>>Hello. Everyone were here it the Data Cloud summit and we had a real treat for you. I call it the CMO Power Panel. We're gonna explore how data is transforming marketing, branding and promotion, and with me, a three phenomenal marketing pros and chief marketing officers. Denise Person is the CMO Snowflakes Kat Holden of Thought spot and Laura Langdon of Whip pro Folks. Great to see you. Thanks so much for coming on the Cube. >>Great to be with you, David. >>Awesome. Denise, let's let's start with you. I want to talk about the role and the changing role of the CMO. It's changed a lot, you know, sports, of course, with all this data, but I wonder what you're experiencing and can you share us share with us? Why marketing, especially, is being impacted by data? >>Well, data is really what has helped us marketers turn ourselves into revenue drivers instead instead of call centers, and that's definitely a much better place to be. We come today measure things that were never possible before. What a person most excited about is the rial time access to data we have today. In the past, we used to get stale reports, you know, weeks after a marketing program was over. Today we get data in real time as our campaigns are up and running. And this is really what enables us to make those riel time adjustments to our investments in real time. And that is really have a profound impact on the results were having. And also today, you know, more than ever, adaptability is truly the superpower or marketing today and day. That's really what allows us to adapt to our customers preferences in real time. And that's really critical at this time. >>That's interesting what you say because, you know, in tough times used to be okay. Sales and engineering put a brick wall around those and you know the name it. Marketing, Say Okay, cut. But now it's like you go to marketing and say, Okay, what's the data say? How do we have to pivot and Scott? I wonder what of data and cloud really brought to the modern marketer that you might not have had before this modern era? >>Well, it Z this era. I don't think there's ever been a better time to be a marketer than there is right now, and The primary reason is that we have access to data and insights like we've never had, and I'm not exaggerating. When I say that I have 100 times more access to data, then I had a decade. It's just phenomenal when you look at the power of cloud search, ai These new consumer experiences for analytics. We can do things in seconds that used to take days and so it's B comments did he said. Ah, superpower for us toe. Have access to so much data and it's, you know, Kobe has been hard. Ah, lot of our marketing teams who've never worked harder, making this pivot from the physical world to the virtual world. But there, you know, at least we're working, and three other part of it is that digital she's created this phenomenal opportunity for us because the beauty of digital and digital transformation is that everything now is trackable, which makes it measurable and means that we can actually get insights that we can act on in a smarter way. And you know, it's worth giving an example. If you just look at this show right, like this event that we're doing in a physical world, all of you watching at home, you'd be in front of us in a room and we'd be able to know if you're in the room, right? We tracking the scanners when you walked in. But that's basically it. At that point, we don't really get a good sense for how much you like what we're saying. Uh, maybe you filled out a survey, but only 5 to 10% of people ever do that in the digital world. We know how long you stick around, and as a result, like it's easy people could just with the click, you know, change the channel. And so the bar for content has gone way up as we do these events. But we know how long people are sticking around. And that's what's so special about it. You know Denise and her team as the host of this show, they're going to know how long people watch this segment and that knowing is powerful. I mean, it's simple as using a product like thought spot. You could just ask a question. How many you know, what's the average view? Time by session and boom and sharp pops up. You're gonna know what's working, what's not. And that's something that you could take and act on in the future. And that's what our That's what customers were doing. So you know, snowflake in the spot that we share a customer with Lulu and they're tracking programs. So what people are watching at home, how long they're watching what they're watching next, and they're able to do that in a super granular way and improve their content as a result. And that's the power of this new world we live in. Uh, that's made the cloud and data so accessible to folks like us. >>Well, thank you for that. And I want to come back to that notion to understand how you're bringing data into your marketing office. But I wanna bring Laura and Laura were pro You guys partner with a lot of brands, a lot of companies around the world. I mean, thousands of partners, obviously snowflake and thought spot are, too. How are you using data to optimize these co marketing relationships? You know specifically, what are the trends that you're seeing around around things like customer experience? >>So, you know, we used data for all of our marketing decisions our own as well as with our partners. And I think what's really been interesting about partner marketing data is we can we can feed that back to our sales team, right? So it's very directional for them as well in their efforts moving forward. So I think that's a place where specifically to partners, it's really powerful. We can also use our collective data to go out to customers to better effect. And then, you know, regarding these trends, we just did a survey on the state of the intelligent enterprise. We we interviewed 300 companies, US and