In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation.
Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing, it looks like Fujitsu is ahead of the pack again.
Tune in to hear how transformation at enterprise involves both centralisation an decentralisation at the same time. It offers the holy grail and control AND agility.
Andrea outlines some of the risks that come with centralisation and decentralisation, including brand strategy dilution, and the importance of balance, transparent communication, and trust-building within the team.
She also offers her perspective on AI's role in marketing and the need for its careful integration with human expertise.
Andrea’s a very, very well-known speaker in B2B marketing circles. Listen in, you’ll soon realise why.
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