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May 20, 2020

This Phase is Ours (marketers)

Katharyn White, CMO, T-Systems

Marketing has always focused on understanding the customer, branding and positioning, and creating value but now that every touch is digital, every seller is telesales, and every connection a relationship, marketing has to lead in more ways. Our go-to-market is at a fragile state, where the market is cluttered, the messaging is mixed and the channels are unclear. More is not more. The power of simplicity has never been more required. To get there, we must lead through a new set of fundamentals.

We must believe that this moment represents an opportunity to accelerate the shifts we have been pushing for the last decade. Moreover, these shifts are imperative for all aspects of the business to succeed.

We must listen through new questions and new techniques to create a deeper connection for more personalization and more championing of our clients’ success. Data is our eyes, and AI our collective insight, but the questions tell us where to look.

We must create a reason to act at a time when there is a blurring of time. These actions will define a new momentum, sustained by data and automation. We must create the catalyst for act, both internally and for our customers.

We must be the digital role models that combine personalization, professionalism, and power for our channels and our clients. Our messaging must break through the clutter because it matters for their success.

If we lead our organization with these fundamentals, we will create a new way to sell, nurture, and transform the business. We will go from supporting these changes, to leading a new phase. A phase that is required to emerge more connected, more focused and more client centric. By doing less, we will achieve more. And emerge stronger as an organization, and as a function.

This phase is ours.

Katharyn White lived in more than five countries and seven states in the US. Her career took her to various positions at  HP, DuPont, IBM and non-profit organizations. In addition to Marketing, Katharyn has worked in Sales, Consulting and Manufacturing. She is a Marketing Society Fellow who never stops learning. Within her current job as CMO of T-Systems International, she is transforming the Go-to-Market, the Brand, and Marketing….and leading the next phase.

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