Marketing Beyond with Alan B. Hart - 268: Digital Business Transformation: Defending, Differentiating, and Disrupting with Publicis Sapient's Teresa Barreira

268: Digital Business Transformation: Defending, Differentiating, and Disrupting with Publicis Sapient's Teresa Barreira

07/14/21 • 43 min

2 Listeners

Teresa Barreira is the CMO at Publicis Sapient where she works to transform businesses in the constantly evolving world.

In this episode, Alan and Teresa discuss her path to becoming CMO at Publicis Sapient, the new internship program she's launched, and why she believes that diversity and inclusion are not only HR functions.

Along with her passion for D&I awareness, Teresa is passionate about transforming businesses. In her eyes, an organization should be like an operating room, constantly evolving and gleaning expertise and counsel from the experts in the room to accomplish a goal. Marketing plays a large role in driving that change. She says, “marketing is not just about telling a story or managing the brand. It is now about transforming the business.”

Listen to the full conversation to learn how you can also defend, differentiate, and disrupt within your organization and industry.

In this episode, you'll learn:

Why content is the king and queen of a service company
Why diversity and inclusion doesn't only belong in HR
Digital business transformation: defend, differentiate, and disrupt

Key Highlights:

[01:35] Growing up in Portugal and coming to the States
[03:38] From medical student to CMO
[07:16] What Teresa loves about the services division
[09:25] Selling a service as well as the people
[10:30] Lessons learned by being your authentic self
[15:40] Publicis Sapient's internship program
[22:11] Diversity and Inclusion is a company-wide endeavor
[26:34] An organization should be an operating room
[28:00] What is a digital business transformation
[32:22] Transforming McDonald's
[37:00] What Teresa says is today's biggest opportunity for marketers

Resources Mentioned:

Publicis Sapient
Teresa Barreira
Past experience: IBM, Accenture, Deloitte
Services Marketing
Internship program – 120 students, 9 in marketing, 90% first generation college students
Tony Wells of USAA on Marketing Today Podcast Episode
Travis Montaque founder of Holler on Marketing Today Podcast Episode
Pod Model – Agile Approach
McDonald's business transformation

Subscribe to the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)

Hosted on Acast. See acast.com/privacy for more information.

Teresa Barreira is the CMO at Publicis Sapient where she works to transform businesses in the constantly evolving world.

Listen to the full conversation to learn how you can also defend, differentiate, and disrupt within your organization and industry.

In this episode, you'll learn:

Why content is the king and queen of a service company
Why diversity and inclusion doesn't only belong in HR
Digital business transformation: defend, differentiate, and disrupt

Key Highlights:

[01:35] Growing up in Portugal and coming to the States
[03:38] From medical student to CMO
[07:16] What Teresa loves about the services division
[09:25] Selling a service as well as the people
[10:30] Lessons learned by being your authentic self
[15:40] Publicis Sapient's internship program
[22:11] Diversity and Inclusion is a company-wide endeavor
[26:34] An organization should be an operating room
[28:00] What is a digital business transformation
[32:22] Transforming McDonald's
[37:00] What Teresa says is today's biggest opportunity for marketers

Resources Mentioned:

Publicis Sapient
Teresa Barreira
Past experience: IBM, Accenture, Deloitte
Services Marketing
Internship program – 120 students, 9 in marketing, 90% first generation college students
Tony Wells of USAA on Marketing Today Podcast Episode
Travis Montaque founder of Holler on Marketing Today Podcast Episode
Pod Model – Agile Approach
McDonald's business transformation

Subscribe to the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

267: The Financial Impact of Customer Connection with Khoros’s Katherine Calvert

Katherine Calvert is the Chief Marketing Officer of Khoros, a digital engagement platform for social marketing, online communities, and customer care.

In this episode, Alan and Katherine discuss her path to becoming CMO at Khoros and her perspective on customer engagement. She also shares what platforms marketers should consider if they want to create great experiences for their customers and prospects.

Katherine believes “there is a real opportunity for marketing leaders to be the champion within companies to elevate CX,” saying customer experience should be the “north star” by which they lead. Studies show that over 60% of consumers stop doing business with a brand after just one negative instance. On the other hand, 80% of consumers say they will pay more for the same product or service if it comes with a delightful customer experience.

Listen to find out how customer experience is transformational to your company's finances.

In this episode, you'll learn:

The importance of staying connected
The financial impact of having good CX
Utilizing platforms and channels

Key Highlights:

[01:22] Katherine's brush with Kevin Bacon
[02:55] Katherine's path to becoming CMO
[05:32] What you should know about Khoros
[09:15] Stay connected with your customers
[15:05] How marketers should think about channels and platforms
[20:01] Katherine's advice for customer engagement
[24:15] A defining experience that made Katherine who she is today
[26:34] Katherine's advice to her younger self
[27:29] A topic Katherine believes marketers should learn about
[30:24] The brands and companies Katherine follows
[32:35] What Katherine says is today's biggest opportunity for marketers

Resources Mentioned:

Khoros
Katherine Calvert
Quicksilver (movie), Kevin Bacon (actor)
Lithium, Spredfast Merger
Khoros Smart Social Report
Sephora, Rothys

Subscribe to the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

269: Using Social Commerce to Influence Your Brand with Jane.com’s Meagen Johnson

Meagen Johnson is the SVP of Marketing at Jane.com, a curated fashion marketplace with more than 2,000 brands and thousands of products released daily and only available for 72 hours.

In this episode, Alan and Meagen dive into Meagen's passion for marketing beginning in high school, how she ended up at Jane.com, and the trends she sees in the clothing and fashion industry and social media.

Meagen believes the biggest opportunity for today's marketers is to leverage social commerce not just for sales but also for brand awareness. She says marketers need to push to be different and that “what got you here today is definitely not going to get you where you need to go.” What should you be doing to not fall behind? Test, experiment, try different things to see if they work and align with your brand. How does the concept of “shopetainment” and influencers fit into this? Listen to their conversation to find out.

In this episode, you'll learn: