CMOs Debate AI and Growth at the CXO Summit

The CXO Summit took place on the 7th and 8th of October at Convene 155 Bishopsgate in London.

With speakers across marketing, HR, finance and business strategy and two days of talks and workshops, the event brought together more than 500 senior executives. 

Stacy Green, Chief People and Sustainability Officer of BizClik, opened the CXO Summit with a keynote address discussing the importance of collaboration across the C-Suite. 

“Leadership can be an extremely lonely place,” she said. “You're expected to have a clear vision, make difficult decisions, inspire people and stay calm, all before your first coffee of the day.”

Day one: The future of AI in marketing 

On day one, Ashley Gatehouse, Chief Marketing Officer of Accenture Edge, Jasper Martens, Chief Marketing Officer of PensionBee, Viola De Girolami, Keynote Speaker and Team Facilitator and Bo Hellberg, Chief Marketing Officer of String Furniture, came together for ‘The Future of AI in Marketing’ panel. 

Leaders at the panel discussed how AI can help improve processes in the marketing function – with Ashley sharing that creating new capabilities through AI can lead to “dramatic changes” – as well as the ways the technology is falling short. 

“I’m not seeing that it has driven any top-line increase,” said Bo. “When trying to build trust, it’s really important that we have a human touch in what we do.”

The four panellists agreed that people are still crucial when it comes to creativity in the marketing function and driving significant results. 

“The actual creative content has to come from your head,” said Jasper.  

Day two: The CMO Summit

Day two of the event featured the CMO Summit, which brought together Adam Boita, Chief Marketing Officer of Ecologi, and Bridget Kendrick, Chief Marketing Officer and Global Head of Marketing at CRU Group, for a conversation around marketing leadership and collaboration.  

“Collaboration between us and the Chief Financial Officers and Chief Product Officers can help give a better understanding of what marketing can bring to the table,” Bridget said.

 “It’s not just ‘the girls with the crayons’ – marketing offers growth, real growth, in terms of leads, go-to-market strategy and targeting.”

The two CMOs agreed that, in order to encourage this collaboration, a strong marketing leader needs to be able to manage both a creative vision and a strategic plan – with Bridget saying that understanding data, facts and storytelling is what makes “an excellent marketer”.

“I think that internal storytelling piece is almost as important as the external storytelling piece,” said Adam. “That’s why proving the ROI, being a business growth driver and talking the language of the board is so important.”

Closing keynote: Valerie Carlson

Closing out the CXO Summit on The Enterprise Theatre stage was Valerie Carlson, Chief Creative Officer of Critical Mass. 

In her keynote address “How to Own the Gaps in your Ecosystem by Embracing the Uncertain,” Valerie explored how marketing leaders – particularly those in the B2B space – can use industry disruptions to their advantage and become more adaptable. 

“B2B work deserves just as much love, passion and art as B2C work,” she said. “I think we can take more chances and build more interesting stories.” 

Thank you to our sponsors at the inaugural CXO Summit: Alexander Group, HiBob and Malt.