On this episode of The Marketer’s Journey, I interview Genefa Murphy, the CMO of cloud contact center, Five9. During the episode, we discuss her path to CMO, creative marketing that challenges societal norms, and the customer experience overall.
Key takeaways from this episode:
- It’s all about the customer experience. At the end of the day, the technology and products a company provides to their customers are important, but the most crucial element of forming lasting relationships is creating an exceptional journey from beginning to end. Genefa recognized this early on in her career, which led her to develop skills that would help to engage with customers on a deeper level.
- Thought leadership is key. Genefa noted that it’s not enough for companies to set goals around creating demand—customers are looking for opinions, advice and best practices, so positioning the company alongside a provocative point of view is essential. By doing this, companies can expand the scope of how they define success, impact awareness and start a conversation around their area of expertise.
- Embrace subject matter experts. While marketing teams of the past may have been siloed into separate functions, Genefa mentioned that it’s much more effective to create an integrated team with knowledgeable subject matter experts in each area. This way, the team can better serve all stakeholders including current customers and new prospects.