Francesco Federico for CMO Summit

April 29, 2022

Video Transcript

Speaker: Francesco Federico, Executive Director, Global Marketing Technology, JLL

Please could you introduce yourself?

Francesco Federico: Hi I'm Francesco Federico, Global Marketing Technology Director at JLL.

What will you be discussing at the upcoming Chief Marketing Officer Summit?

Francesco Federico: At the upcoming event I will talk about my experience as head of UK Marketing, where we implemented account based marketing technologies fully integrated with our marketing technology stack, and what we achieved, ultimately, was an end to end capability that is now able to demonstrate to the business the return of a marketing investment for every single dollar we put in our marketing machine.

What nugget of wisdom are you hoping to leave attendees with after your talk?

Francesco Federico: I hope to leave with you some actionable tips and lessons learned really on, on how to make and build successful end to end arrive platform. For instance, we will touch on the importance of processes and governance that need to be wrapped around the technology because sometimes we focus too much on the tech and we overlook the processes and governance that need to be wrapped around it free to be successful.

Which other sessions are you looking forward to attending at the Summit?

Francesco Federico: I really look forward to attending the session around the driving alignment across the C suite because I believe the role of the CMO and in general of senior marketeers has dramatically changed, especially as a result of the pandemic. And we now really have a seat at the table on the board. But I think this is a privilege we need to fight for in order to retain it. And so I'm really looking forward to hear what others have to say on how the CMO can contribute in the long term, to strategic discussions in the boardroom.

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