27: Ford's data decisioning for dealers and drivers: Insights from Ford Motor Company Head of Marketing Technology and Dealer Platforms, Mark Sucrese
Ford is using advanced data and analytics to make smarter, more personalized decisions that connect and benefit both its dealers and drivers. Mark Sucrese, head of marketing technology and dealer platforms at Ford Motor Company, shares why he believes effective marketing leadership in the automotive industry depends on combining customer insight, adaptable technology and responsible innovation. Mark discusses how his team enhances both dealer and customer experiences by leveraging technology to strengthen brand connections throughout the customer life cycle. He explains the need to strategically manage customer data in a B2B2C environment and describes Ford's focus on achieving small, high-impact wins—particularly through hyperpersonalized experiences enabled by advances in AI. The conversation underscores the importance of balancing the art and science of marketing, embracing experimentation, and integrating decisioning models with robust data and flexible technology. Adopting a thoughtful, measured approach to AI and new technologies is becoming essential for responsible, future-ready marketing leadership. In this episode, you'll learn: How Ford uses smart decisioning to transform diverse data into highly personalized customer experiences Why embracing experimentation and learning quickly from failure can accelerate growth and innovation Which technology trends Mark believes could reshape the automotive industry's future Key highlights: [00:00] Introduction [00:55] Celebrities: They're just like us [02:45] Mark's path to Ford [05:05] The scope of his dual role [06:10] Managing data in the B2B2C model [07:20] Personalization and the data needed to power it [08:55] Leadership lessons [10:15] Perspectives on decisioning [12:25] A measured approach to AI integrations [14:30] The future of technology for the automotive industry [16:05] An experience that defines you: A hard career truth [17:10] Advice to your younger self: Embrace a "fast fail" mindset [18:00] A topic marketers need to learn more about: Take a tech approach [18:55] Subcultures and trends to follow: Overlanding [19:50] Largest opportunity and threat to marketers today: AI adoption and resistance Resources mentioned: Ford Motor Company Shah Rukh Khan Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Mark Sucrese and Ford Motor Company: Mark Sucrese on LinkedIn Ford Motor Company on LinkedIn Ford Motor Company on Instagram Ford Motor Company on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads
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26: Is your governance ready for AI? Insights from OneTrust Chief Marketing Officer, Michael Schanker
Michael Schanker, chief marketing officer (CMO) at OneTrust, shares ways that marketing leaders can rethink their approaches to governance in an era defined by rapid advances in AI and increasing complexity around data responsibility. OneTrust is a global software company that provides a platform for data governance, security, privacy and compliance. As it moves into the emerging category of governing AI, Michael draws on his sales experience to explain the importance OneTrust places on deeply understanding the evolving needs and potential risks facing their customers. He candidly describes OneTrust's journey to create a unified narrative across its product suite, emphasizing that AI governance is not just about compliance, but about protecting brand trust and enabling innovation at speed. Michael encourages marketers to avoid complacency, challenge old habits, and continuously ask themselves if their current approaches fit into a changing world. He also highlights the importance of empathy, continuous learning, and adopting responsible AI practices internally before advising others. For marketing leaders, Michael issues a call to drive change with curiosity, data and a commitment to responsible growth. In this episode, you'll learn: Strategies for modern governance that can help you act fast while protecting trust Why questioning "business as usual" can keep you ahead of the competition The importance of deeply understanding your customers' evolving needs Key highlights: [00:00] Introduction [01:00] Human Google alerts [02:25] Micheal's path to OneTrust [07:30] His first nine months in the role [08:50] Marketing a new category [10:10] What is AI governance? [13:45] AI governance in practice [15:05] AI at OneTrust [16:50] The stakes are high [18:35] "Enabling innovation through the responsible use of data and AI" [19:55] An experience that defines you: Being the son of an artist and an engineer [21:30] Advice to your younger self: Take more pictures [22:40] A topic marketers need to learn more about: Innovative AI use cases [24:25] Subcultures and trends to follow: Storytelling trends in media [27:35] Largest opportunity and threat to marketers today: Complacency Resources mentioned: OneTrust Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Michael Schanker and OneTrust: Michael Schanker on LinkedIn OneTrust on LinkedIn OneTrust on Instagram OneTrust on YouTube OneTrust on X Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads
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25: Leading people-focused tech transformations: Insights from Marathon Petroleum Corporation Commercial IT Leader, Justin Schwartz
Justin Schwartz, commercial IT leader at Marathon Petroleum, shares how his team is bringing people and technology together to drive meaningful change across the business. He highlights that understanding the needs of different users, from field staff to traders, is key to shaping effective solutions—and emphasizes the importance of starting with the real business problem rather than simply chasing new technology. Justin explains how field experiments with AI agents are helping his team learn in real time and improve performance, all while keeping humans at the center of innovation. He encourages leaders navigating rapid transformation to build an inclusive culture, engage teams early, and manage change with transparency and curiosity. Justin also notes that the pace of technology is only increasing, and that actively absorbing information and quickly adopting new ways of working is essential for long-term success. In this episode, you'll learn: Why engaging your people first, pinpointing real business