Sales Is King 198: Branding and Storytelling | Bruno Bertini of 8x8
In this engaging conversation, Dan Sixsmith interviews Bruno Bertini, the CMO of 8x8, discussing the evolving role of the CMO in today's business landscape. Bruno shares insights on branding, storytelling in B2B, and the importance of customer experience. He emphasizes the need for CMOs to be business operators, bridging gaps between marketing, sales, and customer success. The discussion also touches on leadership styles, personal growth, and the significance of mentorship in shaping one's career. Bruno concludes with a powerful mantra: 'Enjoy being while becoming.'
Takeaways
Bruno Bertini emphasizes the importance of storytelling in B2B marketing.
The role of the CMO is evolving to become more integrated with business operations.
Building a brand in a commoditized market requires a focus on customer-centric messaging.
Effective marketing should be seen as a continuous process, not just a sales tool.
Leadership in marketing involves fostering a culture of trust and high expectations.
Mentorship plays a crucial role in professional development and growth.
The CMO should act as a glue between different departments within the organization.
Success is defined by continuous improvement and learning.
A strong company culture is essential for team dynamics and performance.
Enjoying the journey of growth is as important as the end goals.
Chapters
00:00 Introduction to Bruno Bertini and 8x8
02:17 The Role of Storytelling in B2B Branding
06:16 The Evolving Profile of the CMO
10:20 Marketing as the Glue in Organizations
20:13 Bruno's Personal Journey and Early Influences
27:47 The Duality of Creativity and Operations
28:53 Early Influences and Entrepreneurial Spirit
31:51 Transformative Experiences at Disney
36:24 Path to Leadership and Mentorship
39:45 Leadership Style and Team Dynamics
44:23 The Role of Mentorship in Growth
47:27 Defining Success and Continuous Improvement
51:43 Introduction to the Conversation
51:44 Exploring Key Themes
52:00 Introduction to Sales Dynamics
52:00 Understanding Customer Needs