CANNES\u2014Core marketing skills alone won\u2019t guarantee success in today\u2019s corporate world. What helps to drive business growth is cross-training within an organization and understanding how best to communicate with people like CFO\u2019s, according to Deloitte Digital CMO Alicia Hatch.<\/p>\n

\u201cFinding those new things in marketing is one of the most incredible hotbeds of innovation,\u201d Hatch says in this interview with Beet.TV at the Cannes Lions International Festival of Creativity.<\/p>\n

When it comes to hiring, Hatch<\/a> feels that it\u2019s important to look beyond just marketing skills. \u201cIt\u2019s much more about mindset and attitude and openness and agility and ability to adapt and think creatively. Because marketing is changing constantly. I love to bring in all kinds of disciplines, unique perspectives as well together.\u201d<\/p>\n

Once hires are made, cross-training is a top priority because it helps to create empathy and an understanding of the roles of others.<\/p>\n

\u201cWe work as a hive and we have to work very quickly, and unless you really understand where the other person is coming from you can\u2019t be efficient,\u201d Hatch says. \u201cWe do very light rotations, but in real life you\u2019ve got to test out everybody else\u2019s job. Test drive the skill and the role. And I\u2019m finding that we\u2019re able to develop more hybrid marketers that way.\u201d<\/p>\n

Ultimately, Deloitte will still have its share of specialists, \u201cbut it makes everybody better and it helps them to be more dimensionalized as marketers and I find it raises the tide of innovation overall.\u201d<\/p>\n

Asked by interviewer Joanna O\u2019Connell<\/a>, VP and Principal Analyst at Forrester Research, how to \u201cinstill a sense of understanding of, and empathy with, the inner mind of the CFO\u201d and help others understand the importance of \u201cthe language of business,\u201d Hatch says language is everything.<\/p>\n

\u201cIn marketing we have a glossary problem. We\u2019re literally speaking Russian to English speakers or Mandarin to French speakers. People do not understand what we\u2019re talking about in the C-Suite or in the boardroom at all.\u201d<\/p>\n

Hatch pushes her teams to \u201ctranslate metrics by using the actual native understanding that they do have, which is audience. How do you speak to your audience? Think of them as another audience that you\u2019re trying to communicate with. You have to speak in their language and not yours.\u201d<\/p>\n

Marketing has gone from being a cost center to a growth driver and a predictable one., according to Hatch. Moreover, marketing is on the frontline of innovation because \u201cit\u2019s the novel use of products and services as observed by consumers or the businesses that consume whatever it is you\u2019re doing that drive innovation far better than anything else we can build in the R&D department in isolation.\u201d<\/p>\n

You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page<\/a>. Please find all our coverage from Cannes 2019 right here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014Core marketing skills alone won\u2019t guarantee success in today\u2019s corporate world. What helps to drive business growth is cross-training within an organization and understanding how best to communicate with people like CFO\u2019s, according to Deloitte Digital CMO Alicia Hatch. \u201cFinding those new things in marketing is one of the most incredible hotbeds of innovation,\u201d Hatch […]<\/p>\n","protected":false},"author":17,"featured_media":61107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018,8019],"tags":[5957,7586,7993],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61096"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61096"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61096\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61107"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61096"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61096"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61096"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}