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CMO Confidential
The Marketing Podcast for those looking to navigate the ever-changing waters of marketing the C-Suite and the board room
CMO Confidential Newsletter: Week of Oct 21st
Top 5 Insights from Joyce Kim on CMO Confidential
In this week’s episode of CMO Confidential, host Mike Linton sits down with Joyce Kim, CMO of Cybersecurity company Zscaler to discuss the rapidly evolving world of marketing. Here are the top five takeaways:
1. Understanding the Cybersecurity Landscape - Its Bigger & More Complicated Than Ever
Joyce emphasized how the digital world has made cybersecurity essential. “We live online now,” and with that comes a growing need for vigilance”. She added that protecting endpoints—anything from laptops to IoT devices—is critical. A key discussion topic included the ongoing race between companies and the innovative onslaught of bad actors. The growing size of digital has resulted in an increased number of potential breaches, +18% with no end in sight. For marketers, this is about more than just safeguarding data; it’s about protecting the trust they have built up with customers for years.??
2. Breach Fatigue and Consumer Trust
Despite the constant news of companies being hacked, Joyce acknowledged “breach fatigue,” where consumers grow numb to the news until they are involved, and sometimes not even then.? However, she stressed the importance of transparency and maintaining trust with customers stating “People care deeply about privacy.”? Marketers should focus on how data is used and stored and are often on the front lines whether they know it or not.? A relationship with the Chief Information Security Officer (CISO) is important for the marketing team?
3. The Fight Against AI-Enhanced Cybercrime
As Joyce highlighted, generative AI has given hackers the capability to automate and scale their attacks, a powerful shift in the cyber threat landscape. "Generative AI can find vulnerable surfaces," she warned, underscoring how this technology can be wielded to locate system weaknesses without the need for high-level expertise. For marketers, this is a call to action: with marketing’s extensive data collection and reliance on interconnected systems, securing data and maintaining tight IT alignment is paramount. Even minor vulnerabilities, such as when marketers implement new tools or platforms independently of IT, can expose critical pathways for attacks. The importance of close collaboration with IT is reinforced by insights shared by prior guests Ron Guerrier, Matt Carey, and Phil Buckallew, who emphasized this unified approach as essential to fortifying organizations against evolving AI-enabled cyber threats.
4. Zero Trust: A Game-Changer for Security
The traditional method of building a firewall is no longer sufficient because bad actors are too sophisticated and companies need to be more vigilant over all data. Joyce highlighted Zscaler’s “zero trust” model, which assumes no one is trusted to access any data by default. “It’s not about building a wall,” she said, but rather ensuring secure access to applications on an individual basis. She used a building pass as an example.? Previous security systems let visitors access the entire building once they crossed the front gate (firewall).? Zero trust requires them to have approved access to each room they want to visit. For marketers, this means their tools and systems must integrate security measures at every point in order to create an environment where consumer data can be properly used.
5. Data Breach and Crisis Management
Joyce shared her approach from a past incident, emphasizing transparency and ongoing communication. In her experience with a large security breach, she noted the importance of continuous updates and collaboration across the industry to keep all affected parties informed, saying, “You need a plan that goes beyond the initial news cycle.” She highlighted how companies must manage public trust, proactively involving partners and customers to navigate both immediate fallout and long-term impact effectively. This fresh angle provides listeners with a roadmap for handling breach communication, reinforcing that a crisis management plan is as vital as the preventive cybersecurity measures.
WHAT YOU SHOULD READ OVER THE WEEKEND:
A federal judge has temporarily blocked Tapestry's proposed $8.5 billion acquisition of Capri Holdings, owner of Michael Kors. The FTC argues that the merger could reduce competition within the "accessible luxury" market by combining three key brands: Coach, Kate Spade, and Michael Kors. This consolidation could potentially drive up prices, limit discounts, and impact employee benefits across the combined company's workforce of 33,000 employees
Stripe’s $1.1 billion acquisition of Bridge marks a significant success in the venture capital world, particularly amid a challenging climate for large exits and high-value deals. This acquisition not only enhances Stripe’s financial software capabilities but also signals optimism for the tech and fintech sectors, which have faced a downturn in major deal-making opportunities. Venture capitalists see this move as a positive indicator for future growth potential and exit opportunities in the sector.
The prolonged strike by the International Association of Machinists at Spirit AeroSystems is now significantly impacting Boeing’s production pipeline, causing delays in crucial airplane components. Spirit’s Wichita plant, which produces key parts for Boeing's 737, 787, and 777 models, has had halted operations, straining Boeing's schedules and potentially affecting airline delivery commitments. The situation pressures both Spirit and Boeing to negotiate quickly, as further delays could have major repercussions on Boeing’s production goals and customer timelines.
Next On the Show - Jean English - CMO, Juniper Networks
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