching, and implementation tools, people, teams, and
organizations change their natural self-focus—what it
refers to as an inward mindset —to an outward
mindset, which is results-focused. Its programs and
approach are founded on almost 45 years of experience
working with organizations all over the world, as well as
55 years of research in the psychology of human
behaviour and motivation.
In an exclusive interview with CIOLook, Lisa Sharapata
gives her sharp insights into the world of marketing to
drive transformation in organizations.
Brief our audience about your journey as a business
leader until your current position at The Arbinger
Institute. What challenges have you had to overcome
to reach where you are today?
I started my career as a graphic designer at a brand and
advertising agency, but it didn’t take long for me to
learn that I wanted to get closer to the product, the
market, and the go-to-market strategy. It’s hard to be
an effective marketer if you don’t have a pulse on the
market, and that’s exactly what prompted my move in-
house.
They say that most growth happens outside your
comfort zone, and I’ve been no stranger to that. Early in
my career, I knew I had to throw myself into
uncomfortable situations and be willing to ask
questions no one else was asking. Another key to
success I’ve learned over the years is to surround
myself with the most talented people I can find—which
has been both intimidating and inspiring.

13. One of my mentors once shared a statement that stuck
with me: “What got you here won’t get you there.”
That’s the ongoing marketing challenge—you must take
risks to keep evolving. This hasn’t always turned out the
way I wanted, but I’ve turned risks that fail into
successes by learning from them and never giving up on
what I think is right.
My curiosity, ambition, and desire to create great
experiences for any audience I’m marketing to are the
things that have really helped me evolve into the role of
CMO—though that’s not to say there haven’t been
many challenges along the way. Before Arbinger, I was
in the B2B tech space for a decade and in several other
industries before that, and I learned many lessons the
hard way. The biggest one I’ve carried with me is that
growth at all costs isn’t a sustainable or viable way to
build a go-to-market (GTM) engine. You need to create
a repeatable, scalable GTM motion to thrive long-term.
Tell us something more about The Arbinger Institute
and its mission and vision.
The Arbinger Institute’s mission is to bring humanity
back to the workplace—and turn the world outward.
We help leaders create the people-centric culture that
drives exceptional organizational results. Through an
innovative training, coaching, and consulting process,
we help people adopt an Outward Mindset, which is
integral in creating genuine inclusivity and sustainable
change.
Enlighten us on how you have impacted the Marketing
industry through your expertise.
“Form follows function” has stuck with me since my
early design days. Understanding the market, your
audience, their challenges, and how your product can
help them is the driving force behind my approach.
When you create a marketing message—whether it’s a
campaign, piece of content, display ad, or a social post—
ask yourself: What is the purpose of it? Are you adding
value to the consumer’s experience or confusing them?
What do you expect them to do after they consume it?
Then remove as much friction as possible for them to
take that action.
Describe in detail the values and the work culture that
drives The Arbinger Institute.
Organizational change starts with individuals. In fact,
an organization will only experience meaningful change
when the people who make up the organization change.
The Arbinger Institute brings five decades of research
and experience to our work—serving hundreds of
clients worldwide. We help leaders and teams shift
from an inward to an Outward Mindset so they can
unlock extraordinary results.
Through our proven training and coaching methods, we
help people at all levels of an organization discover how
a shift in mindset empowers them to break down silos,
spark productivity, inspire greater inclusivity, create
sustainable cultural changes, accelerate innovation, and
impact their bottom line.
As a company whose purpose is to help other
organizations transform their workplace culture, the
bar for our own culture at Arbinger is especially high.
Our 38 proprietary tools and frameworks, such as
“SAM” (See others, Adjust efforts, Measure impact) and
“Start in the Right Way” (a collaboration exercise for
situational analysis), help us guide conversations and
make typically challenging conversations easier. By
incorporating these tools into the fiber of our culture,
we foster an environment of psychological safety,
belonging, and inclusion that makes it comfortable to
address shortcomings and gaps. At Arbinger, all
employees have access and ongoing training to our
portal to aid in their success.

