Nexus2050
Leadership in Marketing: navigate between transformation and innovation

Cécile Lorenzini, Managing Director at Vanksen, led a roundtable discussion titled “Leadership in Marketing: navigating into transformation and innovation”. This discussion brought together Véronique Lefevre, Head of Digital Marketing & Events at Airbus Defense and Space; Anthony Kukaj, Digital Marketing Lead at Lombard Assurances; and Giovanni Gribaudo, Global Director of Digital Excellence at Ferrero, to share the challenges and opportunities their companies need to face. If you did not have the opportunity to attend it, we invite you to discover the key insights from the discussion.   
 

Challenge #1 : Adapt to digital transformation 

First, our panelists shared one of their major challenges: seamlessly integrating new technologies into traditional marketing strategies. The boundaries between traditional and digital marketing are becoming increasingly blurred. The point is not to choose between the two, but to extract the best from each to create a cohesive strategy and most importantly, to activate them in synergy to amplify their effects. Among the key successful factors, our panelists all agreed to mention the importance of close collaboration between marketing, sales and customer service.

Challenge #2 : Process and exploit data efficiently

Our guests all evoked the use of good tracking and reporting tools, as well as a performing CRM, as determining factors for the project success. Of course, data exploitation and analysis are crucial to take enlightened decisions. However, it is mandatory to ensure the centralization and harmonization of all data from different channels (events, social media, website, forms…) in a CRM that facilitates their accessibility and exploitation. Indeed, this is the sine qua non condition for precise audience segmentation and, consequently effective campaigns.  

Apart from tools, if teams need to be data-driven, it is fundamental that this data culture serves customers. Our speakers insist that prioritizing customers’ insights must be at the core of the company’s concerns.  

Challenge #3 : Align marketing with the company’s objectives

To ensure that marketing strategies align with the company’s overall objectives, close collaboration between marketing and other departments such as sales or IT is essential. Regular interdepartmental meetings and shared key performance indicators help maintain this alignment, in favor of a unified approach towards the achievement of commercial objectives.

Challenge #4: Maintaining innovation despite budgetary constraints 

In a tense and uncertain economic environment, our experts are unanimous: innovation must remain a priority. Therefore, businesses should strive to encourage the use of creative solutions within budgetary constraints to sustain growth and achieve differentiation in the market.

Challenge #5: Attracting and holding talents  

Another challenge faces companies: that of attracting, developing, and retaining marketing talents in a constantly evolving environment. For our experts, the primary challenge lies in finding profiles capable of mastering and advancing in various expertise areas, as the distinction between traditional and digital marketing blurs. It is therefore essential to recruit talents who not only master marketing but are also data-driven, and who possess complementary skills or backgrounds, such as those from engineering backgrounds.

To retain them, the responsibility lies with the company: it must nurture their curiosity, their desire to learn, and their aspirations for growth with continuous new challenges and training opportunities.

Challenge #6: Effectively and Ethically Utilizing Artificial Intelligence  

Finally, if there's one topic at the heart of all discussions in this inaugural edition of Nexus 2050, it's AI. Our panelists discussed its pivotal role in enhancing marketing strategies. While there are significant benefits such as improved targeting and action efficiency, they emphasized that ethical considerations should guide AI integration to align with company values and societal norms.

As a conclusion, these new challenges posed by marketing in business present opportunities for transformation, evolving both their services and models of collaboration and innovation.

We thank Véronique Lefevre, Anthony Kukaj, and Giovanni Gribaudo for their participation in this roundtable and their candid sharing of valuable insights!