My takeway learning from CMO Conferences in 2024

10 top themes at Pavilion CMO Summit this week (too many for one post).

𝐊𝐞𝐲𝐰𝐨𝐫𝐝 𝐭𝐑𝐞𝐦𝐞𝐬: Alignment, Revenue, AI, Buyers Committee expanding, Process

Building on yesterday’s thread (in comments if you missed it), the second top 3 moment was the community as a whole, including listening to all presenters and all the people I bumped into.

1. CMOs should think like a CRO by focusing on ICP-driven territory design, taking ownership of pipeline and forecast, leading MDRs, and having operational chops. (LatanΓ© Conant (she/her)

2. Revenue is everyone’s job but no one’s (singular) job, leading to silos and dead zones. LatanΓ© Conant (she/her) (side note -100% agree on this and the process to eliminate the dead zones).

3. CMOs should align with the executive team, prioritize outcomes, and ensure predictability. Kyle Lacy, Maria Pergolino, Matt Heinz

4. Documenting processes is crucial to avoid misalignment. Kyle Lacy, Maria Pergolino, Matt Heinz (side note – agreeing and defining processes key!)

5. Buyers are different, with 70% of the buying journey happening on their own. Sales should focus on the buying committee, not just MQLs. 🌎 Victoria Frederika Albert

6. AI in marketing is in the pilot phase or early enterprise adoption, with the potential to create $1.4 to $2.6 trillion in business value. Liza Adams, Paul Roetzer, Ali Jawin, Carilu Dietrich

7. When implementing AI, start small, align with strategic initiatives, and create a formal structure with an AI Council and roadmap. Paul Roetzer, Liza Adams. (loved this concept of AI Council!)

8. Focus on unique customer sets, intent surges, and mapping out customer touchpoints to decrease customer experience powered by marketing. Jen Spencer

9. Alignment is crucial in the current economy, with six key themes: PLG & ABM, partners, field marketing, demand gen, and customer marketing. Ajay Manglani

10. CMOs are now expected to drive revenue growth, demonstrate measurable impact on business goals, and align marketing strategies with broader organizational strategies. Andrea Kayal
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