UK, and there were three Interesting. I thought statistics relevant to this, um, Onley 22% of the companies that we interviewed felt that their marketing was where it needed to be from an automation standpoint. So lots of room for us to grow right. Lots of space for us to play. And 61% of them believed that it was critical that they implement this technology to become a more intelligent enterprise. But when they ranked readiness by function, marketing came in six right, so H R R and D finance were all ahead of marketing. It was followed by sales, you know, And then the final data point that I think was interesting was 40% of those agreed that while the technology was the most important thing, that thought leadership was critical, you know? And I think that's where marketers really could bring. You know, our tried and true experience to bear and merging with this technology. >>Great. Thank you. So so did he say I've been getting the Kool Aid injection this week around Data Cloud have been pushing people, But now that I have the CMO in front of me, I wanna ask about the data cloud and what it means specifically for the customers. And what are some of the learnings? Maybe that you've experienced that can support some of the things that that Laura and Scott were just discussing. >>Yeah. Scott said before, right, he had 100 times more data than he ever has before. And that's again, if you look at all the companies we talked to around the world, it's not about the amount of data that they have. That is the problem is the ability to access that data that data for most companies is trapped across Silas across the organization. It's It's in data applications, systems of records. Some of that data sits with your partners that you want access, and that's really what the data clouds camps in. Data Cloud is really mobilizing that data for you. It brings all that data together for you in one place so you can finally access that data and really provide ubiquitous access to that data to everyone in your organization that needs it and can truly unlock the value off that data. And from a marketing perspective, I mean, we are responsible for the customer experience, you know, we provide to our customers. And if you have access toe all the data on your customers, that's when you have that customer 3 60 that we've all been talking about for so many years. And if you have all that data, you can truly, you know, look at their, you know, buying behaviors, put all those dots together and create those exceptional customer experiences. You can do things such as the retailers do in terms of personal decision, for instance, rights and those are the type of experiences in our customers are expecting today. They are expecting a 100% personalized experience for them all the time. And if you don't have all the data, you can't really put those experiences together at scale. And that is really where the data cloud comes in again. The data cloud is not only about mobilizing your own data within your enterprise. It's also about having access to data from your partners or extending access to your own data in a secure way to your partners within your ecosystems. >>Yeah, So I'm glad you mentioned a couple of things. I've been writing about this a lot, and particularly the 3 60 that we would dying for but haven't really been able to tap. I didn't call it the Data Cloud. I don't have a marketing gene. I had another sort of boring name for it, but I think there's, you know, similar vectors there. So I appreciate that. Scott, I wanna come back to this notion of building data DNA in your marketing, you know, fluency on and how you put data at the core of your marketing ops. I've been working with a lot of folks in banking and manufacturing and other industries that air that are struggling to do this. How are you doing it? What are some of the challenges that you can share and maybe some advice for your peers out there? >>Yeah, sure, it's, um Well, you brought up this concept of data fluency and it zone important one. And there's been a lot of talking industry about data literacy and being able to read data. But I think it's more important to be able to speak data to be fluent. And as marketers, we're all storytellers. And when you combine data with storytelling, magic happens. And so getting a data fluency is a great goal for us toe have for all of the people in our companies. And to get to that end, I think one of the things that's happening is that people are hiring wrong and they're thinking about it. They're making some mistakes. And so a couple of things come to mind when, especially when I look at marketing teams that I'm familiar with, they're hiring a lot of data analysts and data scientists, and those folks are amazing and every team needs them. Uh, but if you go to big on that, you do yourself a disservice. The second key thing is that you're basically giving your front lines, focus your marketing managers or people on the front lines. An excuse not to get involved data. And I think that's a big mistake because it used to be really hard. But with the technologies available to us now, these new consumer like experiences for Data Analytics, anybody can do it. And so we as leaders have to encourage them to do it. And I'll give you just a you know, an example. You know, I've got about 32 people on my marketing team, and I don't have any data analysts on my team across our entire company. We have a couple of analysts and a couple of data engineers, and what's happening is the world is changing where those folks, their enablers, they architect the system, they bring in the different status forces they use. Technologies like snowflake has been so great at making it easier for people. The folks technology together, and they get data out of it quickly. But they're pulling it together, and then we'll simple things like, Hey, I just want to see this weekly instead