Building Better CMOs
Building Better CMOs

Linda Boff, Global CMO at GE: Servant of Purpose

Full transcript

GE has changed a whole lot since Global CMO Linda Boff started working there, more than 20 years ago. It was once a sprawling portfolio company that made everything from microwaves to television shows; recently, it spun off its healthcare, energy, and aerospace divisions into three distinct public companies, and executives like Linda take these core areas of focus very seriously.

"We are a company, I like to say a capital-P Purpose company," she says. "A third of the world has power because of GE. Planes with our engines take off every two seconds. So as you and I are talking, there are probably, give or take 900,000 people in the sky right now with our engines under wing. And our health care equipment, MRIs and CTs and so much more, touches 2 billion patients a year."

Today on Building Better CMOs, Linda and MMA Global CEO Greg Stuart discuss how to punch above your weight with a smaller marketing team, why B2B businesses don't have to be boring, the importance of communicating to the rest of the C-Suite in their language, and more. Plus: Why you need to separate stories from facts.