The Next CMO Navigating Mergers, Scaling Teams, and Leading With Transparency with Benoit Skinazi of Equativ
Jul 10, 2025
Benoit Skinazi, CMO of Equativ, shares his transformative journey from startup founder to leading a 750-person global team. He discusses the challenges of navigating two major mergers, highlighting the importance of transparency and storytelling in different cultures. Benoit also emphasizes the evolving role of CMOs, the balance between short-term impact and long-term brand growth, and the need for adaptability in leadership. His insights on harnessing AI to understand client needs make for a compelling listen for aspiring marketing leaders.
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Merging Companies Remotely
- Benoit shares his experience of merging two companies via Zoom during COVID without meeting in person.
- Communication and radical transparency were key to uniting different cultures and teams remotely.
Scaling Requires Trust and Storytelling
- Scaling a company requires moving from hands-on work to trusting leaders and telling stories to align globally.
- As companies grow, leaders must prioritize clarity and alignment across continents and cultures.
Align Marketing, Sales, Product
- Leading marketing, sales enablement, and product marketing teams together tightens alignment with client needs and product strategy.
- CMOs should engage strategically with sales and product to influence roadmaps and ensure message consistency.
