{"id":29568,"date":"2021-05-28T09:00:00","date_gmt":"2021-05-28T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=29568"},"modified":"2021-05-28T00:35:21","modified_gmt":"2021-05-28T04:35:21","slug":"future-proof-marketing-org-webinar-recording-takeaways","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/future-proof-marketing-org-webinar-recording-takeaways","title":{"rendered":"How to Future-Proof Your Marketing Org: Webinar Recording &#038; Takeaways"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_60b06a2d3056a\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Despite your best laid plans, one thing is clear: The future is uncertain.<\/p>\n<p>Sweeping advances in digital marketing, artificial intelligence, machine learning, and privacy have revolutionized and fragmented our discipline. All while social issues have raised expectations for marketers\u2019 global impact on society.<\/p>\n<p>But all is not lost.<\/p>\n<p>At our most recent <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/leading-fwd-may-2021\/\">Leading FWD panel discussion<\/a>, we were excited to host marketing leaders focused on being agile and adapting their strategies amidst an ever-changing business landscape. This session, moderated by our very own CMO Melissa Sargeant, featured:<\/p>\n<ul>\n<li><strong>Angela Connor<\/strong>, Founder and Chief Communications Officer of Change Agent Communications<\/li>\n<li><strong>Andrea Fryrear<\/strong>, President and Co-Founder of AgileSherpas<\/li>\n<li><strong>Jamie Gier<\/strong>, three-time Chief Marketing Officer, currently at Ceros<\/li>\n<\/ul>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-29569\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea-1024x576.png\" alt=\"Litmus panel discussion with Melissa Sargeant, Angela Connor, Andrea Fryrear, and Jamie Gier\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea-1024x576.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea-300x169.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea-768x432.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea-1536x864.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea-1800x1012.png 1800w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/litmus-webinar-panel-jamie-melissa-angela-andrea.png 1910w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>If you missed the live discussion, you can <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/leading-fwd-may-2021\/\">access the full panel on-demand<\/a> at any time.<\/p>\n<p>Angela, Andrea, and Jamie had a vast amount of insights to share about how to future-proof your marketing team to drive organizational success.<\/p>\n<p>We\u2019ve highlighted a few key takeaways on themes of having the right team in place, thinking about the customer perspective, and being purpose-driven.<\/p>\n<h2>Learners will inherit the earth<\/h2>\n<p>In order to adapt to change, people need to be on board for it. Angela said it best:<\/p>\n<img decoding=\"async\" class=\"alignleft wp-image-29571 size-thumbnail\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/angela-connor-150x150.png\" alt=\"Angela Connor\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/angela-connor-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/angela-connor.png 248w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\u201cMake sure you have the right people and the right skill set. But more importantly, the right mindset. Not everyone is equipped to start something new [&#8230;] \u2018We\u2019ve always done it this way or that way.\u2019 Those are just not the people that are going to help you move forward.\u201d<\/p>\n<p>It\u2019s okay to not know everything\u2014that\u2019s why having a learning mindset is so critical.<\/p>\n<p>And Andrea honed in on this curiosity by suggesting that we start with the \u201cwhy.\u201d Why does your organization need to change? Dig deeper into your team\u2019s pain points. She said, \u201cHow we start the transformation informs its eventual success.\u201d<\/p>\n<h2>Shifting your perspective to the customer<\/h2>\n<p>All three panelists agreed about breaking down silos. From Jamie\u2019s perspective, organizational design should be less about functional roles and more about the customer journey (e.g. acquisition and retention). This helps your team better align to your customers so you\u2019re intentional about what you create and how it\u2019s done.<\/p>\n<p>This is prime for agile marketing, which forms focused teams of people with T-shaped skills. Meaning folks who have deep expertise but also some cross-functional skills. Andrea said:<\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-29570 size-thumbnail\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/andrea-fryrear-150x150.png\" alt=\"Andrea Fryrear\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/andrea-fryrear-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/andrea-fryrear-300x300.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/andrea-fryrear.png 463w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\u201cThe customer really benefits from this, too, because they have consistency. They have people who have really devoted expertise in what they want, when they want it, and how they want to receive it, so everybody wins in this world. But you have to rethink what it means to be on a team.