14. What change would you like to bring to the Marketing
industry if given a chance?
I want to be a shining example of what marketing can
bring to the table if given the respect and latitude
needed to make an impact. At the board and C-suite
level, there still needs to be a shift in understanding
that marketing isn’t the arts and crafts department, a
cost center, or simply gauged based on the latest
attribution models.
Effective marketing is part science, AND it’s still part
art. There was a small shift in mindset when marketing
leaders started to utilize data and bring reports on
effectiveness to the boardroom. However, marketing
isn’t black and white, which still creates confusion for
many executives.
Marketing is the heart and soul of the organization;
these are two things that are hard to describe and more
ambiguous than numbers and data. Marketing drives
brand reputation and experiences that deliver revenue
results. That being said, these results can only be
realized over time. Attribution to one specific thing will
never tell the full story. Many shades of grey make
marketing an art; the data brings in the science, and
knowing what to do next makes the difference.
Thus, marketing is a delicate ecosystem that drives
customer acquisition, retention, and renewal. When
one part of the ecosystem isn’t working properly, it
impacts everything else. When done correctly, the
whole is greater than the sum of all the parts. For those
reasons, I feel marketing is the most complex piece of
the revenue pie and deserves more respect. I’d like to
see marketing viewed as the driving force behind the
GTM strategy, brand, and experiences––thus invaluable
to the organization instead of dispensable.
What, according to you, could be the next significant
change in the Marketing sector? How is Arbinger
Institute preparing to be a part of that change?
Intent data is a driving force in the transformation
that’s been happening in Marketing for the last several
years. Working for one of the leading providers when
intent data was in its infancy gave me a view of what is
to come. The ability to create personalized experiences
will evolve as technology and data advance. At
Arbinger, we’re building a best-in-class revenue engine
that will enable us to create personalized and
meaningful experiences with as little friction as
possible. Using intent data allows us to focus on the
best accounts (ones in our ICP that are also in-market)
and know what they are doing, so we can be more
helpful and less wasteful. The next level is to aim for
shorter cycle times, greater profitability, and higher
value––and to start looking at customer lifetime value
(LTV). In conjunction with other revenue leaders,
marketing needs to take the LTV-based growth
approach instead of shifting at all costs.
Where do you envision yourself to be in the long run,
and what are your future goals for Arbinger Institute?
From the moment I learned about the work Arbinger is
doing, I was determined to be a part of it. I see myself
here for the long run as we build out this go-to-market
revenue engine and considerably grow our market
share.
What would be your advice to budding leaders who
aspire to venture into the Marketing industry?
Community is my secret to success. Find and join
communities that lift you up and help you grow.

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17. Quote

18. Know-How
www.ciolook.com | April 2023 |
16

19. I
n today's fast-paced and ever-changing business
landscape, Chief Marketing Officers (CMOs) play a
pivotal role in shaping the success of a company.
Beyond the traditional focus on marketing and
promotional activities, CMOs are now actively involved
in enhancing overall brand management and
organizational development. This article explores how
CMOs are contributing strategically to these critical
aspects, driving growth and sustainability in the
modern business world.
Evolving Role of CMOs:
Traditionally, CMOs were primarily responsible for
overseeing marketing initiatives and advertising
campaigns. However, as businesses recognize the
importance of brand reputation and long-term success,
the role of CMOs has evolved significantly. They are
now becoming strategic partners to the CEO and other
C-suite executives, bringing their expertise in brand
management and consumer insights to the forefront.
Aligning Brand Strategy with Organizational Goals:
One of the key contributions of CMOs is aligning brand
strategy with broader organizational goals. They work
closely with top-level management to understand the
company's vision, mission, and values, and then develop
a brand strategy that resonates with these principles.
By ensuring brand messaging is consistent with the
overall business objectives, CMOs create a unified and
powerful image in the minds of consumers.
www.ciolook.com | April 2023 |
17
How
CMOsare
Contributing to
Enhancing Strategy
in Brand Management
and Organizational
Development?

