00:00We're all inventing and building things that have never been built before.
00:04There is no blueprint or silver bullet at this point that just everyone can implement.
00:09Everyone needs to have their own advantage and differentiation in this world of AI as well.
00:14You really need to have a mindset of curiosity, allow your team members to experiment, to learn,
00:22and as you save time using AI, you need to invest that time in more learning and experimentation.
00:34As the CMO Snowflake, I spend a lot of time with other CMOs, many of the largest customers in the
00:42world.
00:42And the big topic, which is a big topic here in Cannes as well, is really how do we build
00:48this new AI operating model across a market organization.
00:52And this is not just a technology challenge, the technology is here, it's available today,
00:58but it's also a culture and a people challenge. How do you get everyone along with you on your market
01:06organization,
01:06on this journey towards becoming an AI-driven organization?
01:11Culture is really at the center of this transformation. You need to have a culture of curiosity.
01:19All CMOs are feeling the pressure right now from their CEOs, from their boards, but those organizations
01:27that are really succeeding from an AI perspective right now, that's when AI is really one of the core
01:33strategic initiatives for the entire company. AI success in marketing is not something that happens
01:40isolated on the market organization. At the center for AI is data, trusted data, governed data,
01:48data. And that is something that needs to be centralized across your organization.
01:52To succeed with AI in marketing, it's not just using marketing data. You want to be able to use
01:58all your enterprise data. That is where your differentiation is going to come from. You want
02:02to be able to access your product data. You want to be able to access your finance data. You want
02:07to be able
02:08to access the entire intelligence of your organization, and you need to have a governed foundation.
02:14So it's not an isolated effort on the marketing side. It's truly an effort that needs to be aligned
02:22and worked on across the entire organization. The most important thing that you need to do as a CMO is
02:30to
02:30quickly understand what are the priorities for me? What is the priorities for the organization? How can I
02:36impact quickly here? And you need to build trust. I mean, the greatest asset you have as a CMO is
02:42a trust
02:43trust that you have built in your organization, the trust with your peers on the leadership team.
02:49It's the same thing for brands and their customers, right? Trust is the most important thing that you
02:55have. It's the most important brand asset. And it's the same thing for you as a CMO. So it's important
03:00to be able to go in and build that trust quickly, understand how am I going to have
03:05impact quickly in this organization.
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