of monthly. You don't need to waste your expensive data science talent. Gartner puts a stand out there that 50% of data scientists are doing basic visualization work. That's not a good use of their time. You The products are >>easy >>enough now that everyday marketing managers could do that. And when you have a marketing manager come to you and say, You know, I just figured out this this campaign, which looks great on the surface, is doing poorly. From our perspective, that's a magic moment. And so we all need to coach our teams to get there. And I would say, you know, lead by example, give them an opportunity Thio access data and turn it into a story that's really powerful. And then, lastly, praised people who do it, use it as something to celebrate inside our companies is a great way to kind of get this initiative. >>E love it. You're talking about democratizing data, making it self service. People feel ownership, you know, Laura did. He starts talking about the ecosystem, and you're kind of the ecosystem pro here. How does the ecosystem help marketers succeed? Maybe you could talk about the power of many versus the resource of of one. >>Sure, you know, I think it's a it's a game changer and it will continue to be. And I think it's really the next level for marketers to harness this. This power that's out there and use it. You know, it's something that's important to us. But it's also something we're starting to see our customers demand, you know, we went from a one size fits all solution, Thio. They want to bring the best in class to their organization. We all need to be really agile and flexible right now. And I think this ecosystem allows that, you know, you think about the power of a snow plate snowflake mining data for you, and then a thought spot really giving you the dashboard toe, have what you want. And then, of course, um, implementation partner like a whip Roh coming in and really being able to plug in whatever else you need, um, to deliver. And, uh, I think it's really super powerful. And I think it gives us, you know, it just gives us so much to play with. And so much room to grow is market. >>Thank you. Did he say why don't you bring us home? We're almost out of time here, but marketing, art, science both. What do you thoughts? >>Definite? Both. I think that's exciting. Part about marketing. It is a balancing act between art and science. Clearly, it's problem or science today than it used to be. But the art part is really about inspiring change. It's about changing people's people's behavior and challenging the status quo, right? That's the art part. The science part. That's about making the right decisions all the time, right? Making sure we are truly investing in what's gonna drive revenue for us. >>Guys, thanks so much for coming on the Cube. Great discussion. Really appreciate it. Thank you for watching everybody. We're here at the data clouds summit. A lot of great content, so keep it right there. We'll be right back right after this short break.

>> Hello everyone, we're here at the Data Cloud Summit, and we have a real treat for you. I call it the CMO Power Panel. And we're going to explore how data is transforming marketing, branding and promotion. And with me are three phenomenal marketing pros and chief marketing officers. Denise Persson is the CMO of Snowflake, Scott Holden of ThoughtSpot and Laura Langdon of Wipro. Folks, great to see you. Thanks so much for coming on "theCUBE." >> Great to be here with you David. >> Awesome, Denise, let's start with you. I want to talk about the role and the changing role of the CMOs, has changed a lot, you know, I suppose of course with all this data, but I wonder what you're experiencing and can you share with us why marketing especially is being impacted by data. >> Well data's really what has helped turn us marketers into revenue drivers, into call centers. And it's clearly a much better place to be. What I'm personally most excited about is the real time access we have to data today. In the past, I used to get a stale report a few weeks after a marketing program was over and at that time we couldn't make any changes to the investments we'd already made. Today, we get data in the midst of running a program. So it can reallocate investments at the time a program is up and running and that's really profound. Today as well, I would say that adaptability has truly become the true superpowers of marketing today and data is really what enables us to adapt to scale. We can adapt to customer's behavior and preferences at scale and that's truly a profound new way of working as well. >> That's interesting what you say cause you know, in tough times used to be okay, sales and engineering, put a brick wall around those and you know, you name it marketing, say, "Okay, cut." But now it's like, you go to marketing and say, "Okay, what's the data say, "how do we have to pivot?" And Scott, I wonder what have data and cloud really brought to the modern marketer that you might not have had before through to this modern era? >> Well, this era, I don't think there's ever been a better time to be a marketer than there is right now. And the primary reason is that we have access to data and insights like we've never had before and I'm not exaggerating when I say that I have a hundred times more access to data than I had a decade ago. It's just phenomenal. When you look at the power of cloud, search, AI, these new consumer experiences for analytics, we can do things in seconds that used to take days. And so it's become in us, as Denise said a super power for us to have access to so much data. And it's, you know, COVID has been hard. A lot of our marketing teams who never worked harder making this pivot from the physical world to the virtual world but they're, you know, at least we're working. And the other part of it is that digital has just created this phenomenal opportunity