From Metrics to Meaning: The Marketer’s New Mandate

Before I jump in—can we take a moment to celebrate my very first follower? 🥹 A few weeks ago, someone hit “follow”—and made my day. 💛 Thanks for believing in this little blog experiment.

The CMO of Tomorrow

Two weeks ago, I attended the Handelsblatt MarkenAward—an inspiring event full of perspective-shifting conversations. One session stood out: “The CMO of Tomorrow”.

Sabine Zantis , CMO of Deichmann, shared a thought that really stayed with me:

"The CMO serves as the compass of the organization."

That idea resonates deeply. Today’s CMOs aren’t just campaign architects—they’re navigators of culture, strategy, and identity.

Sabine emphasized the importance of authenticity, proactivity, and ownership. A strong brand isn’t just a visual identity - it’s an internal anchor and an external signal. Creating that kind of brand takes strategic clarity, ongoing investment, and visible leadership.

From Control to Connection

And in B2B, let’s face it: the B2B marketing world many of us entered no longer exists.

Campaigns used to feel predictable. Frameworks gave us comfort. Funnels told us who, when, and why. But today’s buyers? They’re part of invisible decision circles, doing research long before we even know they exist.

I was struck by a recent post from Colin Fleming, CMO at ServiceNow, titled “Death of the Funnel.”

"We say hello to winning the whole room, not just the lead. To building belief across 22 people with different goals, timelines, and concerns.”

Exactly that.

In B2B tech, the decision-makers aren’t always in the room. But the belief they hold about your brand? That makes or breaks the deal.

And at the heart of that belief is one thing: trust.

Trust is no longer a byproduct of good marketing—it is the marketing. It’s built in every touchpoint, every conversation, every promise kept. It’s what turns awareness into advocacy, and transactions into long-term relationships.

So, What Do We as Marketing Leaders Need?

Here’s what I’ve learned matters most:

• Empathy – Not as a buzzword, but as a core skill. In an age of AI and automation, it’s empathy that helps us understand why people buy, what they fear, and what they truly value. It’s also what builds trust. When we listen deeply - to a customer, a colleague, or a campaign’s early signals - we show that we care. And trust begins there. Empathy isn’t soft. It’s strategic. It’s how we move from messaging to meaning, and from transactions to relationships.
• Resilience – Navigating complexity. Staying steady in chaos. Holding space when others feel uncertain. I’ve learned this lesson not just in business, but in life - especially while raising three daughters and leading through transformation. Trust doesn’t grow in perfect conditions. It’s built in the messy middle - when things shift, when stakes are high, and when people need to know you’ll show up.
• Brand Instinct – Because truthfully? The dashboard doesn’t tell the whole story. Building belief is messy, human, and nonlinear. And belief is built on trust. We need to be okay with that - and learn to trust our voice as much as our metrics. Because the strongest brands aren’t just seen. They’re believed in.

My Role Today - and the One I’m Growing Into

At Tallence AG, I lead marketing for a company that helps telcos and digital enterprises transform their processes, platforms, systems, and services. It’s complex work—and that’s exactly why I love it. We translate the technical into the tangible. We build trust across functions. And we make our clients visible in a world where being known is everything.

As I think about the CMO of tomorrow, I’m not just building campaigns. I’m building belief - in our work, in our people, and yes, in myself.

Let’s Build the Future, Together

If you're also navigating this shift - from frameworks to fluidity, from MQLs to meaning - I see you. Let’s share the stories that don’t always make it into the strategy decks. Let’s talk about what leadership really looks like in today’s marketing world.

Because the future CMO? She leads with clarity, compassion, and courage.

And yes - she knows her numbers. Because belief moves people. But data moves decisions.

#WomenInTech #MarketingLeadership #EmpathyInBusiness #B2BMarketing #Resilience #Funnel