Marketing from the C-Level: From Strategy to Action (Part 2/2)

In the first part of this article, we focused on how strategic marketing and digital transformation are redefining the business landscape. Now, let's dive into what really brings these strategies to life: people, culture, and measurable results.

Building the Marketing Dream Team

"The best talent does not look for a job, they look for purpose." I learned this phrase the hard way after losing several exceptional professionals because we focused too much on objectives and too little on purpose.

One of our biggest challenges is creating an environment where talent can thrive. It is not just about hiring the best; it is about creating an ecosystem where they can give their best.

A year ago, implementing a hybrid work model for a marketing team, many board members were skeptical, but the results spoke for themselves: productivity increased and talent retention improved significantly. The lesson was clear: trust and flexibility are as important as technical expertise.

Data-Driven Culture: Beyond Metrics

"We can not improve what we can not measure" is a phrase I constantly repeat in our meetings. However, I have learned that creating a data-driven culture goes beyond obsessing over numbers.

In the organizations where I have collaborated, we transformed how we view data. They are no longer just metrics on a dashboard; they are stories about our customers. This perspective has radically changed how we make decisions.

• We identified behavior patterns that led us to completely redesign retention strategies

• We discovered cross-selling opportunities that no one had noticed

• We improved our NPS by truly understanding what our customers value

The KPIs that Really Matter

I have learned to distinguish between metrics that sound good and metrics that truly drive business. It is not about having more data, but having the right data. This might seem obvious, but just the other day in a friend's office, he mentioned that "that lady was solely dedicated to collecting data." When I asked what they did with it afterward, the answer was meme-worthy: "we still do not know."

In monthly meetings, I like to focus on what I call the "Triangle of Impact":

• Customer lifetime value (not just immediate sales)

• Acquisition efficiency (not just volume)

• Recommendation index (not just satisfaction)

This approach allows for smarter decisions about where to invest resources. For example, with one social club and wellness center, we reduced our budget in channels that seemed successful in terms of volume but were not generating quality long-term customers.

The Future of Executive Marketing

If there's something I have learned in my professional journey, it is that the future belongs to organizations that can adapt quickly without losing their north star. The marketing of the future will be:

• More personalized but less invasive

• More automated but more human

• More measurable but more creative

AI and machine learning are transforming how we understand and connect with our customers. However, the key to success will remain the same: the ability to balance technological innovation with the human touch.

From Insights to Implementation

As leaders, we have the responsibility to prepare our organizations for this future. This means:

1. Investing in continuous team development

2. Fostering a culture of controlled experimentation

3. Maintaining focus on real customer value

Marketing from the C-Level is not just about directing campaigns or measuring ROI. It is about creating organizations that can thrive in a world where change is the only constant.

Marketing as a Transformation Engine

Marketing has evolved from being a support function to becoming a strategic driver of business transformation. As leaders, our role is to ensure that this transformation not only happens but generates real value for our customers, employees, and stakeholders.

The question is no longer whether we should transform our marketing approach, but how we can do it in a way that builds sustainable competitive advantages. The future belongs to those who can see beyond traditional metrics and create experiences that truly matter.

Let’s talk and connect!