Episode Details

This week, Seth Matlins talks with Amazon Web Services CMO Julia White, who’s spent 25 years inside enterprise tech, including a 20-year tenure at Microsoft, where she led product marketing for Office 365 and Azure, leaving to become Chief Marketing and Solutions Officer at SAP. Twenty-five years later, Julia says the features and functions she spent years believing were the most important things, actually don't matter if you're not hitting the deeper human need on the other side of the product and B2B desk. And this shift in her thinking, from product truth to human truth as the foundation of value creation, runs through the entire conversation – from why B2B decisions are emotional ones made by humans not "businesses," why she believes an earnings call is one of the most important brand building or brand destroying moments an enterprise has, despite most companies treating it as a financial reporting exercise, and why the way companies store and govern customer data is a marketing decision that nobody making it thinks of that way. Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok @createordestroypod and on LinkedIn.

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