Think like a strategist: How CMOs show real business value

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Marketing leaders are under more pressure than ever to justify their impact.
Campaigns perform. Activity looks strong. And yet, many CMOs are still asked the same question: where’s the growth?

In this talk, Jean Lawrence, CMO at Nokia Cloud and Network Services, breaks down why marketing often gets stuck reporting activity instead of business value — and what it actually takes to be seen as a strategic growth partner.

Drawing on real B2B examples from Nokia, Jean shows how CMOs can bridge the gap between marketing performance and executive expectations.

You’ll hear:
→ Why marketing is still viewed as a cost center by many CEOs and CFOs
→ How to report marketing impact in revenue, pipeline, and ROI terms
→ The role customer insights play in shaping business and product strategy
→ How CMOs can upskill teams to think and operate more strategically
→ What changes when marketing moves from execution to growth leadership

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