194: Say Goodbye To Marketing As We Know It | Christine Royston

In this episode, Christine Royston, CMO of Wrike, shares her insights on the evolving landscape of B2B marketing, the impact of AI, and innovative demand generation strategies. She discusses the importance of building a cohesive marketing team, aligning marketing with sales and customer success, and the significance of global branding. Christine also reflects on her career journey, lessons learned from her time at Cisco, and the qualities of effective leadership.

Takeaways

AI is transforming how we approach marketing and productivity.

Building authentic relationships with customers is crucial for demand generation.

Effective marketing requires a blend of strategy and execution.

The role of marketers is evolving to include technological proficiency.

Ruthless prioritization is essential for maintaining work-life balance.

Sales teams must leverage technology for efficiency and personalization.

Global branding requires consistency with local adaptations.

Mentorship plays a vital role in career development.

Communication is key to successful cross-functional collaboration.

Success is defined by flexibility and balance in professional and personal life.

Chapters

00:00 The Current State of B2B Marketing

03:05 Leveraging AI in Marketing

05:50 Innovative Demand Generation Strategies

09:14 Building a Marketing Team at Wrike

12:03 The Evolution of Marketing Roles

14:52 Planning for 2025: Efficiency and AI

18:14 Coaching and Mentoring in Marketing

21:08 The State of B2B Sales

24:02 Aligning Marketing, Sales, and Customer Success

26:54 Global Branding Strategies

30:08 Christine's Career Journey

40:09 Defining Success

43:29 Introduction to Sales Dynamics

43:29 Understanding Customer Needs