CMO Strategy Key Findings
- The go-to-market function is now expected to deliver on revenue, not just support sales.
- NRR and ICP Wins matter more than lead volume, they show whether marketing is driving real business value.
- Automation only works when teams trust the data, otherwise, it stalls execution and weakens results.
Juliette Aiken, Chief Marketing Officer at Dotdigital, has put these tips into practice — scaling a global team, repositioning a 25-year-old platform, and doubling the company's revenue across 30+ markets.
In episode No. 85 of the DesignRush Podcast, Juliette told me all about the systems, metrics, and mindsets that modern CMOs need to drive growth as AI changes how we work, compete, and connect with customers.
Listen to our conversation on Spotify, Apple, or YouTube to learn how B2B CMOs are redefining strategy, automation, and customer experience in 2025.
Chapter Summary
- How to Scale Your Business through Marketing (06:41)
- Repositioning a 25-Year-Old Brand (16:31)
- Key Questions to Ask When Exploring Agency Partnerships (25:39)
- Why Mobile Marketing Is a Must for Gen Z (29:30)
- The Future of Marketing, AI, and Creativity (32:04)
1. Position Marketing to Drive Revenue
As CMO, Juliette Aiken led a shift in how marketing was perceived, from a campaign support role to a function directly tied to revenue.
By aligning closely with sales and product, focusing on pipeline metrics, and tracking ICP wins, her team redefined marketing’s value inside the business.
"We've been able to shift the perception away from marketing just being this task center and it being all about the MQLs.
And instead we've actually been able to position marketing as a truly strategic function that is part of the go-to market ultimately," Juliette told me.
The lesson for B2B leaders: Marketing earns its seat at the table when it speaks the language of revenue and works cross-functionally to drive measurable outcomes.
2. Scale With Focus, Not Just Reach
Growing internationally is about starting small, scaling fast, and listening to what each market values.
"Someone comes to me as a CMO and says, hey, we need to grow internationally. Now our budget hasn't overnight just increased 20, 30, 40 fold. So you have to get really creative with how you go into market," Juliette adds.
The real strategy?
- Treat expansion as a series of small, data-driven experiments.
- Build market-specific playbooks tailored to local customer behavior and buying cycles.
- Assign regional leads with the authority to act on real-time insights.
- Test with lightweight campaigns to reveal what converts.
- Scale only where traction is proven; let the data guide investment, not assumptions.
3. Fix Your Data Before You Automate Anything
Marketing automation often fails because of data unreadiness and team hesitation.
"It can quickly feel like you're losing control over the process. It's like once you hit start, where are you sending your customer? What are they receiving? What are they seeing?
Especially with so many data-driven pieces that form part of an automated journey, that can be quite daunting," Juliette explains.
She recommends starting with an audit:
- Start with a full audit of your CRM and data sources, identify what’s missing, duplicated, or outdated.
- Map key behavioral signals like email engagement, product usage, or churn risk across your customer journey.
- Validate the accuracy of each data point before using it to trigger automation.
- Avoid relying on vanity inputs such as form fills or page views, which don’t reflect intent.
- Build automated journeys that respond to real customer behavior, ensuring relevance, not just personalization.
4. Measure What Matters: NRR, Not Just ARR
Net Revenue Retention (NRR) fills a critical gap in how companies evaluate performance. It reflects how much recurring revenue is retained and grown from existing customers, factoring in upgrades, downgrades, and churn.
For Juliette Aiken, NRR is more than a metric, it’s a tool for smarter budgeting and sustainable growth.
Annual Recurring Revenue (ARR), by comparison, measures total subscription revenue over a year but doesn’t account for customer expansion or retention, making it a less complete indicator of long-term value.
"Something that we increasingly talk about at DotDigital is net revenue retention.
So that's a calculation, not just looking at new business growth, but overlaying that, with, to what degree of success have we actually grown revenues from our existing client base?" She says.
5. Build Transparency into the Customer Experience
Juliette believes that the future of B2B marketing will be defined by authenticity, ethical data practices, and human-AI synergy.
"I hope that AI will bring us to a place where marketing, marketers, and B2B SaaS as a whole allows us to be rapidly creative again.
I think creativity is such a fundamental piece of why many of us go into marketing in the first place."
Transparency in AI-driven marketing is a business imperative. A study by Getty Images revealed that 89% of consumers consider authentic images and videos crucial for establishing trust.
To foster this trust:
- Clearly disclose AI involvement in content creation to maintain credibility.
- Ensure ethical data usage by being transparent about data collection and application.
- Combine AI efficiency with human oversight to preserve creativity and authenticity.
By prioritizing transparency, marketers can build stronger relationships with their audience, but building trust alone isn’t enough. To prove marketing’s value at a strategic level, CMOs need metrics that reflect business impact, not just activity.
Start tracking:
- Net Revenue Retention to measure long-term impact
- ICP Wins to gauge precision in targeting
- Pipeline contribution by campaign, not just channel
The most competitive CMOs today are system-builders, we concluded.
Key Takeaways for Strategic Marketing Leadership
Juliette lists four core levers for driving marketing-led growth:
- Treat marketing as an integrated GTM function
- Prioritize data confidence before automation
- Invest in market-specific strategies, not one-size-fits-all
- Anchor success in revenue impact, not lead volume
Build smarter systems, align with revenue, and make marketing the engine your business runs on.
About Juliette Aiken
Juliette leads marketing across 30+ countries as the CMO at Dotdigital, a global customer engagement platform. With 10+ years in product marketing and global brand leadership, she has driven strategic growth at brands like NET-A-PORTER and Rakuten, redefining success through data, automation, and CX innovation.
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