customer identity

With all the economic headwinds, CPGs are facing a double crisis – costs are up, demand is down in many markets, and consumers are hunkering down for a recession. Meanwhile, the supply chain is still in disarray after COVID, and geopolitical trends are volatile. It’s tough out there for marketers – it looks a lot like hurricane season in these kind of conditions.

That means marketers face more scrutiny, and need to demonstrate the value they will get for every penny they spend. 

CPGs are notoriously data poor – they have much less data than their key collaborating sectors, the media ecosystem, and retail. Yet, conversely, Nielsen found that 69% of marketers agreed first-party data was essential to their strategies.  

Epsilon research found that: 

1. 86% of digital relies on third party cookies 
2. 83% anticipate moderate to significant impact on their digital advertising efforts when cookies deprecate 
3. 53% are not fully prepared 
4. 70% are not confident their partners will provide a comparable solution

Customer identity and access management software creates a single cloud platform that enables brands to do three things:

1. Capture and manage customer identities to remove friction at registration and log-in
2. Build robust customer profiles based on first-party, permission-based data
3. Orchestrate and govern customer profiles in near real-time to other customer engagement solutions to deliver personalized experiences

Tracking has allowed marketers to cost-effectively zero in on specific consumers on Facebook and customize ads for the most success. Without access to IDFA, marketers will have a limited view of the consumer, restricting their ability to personalize ads, making customer opt-in and consent critical. 

Relevant Content: 

CIAM: What is customer identity and access management?

Benefits of CIAM: Better security, slick CX, and more revenue

SAP Customer Identity and Access Management for B2C

Zero-party data: Definition, examples, and marketing benefits

We're joined by special guest Susan St. Leger, the President of Worldwide Field Operations at Okta, and the prior CRO at both Salesforce and Splunk.

In this episode, Daversa’s Jack Dunn guides the conversation around sales leadership, customer identity and diversity across executive teams.

Contact:

Plus, don’t forget to check out our site: daversapartners.com

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Show Notes:

00:00 - Start

01:15 - Why did you join Okta? How did you navigate that decision?

04:51 - How do you think about go-to-market company transitions as a leader?

07:42 - What did you learn at Splunk? How did your original mandate match up to what you actually spent your time on? What
did you take away from that time? 

09:55 - Journey from CRO to President at Splunk

10:26 - Did you find that that was a substantive transition about how you spend your time and what you focused on? How would you coach people who are looking to make that type of transition?

12:00 - I’ve heard you describe yourself as a “pacer” before - Did you find you had to balance that as you assumed a leadership role over other functions? 

14:36 - When you are meeting someone as a candidate, what are you focusing on?

17:56 - Tell me about if you’re talking to a senior sales leader, what are the hallmarks that you’re looking for? 

20:22 - How do you like to see people talk about stories that weren’t successful? What do you look for people to take away from struggle or failure?

22:20 - Are there any pieces of difficult feedback you’ve received that have really stuck with you?

26:25 - Do you have personal heuristics that you push your team on specifically that expand on Okta’s standards? 

28:07 - Why did you choose the board at HashiCorp? What do you try to bring to the table as a board member?

30:25 - How do you think about what you can bring from that slightly higher level perspective to your board role? 

31:57 - Have you been approached many times from companies that are making that exact transition from promising early
growth to scale, in terms of pitfalls you’re helping Hashi avoid? What do you think founders, CEOs misunderstand about the shift in that journey?

34:55 - What advice would you give to someone in the early stages of building a career in software in the go-to-market side of the world today?

38:07 - End