00:00Right now, being a very successful CMO, you have to be entrepreneurial and you have to be
00:07willing to work in ambiguity. There is no playbook for how marketing is working today. And that
00:12playbook is being written and you have to be comfortable writing that, which means you have
00:16to be brave. We talk about bravery all the time with CMOs, but I do think that the real bravery
00:27is not just going to try new things, but it's being comfortable with what you're trying is not
00:31going to work because there's no best practices to look at. You are writing the best practices for
00:37today. And so I think that good characteristics is being a pioneer. It's being somebody that is
00:42willing to try new. It's being somebody that's curious and really being able to put yourself
00:47out there and then explain and teach people, not just your teams, but your CFO, your CIO, your CEO,
00:53the other members of your organization and really help them, bring them along with ideas of how you
01:00see the future architect. This is the most exciting time to be in this job. And particularly if you're
01:07a pioneer and you are looking forward to driving change within your company. And I think the role
01:11of the CMO has completely evolved into a role that is more focused on data operations, the way work gets
01:18done, not just the work that's output and really focus on like, how are they orchestrating across
01:23both their enterprise, as well as within their marketing function of sort of connecting all the
01:28specialties that marketing requires to be successful. So you have to be an operator within your organization.
01:33And people are always like, what does it mean to be an operator? It really means that you're focused on
01:38how the business is working, not just marketing, but how the sales are happening, how commerce is
01:43happening, how human capital is working, because you're really trying to connect that and amplify
01:48everything that's about your business and be that true customer connection back into the business in
01:54a way that you are presenting and showing up and helping everyone else show up in the right ways.
01:59And I think this is where AI and this is where content, this is where GEO and this is where
02:04creator,
02:04and this is where all these sort of components, why everyone is really interested in it, because your job
02:09is a growth operator, you are driving more money into the organization, not just through marketing,
02:14but also marketing itself being a growth engine for your business. Today's CMOs are a really unique
02:20position to be the next CEOs, because they're the ones that are really looking across the organization
02:25and helping shape what works. I find it really interesting that AI is really leaning in on the
02:31marketing space as a start point, because that is the best opportunity CMOs have to really demonstrate
02:37their value back to an organization beyond just, I can know how to use AI, but I actually know how
02:42to transform and move an organization along with this future operating model. So I think this is my
02:4810th or 11th time being here in Cannes, and so much has changed. What I've really loved about what
02:53I've been seeing in Cannes now is it's not just about the work that's going on in the palais behind
02:58me,
02:59but it's about how that work is getting done. People are really talking now about change and about the
03:06future and what that future means and what that future holds everywhere from channels to content
03:10to text to data to new operating models to new businesses. And I think my favorite thing about
03:16Cannes is that continuous evolution, but still at the root of it, it's about being creative. It's just
03:21redefining what creativity means, which is much more than just the output, but it's the way in which you
03:26are solving problems.
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