Leading With Less: What the boardroom expects of CMOs in the DMWL era

June 11, 2025
3 PM GMT

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About this Event

Shane Redding, one of the most respected and senior authority figures in B2B marketing, holds a number of board advisory roles with fast growth companies looking to build and exit.In this webinar, Shane shares her unique perspective on how CMOs need to respond to the Do More With Less culture now deeply embedded in today’s businesses.What are the boardroom’s expectations concerning issues such as marketing strategy, spend, and outcomes?How does the typical boardroom think about investing in growth?What leadership behaviours and practices should a CMO look to and adopt in order to be a responsible and effective asset to the business as well as a consistent and communicative leader to their team?

Agenda

  • What are the real expectations of marketing inside the boardroom in a culture of Do More With Less?

  • How should a CMO think differently about their role and responsibilities when ‘leading with less’?

  • Is there a clear enough vision for marketing leadership under such stringent restrictions?

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    Meet the Presenters

    Shane Redding

    Owner, Think Direct

    Shane Redding is an independent consultant with more than three decades of international business to business marketing and boardroom advisory experience. Shane provides strategic direct and digital marketing advice and practical training to both end users and DM suppliers; clients include Telefonica, Thomson Reuters, Maersk Drilling, Cisco, United Nations ITU, Sika Group AG, the Institute of Directors and Royal Mail. Specialising in data, databases and analysis, Shane enjoys helping large and small businesses use integrated marketing to significantly improve the bottom line.
    In addition to her consultancy business, Shane also holds a number of non executive directorships and board advisory roles including Livingstone Partners, Sharkgate, Consumer Intelligence and Serendipity2.
    Shane has an honorary fellowship of the Institute of Direct Marketing. She also lectures worldwide on topics including CRM, lead generation, and B2B analysis; as well as international marketing.

    Mark Choueke

    Best-selling Author, Boring2Brave

    Mark Choueke is a former award-winning journalist and later author of bestselling B2B marketing book Boring2Brave. Mark has built a reputation as a leader at the heart of the global B2B marketing and communications arena, has operated within large corporates and startups alike and also raised investment to found and run a successful tech marketing agency.Mark was editor of Marketing Week magazine and earlier, a business correspondent on UK national newspaper The Sunday Telegraph. He then swapped journalism for marketing and has since served - either on senior leadership teams in-house or as strategic advisor - more than 50 B2B technology companies across the world.Mark is a regular conference keynote speaker and has guested on industry stages in numerous countries including the likes of ‘Think with Google’ in London, ‘Viva Technology’ in Paris and AdWeek in New York City.
    He is now a DemandWEBSTM Consultant at go-to-market agency OrbitalX.