Jill Kramer, Chief Marketing & Communications Officer, Accenture

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01:29 – Jill Kramer’s journey to CMCO at Accenture
07:16 – One key lesson: Different people are driven by different things.
10:00 – What’s the hardest thing to explain to non-marketers?
12:16 – Don’t let marketing’s contribution be over-simplified.
14:47 – What role does data play and who do you share it with?
17:35 – Look outside of marketing data to drive confidence.
19:46 – Business data is less debatable than marketing data alone.
22:34 – You deserve the right context to make decisions.
23:27 – Teams focus on the beginning or end of a journey. There’s a lot you miss if you don’t see the middle.
25:01 – How Accenture is trying to connect the journey data dots
27:21 – All teams need the same source of truth, and to know how to take action on it.
28:21 – It’s not about “fail fast.” Are you learning? Getting better data? New examples?
30:26 – If you don’t know your end goal, you’re not ready to begin.
33:00 – What lessons did you learn from 2020? What will change as Jill looks to the next 12 months?
38:23 – Recession is another word for ‘change.’ The ability to change quickly, effectively, and efficiently will drive performance and growth.