[ad_1]
In the latest episode of The Independent Marketer, Sapna Desai, chief marketing officer, ManipalCigna Health Insurance shares the importance of streamlining decision making to create breakthrough work and maintaining consistency in brand messaging.
Desai believes that conducting a business and a marketing orchestra is quite similar in many ways. Like in an orchestra, though each musician plays a specific instrument, one needs to follow the conductor’s cues to ensure that they are playing in harmony with one another to produce music. Similarly, a marketer has to bring different elements together to build a cohesive and an effective campaign.
“Many times the marketer has the opportunity to be the glue that binds the organisation together,” she said.
Marketing today is both an art and science. It requires collaboration, diverse skill sets and a sense of shared purpose to achieve success, according to the ManipalCigna executive.
Desai added, “I believe there are two key mindsets a high performance marketing leader should try to inculcate in the organisation. The first one really is about diversity. When a team is made up of individuals from different mindsets, different cultural backgrounds, and life experiences, it can lead to more creative problem solving.”
The second aspect is about developing a lifelong learning culture and new marketing technologies like AI, data, and more.
Another important duty for an independent marketer to do is to be an advocate or articulate voice of the consumer in the boardroom, and bringing in an outside perspective and insights to the decision making.
The CMO concluded by sharing that she believes in creating a culture that encourages risk taking, fosters independent thinking and drives the marketing efforts to create sustainable business advantage for the business.
Watch the full episode here:
Rajat Abbi, vice president, global marketing, greater India of Schneider Electric highlights how marketing needs to be creative, innovative and well abreast with the latest trends to create a deeper impact on the customer experience and the brand.
[ad_2]
Source link