Dear CMO, This Is What Your Digital Marketing Team With You Knew - Fern Canning, Kyna
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Ever feel like your CMO doesn't fully 'get' digitl? Or that you're executing campaigns without a seat at the strategy table? You're not alone. This keynote explore what digital teams wish CMOs understood, and reveal the CMP perspective in return. You'll walk away with fresh insights into how to strengthen this critical relationship, the pressures shaping decisions and how you can elevate your value. Expect real data, real examples and a practical playbook you can put to work straight away. Key Takeaways: 1. How To Earn A Seat At The Strategy Table 2. How To Position Digital As A Growth Driver, Not Just An Execution Team 3. A Practical Action Plan To Balance The Power Dynamic
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Dear CMO, This Is What Your Digital Marketing Team With You Knew - Fern Canning, Kyna
- 1. KEYNOTE Dear CMO, This Is What Your Digital Marketing Team With You Knew (and a CMO's unfiltered reply) Fern Canning CEO KYNA SYDNEY, AUSTRALIA ~ AUGUST 13 - 14, 2025 DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
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- 23. • Translate the brief into a business problem. Restate the brief in terms of the business outcome, target audience, constraints, and agreed trade-offs. • • Offer a safe win and a smart bet. Present one solid, low- risk plan and one bold, high-upside test, both tied to clear KPIs. • Turn results into momentum. Hold short post-campaign debriefs to agree on what to scale, what to stop, and how to apply learnings. • Reporting numbers without meaning . Vanity metrics with no link to revenue, cost, or risk. • Starting with tools, not problems. Tech pitches without a business use case, ROI, or integration path. • Dropping last-minute “urgent” asks. Bypassing guardrails and creating avoidable rework. • Focusing on tiny optimisations while ignoring the big strategic levers. Spending time tweaking low-impact details like button colours, minor targeting shifts, or micro-copy when the bigger drivers of performance (strategy, creative quality, offer, audience fit) haven’t been addressed.
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