December 15, 2019
Hi, I’m Tricia 👋
Last month, I became Drift’s CMO. This month, I have something else to celebrate – welcome to our very first CMO 3.0 newsletter! Each month, you’ll get an email from me highlighting the trends driving a brand new type of marketing leader – the CMO 3.0 – marketers who are more customer-centric, data-driven and willing to break down business silos than ever before.
I’m sure you’re working hard to wrap up 2019 and plan for 2020. But we can’t forget that we’re quickly approaching the end of the decade. So I wanted to take a moment to reflect on some of the biggest social, cultural and business events that ruled the 2010s.
2011 – Occupy Wall Street protestors take a stand against corporate greed and financial and social inequality. Square kicks mobile payments into high gear, processing $2 million in one day and forever changing the way we buy. Visionary tech leader Steve Jobs passes.
2012 – Facebook goes public, raising close to $16 billion, but falling short of expectations as investors worry about the platform’s ability to make money. Voice and touch gain greater relevance in the customer experience. The world survives the Mayan apocalypse.
2013 – Alicia Garza, Patrisse Cullors and Opal Tometi ignite a new wave of activism with the Black Lives Matter movement. The Target security breach raises concerns about customers’ data security. Twitter goes public to challenge Facebook. Vine gives users 15 minutes of fame.
2014 – Colorado becomes the epicenter of the marijuana industry. Facebook expands its tech empire with the acquisition of WhatsApp and Oculus. Diplomatic relations are slowly restored with Cuba. Instagram is officially bigger than Twitter. The Ice Bucket Challenge shows the power of social advocacy and consumer marketing. A company called Drift brings conversational marketing to the masses.
2017 – #MeToo, a phrase first used by Tarana Burke in 2006, sparks a global reckoning with sexual harassment and misconduct. The Equifax breach brings the harshest criticism to date from consumer rights and privacy advocates. Snapchat raises $3.4 billion in its IPO.
2018 – California mandates more gender equality on corporate boards. Data mishandling at Facebook breeds mistrust of big tech. The slow decline of brick and mortar spells the demise of retail giants like Sears.
2019 – WeWork files for IPO then goes bust, laying off thousands of employees while founder Adam Neumann walks away with a billion-dollar golden parachute. Does their collapse signal the end of free VC cash in the next decade? I guess we’ll find out.
I know we just met, but I want to hear from you. Drift has a number of leadership principles, but there’s one in particular that sticks with me: be a curious learning machine. As one of my first initiatives at Drift, I’m conducting a 5 to 7-minute assessment asking marketing leaders like you about your teams, the tech that supports you and the trends and obstacles shaping your industry as a whole. You can take the quick survey here. And if you’ve already taken the assessment, thank you! We hope to share your insights and shape the next decade of marketing.
That’s all for now. I’ll be back next month with edition 2. In the meantime, I hope you and your families have an incredible holiday season.
I’ll catch you in the New Year 🎉
P.S. As a thank you for being one of my first subscribers, here’s my gift to you: A 50% discount off early bird tickets to HYPERGROWTH London on May 6, 2020. Use your code CMO3 here.