20. Customer-Centric Approaches:
In the digital era, customer experience has become a
central focus for businesses. CMOs, armed with
extensive market research and consumer behavior
insights, champion the development of customer-
centric approaches. They leverage data analytics and
customer feedback to refine brand messages and tailor
products or services to meet customer demands
effectively.
Building a Strong Brand Identity:
Brand identity is more than just a logo or a slogan; it
represents the essence of a company and what it stands
for. CMOs play a crucial role in crafting a compelling
brand identity that resonates with the target audience.
They work closely with creative teams to develop
visually appealing and emotionally resonant branding
elements, ensuring a memorable and distinct brand
image.
Enhancing Internal Brand Culture:
A strong brand extends beyond external perceptions; it
also influences the internal culture of an organization.
CMOs recognize the significance of employee
alignment with the brand's values and actively
participate in cultivating a brand-focused culture. By
fostering a sense of pride and purpose among
employees, CMOs ensure that everyone in the
organization becomes an advocate for the brand.
Embracing Digital Transformation:
In the age of digitalization, CMOs lead the charge in
embracing technological advancements and integrating
them into brand management and organizational
development strategies. They leverage social media,
online advertising, and data-driven marketing
techniques to engage with consumers and gain valuable
insights into their preferences and behaviors.
Monitoring and Measuring Brand Performance:
CMOs are increasingly relying on data-driven metrics
and analytics to monitor and measure brand
performance. They identify key performance indicators
(KPIs) and track brand health, consumer sentiment, and
market trends. By continuously evaluating the success
of branding efforts, CMOs can adapt strategies
promptly and optimize results.
Driving Innovation and Differentiation:
In today's competitive landscape, differentiation is
critical for a brand's success. CMOs take on the role of
innovation drivers, identifying market trends,
consumer needs, and emerging technologies. By
encouraging a culture of innovation within the
organization, they help develop unique products and
services that set the brand apart from competitors,
enhancing its market position.
Nurturing Brand Partnerships and Collaborations:
Collaborations with other brands, influencers, or
organizations can be powerful tools for expanding a
brand's reach and relevance. CMOs leverage their
industry networks and expertise to identify and nurture
strategic partnerships that complement the brand's
values and objectives. These collaborations not only
widen the brand's audience but also enhance its
credibility and reputation.
Crisis Management and Reputation Building:
In an era where public perception can change rapidly,
CMOs play a vital role in managing crises and
preserving the brand's reputation. They proactively
develop crisis management strategies and
communication plans to address potential risks
effectively. Moreover, CMOs work closely with PR and
communication teams to handle negative situations
and rebuild public trust.
As businesses continue to navigate a rapidly changing
market, the role of CMOs in enhancing brand
management and organizational development becomes
increasingly vital. Their strategic contributions go
beyond traditional marketing functions and extend into
shaping the overall success and sustainability of a
company.
By aligning brand strategy with organizational goals,
fostering a customer-centric approach, building a
strong brand identity, and embracing digital
transformation, CMOs have become indispensable
architects of a company's long-term growth and
prosperity.
www.ciolook.com | April 2023 |
18

22. Novel Perspective
www.ciolook.com | April 2023 |
20
Role of
Technology
in
the
Implementation of
Augmented Marketing
Approaches

