How Wrike’s CMO Builds Marketing Plans That Drive Business Growth
with Christine Royston, CMO at Wrike
Audio Only
Episode Description
Turn marketing into a true business growth engine! In this episode of StrategyCast, you’ll discover a proven planning framework to align each campaign with your company’s goals, learn how to turn objectives into actionable plans, explore strategies for integrating AI, and uncover the secret to becoming indispensable in the C-suite.
Listen & Learn
- The three key business objectives owned by marketing.
- The importance of shifting from a “marketing expert” to a “business leader” mindset, and what that shift looks like in day-to-day decision making for marketing professionals.
- How marketing teams can ensure open communication with leadership to align business and marketing objectives.
- The need to “measure what matters” and set clear metrics for success.
- When company-wide goals are passed down to marketing, what are key questions marketers should ask to ensure objectives are realistic and actionable?
- Christine outlined her planning framework, starting with process and workflows, and explained how reviewing and optimizing workflows can improve campaign outcomes and cross-functional teamwork.
- Brand investment, even when hard to measure by traditional metrics, was described as “even more important” in a landscape shaped by AI.
- The litmus test for strategic alignment.
Guest Bio
Christine Royston is a trailblazing marketing leader and change-agent recognized for transforming global brands and fueling enterprise growth. As CMO of Wrike, she drives worldwide marketing strategy, advancing category leadership and customer innovation at scale. With 20+ years of experience, she has led high-impact teams at Salesforce, Dropbox, Imperva, Udemy, and Bitly—steering go-to-market engines through hypergrowth, IPOs, and global expansion.
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