David Warren

Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

26

"The whole premise of the Un-Carrier Movement was about fixing a stupid, broken, arrogant industry." - Jon Freier, President of T-Mobile's U.S. Consumer Group. In 2012, T-Mobile was losing 2 million customers annually and facing a bleak future. The company dared to make radical changes to deliver more value to customers than competitors were willing to offer. This was not just a marketing campaign—it was a strategic overhaul designed to differentiate T-Mobile in a highly competitive market. | "If you treat customers great and you treat 'em | better than your competitors, guess what? | They'll stay." The Un-Carrier strategy involved eliminating contracts, introducing unlimited data plans, and launching innovative programs like T-Mobile Tuesdays. These moves were risky financial bets, but they were based on a core belief: if we deliver materially better value to customers, they will stay longer, buy more, and tell their friends. | "We just decided to have customers win first. | Our employees win second and then our | shareholders ultimately winning after that." This approach aligns with a perspective I’ve often discussed: companies that prioritize customer value ultimately achieve superior financial performance. T-Mobile's strategy perfectly demonstrates how focusing on long-term customer loyalty can drive substantial business growth and market differentiation. | "The biggest risk is not doing all of that. The biggest | risk is just doing exactly the same. Where our business | was, it needed a bold shakeup." These customer-centric innovations led T-Mobile to re-establish itself as a leader in customer satisfaction, dramatically improving its Net Promoter Score (NPS) and outperforming its competitors in both market share and customer loyalty. Since 2012, T-Mobile’s total shareholder returns have exceeded the S&P 500 by at least four times. Want to learn more about the strategies behind this incredible turnaround? Tune in to the latest episode of Customer Confidential with Jon Freier. Listen now: https://lnkd.in/gqwBEaCM #CustomerExperience #Innovation #NPS #TelecomRevolution #CustomerValue

41

7 Comments

My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

16

5 Comments

Attention #emailmarketers! Want to learn some actual, practical tips on using #AI in your #digitalmarketing programs? And not just hear another boring, generic pitch? Check out this amazing webinar from the Movable Ink superstar Product Marketing team. T.J. Prebil and Erica Davidson Dingman will walk you through a brief history of AI, how to improve your tech stack with AI, suggestions on getting started, and more. Register here: https://lnkd.in/eVahyZ5W

8

How KPMG’s CMO is promoting Generative AI within the consulting giant by Drew Neisser 𝗧𝗵𝗶𝘀 𝗾𝘂𝗼𝘁𝗲 𝘀𝘁𝗮𝗻𝗱𝘀 𝗼𝘂𝘁: "We’ve realized that AI won’t replace humans—but humans using AI will replace those who aren’t." I applaud Lauren Wagner Boyman’s commitment to upskilling the marketing team's AI acumen. This is the necessary step to transform business as usual in an AI world. I'm curious how your company prepares its workforce to incorporate AI into your team members' everyday work.  Comment below ⤵️

9

7 Comments

According to VP David Johnson, the future of #AI is bright ☀️ David believes AI enablement within the organization will equip us with innovative resources that will help us offer more hyper-personalized solutions for our clients’ obstacles, saving time and maximizing excellence. Check out the full video in our Newsroom to discover more about the future of AI.