for us because the beauty of digital and digital transformation is that everything now is trackable, which makes it measurable and means that we can actually get insights that we can act on in a smarter way. And you know, it's worth giving an example. If you just look at this show, right? Like this event that we're viewing. In a physical world, all of you watching at home you'd be in front of us in a room and we'd be able to know if you're in the room, right? We'd track to the scanners when you walked in but that's basically it. At that point, we don't really get a good sense for how much you like, what we're saying. You know, maybe you filled out a survey, but only five to 10% of people ever do that. In a digital world, we know how long you stick around. And as a result, like it's easy, people can just with a click, you know, change the channel. And so the bar for content has gone way up as we do these events but we know how long people are sticking around. And that's, what's so special about it. You know, Denise and her team, as the host of this show they're going to know how long people watch this segment. And that knowing is powerful. I mean, it's simple as you know, using a product like ThoughtSpot, you could just ask a question, you know, how many, you know, what's the average view time by session and Bloomer chart pops up. You're going to know what's working and what's not. And that's something that you can take and act on in the future. And that's what our customers are doing. So, you know, Snowflake and ThoughtSpot, we share our customer with Hulu and they're tracking programs. So, what people are watching at home, how long they're watching, what they're watching next. And they're able to do that in a super granular way and improve their content as a result. And that's the power of this new world we live in that's made the cloud and data so accessible to folks like us. >> Well, thank you for that. And I want to come back to that notion and understand how you're bringing data into your marketing ops, but I want to bring Laura in. Laura, Wipro, you guys partner with a lot of brands, a lot of companies around the world. I mean, thousands of partners, obviously Snowflake in ThoughtSpot or two. How are you using data to optimize these co-marketing relationships? You know, specifically, what what are the trends that you're seeing around things like customer experience? >> So, you know, we use data for all of our marketing decisions, our own, as well as with our partners. And I think what's really been interesting about partner marketing data is we can feed that back to our sales team, right? So, it's very directional for them as well and their efforts moving forward. So, I think that's a place where specifically to partners, it's really powerful. We can also use our collected data to go out to customers to better effect. And then you know, regarding these trends, we just did a survey on the state of the intelligent enterprise. We interviewed 300 companies, US and UK, and there were three interesting I thought statistics relevant to this. Only 22% of the companies that we interviewed felt that their marketing was where it needed to be from an automation standpoint. So lots of room for us to grow, right? Lots of space for us to play. And 61% of them believe that it was critical that they implement this technology to become a more intelligent enterprise. But when they ranked on readiness by function, marketing came in six, right? So HR, RND, finance were all ahead of marketing followed by sales. You know, and then the final data point that I think was interesting was 40% of those agreed that the technology was the most important thing, that thought leadership was critical. You know, and I think that's where marketers really can bring our tried and true experience to bear and merge it with this technology. >> Great, thank you. So, Denise, I've been getting the Kool-Aid injection this week around Data Cloud. I've been pushing people but now that I have the CMO in front of me, I want to ask about the Data Cloud and what it means specifically for the customers and what are some of the learnings maybe that you've experienced that can support some of the things that that Laura and Scott were just discussing. >> Yeah, as Scott said before, idea of a hundred times more data than he ever has before. And that's again, if you look at all the companies we talked to around the world it's not about the amount of data that they have that is the problem, it's the ability to access that data. That data for most companies is trapped across silos, across the organization. It sits in data applications, systems or records. Some of that data sits with your partners that you want to access. And that's really what the data cloud comes in. Data cloud is really mobilizing that data for you. It brings all that data together for you in one place. So you can finally access that data and really provide ubiquitous access to that data to everyone in your organization that needs it and can truly unlock the value of that data. And from a marketing perspective, I mean, we are responsible for the customer experience you know, we provide to our customers and if you have access to all the data on your customers, that's when you have that to customer 360, that we've all been talking about for so many years. And if you have all that data, you can truly, you know, look at their, you know, buying behaviors, put all those dots together and create those exceptional customer experiences. You can do things such as the retailers do in terms of personal decision, for instance, right? And those are the types of experiences, you know, our customers are expecting today. They are expecting a 100% personalized experience for them you know, all the time. And if you don't have all the data, you can't really put those experiences together at scale. And that is really where