C-Suite Panel at Deloitte University Next Generation CMO Academy
Oct 18, 2023
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Three remarkable women, including Susan Sheffield (Executive VP and CFO of GM Financial Co.), Deborah Gibbins (COO of Mary Kay), and Surabhi Varshney (Global Corporate Strategy lead for Celanese), share insights on building trust and value in marketing. They discuss the role of CMOs in B2B organizations, the importance of trust and relationships, recovery and mental health strategies, and collaborating with stakeholders in marketing strategies.
Bridging the gap with other C-suite members and involving them in the messaging process can strengthen relationships and make the CMO a valuable partner.
Appreciating the long-term value of marketing beyond measurable metrics and showcasing its importance through brand building and strong accountability.
Leveraging customer insights and integrating them with other departments can drive growth, market share, and innovation.
Transitioning to the C-suite requires building relationships, embracing change, and practicing self-awareness to become an influencer and decision-maker.
Deep dives
The importance of content strategy
Deloitte Digital provides efficient and sustainable solutions for content creation, delivery, and analysis. Their integrated solutions help marketers streamline workflows and create relevant and targeted communications.
The impact of messaging in the digital realm
CMOs need to be aware that their messaging reaches various audiences, including CFOs, legal departments, and employees. Bridging the gap with other C-suite members, understanding their audiences, and involving them in the messaging process can strengthen relationships and make the CMO a valuable partner.
Building trust and value in marketing
Marketing plays a critical role in building brand equity, loyalty, and awareness. C-suite leaders should appreciate the long-term value of marketing beyond short-term measurable metrics. Being passionate about brand building and having strong accountability can help showcase the importance of marketing.
The value of marketing in enterprises
Marketing brings customer insights and an understanding of customer behavior to the table. Leveraging this knowledge and integrating it with other departments, such as HR and strategy, can drive growth, market share, and innovation.
Transitioning to the C-suite
Transitioning to the C-suite requires a shift from being an executor to an influencer and decision-maker. It is important to understand your peers' roles, build relationships, and seek opportunities for collaboration. Being authentic, embracing change, and practicing self-awareness are crucial to success.
Tips for future-proofing the business
Marketing leaders should stay informed about technological advancements, such as AI, and understand how they can bring value to the organization. Being at the forefront of consumer insights, sustainability, and market trends can help drive growth, improve customer experiences, and inform strategic decision-making.
Taking care of mental well-being
C-suite leaders should pay attention to their mental health and implement strategies for recovery. This can include mindfulness practices, breathing exercises, meditation, taking time off, and finding balance between work and personal life.
Taking action and seeking support
C-suite leaders should seek support from their peers and colleagues, share their expertise, and ask for help when needed. Building strong relationships, enlisting support, and embracing accountability can lead to collaborative decision-making and increased success.
One issue often explored on this show is how to build the trust and value of marketing within the broader C-Suite. For this week’s episode, Jim welcomes three C-Suite execs (who are not CMOs) to dive headfirst into that issue. Recorded live in front of an audience of emerging CMOs at the 2023 Deloitte University Next Generation CMO Academy, this episode features guests Susan Sheffield (Executive Vice President and CFO of General Motors Financial Co.), Deborah Gibbins (Chief Operating Officer of Mary Kay) and Surabhi Varshney, who leads Global Corporate Strategy for chemical giant Celanese.
Susan Sheffield has had a long career in corporate finance and banking, with stops at JPMorgan and Wells Fargo Bank, before joining General Motors Financial Co in 2001. There, she rose through the ranks to become the Executive Vice President and CFO in 2018.
Deborah Gibbins first joined the Mary Kay brand in 2013 as their CFO, before shifting to COO in 2018. Before her time at Mary Kay, Deborah held multiple leadership roles at PepsiCo’s Frito Lay.
And finally, Surabhi Varshney was promoted in February 2023 to the global corporate strategy lead for Celanese, a $10 billion by sales leader in the production of differentiated chemistry solutions and specialty materials.
Tune in for insights from three remarkable women on how to build the value of marketing, and how to be a successful C-Suite leader.
