198: Branding and Storytelling | Bruno Bertini of 8x8

In this engaging conversation, Dan Sixsmith interviews Bruno Bertini, the CMO of 8x8, discussing the evolving role of the CMO in today's business landscape. Bruno shares insights on branding, storytelling in B2B, and the importance of customer experience. He emphasizes the need for CMOs to be business operators, bridging gaps between marketing, sales, and customer success. The discussion also touches on leadership styles, personal growth, and the significance of mentorship in shaping one's career. Bruno concludes with a powerful mantra: 'Enjoy being while becoming.'TakeawaysBruno Bertini emphasizes the importance of storytelling in B2B marketing.The role of the CMO is evolving to become more integrated with business operations.Building a brand in a commoditized market requires a focus on customer-centric messaging.Effective marketing should be seen as a continuous process, not just a sales tool.Leadership in marketing involves fostering a culture of trust and high expectations.Mentorship plays a crucial role in professional development and growth.The CMO should act as a glue between different departments within the organization.Success is defined by continuous improvement and learning.A strong company culture is essential for team dynamics and performance.Enjoying the journey of growth is as important as the end goals. Chapters00:00 Introduction to Bruno Bertini and 8x802:17 The Role of Storytelling in B2B Branding06:16 The Evolving Profile of the CMO10:20 Marketing as the Glue in Organizations20:13 Bruno's Personal Journey and Early Influences27:47 The Duality of Creativity and Operations28:53 Early Influences and Entrepreneurial Spirit31:51 Transformative Experiences at Disney36:24 Path to Leadership and Mentorship39:45 Leadership Style and Team Dynamics44:23 The Role of Mentorship in Growth47:27 Defining Success and Continuous Improvement51:43 Introduction to the Conversation51:44 Exploring Key Themes52:00 Introduction to Sales Dynamics52:00 Understanding Customer Needs