Absolutely. The reason why I put culture at the center of our marketing transformation is that we know what’s most at stake with customers today is trust, and to drive trust you need to be absolutely consistent with who you are as a company. So this purpose-driven, deep culture percolates through all of our teams. Our culture has been fueled by research, focus groups, and interviews inside and outside the company. It has and is anchored on growth mindset, customer-centricity, and a deep commitment to diversity and inclusion.
"D&I," as we call it, is at the center of how we do everything from product development down to marketing. The strength of our culture is to empower every marketing person to deliver that consistent customer experience that will continue to develop a relationship with customers based on trust.
The second thing I talk about is capability. If you want to be customer-obsessed, it forces us to really think about: Who are you going to recruit, and do you need to cast a wider net? In the past I would be recruiting marketers with tech industry experience. Today I'm recruiting marketers with healthcare experience, manufacturing experience—people who are coming from the industries we need to develop an intimacy with.
We need to hire marketers who have had experience and speak the same language as the customers, who know where they would be so that we don't interrupt their flow but engage with them at the right time in the right place. It's a very important piece. The other piece is making sure we are also recruiting people with a data and analytics background. I'm often joking that you need to be both left-brained and right-brained now in marketing. It's not about only creativity—it's about art and science, and that's a big division within marketing. And so it's very hard to find one person who's both very left-brained and very right-brained, but at least in your team you need to have the balance between creative folks with data scientists, Whichever role you’re recruiting, everybody needs to be data-savvy enough to make sense of all the data points and to drive these customer journeys.
The third pillar is the technology. We are making a big bet on technology. Adobe and Marketo are at the core of what we're doing, helping us understand our customer journey from beginning to end. But also we are combining state-of-the-art technology, such as Adobe’s, with our own Azure data lakes, big data platform, and machine learning on top to make sure we process all this data and truly understand where customers are in their journey, and recommend where to drive them next.