412: How can we Trust AI? with Jacqueline Woods, CMO at Teradata

03/27/24 • 48 min

Jacqueline Woods is the Chief Marketing Officer for Teradata, the cloud analytics and data platform for AI, headquartered in San Diego, California. Jacqueline joined Teradata from NielsenIQ, where she was a member of the executive leadership team and Global Chief Marketing and Communications Officer. She also spent nearly 10 years as CMO of the IBM Global Partner Ecosystem Division, where she focused on building cloud, data, AI, and SaaS strategies. Before that, she was Global Head of Customer Segmentation & Customer Experience at General Electric and also held roles of increasing responsibility at Oracle for 10 years, as well as leadership roles at Ameritech and GTE, now Verizon. Thankfully, Jacqueline has always loved math, because, as she points out, marketing today is based mostly on data. However, she also emphasizes the importance of empathy and notes that it is essential in creating a space where people can be authentic and drive innovation, productivity, and product design.

In this episode, Alan and Jacqueline talk about where trust fits into the AI conversation, what leaders need to know before launching an AI initiative, and how AI can boost efficiency and productivity. Jacqueline also tells us why underrepresented people, like black female business leaders, need to be involved in AI as it evolves.

While AI has been around for a while, it became all the rage at the end of 2022 with public access to tools like ChatGPT. AI is based on patterns, some factual and some non-factual. So that poses the question: how do we trust AI?

That's where Teradata comes in. By having responsible people create the models, take responsibility, and think critically about the training, governance, and outcomes, Teradata is focused on building the trust required to use artificial intelligence, generative artificial intelligence, and large language models for their “global 10,000” clientele, like American Airlines and United Healthcare. These companies rely on Teradata for their cloud data and analytics workloads. Teradata has been stewards of trusted information and data since they were founded about 40 years ago, and they believe people thrive when empowered with better and entrusted information.

In this episode, you'll learn about:

Why is empathy important for marketers?
The importance of clean data
Why do underrepresented people have to participate in the evolution of AI?

Our Sponsor:

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Key Highlights:

[02:10] What is empathy?
[03:45] Why marketers need empathy
[07:00] How a love of math led her to marketing
[10:30] Her path to Teradata
[19:00] How can business leaders ensure AI can be trusted?
[21:50] What to do before launching an AI initiative?
[26:45] Remaining authentic using AI
[30:20] Creative AI use cases as workforce multipliers
[33:00] Why underrepresented groups need to participate in AI
[36:20] What we can all learn from Moe
[41:45] “Of course it’s Ai!”
[42:10] Watching the shifting nature of work
[44:40] Can you explain what marketing does and why it’s important?

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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

In this episode, you'll learn about:

Why is empathy important for marketers?
The importance of clean data
Why do underrepresented people have to participate in the evolution of AI?

Our Sponsor:

Download Emailtooltester’s free comparison spreadsheet to find the best email marketing service for your business.

Key Highlights:

[02:10] What is empathy?
[03:45] Why marketers need empathy
[07:00] How a love of math led her to marketing
[10:30] Her path to Teradata
[19:00] How can business leaders ensure AI can be trusted?
[21:50] What to do before launching an AI initiative?
[26:45] Remaining authentic using AI
[30:20] Creative AI use cases as workforce multipliers
[33:00] Why underrepresented groups need to participate in AI
[36:20] What we can all learn from Moe
[41:45] “Of course it’s Ai!”
[42:10] Watching the shifting nature of work
[44:40] Can you explain what marketing does and why it’s important?

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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

Previous Episode

411: How citizenM Hotels are Disrupting the Hospitality Industry with Chief Marketing Officer Robin Chadha

In this episode, Alan and Robin discuss his path from Wall Street to citizenM, their focus on affordable luxury, the innovations they are bringing to the hospitality industry, and who they are working to serve. Robin also tells us about their unique citizensOf campaign and how it is helping them integrate into communities, as well as their partnership with World Bicycle Relief and how they encourage their guests to participate in impactful ESG initiatives.

