Diana Haussling, Colgate-Palmolive North America: Is the Funnel Dead?

Full transcript

Colgate-Palmolive has been in business for more than 200 years, and it won't be around for another 200+ unless its operators continue to innovate, says Diana Haussling, the company's VP and GM North America Consumer Experience & Growth.

"It's really important that we don't have a sense of entitlement," she says. "We are parts of a broader history, of a huge brand and a huge brand story. Our responsibility as brand stewards has to drive our passion, our focus, to make sure that these brands don't fall down on our watch."

Diana originally came to Colgate-Palmolive to run digital commerce in North America, which gives her a unique perspective on marketing, and in this episode of Building Better CMOs, she tells MMA Global CEO Greg Stuart that it's time to rethink some fundamentals — including the funnel. They also talk about acting like a founder, winning in both digital and brick-and-mortar, and the balance between ambition and fear of failure. Plus: Where Diana's work ethic comes from, how she gives back to her community, and what marketers should take away from this year's Pride Month.

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Links:

• Diana's LinkedIn
• Greg's LinkedIn
• Greg's Twitter
• How Colgate developed a recyclable toothpaste tube

This episode was produced and edited by Eric Johnson from LightningPod.fm.