5

Nearly three years ago, a dozen or so former Citrites sat around a glass table in 120 S. West Street in Raleigh trying to figure out how to untangle a 15-year-old business and revive a standalone go-to-market. That journey culminated with the sale of ShareFile – a now thriving, dynamic product – to Progress yesterday. I chose Citrix ShareFile 8-years-ago for two reasons – work/life balance and the opportunity to work on a software product I enjoyed using. My oldest son was still an infant, and I had no idea I’d be joining a company and product that would weave itself into a narrative so personal it feels like a part of me. I completed my family here. I navigated through a pandemic here. I learned I was capable of more than I ever imagined here. And as my life changed, so did ShareFile. It was standalone, a feature of Citrix Workspace, sustaining, and resurrected. But no matter how companies organize around it, ShareFile has something most companies dream of and spend millions of dollars trying to find – Product Market Fit. It solves a problem businesses of all sizes are willing to pay for. As this latest chapter in ShareFile’s nearly 20-year-history ends and it’s next one begins, I can’t help but be incredibly grateful for every opportunity to be a part of its story. To my ShareFriends – words cannot describe how much being on this journey has meant. Each of us carries a piece of ShareFile, and together, we created something truly incredible. To David Le Strat and Kurt Heusner – thank you for your leadership, belief in me and us, and an unwavering confidence that together we could all (re)build something special for employees and customers. As ShareFile takes this next step, I’m excited to continue this journey, watching its #progress unfold and contributing to the legacy we've all built together.

118

10 Comments

If you haven't seen a 28Stone live presentation before, I highly encourage you to tune in! Thrilled to welcome Thomas Dolan and his #allstar team on our upcoming webinar for a deep-dive into their latest #AI enabled solution for market maker #communications, #analytics, and decision-making. REGISTER: https://lnkd.in/e9advXYj #AI #GenAI #CapitalMarkets #FinTech

27

1 Comment

#NACDA2024 Advice: If you have "Athletic Director" in your title, ignore any topic that doesn't align with the following... - New Revenue from Existing Assets: The key here is "existing." Across all leagues, we're seeing (1) the use of LLMs to drive low-risk, high-yield campaigns and (2) content monetization as the low-hanging fruit in this space. This year, you're not adding toys to the garage - you're figuring out how to run the best possible garage sale. - Personalization: Stakeholder trust and perception of clarity with departments are historically low. Learn everything you can about improving specific touchpoints with Athletes, Sponsors, Donors, and Fans. Then do it. That's it. That's the list.

1

Looking for the right CMO for your org? (Or wondering if your current one fits the right profile for your needs?) Read this.

2

2 Comments

We could argue that consumers are changing their behavior – like shouting to an empty room that they need something – because #technology is changing first...but emerging #tech could turn this on its head. https://lnkd.in/gZhmwEy #digitalmarketing

1

As a branding & comms person, I often code switch to a "commercial marketer" so I can hope to gain a perceived (aka better), more strategic seat around the business table. But watching how attribution and GPTs can sanitize brands into oblivion I'm wearing my Storytelling badge with renewed pride. Storytelling is far from a "soft" skill in the business world; it is the essential, and often, missing piece in marketing strategy. This MIT Sloan School of Management article highlights several key benefits that storytelling delivers such as "sustained winning," solidifying its importance in driving business success: 1️⃣ Enhanced Understanding and Engagement: Storytelling makes complex data more accessible and engaging, helping teams and stakeholders understand and retain information better. This improved comprehension leads to more informed decision-making. 2️⃣ Improved Collaboration and Cohesion: Internal storytelling fosters a sense of connection and shared purpose among team members, building cohesion and inspiring cultural change. This unity is crucial for driving collective efforts towards common goals. 3️⃣ Strategic Impact: Combining data with storytelling enhances the strategic impact of marketing efforts. It allows for creating compelling narratives that resonate with target audiences, driving engagement and loyalty. Better yet, stories are easy to re-tell meaning your brand awareness gets a nice bump. The MIT article underscores that storytelling can be a critical component for achieving sustained performance and success in data-driven teams and beyond. #storytelling #brands https://lnkd.in/gBmK88fJ

15

Tech is business. The two are inextricably linked….. Arguments to the contrary are, at this point, moot. So why do we still operate in siloed organizations where technologists do technology and the ‘business’ does business? I get it, there are some layers of technology that more than likely must focus on just operations. But there is an opportunity for a cross functional layer that delivers tech enabled growth and efficiency. I’ve seen very few companies do this effectively. The ones that do are far beyond their competitors…….