Robin Chadha is the Amsterdam-based Chief Marketing Officer of citizenM, where he leads the Brand & Communications team. Robin is half Indian, half Dutch, and was educated in American schools his entire life, giving him a deep understanding and appreciation for different cultures from a young age. He spent his first year after graduation on the floor of the NYSE and did another year in the offices, but knew it wasn't the place for him. He made the move into fashion by joining Tommy Hilfiger in New York, where he fell in love with the industry. He then moved back to the Netherlands to join his father's fashion company, Mexx, but left shortly after it was sold to Liz Claiborne. In 2005, Robin entered hospitality by launching Rain, a unique design-led food and drink experience venue in Amsterdam. Robin has always had a passion for travel, so he sold Rain in 2008 to join the budding citizenM team, where he has since been responsible for growing citizenM into the worldwide, distinctly recognizable hotel and lifestyle brand it is today.

citizenM was founded by Robin's father, Rattan Chadha, and opened its first hotel at Amsterdam Schiphol Airport in 2008. When Rattan ran Mexx, he saw his designers traveling the world unable to find affordable luxury hotels to stay in, so they became the pioneers in affordable luxury with a focus on emotional connections, efficiencies, and experiences. Today, citizenM owns and operates 30 hotels in most major cities across the world. They focus on Bleisure travelers that are blending business and leisure, leverage their citizenOf campaign to overcome issues when integrating into new cities, and maintain impressive ESG and charity initiatives to encourage their guests to improve the world citizenM is helping them experience.

In this episode, you'll learn about:

The market gap citizenM was created to fill, and what a Bleisure Traveler is
How citizenM inspires their guests to participate in ESG and charitable giving initiatives
The creative citizenOf campaigns being used to launch new locations

Our Sponsor:

Download Emailtooltester’s free comparison spreadsheet to find the best email marketing service for your business.

Key Highlights:

[01:50] Polar opposites in travel, from Thailand to Dubai
[03:40] From Wall Street, to fashion, to founder, to here
[08:50] The idea behind citizenM Hotels
[11:55] daring to disrupt and gain ground
[14:45] 4 pillars it’s all built on
[16:30] What is “Bleisure”?
[19:05] citizensOf Campaign
[26:15] citizenMovement initiative
[30:40] The impact of growing up in three distinct cultures
[33:30] What AI cannot do and what we do with data
[35:10] Art and fashion trends

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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

Next Episode

413: Creative Destruction at Calendly with Chief Revenue Officer Jessica Gilmartin

In this episode, Alan and Jessica talk about the evolution of Calendly from serving solopreneurs to enterprise organizations, the success factors that have made that shift possible, how she thinks about the RIO and effectiveness of marketing spend, and balancing the need to drive results and be creative through “creative destruction.”.

Jessica Gilmartin is an amateur baker, an ex-yogurt mogul, and the new Chief Revenue Officer at the scheduling automation platform Calendly. She took her first marketing job at Dell, which prompted a move to the Bay Area, where she also started and sold a chain of yogurt stores. Before joining Calendly in 2023, Jessica was Head of Revenue Marketing at Asana and had also served as CMO of three high-growth, venture-backed startups, building their global enterprise marketing engines during rapid growth periods.

Calendly started with a basic scheduling link for individuals, but business users needed more team features, and enterprise users needed more admin and security features, so the product grew to meet those needs. Jessica tells us they are building for scale but are sure to never lose sight of the individual user's success. Her team is focused on how to tell a complete story with comprehensive features while maintaining simplicity in the product and the messaging.

To do that, Jessica and her team have to experiment. Marketing changes all the time, and what worked then will not work now, so marketers have to be creative to drive results. She refers to this as “creative destruction” and encourages her team to make 70–80% of what they are doing every quarter new. However, to make this work, her team must trust that failing is not career-ending as long as they learn from it. Jessica also outlines how her approach to segmenting and communicating expectations around marketing spend facilitates experimentation. AI is a place where many companies are experimenting. However, within their product, the Calendly team sees a huge amount of opportunities they are pursuing, but they are taking a measured approach to keep their users' interests top of mind.

Alan and Jessica wrap up by talking about accepting and embracing hard feedback, the importance of listening to her gut feelings, why markets have to learn sales, and the shifts coming from the consumerization of B2B tech.

In this episode, you'll learn about: