Marketing Beyond with Alan B. Hart

From the archives - orginally released March 2025 Episode Description Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC's integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters. On today's show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as "just pretty pictures," is actually a key growth driver, a concept they refer to as "The Big M." Jenn also breaks down the fundamental premise and strength of the "Yes, And" model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing. Key quotes: "You can't just go out with a really funny, creative ad campaign and hope that it's going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market." - Jenn Garbach, CMO at PNC Bank In this episode, you'll learn: Strategies to gain a competitive edge Tips to enhance your marketing efforts using data-driven techniques How to transform your team into powerful change agents Key highlights: [01:53] Jenn's first job as a cart pusher [03:25] Jenn's career path [06:45] Initial goal when joining PNC [07:32] What is involved in launching a new brand [09:10] "Brilliantly Boring" tagline [13:20] Where does marketing go at PNC now? [16:05] How people become a great change agent [21:35] An experience from your past that defines you: studying abroad. [24:20] Advice to your younger self [25:30] A topic that you and other marketers need to learn more about: AI preparedness [28:35] Trends or subcultures others should follow: Super Bowl [30:50] Largest opportunity or threat to marketers today: pace of change Resources mentioned: Jenn Garbach PNC Financial Brilliantly Boring at PNC Boring is Essential (Launch Video) Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Jenn Garbach and PNC Bank: Jenn Garbach on LinkedIn PNC Bank on X PNC Bank on Instagram Connect with Alan Hart and Deloitte Digital: Alan on X Alan on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

As AI reshapes discovery, how do you make complex tech clear to buyers and demonstrate how marketing is driving growth? Synopsys CMO Ann Minooka shares what it takes to market a highly technical business with clarity, precision, and accountability for business outcomes. She views marketing as the bridge between engineering and the market. Technical product marketing translates capabilities into value propositions, while brand and communications tailor the message for different audiences based on what they care about and where they go for information. Ann explains that her team is moving away from broad product campaigns and vanity metrics like impressions. Instead, she advocates an outcome-led, data-driven approach that uses marketing technology, intent signals and analysis to improve targeting and connect programs to lead quality, pipeline creation and new customer growth. She also outlines how AI is changing planning and implementation, including using behavior signals to meet buyers where they are, building more personalized web experiences, and rethinking content for answer-based discovery across platforms. While AI can speed up first drafts and analysis, Ann believes the bigger unlock is integrating AI across the full workflow and evolving talent and habits. In this episode, you'll learn: Ways to make complex offerings clear and relevant to different audiences. How outcome-focused measurement can help connect marketing to growth. How AI is reshaping buyer discovery, and ways leaders can adapt. Key highlights: [00:30] Introduction [01:30] A love for nature [06:00] Ann's path to Synopsys [09:35] What does Synopsys do? [15:25] Marketing complex solutions [20:05] Optimizing for outcomes [23:40] AI's impact on marketing [31:00] An experience that defines you: Gaining a global perspective [34:40] Advice to your younger self: Learn an instrument, own your own career, and be curious [37:20] A topic you're trying to learn more about: AI's impact on productivity and talent [41:35] Trends or subcultures: The future of intelligence and space travel [44:00] Largest potential threat: Resisting AI Resources mentioned: Synopsys Ansys Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Ann Minooka and Synopsys: Ann Minooka on LinkedIn Synopsys on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How can you create marketing that feels like entertainment and drives measurable growth? Chime Chief Growth and Marketing Officer Vineet Mehra breaks down the product and marketing choices he sees fueling Chime's momentum, including being named Time magazine's No. 1 banking brand. He frames Chime as "not a bank" but a "financial technology company" built for "everyday Americans." And he attributes its traction to showing up in the channels and subcultures where many people spend time, while building products and features designed to meet real needs. Vineet also shares what other marketing leaders can take from Chime's approach: Start with a differentiated product. Treat attention as the ultimate currency. And use social-first, episodic entertainment to make financial topics more relatable. At Chime, brand building looks more like running a streaming platform or magazine, where the job is to consistently earn attention with programming people choose to watch. To ensure that entertainment-driven attention translates into growth, he leans on "performance storytelling" that connects brand-building, direct response and customer lifetime value. He also explains how Chime is applying AI by mapping tools to "jobs to be done" across customer service, creative workflows and talent development. Vineet closes with his view that the biggest potential threat to marketers is resisting change—that leaders should encourage hands-on experimentation while staying anchored to commercial outcomes. In this episode, you'll learn: Ways attention can be earned through entertainment-style brand storytelling Practical lessons for applying AI to specific high-impact work inside marketing and customer operations How marketing leaders can earn more influence in executive and boardroom conversations Key highlights: [00:00] Introduction [01:30] CMO by day, pizza maker by night [03:15] Vineet's path to Chime [08:00] Success in the banking industry [11:15] Marketing that punches above its weight [14:15] Showing up where people willingly spend time [16:50] A brief history of marketing leading to performance storytelling [23:10] Chime's AI journey [29:30] How AI is impacting talent conversations [32:40] Marketing and the boardroom [36:25] An experience that defines you: Growing up as an immigrant in a blue-collar town [38:25] Advice to your younger self: Bloom where you're planted [40:15] A topic you're trying to learn more about: The platform shift [41:30] Trends or subcultures: Hyper-personalized algorithms [43:10] Largest potential threat: The innovator's dilemma Resources mentioned: Chime "Mama, I Made It" interview series Ball On A Budget Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Vineet Mehra and Chime: Vineet on LinkedIn Chime on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How do you raise awareness for complex, highly regulated medical therapies when most eligible patients do not even know it exists? At CES 2026, Alan Hart spoke with Naomi Rodiles, senior director of Global Integrated Communications, Neuromodulation, at Medtronic, about the patient communication required to grow adoption of therapies like deep brain stimulation that can support management of movement disorders like Parkinson's. Naomi explains that the challenge is not clinical efficacy or provider trust, but rather awareness. Even proven therapies can sometimes remain invisible to patients until late in their journey. She outlines how her team is evolving from primarily health care provider-centered messaging to a multichannel, digital-first communications model designed to directly reach patients and caregivers to help them discover, understand and evaluate options earlier. Naomi emphasizes that effective patient marketing in medtech is less about promotion and more about credible education that empowers better conversations in the clinician's office, while strengthening provider partnerships. She also shares practical leadership lessons from the transformation: design for modern consumer expectations, build integrated channel presence so information is findable when people search, and adopt AI carefully to scale content and storytelling within a regulated environment. In this episode, you'll learn: Why awareness, not efficacy, is often the real growth constraint for complex offerings and strategies to navigate it Ways to win trust by prioritizing education over promotion Practical lessons for scaling content in regulated, high-stakes categories using AI Key highlights: [00:00] Introduction [01:00] Starting out at BET's Rap City [02:15] Naomi's path to Medtronic [02:50] The scope of Medtronic [03:50] Medtronic's neuromodulation therapies [05:55] Marketing life-changing solutions [07:50] Evolving the messaging [10:15] Lessons learned [11:45] Symbiotic relationships with health care providers [13:10] An experience that defines you: Falling in love with journalism [14:40] Advice to your younger self: Be mindful of burnout [15:05] A topic marketers need to learn more about: AI [16:00] What are you curious about: AI for equity [16:50] Largest potential threat to marketers today: Resisting change [18:10] CES trends: AI becoming helpful in everyday life Resources mentioned: Medtronic CES Medtronic Deep Brain Stimulation (DBS) therapy Medtronic Percept DBS system Actualize Impact BET's "Rap City: Tha Basement" Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Naomi Rodiles and Medtronic: Naomi Rodiles on LinkedIn Medtronic on LinkedIn Medtronic on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

How can marketing leaders deliver personalization at scale as content demands surge? How do brands protect discoverability as customers shift their search focus from SEO to answer engines and AI agents? At CES 2026, Alan Hart sat down with Rachel Thornton, Enterprise CMO at Adobe, to unpack the ways AI is reshaping customer experience orchestration and the content supply chain. Rachel explains that real personalization drives a major increase in content needs, and that AI can compress production cycles so teams can create, test and optimize large volumes of campaign assets faster than humans alone while staying consistent and on-brand across channels. The conversation then turns to generative engine optimization (GEO) and answer engine optimization (AEO) where Rachel notes discoverability is increasingly dependent on how brands show up in AI-driven search results and in the broader ecosystem of content beyond their own websites. Throughout the conversation, Rachel reinforces that making AI work requires coordinated change across data foundations, processes and skills, not just new tools. She also offers practical lessons for other CMOs on centering customer needs and building a culture of curiosity and experimentation, so teams keep learning as the marketing playbook evolves. In this episode, you'll learn: Ways AI enables personalization at scale Strategies to modernize the content supply chain How AI is shifting marketing and the adjustments marketers can make to stay discoverable Key highlights: [00:00] Introduction [01:00] A love of reading [01:40] Rachel's career path [02:50] Life as the Enterprise CMO [03:55] How AI is changing the marketing role [06:05] Content supply chain at its best [07:45] Using AI to its full potential [09:20] Discoverability in the AI era [11:45] Lessons for CMOs [13:20] Examples of companies doing marketing well [14:15] An experience that defines you: Customer face time [16:05] Advice to your younger self: It's not linear. Try new things! [16:45] A topic marketers need to learn more about: AI [17:40] What are you curious about: Robots [18:30] Largest opportunity to marketers today: "Everybody is a creator at heart" [19:50] CES trends: Embedded AI Resources mentioned: The Covenant of Water by Abraham Verghese Adobe Creative Cloud Adobe Marketo Engage Adobe GenStudio for Performance Marketing Adobe LLM Optimizer Adobe Digital Academy Project Fizzion (Coca-Cola x Adobe) Adobe x NFL partnership CES Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Rachel Thornton and Adobe: Rachel Thornton on LinkedIn Adobe on LinkedIn Adobe on Instagram Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

How might your marketing strategy change if you could prove—with shared baselines and benchmarks—which efforts truly move the needle, and which don't? Anaplan CMO Jim Freeze explains how AI is evolving marketing workflows, elevating creative focus, and tightening the link to measurable outcomes. He details how his team sets explicit productivity goals and uses AI to support content development, enabling marketers to spend more time on strategy, creativity and smarter channel-mix decisions. He also dives into measurement fundamentals with practical advice leaders can act on now: establish transparent targets, align on baselines and industry benchmarks, and report progress regularly. The conversation also emphasizes tighter alignment with sales, stronger finance fluency for marketers, and preparing for the AI-driven search that will reshape content and site strategy. In this episode, you'll learn: Jim's tips to demonstrate marketing's value with metrics leaders trust The importance of baselines, benchmarks and transparent reporting to earn credibility with the C-suite The potential benefits of cross‑functional accountability and AI integration to pipeline velocity, win rates and team focus Key highlights: [00:00] Introduction [01:40] Our first math major and second lawyer [04:20] From programming in C to being a CMO [07:55] The scope of Anaplan [12:15] How Anaplan is using AI [15:45] The evolution of the marketer role [18:45] Demonstrating the value of marketing [23:25] The importance of transparency [26:55] Ways to improve your measurement framework [30:00] An experience that defines you: Leaving law [32:25] Advice to your younger self: Take more risks [33:10] A topic marketers need to learn more about: Finance [34:50] Trends and subcultures to watch: AI search [35:40] Largest opportunity to marketers today: AI Resources mentioned: Anaplan Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Jim Freeze and Anaplan: Jim Freeze on LinkedIn Anaplan on LinkedIn Anaplan on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

What if your next marketing idea could become your company's most valuable product? Armen Najarian, former CMO at Sift, discusses the challenges of marketing in the digital fraud prevention industry, the power of incentives, and how a marketing solution became an impactful product innovation. Armen shares how creative referral programs like "Super Sifters" and a strong focus on third-party reviews have elevated Sift's market position and built lasting customer trust. He also explains how the company's Fraud Industry Benchmarking Resource (FIBR) tool began as a marketing initiative that faced internal pushback over essentially making company data open source. Despite the risks, the idea evolved into a real-time, peer comparison product feature—and ultimately became Sift's top demand generator. Armen's experience highlights the value of bold experimentation and cross-functional, innovative thinking in driving marketing-led growth. In this episode, you'll learn: The incentive strategies that move the needle for Sift How a bold marketing idea can turn into a standout product feature The benefits of finding a personal connection to your work Key highlights: [00:00] Introduction [01:05] Escaping to eastern Maine [03:15] Armen's path to Sift [05:20] The scope of Sift [06:20] From brand management to product marketing [07:55] 10 years in cybersecurity [10:10] Incentive strategies and bobble heads [13:45] How marketing can become a product [15:10] FIBR product demonstration [18:25] An experience that defines you: Entrepreneurship [22:40] Advice to your younger self: Don't sweat the small stuff [24:00] A topic marketers need to learn more about: Experimenting with AI [25:25] Trends and subcultures to watch: Philosophy [26:00] Largest opportunity to marketers today: AI Resources mentioned: Sift FIBR G2 Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Armen Najarian and Sift: Armen Najarian on LinkedIn Sift on LinkedIn Sift on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands? Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking. He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture. In this episode, you'll learn: Why centering business growth with real purpose can create a lasting impact at scale How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world Key highlights: [00:00] Introduction [01:30] Basketball talk [04:30] Anton's path to Mars [08:00] The scope of Mars [10:20] Alan's love to Hubba Bubba [12:20] Scale versus independence of brands [14:05] The Mars talent strategy [15:40] Navigating the evolving marketing ecosystem [18:20] Marketing that adapts to change [20:30] Notable recent work [22:05] An experience that defines you: Top Secret Popcorn recall [26:00] Advice to your younger self: Slow down [28:30] A topic marketers need to learn more about: Connecting creativity with technology [33:45] Largest opportunity or threat to marketers today: Constant learning Resources mentioned: Mars Wrigley SNICKERS NFL Bedtime with Josh Allen Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Anton Vincent and Mars Wrigley: Anton Vincent on LinkedIn Mars on LinkedIn Mars on Instagram Mars on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Lingokids Chief Marketing and Chief Operating officer (CMO and COO) Mikael Journo shares how he skillfully blends data-driven strategies with intuitive decision-making to strike a perfect balance between brand building and performance marketing. Drawing from his extensive career experience, Mikael discusses the challenges of marketing to modern parents and highlights how Lingokids—the leading interactive app for children ages 2–8—addresses their worries. When a recent study revealed that 75% of millennial parents feel guilty about their child's screen time, Mikael and his team saw an opportunity to lean in and shift the conversation. They did so by producing "The Trial," a film that directly confronts this issue and aims to ease parental guilt. Mikael also shares the thought process around the risks involved in the film and launch campaign, outlines the production process, and discusses the results that exceeded the brands expectations. In this episode, you'll learn: The importance of balancing intuition and brand building with data and performance marketing Challenges and strategies for marketing to modern parents Why and how Lingokids created a brand film Key highlights: [00:00] Introduction [01:30] The podcast's first shark wrestler [02:50] Mikael's path to Lingokids [08:30] The scope of Lingokids [11:05] Marketing as a growth driver [13:35] Balancing the dual roles of CMO and COO [16:25] Marketing to modern-day parents [18:30] "The Trial" brand film campaign [25:45] Navigating challenging subject matter [29:05] A big bet that paid off [31:10] An experience that defines you [34:00] Advice to your younger self [34:50] A topic marketers need to learn more about [36:15] Trends and subcultures to watch [39:40] Largest opportunity or threat to marketers today Resources mentioned: Screen time guilt survey "The Trial" (Lingokids brand film) Piel Studio Director, Diego Hurtado de Mendoza Composer, Fernando Velázquez Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Mikael Journo and Lingokids: Mikael Journo on LinkedIn Lingokids on Instagram Lingokids (for kids) on YouTube Lingokids (for grown-ups) on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy's unconventional career path is as intriguing as the illusions he now promotes. By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences who might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing and lasting brand loyalty. In this episode, you'll learn: How using influencers, user-generated content and a video-first strategy can help brands authentically connect with Gen Z and drive meaningful engagement The importance of building a strong local market presence for earning trust, collaborating more effectively, and standing out as a valued community contributor How smarter data collection can power more effective marketing decisions and foster influential relationships Key highlights: [00:00] Introduction [01:35] From banking to the circus [07:45] What is the Museum of Illusions? [10:55] Strategies to reach Gen Z [13:25] Andy's approach to experiential marketing [15:30] "Establishing the base" [17:45] The data collection strategy [19:30] Maintaining energy after the opening [21:05] Brand collaborations [26:50] An experience that defines you: Living abroad and beginning in a startup [30:40] Advice to your younger self: Find your voice earlier [31:45] A topic marketers need to learn more about: AI implementation [33:20] A topic marketers need to learn more about: Gen Z internet culture [36:00] Largest opportunity or threat to marketers today: Entertain and deliver Resources mentioned: Museum of Illusions Museum of Illusions locations PLAY Playground Two Bit Circus La Perle by Dragone Cirque du Soleil Entertainment Group Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Andy Levey and Museum of Illusions: Andy Levey on X Andy Levey on LinkedIn Museum of Illusions on LinkedIn Museum of Illusions on Instagram Museum of Illusions on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Ford is using advanced data and analytics to make smarter, more personalized decisions that connect and benefit both its dealers and drivers. Mark Sucrese, head of marketing technology and dealer platforms at Ford Motor Company, shares why he believes effective marketing leadership in the automotive industry depends on combining customer insight, adaptable technology and responsible innovation. Mark discusses how his team enhances both dealer and customer experiences by leveraging technology to strengthen brand connections throughout the customer life cycle. He explains the need to strategically manage customer data in a B2B2C environment and describes Ford's focus on achieving small, high-impact wins—particularly through hyperpersonalized experiences enabled by advances in AI. The conversation underscores the importance of balancing the art and science of marketing, embracing experimentation, and integrating decisioning models with robust data and flexible technology. Adopting a thoughtful, measured approach to AI and new technologies is becoming essential for responsible, future-ready marketing leadership. In this episode, you'll learn: How Ford uses smart decisioning to transform diverse data into highly personalized customer experiences Why embracing experimentation and learning quickly from failure can accelerate growth and innovation Which technology trends Mark believes could reshape the automotive industry's future Key highlights: [00:00] Introduction [00:55] Celebrities: They're just like us [02:45] Mark's path to Ford [05:05] The scope of his dual role [06:10] Managing data in the B2B2C model [07:20] Personalization and the data needed to power it [08:55] Leadership lessons [10:15] Perspectives on decisioning [12:25] A measured approach to AI integrations [14:30] The future of technology for the automotive industry [16:05] An experience that defines you: A hard career truth [17:10] Advice to your younger self: Embrace a "fast fail" mindset [18:00] A topic marketers need to learn more about: Take a tech approach [18:55] Subcultures and trends to follow: Overlanding [19:50] Largest opportunity and threat to marketers today: AI adoption and resistance Resources mentioned: Ford Motor Company Shah Rukh Khan Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Mark Sucrese and Ford Motor Company: Mark Sucrese on LinkedIn Ford Motor Company on LinkedIn Ford Motor Company on Instagram Ford Motor Company on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Michael Schanker, chief marketing officer (CMO) at OneTrust, shares ways that marketing leaders can rethink their approaches to governance in an era defined by rapid advances in AI and increasing complexity around data responsibility. OneTrust is a global software company that provides a platform for data governance, security, privacy and compliance. As it moves into the emerging category of governing AI, Michael draws on his sales experience to explain the importance OneTrust places on deeply understanding the evolving needs and potential risks facing their customers. He candidly describes OneTrust's journey to create a unified narrative across its product suite, emphasizing that AI governance is not just about compliance, but about protecting brand trust and enabling innovation at speed. Michael encourages marketers to avoid complacency, challenge old habits, and continuously ask themselves if their current approaches fit into a changing world. He also highlights the importance of empathy, continuous learning, and adopting responsible AI practices internally before advising others. For marketing leaders, Michael issues a call to drive change with curiosity, data and a commitment to responsible growth. In this episode, you'll learn: Strategies for modern governance that can help you act fast while protecting trust Why questioning "business as usual" can keep you ahead of the competition The importance of deeply understanding your customers' evolving needs Key highlights: [00:00] Introduction [01:00] Human Google alerts [02:25] Micheal's path to OneTrust [07:30] His first nine months in the role [08:50] Marketing a new category [10:10] What is AI governance? [13:45] AI governance in practice [15:05] AI at OneTrust [16:50] The stakes are high [18:35] "Enabling innovation through the responsible use of data and AI" [19:55] An experience that defines you: Being the son of an artist and an engineer [21:30] Advice to your younger self: Take more pictures [22:40] A topic marketers need to learn more about: Innovative AI use cases [24:25] Subcultures and trends to follow: Storytelling trends in media [27:35] Largest opportunity and threat to marketers today: Complacency Resources mentioned: OneTrust Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Michael Schanker and OneTrust: Michael Schanker on LinkedIn OneTrust on LinkedIn OneTrust on Instagram OneTrust on YouTube OneTrust on X Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Justin Schwartz, commercial IT leader at Marathon Petroleum, shares how his team is bringing people and technology together to drive meaningful change across the business. He highlights that understanding the needs of different users, from field staff to traders, is key to shaping effective solutions—and emphasizes the importance of starting with the real business problem rather than simply chasing new technology. Justin explains how field experiments with AI agents are helping his team learn in real time and improve performance, all while keeping humans at the center of innovation. He encourages leaders navigating rapid transformation to build an inclusive culture, engage teams early, and manage change with transparency and curiosity. Justin also notes that the pace of technology is only increasing, and that actively absorbing information and quickly adopting new ways of working is essential for long-term success. In this episode, you'll learn: Why engaging your people first, pinpointing real business challenges and designing solutions with clear value are crucial for leading successful transformation Ways to accelerate progress by making experimentation a habit, learning alongside your teams and quickly applying new insights Strategies to build a resilient team that is equipped to handle rapid transformation together Key highlights: [00:00] Introduction [01:00] Zone defense: Four kids under 12 [02:00] Justin's path to Marathon [02:40] The scope of Marathon [03:30] Transformation throughout Justin's career [04:50] Doing "transformation" right [06:00] Justin's favorite transformation [07:50] Fostering culture during transformation [10:10] Experimenting with AI agents [11:40] Staying human-centric [13:20] An experience that defines you: Learning from challenges [15:20] Advice to your younger self: Focus on listening [16:20] A topic marketers need to learn more about: Deeper understandings [17:10] Subcultures and trends to follow: Human elements of digital transformation [18:20] Largest opportunity and threat to marketers today: The rate of change Resources mentioned: Marathon Petroleum Corporation Dreamforce Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Justin Schwartz and Marathon Petroleum Corporation: Justin Schwartz on LinkedIn Marathon Petroleum Corporation in LinkedIn Marathon Petroleum Corporation on Instagram Marathon Petroleum Corporation on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Oliver Steil, chief executive officer (CEO) at TeamViewer, shares how his team is reshaping the digital workforce across industries by enabling remote access, facilitating proactive issue remediation, and increasing productivity through automation for both frontline and technical workers. He details the importance of making information easily accessible to specialists wherever they are, explains how AI-powered automation can proactively address issues before they impact users, and highlights the value of strong business collaborations to achieve seamless workflows. Oliver encourages marketing leaders to embrace new technology to drive productivity, speaks about the potential risk of falling behind in a faster-paced, competitive environment, and advocates the importance of staying network-focused and open to change. Key highlights: [00:00] Introduction [01:00] Dreamforce [02:00] Olivers path to TeamViewer [03:25] The scope of TeamViewer [05:35] Alan's manufacturing experience [07:45] Bringing the digital experience to the floor [09:55] How AI is changing work [12:20] Proactive issue remediation [15:55] Remote work [17:20] Collaboration opportunities [19:30] Collaborations at scale [21:15] Understanding your role [22:30] An experience that defines you: Shifting from engineering to consulting [25:05] Advice to your younger self: Network even more [25:40] A topic marketers need to learn more about: Seeing opportunity in disruption [26:50] Subcultures and trends to follow: International politics [28:45] Largest opportunity and threat to marketers today: Increased productivity Resources mentioned: TeamViewer