If there’s one attribute Martyn Etherington is counting on to realise his ambitious brand transformation plans at Teradata, it’s bravery.
“As a CMO, you cannot have fear, you have to be fearless. You can’t blink otherwise the team senses that, other functions will sense that, and you’re dead in the water,” the recently appointed chief marketing officer tells CMO. “You have to have conviction you’re going to do this. I’ve done this a couple of time before, and without arrogance or conceitedness, I believe this is achievable.”
“You have to declare your ambition, lead people with some lofty ambition and challenges,” Etherington concludes. “But I’ve been wowed by the number of people stepping up and in.
“That gives me hope I can transform this and with some top-grading, get us into shape where we will be a very different function nine months to a year from now.”
https://www.cmo.com.au/article/643919/7-ways-teradata-cmo-plans-turnaround-40-year-old-technology-brand/