"Always be a coach-player" – the best advice Michelle Taite got when she took on the CMO role at Intuit Mailchimp - video Dailymotion

Business Insider

Intuit Mailchimp CMO Michelle Taite says putting in the work along with leading will help CMOs adapt to the changing marketing field. Taite was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.

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00:00If you're not a player in addition to being a coach, you're not really able to

00:04mind the craft and bring in the talent, as well as push the team to its best.

00:09And when you're playing with the team, it just creates a magic of its own.

00:18When I took on the CMO role, I think the best advice that I got was be a coach player.

00:24Always be a coach player, because the craft of marketing is continuously

00:28changing the market around it, how the world is evolving.

00:32We just talked about AI.

00:34We do a lot of prompting jointly as a team because we find that it's a really

00:38big boost to the creative process.

00:40If you're not part of those sessions, if you don't take part in the actual work,

00:44it's hard to keep up with what's happening.

00:46It's also hard to understand how the team is learning.

00:49What is standing in their way?

00:51We use some internal LLMs.

00:53What is it that the team can and can't do?

00:56And how do you unblock those resources for them?

"Always be a coach-player" – the best advice Michelle Taite got when she took on the CMO role at Intuit Mailchimp

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