In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Lucy Birch about what a divestment means for B2B marketing, and the CMO’s role in guarding the business’s values. Divestments are unique opportunities as it provides a chance for marketing to re-shape the brand values so that they align with the business’s future. However, this is much easier said than done; it’s tricky to balance establishing new, authentic principles that will guide the business going forward and managing employee’s expectations of the business’s identity. How can a CMO be the guiding voice of the company’s values while managing the responsibility of the re-brand? Lucy Birch is a highly experienced leader in marketing, brand, and communications across both B2C and B2B businesses, and she has a proven track record of leading teams on the UK, European, and global level. She is currently serving as Chief Marketing and Communications Officer for Kantar Public, but prior to this, she has held several senior positions at PwC including Global Strategic Marketing Leader, and UK Marketing and Brand Director as well as positions at KPMG. You can find Lucy Birch on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.