![]() (Note: I greatly appreciated Griffin Smith's continued focus on improving things for the customer.) This GTM motion focuses on metrics such as revenue, bookings, growth, customer retention, and NPS. The Chief Market Officer works across the company and helps to connect the entire go-to-market motion to make it better for the customer. ![]() Marketing needs to be about facilitating a business and helping sellers get products into customers' hands for their benefit. ![]() And it can't be only about executing programs and measuring performance. Marketing cannot be just a department.Obsessed with market conditions, buyers' needs, how these things have changed competitors, and what you're innovating for.There are two things Griffin Smith argues marketing needs to be these days: She said you can have buyers and employees all over the world, and they can have the exact same experiences, but you need the right digital backbone to deliver it. In an industry where people are always talking about shifts in buyer behavior, Griffin Smith believes the pandemic brought an equality to people that wasn't there before. It's the focus and acknowledgment that the things we execute are meaningless unless we really focus on the market needs. Marketing has evolved from being about campaigns and events and leads, to a more strategic function that requires a deep understanding of the market and customer needs. It may seem like a subtle nuance, but it packs a critical point. The idea of connecting content, data, and executing experience is at the heart of what Acquia's platform does, and she wanted to be a part of helping companies leverage it to connect with their customers.Īt Acquia, Griffin Smith isn’t the Chief Marketing Officer she's the Chief Market Officer. She also learned that extending the platform helps build a better digital experience across a broader technology set and a broader portfolio of customers. Many opportunities have come across her desk, but what interested her about Acquia was her fascination with the digital world as both a consumer and a marketer.Īt Brightcove, she had learned how to build experiences and connect with audiences through the power of video. Along with a joint customer, Griffin Smith's team was also looking at Acquia's digital asset management (DAM) solution. Griffin Smith was introduced to Acquia through its partnership with Brightcove (where she was CMO). I've had some great leaders, and I've had some great opportunities, and I just kept thinking about how can we make it better? What's the next thing we can do? And here I am. I never thought, ‘I'm going to be a CMO, and I want to live in America’. She believes her global view is a primary reason Progress Software hired her, and she's been able to leverage that experience with other companies: Given that she had always worked in a remote office for a US company, she had close connections with sales and could quickly learn what did and didn't work. From there, she started her marketing career and eventually moved to the US as CMO for Progress Software. She met the marketing manager at that job, who took her to CeBIT, Germany's biggest computer expo trade show, and got the tech bug. This was certainly the case for Griffin Smith, who, while studying business management (marketing and HR) at university, decided she wanted to be a linguist and joined a company's customer service team after school so she could speak German all day. I always like to hear how people got into marketing because it's often not a straight line. She's been Chief Marketing Officer (CMO) for well-known tech brands, including Brightcove, SoftwareAG, and Alfresco, but her latest role, as Acquia's CMO, takes a slightly different perspective on marketing, one that goes well beyond running campaigns. Jennifer Griffin Smith didn't plan to get into marketing as a career, but that's where her path led her.
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