The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
How Great CMOs Lead Through Change with Lauren Esposito (Ep 65)
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Sooner or later, every marketing leader will have to guide their organization through a major change.
Whether it's repositioning a brand, launching a new product, or helping a company navigate growth, those moments require much more than a solid marketing strategy. They demand alignment, trust, and the ability to bring the entire organization along for the journey.
In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren are joined by Lauren Esposito, CMO at Asymbl and former marketing leader at Salesforce, to explore what it really takes to lead marketing during periods of transformation.
Lauren has an incredible track record of leading product and brand initiatives at one of the world's most recognizable technology companies. From that experience, she shares how successful CMOs balance long-term brand building with business outcomes, communicate change internally, and help customers understand why change matters in the first place.
Throughout the conversation, Lauren also covers other important topics to keep in mind:
- The importance of customer centricity
- Cross-functional leadership
- Building trust across the organization
If you're a CMO, VP of Marketing, or an aspiring marketing executive leading a company through growth or transformation, this episode is a must-listen.
Timestamps:
00:00 Introduction
02:15 Meet Lauren Esposito and her journey from Salesforce to Asymbl
06:40 Why brand transformation is never just a marketing project
11:20 Leading brand changes inside large organizations
16:45 Building alignment across marketing, product, sales, and leadership
21:35 Keeping customers at the center during periods of change
26:50 Balancing long term brand building with short term business goals
31:40 How marketing leaders earn credibility inside the executive team
36:55 Lessons Lauren brought from Salesforce into her CMO role
42:10 Advice for marketers preparing for executive leadership
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Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.
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Cheers.