challenges and designing solutions with clear value are crucial for leading successful transformation Ways to accelerate progress by making experimentation a habit, learning alongside your teams and quickly applying new insights Strategies to build a resilient team that is equipped to handle rapid transformation together Key highlights: [00:00] Introduction [01:00] Zone defense: Four kids under 12 [02:00] Justin's path to Marathon [02:40] The scope of Marathon [03:30] Transformation throughout Justin's career [04:50] Doing "transformation" right [06:00] Justin's favorite transformation [07:50] Fostering culture during transformation [10:10] Experimenting with AI agents [11:40] Staying human-centric [13:20] An experience that defines you: Learning from challenges [15:20] Advice to your younger self: Focus on listening [16:20] A topic marketers need to learn more about: Deeper understandings [17:10] Subcultures and trends to follow: Human elements of digital transformation [18:20] Largest opportunity and threat to marketers today: The rate of change Resources mentioned: Marathon Petroleum Corporation Dreamforce Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Justin Schwartz and Marathon Petroleum Corporation: Justin Schwartz on LinkedIn Marathon Petroleum Corporation in LinkedIn Marathon Petroleum Corporation on Instagram Marathon Petroleum Corporation on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads
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24: Increase productivity with a digital workforce: Insights from TeamViewer Chief Executive Officer, Oliver Steil
Oliver Steil, chief executive officer (CEO) at TeamViewer, shares how his team is reshaping the digital workforce across industries by enabling remote access, facilitating proactive issue remediation, and increasing productivity through automation for both frontline and technical workers. He details the importance of making information easily accessible to specialists wherever they are, explains how AI-powered automation can proactively address issues before they impact users, and highlights the value of strong business collaborations to achieve seamless workflows. Oliver encourages marketing leaders to embrace new technology to drive productivity, speaks about the potential risk of falling behind in a faster-paced, competitive environment, and advocates the importance of staying network-focused and open to change. Key highlights: [00:00] Introduction [01:00] Dreamforce [02:00] Olivers path to TeamViewer [03:25] The scope of TeamViewer [05:35] Alan's manufacturing experience [07:45] Bringing the digital experience to the floor [09:55] How AI is changing work [12:20] Proactive issue remediation [15:55] Remote work [17:20] Collaboration opportunities [19:30] Collaborations at scale [21:15] Understanding your role [22:30] An experience that defines you: Shifting from engineering to consulting [25:05] Advice to your younger self: Network even more [25:40] A topic marketers need to learn more about: Seeing opportunity in disruption [26:50] Subcultures and trends to follow: International politics [28:45] Largest opportunity and threat to marketers today: Increased productivity Resources mentioned: TeamViewer Dreamforce Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Oliver Steil and TeamViewer: Oliver Steil on LinkedIn TeamViewer on LinkedIn TeamViewer on Instagram TeamViewer on YouTube TeamViewer on Threads Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads
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23: Transforming complexity into clarity through data: Insights from Dion Smith, senior vice president of worldwide partner ecosystem at Siemens
Dion Smith, senior vice president (SVP) of worldwide (WW) partner ecosystem at Siemens reveals how the 175-year-old and highly diverse organization, is transforming complexity into clarity by breaking away from historical silos with its "one tech mission." This strategic shift aims to unify their data, enabling Siemens to solve larger challenges and deliver better client results. He also highlights the strategic importance of collaboration and the use of marketing development funds (MDFs) and dual registration to foster alignment and measurable success for all sides. Dion offers clear advice to leaders navigating their transformations: prioritize the customer journey and let data guide every major decision. Through a candid account of how his dyslexia became a professional superpower, Dion urges others to see value in different perspectives, to fail fast, stay focused on the future, and embrace how AI is freeing people from repetitive tasks to tackle higher-value strategic work. From his perspective, using AI for smarter personalization and predictive insight must always be balanced with respect for consumer trust, ensuring outreach feels supportive rather than intrusive. In this episode, you'll learn: How finding commonalities in complex data leads to clarity and unified strategies Ways to connect marketing investments to measurable outcomes that drive more effective collaboration campaigns Strategies to balance AI-driven personalization with consumer trust for ethical, impactful engagement Key highlights: [00:00] Introduction [01:15] A near-death experience [03:30] Dion's path to Siemens [05:10] His role and the scope of the company [06:45] The "one tech mission" [08:00] Managing a large amount of complexity [10:15] Lessons learned through transformation [12:55] The role of MDFs and dual registration [16:20] Advice for leaders driving transformation [17:55] An experience that defines you: Embracing dyslexia [22:30] Advice to your younger self: Delay reactions until you have the data [24:00] A topic marketers need to learn more about: Finding clarity in complexity [28:55] Subcultures and trends to follow: Agentic AI [31:30] Largest opportunity and threat to marketers today: Consumer trust around AI practices Resources mentioned: Jeff Bezos "Why It's Always Day One" video INSEAD Business School Dreamforce Hewlett-Packard (HP) Garage Origin Story Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Dion Smith and Siemens Dion Smith on LinkedIn Siemens on LinkedIn Siemens on Instagram Siemens on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads
Join Alan B. Hart as he dives into conversations with the world's leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionaries—and stay ahead of the curve.
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