Progress over process: The principles of exceptional marketing leadership

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Heading into 2023, the role of the marketing leaders within their company will be more pronounced than ever. Teresa Barreira, Publicis Sapient CMO, argues the scope of marketing leaders now extends beyond brand building activities.

“For marketing leaders this is even more important. Because today marketing needs to drive growth and strategy for the company, not just for the brand. It requires acting as a connector across several functions from strategy to product to sales and culture.”

In the second season of the ClickZ Marketing Masters podcast, we have asked each of our guests to explain their viewpoint on the attributes of a great marketing leader. In the final episode of the season, we spoke with Barreira to take a deeper look at the responsibilities of marketing leaders. A well-seasoned thought leader on marketing leadership, Barreira takes us through how the role has evolved, and the characteristics exceptional leaders should embody.

What is the role of the modern marketing leadership?

The role of the marketing leader has evolved, argues Barreira, away from a pure custodian of the brand. The world of constant change we live in means marketing leaders must champion three key areas:

1. The customer: Marketing leaders have a responsibility to drive and own customer experience
2. Growth: CMOs and leaders should drive growth in the ‘three R’s’:
   • Reputation for their brand
   • Relationships with their clients
   • Revenue for their company
3. Change: Leaders should drive strategy across the company because they can leverage the customer insights needed to innovate.

Today, marketing leaders need to think beyond marketing. They are no longer custodians of the brand. Barreira argues that to do so, marketing and CMOs need to create connections across the organization.

 “They need to behave like Chief Collaboration Officers to unify the C-Suite.”

Indeed, Barreira goes one step further to explain that the most important relationship is with the CEO. Today, the CMO tenure is less than three years on average. Many CMOs tend to over promise and under-deliver, as when the company does not perform, it is easy to blame marketing. But crucially this short tenure is due to the relationship with the CEO, or the lack of it.

What leadership principles embody these responsibilities?

Barreira names the four leadership principles that exemplify outstanding marketing leadership. By embodying these principles, marketing leaders can champion customers experience, business growth, and change through innovation.

1. Constant evolution: “We do not know what the future will hold tomorrow, but we know it will be different. As a marketing operation we need to operate in a constant state of Beta. That means to constantly adapt, evolve, and pivot fast.”

2. Culture fuels innovation: “You need to create an environment and a culture that allows people to experiment and innovate. Create an environment that favors progress over perfection, and empowerment over approvals.”

3. Coach vs Manager: “We have to not just hire the best talent, but create an environment where people feel driven enough, empowered enough, and brave enough to create impact and change.”

4. Speed over process: “Do not let the process stand in the way of progress or speed. Perfection is the enemy of progress.”

Achieving these principles in practice begins with the mindset of marketing leader. Speed, innovation, and evolution all require a willingness to embrace change and ambiguity. This mindset will equip marketing leaders for 2023, where adaptability and the ability to pivot quickly matter most in the fight for relevancy.

Timestamps

00:10 – Introduction

01:02 – What makes a great marketing leader?

02:10 – How has the role of the marketing leader evolved?

04:42 – What are your leadership principles and why are they important?

08:49 – How can marketing leaders build better C-Suite relationships?

12:14 – How can marketing leaders continue to develop and learn?

14:09 – How will the role of the marketing leader change in 2023 and beyond?

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Teresa Barreira is the Global CMO at Publicis Sapient. Teresa’s creative thinking coupled with her ability to make the complex simple enabled her to break the mold of traditional marketing in Technology and Service companies. At Publicis Sapient she has reinvigorated the brand, repositioning the company to drive profitable growth and become a leader in digital business transformation. Indeed, under her leadership, marketing-influenced revenue has more than tripled. She created an agile operating model focused on speed, data & innovation and built a multi-disciplinary, multi-cultural global team, that fosters diversity, equity and inclusion. Teresa is a proud Hispanic and native of Portugal who is focused on advancing DE&I in leadership and at all levels of the workplace.