Dreamforce Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Oliver Steil and TeamViewer: Oliver Steil on LinkedIn TeamViewer on LinkedIn TeamViewer on Instagram TeamViewer on YouTube TeamViewer on Threads Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Dion Smith, senior vice president (SVP) of worldwide (WW) partner ecosystem at Siemens reveals how the 175-year-old and highly diverse organization, is transforming complexity into clarity by breaking away from historical silos with its "one tech mission." This strategic shift aims to unify their data, enabling Siemens to solve larger challenges and deliver better client results. He also highlights the strategic importance of collaboration and the use of marketing development funds (MDFs) and dual registration to foster alignment and measurable success for all sides. Dion offers clear advice to leaders navigating their transformations: prioritize the customer journey and let data guide every major decision. Through a candid account of how his dyslexia became a professional superpower, Dion urges others to see value in different perspectives, to fail fast, stay focused on the future, and embrace how AI is freeing people from repetitive tasks to tackle higher-value strategic work. From his perspective, using AI for smarter personalization and predictive insight must always be balanced with respect for consumer trust, ensuring outreach feels supportive rather than intrusive. In this episode, you'll learn: How finding commonalities in complex data leads to clarity and unified strategies Ways to connect marketing investments to measurable outcomes that drive more effective collaboration campaigns Strategies to balance AI-driven personalization with consumer trust for ethical, impactful engagement Key highlights: [00:00] Introduction [01:15] A near-death experience [03:30] Dion's path to Siemens [05:10] His role and the scope of the company [06:45] The "one tech mission" [08:00] Managing a large amount of complexity [10:15] Lessons learned through transformation [12:55] The role of MDFs and dual registration [16:20] Advice for leaders driving transformation [17:55] An experience that defines you: Embracing dyslexia [22:30] Advice to your younger self: Delay reactions until you have the data [24:00] A topic marketers need to learn more about: Finding clarity in complexity [28:55] Subcultures and trends to follow: Agentic AI [31:30] Largest opportunity and threat to marketers today: Consumer trust around AI practices Resources mentioned: Jeff Bezos "Why It's Always Day One" video INSEAD Business School Dreamforce Hewlett-Packard (HP) Garage Origin Story Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Dion Smith and Siemens Dion Smith on LinkedIn Siemens on LinkedIn Siemens on Instagram Siemens on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

Steve Hammond, general manager and executive vice president of Agentforce Marketing at Salesforce, sits down with host Alan Hart at Dreamforce to share his perspective on how leaders can navigate the fast pace of change in technology and marketing. Steve reflects on his journey from early entrepreneurial ventures to modernizing Salesforce's marketing technology, emphasizing how consumer expectations are shifting and how AI Agents now empower companies to unlock hyper-personalization at scale. He discusses how interconnected company data is essential to delivering more efficient, personalized experiences, and why executives should be fully invested in shaping strategies to break down barriers to innovation. Steve explains that the intersection of people and technology delivers the strongest results and shares his prediction that as AI evolves, marketers will spend less time managing technical details and more time focused on high-level strategies that empower them to create personalized customer experiences across all touchpoints. In this episode, you'll learn: How AI agents shift consumer expectations Areas for organizations to address to meet evolving consumer expectations How unified company data unlocks more personalized, efficient customer experiences Key highlights: [00:00] Introduction [01:15] Finding rest on the farm [02:45] What is Agent Force Marketing? [03:50] Steve's path to Salesforce [06:50] Keeping up with the pace of change [08:55] The organizational elements needed to adapt shifting consumer expectations [10:40] The intersection between people and technology [14:35] The state of Salesforce marketing solutions [18:10] Personalization at scale [20:50] An experience that defines you: Experiences different cultures [22:25] Advice to your younger self: Deliver on your vision [23:30] A topic marketers need to learn more about: What is real and what is hype? [25:00] Subcultures and trends to follow: The future of work [26:30] Largest opportunity and threat to marketers today: Apathy Resources mentioned: Salesforce.com Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Steve Hammond and Salesforce: Steve Hammond on X Steve Hammond on LinkedIn Salesforce on LinkedIn Salesforce on Instagram Salesforce on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads