How to Collaborate With Non-Believers Panel |Association of National Advertisers | CMO Confidential

In a new twist for CMO Confidential, host Mike Linton moderates a panel for The Association of National Advertisers on Industry Thought Leadership.Unlock the secrets to collaborating with non-believers in marketing with insights from top CMOs and executives! 🎥 In this engaging panel discussion, moderated by Mike Linton, host of the CMO Confidential Podcast, we bring together industry leaders Jeff Lowe, Chief Commercial Officer at Smart Technologies, Roula Nassar, Chief Financial Officer at Smart Technologies, and Rob Whitney, VP of Marketing Innovation at Univar Solutions. Key topics include understanding the perspectives of finance and sales, overcoming the perception of marketing as "fluff," and practical strategies for fostering cross-departmental collaboration. Tune in to hear how Roula transitioned from viewing marketing as an expense to recognizing its vital role in driving revenue. Discover Jeff's approach to aligning marketing and finance through shared goals and metrics, including the importance of sales accepted leads (SALs) and share of voice. Rob shares his journey of turning skeptics into believers by demonstrating tangible value and building strong business relationships.This video is packed with actionable advice and real-world examples to help you navigate the challenges of collaborating with non-believers in your organization. Learn from the experts and elevate your marketing strategy to new heights!Subscribe to the CMO Confidential Newsletter for exclusive content and stay ahead in the ever-evolving field of marketing. 🌟 Don't forget to like, comment, and share your thoughts below!#MarketingStrategies #CustomerJourneyMetrics #UnderstandingMarketingValue #ExecutiveTeamAlignment #StrategicMarketingPartnershipsCHAPTERS:00:00 - Welcome to the panel01:24 - Insights from CMOs02:21 - Roula’s Journey: Nonbeliever to Believer07:56 - Tips for Gaining CFO Support12:21 - Getting Started with Marketing Strategy16:09 - Key Performance Measures That Matter22:20 - Overcoming Marketing Obstacles26:14 - Engaging Non-Believers in Marketing27:23 - Unique Practical Marketing Advice29:50 - Audience Q&A Session31:00 - Sales Perspective on Marketing32:58 - Finance's Impact on CreativitySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.