3

🚀 Shaping Marketing’s Future: Turning Challenges into Growth Opportunities 📈 CMOs are navigating a sea of change, but with the right approach, these challenges become opportunities to shape the future of marketing. By leveraging data and insights, we can transform economic headwinds into catalysts for innovation and growth. This new blueprint empowers CMOs to: ✅ Embrace purpose-driven strategies ✅ Foster collaboration ✅ Drive profitable growth The future of marketing lies in adapting to change, leading with purpose, and maximizing impact. Let’s turn these challenges into a roadmap for success! #MarketingLeadership #CMOInsights #ProfitableGrowth #PurposeDrivenMarketing #Innovation #FutureOfMarketing #CharleneIgnacio #FornixMarketing

6

The white house has launched an initiative aimed at eliminating the daily frustrations plaguing American consumers. Aptly named "Time is Money," this program validates what industry veterans like Kate Leggett have long advocated: the critical importance of valuing customers' time. Key focus areas include: • Streamlining subscription cancellations • Mandating automatic cash refunds for flight disruptions • Digitalizing health claim submissions • Eradicating customer service "doom loops" • Combating fake reviews • Cracking down on ineffective chatbots • Optimizing parent-school communications Several of these points directly target customer service deficiencies, leaving me with mixed feelings. The irony is stark: the shift to online customer service was intended to save time, yet it has often resulted in convoluted processes that transform simple tasks into frustrating undertakings. While addressing these issues is overdue, we must acknowledge the challenges faced by customer service professionals. They grapple with the increasing complexity of their roles, often seeing their efforts undermined by the growing intricacies of the processes they're tasked to handle. Nonetheless, this initiative represents a positive step forward for the industry. Link in the ist comment to this post #cx #customerservice

17

13 Comments

As an apple consumer i welcome the marriage and the added capability. Putting my industry hat makes me skeptical though, particularly about OpenAI’s future ability to live with Apple’s stiff rev share conditions and closed ecosystem. It s a sweet deal for openAi from the looks of it, opening 1 billion apple customers to upsell on the paid GPT version. I’m generally excited about alliances, those that take a freemium model like GPT’s to the next level. Question is could this curb GPTs very essence of openess as a platform

16

3 Comments

🛫 Just returned from NYC after attending an incredible Goldman Sachs event that brought together CMOs across 30+ portfolio companies. These are best events for learning and networking.  Great venue, speakers, attendees and content.  The event was framed around what makes a strategic CMO from the perspective of the Board, #CEO, #GTM Leaders and Employees.  Some new themes and familiar ones with new wrinkles.  Literally had dozens of worthy topics but tried to extract the key themes here. 📈 Revenue Marketing. Growth Marketing. Intense focus on driving growth. Marketing is a profit center (vs. a cost center) so this mindset is healthy. Discussed tactics - and pitfalls to avoid for delivering growth to earn credibility with the Board and CEO. And the new wrinkle here is the impact of #2….. 🚄 Driving the Go-To-Market Flywheel across Product, Sales, Marketing and CSS.  IMO, this reflects changes in the drivers of growth.  It’s not just Net New.  Its Net Revenue Retention (NRR), Product-Led Growth (PLG) and delivering a great customer experience for retention and upsell. 🗣 Voice of the Customer at Scale. No more focus groups of one. Marketing is the only department to understand customer needs through data, essential for shaping effective go-to-market strategies and product development. I have specific examples to share how we used search data and website visitor data to identify real customer needs. RevOps.  Topic kept coming up.  What is the role of RevOps? Where should RevOps sit? The CEO was a popular answer to ensure neutrality and drive company-wide alignment. Mallory Lee 📺 Video and Company Vision. This one is a bit random. Lots of separate discussion about using video to articulate the CEO’s vision to employees and the markets.  Delivering great EX is another responsibility of the CMO. And that starts with communications. Video is the means to communicate that vision to align employees and the business.  IMO video is one of the most underutilized mediums in B2B right now. Especially given its role in shaping the employee experience. #marketing, #CMO, #growth Ursula Ayrout Paul Albright

68

10 Comments