The New ROI: Redefining Marketing's Role in Growth - CMO Inspired Summit Panel

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Overview

In this CMO Inspired Summit panel, David Enwright, Marketing Director at Post Office; Lucy Alligan, Global Director of Marketing at Bluprintx; Simonetta Rigo, Chief Client Officer at Rathbones Group; Suzanne Lord, Head of Media at BBC; and Sara Marshall, Strategist and Global Marketing and Brand Leader at Sara Marshall Strategy, explore what ROI means for marketing today.

Marketing leaders are under pressure to prove impact in more than financial terms while navigating shifting economies, changing customer behaviour and the rapid rise of AI. The panel shares how they understand their audiences, measure what matters and use AI to free up their teams to be more creative.

Key takeaways

  • Marketing's role has become much broader, working closely with delivery and sales teams as well as the wider business.
  • For the BBC, audiences are everything, and success is not only about big numbers but also about reaching underserved audiences.
  • Rathbones uses AI personas built from its customer insights to test content, guided by consumer duty, tone of voice and financial promotion rules.
  • AI can take on the more mundane tasks so teams can focus on creativity, as in a BBC pilot repurposing its own journalism with five Premier League clubs.
  • Econometric modelling helps show causality, and bottom-up experimentation with AI can build the case for an enterprise-wide solution.

Watch the full session on YouTube: The New ROI: Redefining Marketing’s Role in Growth | Panel Discussion - CMO Inspired Summit

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