The next innovation in marketing is human.
Joining Fiona in this episode: Patricia Mestra, EMEA GTM Lead for Security, Microsoft
In this episode of The C-Suite Spot: Signals and Stories, we sit down with Patricia Mestra to explore why the next phase of marketing will be defined less by how much teams can produce, and more by the judgment behind what they choose to do.
Drawing on her experience at Microsoft and across senior marketing roles, Patricia challenges the idea that AI is simply a productivity story. She explores why marketing leaders need to understand the relationship between people, time, output and cost — and use AI to create better marketing, not simply more of it.
The conversation also covers why great work can stall if its impact is not understood internally, how a successful Microsoft initiative gained momentum and scaled globally, and why experienced leaders increasingly need the confidence to stop activity that creates noise rather than value.
Patricia also shares a current ABM experiment designed to reach around 100 difficult-to-access accounts, testing multiple buying-group personas in one market before deciding whether to scale. And from AI and technology to teaching and leadership, she explains why staying uncomfortable, continuing to learn and giving talented people opportunities before they feel completely ready all matter.
Listen now
Run time 25 minutes
Click here to listen on Spotify
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