\u201d<\/p>\n<p>Agile marketing is a way to speed up the marketing metabolism. You take in data and react and respond more frequently, constantly re-evaluating priorities and budgets. If what you\u2019re doing isn\u2019t working for your customers, you can easily pivot.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f1f0f0;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-24038\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/Going-Agile-The-New-Email-Workflow.png\" alt=\"Going Agile The New Email Workflow\" width=\"392\" height=\"508\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/Going-Agile-The-New-Email-Workflow.png 392w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/Going-Agile-The-New-Email-Workflow-231x300.png 231w\" sizes=\"(max-width: 392px) 100vw, 392px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Give your email workflow an agile boost<\/strong>\n<p class=\"zero\">Help your email team achieve greater speed to market. It\u2019s easy with the micro-efficiencies shared in our ebook, Going Agile: The New Email Workflow.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/agile-email-process-workflow-ebook\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get your guide \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h2>Authentic branding and storytelling<\/h2>\n<p>While key performance indicators (KPIs) are important, you shouldn\u2019t forget about branding.<\/p>\n<img decoding=\"async\" class=\"alignleft wp-image-29572 size-thumbnail\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/jamie-gier-150x150.png\" alt=\"Jamie Gier\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/jamie-gier-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/05\/jamie-gier.png 182w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\u201cBrand is our way of helping our customers see a better version of themselves.\u201d<\/p>\n<p>Jamie spoke about branding as a way to stay connected with buyers in an emotional way\u2014the \u201cheart\u201d of a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-anatomy-of-a-modern-marketing-org\/\">modern marketing organization<\/a>. We all need to be careful about pivoting away too much from investing in the very thing that allows us to do storytelling, which takes us back to focusing on customers as the hero of our stories.<\/p>\n<p>But your brand and the stories you tell need to be authentic.<\/p>\n<p>Your brand\u2019s purpose has to be something you genuinely care about and infused into your organization from the inside out in order to truly be authentic. If you\u2019re not sure yet, figure it out, but Angela cautioned, \u201cDon\u2019t say you\u2019re something that you\u2019re not. That\u2019s when all hell breaks loose.\u201d<\/p>\n<p>Marketing <em>is<\/em> storytelling. Get that story right.<\/p>\n<p>Jamie left us with a great soundbite: The cherished marketing belief that should be challenged is \u201cthat our jobs stop at the MQL.\u201d<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f1f0f0;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone wp-image-23575 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--1024x538.png\" alt=\"Litmus | Leading FWD\" width=\"1024\" height=\"538\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--1024x538.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--300x158.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--768x403.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--1536x807.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--2048x1076.png 2048w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/Leading-Forward_Partners-You-Value--1800x946.png 1800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Get more marketing leadership content like this<\/strong>\n<p class=\"zero\">This Leading FWD panel was a part of our Leading FWD series. Stay in the loop on events like this and other ridiculously smart content for marketing leaders in our Leading FWD newsletter.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/leading-fwd-newsletter\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get on the list \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Find out the top takeaways from our latest Leading FWD panel discussion with marketing leaders on future-proofing your marketing organization.<\/p>\n","protected":false},"author":1,"featured_media":28413,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[9885,93],"blog_category":[9770,50],"class_list":["post-29568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-agile-marketing","tag-branding","blog_category-leading-fwd","blog_category-webinars"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Future-Proof Your Marketing Org: Webinar Takeaways - Litmus<\/title>\n<meta name=\"description\" content=\"Find out the top takeaways from our latest Leading FWD panel discussion with marketing leaders on future-proofing your marketing organization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/future-proof-marketing-org-webinar-recording-takeaways\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Future-Proof Your Marketing Org: Webinar Recording &amp; 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