23. n the rapidly evolving landscape of marketing,
Ibusinesses are continually seeking innovative
approaches to engage customers and gain a
competitive edge. Augmented marketing, the fusion of
traditional marketing with cutting-edge technology, has
emerged as a game-changer. Leveraging technology in
the implementation of augmented marketing
approaches has proven instrumental in driving
customer engagement, personalization, and overall
business success.
Enhanced Customer Experience through Augmented
Reality (AR)
Augmented Reality (AR) is a technology that
superimposes computer-generated content onto the
user's real-world environment. Marketers have
embraced AR to deliver immersive and interactive
experiences to customers. For instance, retail brands
have introduced AR try-on experiences, enabling
customers to virtually try on clothing, makeup, or
accessories before making a purchase. This enhances
customer satisfaction and confidence in buying
products online, reducing return rates and increasing
conversions.
Virtual Reality (VR) for Immersive Storytelling
Virtual Reality (VR) takes customer engagement to
another level by offering entirely immersive
experiences. Marketers leverage VR to create
compelling brand stories, transporting customers to
virtual environments where they can explore, interact,
and connect with products or services on a deeper
level. From real estate virtual tours to virtual travel
experiences, VR is transforming the way businesses
engage and connect with their target audience.
Personalization with AI and Big Data Analytics
Data-driven marketing has become a cornerstone of
modern marketing strategies. With the help of Artificial
Intelligence (AI) and Big Data analytics, businesses can
gather, analyze, and interpret vast amounts of
customer data. This enables them to understand
customer preferences, behavior, and demographics
more comprehensively, leading to hyper-personalized
marketing campaigns. By tailoring content, product
www.ciolook.com | April 2023 |
21

24. recommendations, and promotions to individual
customers, businesses can foster stronger relationships
and boost customer loyalty.
Chatbots for Real-Time Customer Support
Incorporating chatbots into marketing approaches has
streamlined customer support and engagement.
Chatbots, powered by AI and Natural Language
Processing (NLP), can handle a range of customer
inquiries, providing instant responses and solutions.
They offer round-the-clock support, enabling
businesses to maintain a consistent presence and
respond promptly to customer needs. Chatbots also
collect valuable data on customer interactions, which
further fuels personalization efforts.
Internet of Things (IoT) for Connected Customer
Experiences
The Internet of Things (IoT) has revolutionized how
businesses interact with customers and vice versa. IoT-
enabled devices, such as smartwatches, wearables, and
connected appliances, enable marketers to collect real-
time data about customer behavior and preferences.
This data can then be utilized to offer personalized
recommendations, deliver relevant content, and even
trigger automated marketing campaigns based on
specific customer actions or location.
Social Media and Influencer Marketing
Social media platforms have become indispensable
tools for marketers, allowing direct access to a vast
global audience. Augmented marketing leverages social
media to enhance customer engagement through
interactive campaigns, user-generated content, and
contests. Additionally, influencer marketing has gained
prominence, where businesses collaborate with social
media influencers to promote their products or
services to their followers, leveraging the influencer's
trust and authority in the niche.
Gamification for Engaging Experiences
Gamification is an innovative technique that uses
gaming elements in non-gaming contexts to enhance
user engagement. Augmented marketing leverages
gamification to create interactive and enjoyable
experiences for customers. Whether it's rewarding
customers for completing specific actions, achieving
milestones, or participating in challenges, gamified
marketing campaigns can capture the audience's
attention and foster a sense of excitement and
competition.
Voice Search and Voice-Activated Assistants
The rise of voice search and voice-activated assistants,
such as Siri, Alexa, and Google Assistant, has
transformed how customers access information and
make purchasing decisions. Augmented marketing
strategies incorporate voice optimization to ensure
that businesses' content, products, and services are
discoverable through voice search. Moreover, voice-
activated assistants can assist customers in their
shopping journey, further enhancing user experience
and driving brand loyalty.
Location-Based Marketing and Geotargeting
Technology has enabled marketers to leverage
location-based marketing and geotargeting to deliver
highly relevant and timely messages to customers. By
using GPS and other location-tracking technologies,
businesses can send personalized offers, discounts, or
promotions to customers when they are in close
proximity to their physical stores or relevant points of
interest. Geotargeting allows businesses to segment
their audience based on their geographical location,
tailoring marketing efforts to suit regional preferences
and cultural nuances.
Hyper-Targeted Advertising with Programmatic
Marketing
Programmatic marketing, powered by AI algorithms,
enables businesses to automate and optimize their
advertising campaigns in real-time. This technology
allows for hyper-targeted advertising, reaching the
right audience with personalized messages at the most
opportune moments. Programmatic marketing
considers factors like user behavior, demographics, and
interests, delivering advertisements that resonate with
individual customers and increase the likelihood of
conversion.
www.ciolook.com | April 2023 |
22

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