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

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#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.
B2B3
How Marketo can tame
the GDPR data retention
monster
Marketo Engage
Thought Leadership
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To renovate or rebuild?
Marketo's own journey to
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Marketo Engage
Case Study
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Leveraging customer
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Marketo Engage
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Better together: The
unrivalled B2B Adobe
Experience Cloud
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Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path. Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year. During this webinar, you will: -Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns -Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts -Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs -Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know

Prove and Improve Your Marketing Impact in 2021

Marketo

As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing. Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021. In this webinar, you'll learn: -Tips and best practices on how to integrate new technologies into your mix -Predictions about what's yet to come in marketing operations this year -How to prioritize and structure your team for success

What's in Store for Marketing Operations in 2021

Marketo

An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line. So, what happens in 2021? And how can we prepare? In this webinar, you'll learn: • How to achieve growth with limited resources • Why and how intent data can be a core part of your strategy • Simple tactics and optimization techniques to move the needle

Demand Generation New Year Planning Session: How to Stand Out in 2021

Marketo

It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible. We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021. In this webinar, you'll learn: • Which key takeaways from 2020 we should keep in mind going forward • Essential planning tools for the new year • Tips on how you can prepare to be successful in 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

Marketo

Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time? Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel. You'll learn: -What mix of channels will help you see the most results -How marketing automation helps small teams scale -How to structure small teams in order to get the most done

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketo

In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.

The Total Economic Impact of Marketo Engage

Marketo

Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts. Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy. Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.

Art Meets Science: How Marketers Can Transform Their Results With Predictive ...

Marketo

While marketing teams swim in a sea of data and information, the future depends on creativity. Establishing a culture of human ingenuity gives purpose to data intelligence, transforms your team, and elevates customer experience. You'll learn: -Why being a marketer is more complex than ever before -What the future of marketing will look like -Five phases for leading the change from in-person to online experiences

The Future of Marketing is Creative

Marketo

Ask Marketo Anything about Active Sales and Marketing Collaboration

Marketo

Vídeo La forma en la cual los alumnos seleccionan dónde estudiar ha cambiado. Esa búsqueda es cada vez más digital. La mayoría de las universidades y centros de formación está invirtiendo gran parte de sus presupuestos en publicidad online, aunque los resultados no siempre son los esperados. A través de este webinar, descubre cómo están logrando reducir el coste por nuevo estudiante y mejorar la rentabilidad promedio por alumno aquellas universidades que han implementado una solución de Marketing Automation.

El sector educativo y el Marketing Automation: por qué funciona

Marketo

Le marketeur traditionnel se concentre sur le suivi d'activités comme la collecte de formulaires auprès des leads, les ouvertures d'e-mails et les clics sur les liens. Le marketeur moderne sait que seule la mesure du retour sur investissement prouve l'impact de ses actions et la contribution de son équipe au chiffre d'affaires. Les dirigeants attendent en effet des résultats tangibles. Or, si d'un côté votre équipe marketing suit les activités et que de l'autre votre équipe commerciale suit les recettes, vous risquez d'être confronté à une divergence d'objectifs. C'est là que l'attribution marketing entre en jeu. Dans sa forme la plus simple, l'attribution marketing B2B consiste à mettre les données marketing en corrélation avec celles des ventes. Participez à notre webinar, en collaboration avec notre partenaire AWE, le jeudi 16 avril à 11H00 et découvrez les avantages de l'attribution marketing, le modèle le plus approprié pour vous et les différentes méthodes qui vous aideront à démontrer l'impact du marketing sur le chiffre d'affaires. Au programme : Les différents modèles d'attribution : les différences, le pour, le contre. Quel est le modèle le plus approprié pour votre entreprise et quelles sont les méthodes pour démontrer l'impact du marketing sur votre chiffre d'affaires. Démonstration Marketo Engage : un outil multicanal unique pour gérer votre attribution du modèle le plus simple au plus sophistiqué. Nos intervenants :

Les différents modèles d'attribution : lequel choisir ?

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Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

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In the realm of archaeology and linguistics, few artifacts hold the mystique and historical significance of the Rosetta stone. This unassuming slab of black basalt, discovered in 1799 by French soldiers during Napoleon’s campaign in Egypt, has since become synonymous with deciphering ancient mysteries. The Rosetta Stone, named after the town near where it was found, stands as a remarkable testament to human ingenuity and the relentless pursuit of understanding.

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

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.

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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

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

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