A chat with Marni Puente, CMO of SAIC

The CMO Chats Newsletter brings invaluable insights from the world’s CMOs straight to you. Learn about their unique challenges, the marketing opportunities they explore, and the innovative strategies they deploy.

In this edition of our newsletter, we’re bringing you highlights from our recent discussions with prominent marketing leaders from around the globe. We’re excited to feature highlights from a conversation we had with Marni Puente , the Chief Marketing Officer of SAIC . We talked about establishing a growth marketing capability, emphasising the company’s role as a “mission integrator” to align with strategic goals and better meet customer needs, and measuring the business impact of marketing efforts.

Here’s a glimpse of what you’ll learn:

• Identifying competitive advantages and uncovering “white space” for brand differentiation in the market.
• Applying successful strategies from commercial sectors, like consumer and retail, to the B2G (business-to-government) space
• A future where automation frees marketers for strategic and creative tasks
• Seeking mentors and looking beyond the industry for fresh ideas and staying ahead of the competition

Keep reading to get a snippet of the full discussion! To watch Marni's interview you can head to YouTube and find it in our CMO Chats interview series. You can also listen to the interview on Spotify, or pour yourself a nice cup of coffee and read the full interview on our website.

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Can you tell me about a particularly innovative or successful marketing campaign that you’ve run recently?

Absolutely. Again, being fairly new here, we are in the midst of a brand refresh that I’m particularly really, really excited about. We have a fabulous CEO, Toni Townes-Whitley, who set a strategy and vision. And as the CMO, my job is to align with the corporate and business strategy. In doing so, define what it means to be a mission integrator, brand around that, and really own that space.?

And so, we’ve done some comprehensive research as part of this brand refresh, sort of an outside-in view of what our customers are saying, and looking at the market and looking at areas of growth, for instance, civilian mission, advisory, and I’ll also say from a brand campaign perspective, it’s a great time to go out with a new brand, not only in the wintertime month when things are a little slower, but also it’s an election year, and that is always an opportunity for any government contractor to be thinking about. Because no matter who wins the election, there are always a number of transitions and new political appointees. It’s a really good and strategic time for us to be able to go out with a new brand that addresses our client’s toughest problems.

What do you believe the future of marketing looks like?

It’s always hard to predict. I do think we’re going to see a lot of automation, taking mundane tasks off the marketers’ plates to allow them to be more creative, focused on strategy, and, again, provide insights like never before. It’s just going to continue to become more and more data-driven. We’re already starting to see that automation marketing channels certainly enhance customer experience, and these real-time analytics allow us to pivot on a dime. It’s pretty incredible when you’re putting an ad campaign out and getting that real-time data, and you can pivot instantly. That is something that we’re starting to see pop up more and more, particularly in certain industries, and I think we’ll grow and become the new norm. This is just a super exciting time, and it’ll continue to evolve.

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