The Next CMO Goal Setting, the Customer Journey, and the Future of AI with Bruno Bertini of 8x8
Sep 12, 2025
Bruno Bertini, CMO at 8x8, is a seasoned marketing leader with a focus on impactful strategy and AI applications. He discusses how marketing can drive company goals by aligning objectives and establishing measurable outcomes. Bruno emphasizes the importance of owning the customer journey and enhancing LTV through proactive strategies. He also shares practical AI workflows for targeting and creative production, advocating that CMOs should operate as strategic partners within the business for sustainable growth.
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Align Marketing With Top Company Goals
- Start your marketing plan by owning top company goals and make one 80–90% marketing-driven objective.
- Back OKRs with functional KRs and cultural MBOs to force cross-team collaboration.
Operate Marketing As Capital Allocation
- Treat marketing as a business operator and frame decisions as capital allocation with clear returns.
- Sit with the CEO, CFO, and CRO and show how marketing spend plugs into company strategy.
Quarterly Haste Vs. Multi-Year Gains
- Bruno learned that people overestimate quarterly change but underestimate what they can do in two to three years.
- He advises balancing short-term wins with a long-term transformation plan to preserve sanity.
