The (bumpy) road to CMO - Sarah Kennedy - Adobe Summit 2019 - Marketo

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In a world where customer experiences are fragmented and a technology landscape with more than 6,800 different vendors can overwhelm any marketer, how does a CMO approach her first year on the job? Join this session for candid reflections and actionable insights from Sarah Kennedy, who took the job as Marketo’s chief marketing officer and led her fearless marketing organisation through a year of constant change and the industry’s biggest acquisition by Adobe. You’ll hear about the major wins and epic fails, as well as why “fearlessness” was the common theme through it all. Key Take-Aways - Discover how to leverage your customers to drive your business. - Learn why a marketer’s level of tension with the sales team directly correlates to their value to the organisation - Understand the importance of making your CFO your best friend, and why overspending is not the cardinal sin. - Feel empowered to build your inner circle and all-star leadership team even in the middle of constant change

Marketing

The Road to CMO
10 First-time CMO Insights on Leading
Fearless Transformation
S A R A H K E N N E D Y
CMO - Marketo, An Adobe Company

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…Any recovering nerds in the audience?
…Any recovering nerds in the
audience?
#AdobeSummit @Saykay

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
…Any recovering nerds in the audience?
…Any recovering nerds in the
audience?
I was… and still am
#AdobeSummit @Saykay

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
My Best Friends
at Age 10
Tandy 1000 Intel Pentium
#SOCIALLYAWKWARD
#AdobeSummit @Saykay

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Supercharge a
Nation of Revenue
Marketers
#AdobeSummit @Saykay

Proprietary and Confidential | © Marketo, Inc. 11
November 1, 2018

Proprietary and Confidential | © Marketo, Inc. 12
One of the only
companies more central to B2B
marketing than Marketo.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
HOW DO YOU…
LEAD CHANGE
REDUCE COMPLEXITY
NAVIGATE NEW CHALLENGES
GUIDE TRANSFORMATION
…FLAWLESSLY?
#AdobeSummit @Saykay

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
S P O I L E R A L E R T
I HAVE NO IDEA.
#AdobeSummit @Saykay

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay
ABSOLUTELY NO IDEAwhat you’re doing.
#1
There are days when you have
Marketing Moments of Truth

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay
I did not become BFFs
with sales on day one.
Marketing comes with baggage,
but it’s impossible to tackle all at once.
#2
Marketing Moments of Truth

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
There is a direct correlation between your
healthy tension with sales and how valuable
your marketing team is to your business.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
The marketing-finance alliance is the most
critical to a CMO’s early success.
#3
Marketing Moments of Truth

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Opinion that is slightly-to-horribly unpopular with FP&A:
No CMO is ever fired for justifiably
going over budget. And no CMO is
ever saved by coming in under.
#4
Marketing Moments of Truth

👏👏
👏👏
👏👏
👏👏#5
Marketing Moments of Truth

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay
#6
Marketing Moments of Truth
WORK ETHIC + TRUST > IQ

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#7
Marketing Moments of Truth
The RIGHT leadership team is everything
Once you form the ideal team of leaders, savor every single moment.
Something is guaranteed to change.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay
The perfect leader in one quarter can just as
quickly become a challenged leader in the next.
Don’t be fickle about a leader’s capability.
#8
Marketing Moments of Truth

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay
#9
Marketing Moments of Truth
Marketing transformation is a
never-ending journey. Every
CMO’s #1 job is change management.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
#AdobeSummit @Saykay
DON’T JUST WIN,
RUN UP THE FRIGGIN’ SCORE.
Prove your “thing” loudly, boldly, fearlessly, and
never, ever, leave any doubt.
#10
Marketing Moments of Truth

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
THANK YOU
– @SAYKAY

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Submit your questions using the Summit App
Your question, or one similar, may already be in the queue
Sarah Kennedy
Twitter: @saykay
LinkedIn: saykay/

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
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1. The Road to CMO 10 First-time CMO Insights on Leading Fearless Transformation S A R A H K E N N E D Y CMO - Marketo, An Adobe Company

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social and select the room for your session Ask questions and answer polls Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

4. The Road to CMO 10 First-time CMO Insights on Leading Fearless Transformation S A R A H K E N N E D Y CMO - Marketo, An Adobe Company

5. The Road to CMO 10 First-time CMO Insights on Leading Fearless Transformation S A R A H K E N N E D Y CMO - Marketo, An Adobe Company

12. Proprietary and Confidential | © Marketo, Inc. 12 One of the only companies more central to B2B marketing than Marketo.

13.

14.

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. #AdobeSummit @Saykay I did not become BFFs with sales on day one. Marketing comes with baggage, but it’s impossible to tackle all at once. #2 Marketing Moments of Truth

22. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Opinion that is slightly-to-horribly unpopular with FP&A: No CMO is ever fired for justifiably going over budget. And no CMO is ever saved by coming in under. #4 Marketing Moments of Truth

23. 👏👏 👏👏 👏👏 👏👏#5 Marketing Moments of Truth

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential. #7 Marketing Moments of Truth The RIGHT leadership team is everything Once you form the ideal team of leaders, savor every single moment. Something is guaranteed to change.

26. © 2019 Adobe. All Rights Reserved. Adobe Confidential. #AdobeSummit @Saykay The perfect leader in one quarter can just as quickly become a challenged leader in the next. Don’t be fickle about a leader’s capability. #8 Marketing Moments of Truth

27. © 2019 Adobe. All Rights Reserved. Adobe Confidential. #AdobeSummit @Saykay #9 Marketing Moments of Truth Marketing transformation is a never-ending journey. Every CMO’s #1 job is change management.

28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. #AdobeSummit @Saykay DON’T JUST WIN, RUN UP THE FRIGGIN’ SCORE. Prove your “thing” loudly, boldly, fearlessly, and never, ever, leave any doubt. #10 Marketing Moments of Truth

30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Submit your questions using the Summit App Your question, or one similar, may already be in the queue Sarah Kennedy Twitter: @saykay LinkedIn: saykay/

31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B3 How Marketo can tame the GDPR data retention monster Marketo Engage Thought Leadership Tips & Tricks B2B4 To renovate or rebuild? Marketo's own journey to a new instance Marketo Engage Case Study B2B5 Leveraging customer feedback throughout the customer lifecycle Marketo Engage Case Study Tips & Tricks B2B3 Better together: The unrivalled B2B Adobe Experience Cloud Marketo Engage Thought Leadership 13:00 - 13:45 14:00 - 14:45 15:00 - 15:45 16:15 - 17:00 Next Sessions #AdobeSummit @Saykay

32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social, search the schedule and favourite the session Complete the survey Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

33. Complete the Survey to WIN! Log in to your account Enable social Download the App 1 Complete at least 9 surveys to enter the prize draw 4 One chance to win per session Please favourite the session Survey available as the session starts Win an Adobe Creative Cloud 1 Year License 3 2 Win a Surface Go The hybrid PC dream made real

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