the data cloud comes in. Again, the data cloud is not only about mobilizing your own data within your enterprise. It's also about having access to data from your partners or extending access to your own data in a secure way to your partners within your ecosystems. >> Yeah, so I'm glad you mentioned a couple of things. I've been writing about this a lot and in particularly the 360 that we were dying for, but haven't really been able to tap. I didn't call it the data cloud, I don't have a marketing gene. I had another sort of boring name for it, but I think there's similar vectors there. So I appreciate that. Scott, I want to come back to this notion of building data DNA in your marketing, you know, fluency and how you put data at the core of your marketing ops. I've been working with a lot of folks in banking and manufacturing and other industries that are that are struggling to do this. How are you doing it? What are some of the challenges that you can share and maybe some advice for your peers out there? >> Yeah, sure, you brought up this concept of data fluency and it's an important one. And there's been a lot of talk in the industry about data literacy and being able to read data. But I think it's more important to be able to speak data, to be fluent and as marketers, we're all storytellers. And when you combine data with storytelling, magic happens. And so, getting a data fluency is a great goal for us to have for all of the people in our companies. And to get to that end, I think one of the things that's happening is that people are hiring wrong and they're thinking about it, they're making some mistakes. And so a couple of things come to mind especially when I look at marketing teams that I'm familiar with. They're hiring a lot of data analysts and data scientists and those folks are amazing and every team needs them. But if you go too big on that, you do yourself a disservice. The second key thing is that you're basically giving your frontline folks, your marketing managers or people on the front lines, an excuse not to get involved with data. And then that's a big mistake because it used to be really hard. But with the technologies available to us now, these new consumer like experiences for data analytics, anybody can do it. And so we as leaders have to encourage them to do it. And I'll give you just a you know, an example, you know, I've got about 32 people on my marketing team and I don't have any data analysts on my team. Across our entire company, we have a couple of analysts and a couple of data engineers. And what's happening is the world is changing where those folks, they're enablers, they architect the system. They bring in the different data sources. They use technologies like Snowflake as being so great at making it easier for people to pull spectrum technology together and to get access to data out of it quickly, but they're pulling it together and then simple things like, "Hey I just want to see this "weekly instead of monthly." You don't need to waste your expensive data science talent. You know, Gardener puts a stat out there that 50% of data scientists are doing basic visualization work. That's not a good use of their time. The products are easy enough now that everyday marketing managers can do that. And when you have a marketing manager come to you and say, you know, "I just figured out "this campaign which looks great on the surface "is doing poorly from an ROI perspective. That's a magic moment. And so we all need to coach our teams to get there. And I would say, you know, lead by example, give them an opportunity to access data and turn it into a story, that's really powerful. And then lastly, praise people who do it, like, use it as something to celebrate inside our companies is a great way to kind of get this initiative. >> I love it. And talking about democratizing data and making it self service, people feel ownership. You know, Laura, Denise was talking about the ecosystem and you're kind of the ecosystem pro here. How does the ecosystem help marketers succeed? Maybe you can talk about the power of many versus the resource of one. >> Sure, you know, I think it's a game changer and it will continue to be. And I think it's really the next level for marketers to harness this power that's out there and use it, you know, and it's something that's important to us, but it's also something we're starting to see our customers demand. You know, we went from a one size fits all solution to they want to bring the best in class to their organization. We all need to be really agile and flexible right now. And I think this ecosystem allows that, you know, you think about the power of Snowflake, Snowflake mining data for you and then a ThoughtSpot really giving you the dashboard to have what you want. And then an implementation partner like a Wipro coming in, and really being able to plug in whatever else you need to deliver. And I think it's really super powerful and I think it gives us you know, it just gives us so much to play with and so much room to grow as marketers. >> Thank you, Denise, why don't you bring us home. We're almost out of time here, but marketing, art, science, both? What are your thoughts? >> Definitely both, I think that's the exciting part about marketing. It is a balancing act between art and science. Clearly, it's probably more science today than it used to be but the art part is really about inspiring change. It's about changing people's behavior and challenging the status quo, right? That's the art part. The science part, that's about making the right decisions all the time, right? It's making sure we are truly investing in what's going to drive revenue for us. >> Guys, thanks so much for coming on "theCUBE." Great discussion, I really appreciate it. Okay, and thank you for watching. Keep it right there. Wall-to-wall coverage of the Snowflake Data Cloud Summit on "theCUBE."