Episode 199 - Iwona Kesting of Jones Day on Making MarTech Investment Deliver Firm-Wide Impact

Getting the right MarTech stack in place has never been more critical, yet many firms struggle with getting the high-stake investment projects off the ground.

Today on the CMO Series Podcast, Charles Cousins sits down with Iwona Kesting, Director of Business Development and Communications at Jones Day, to unpack what it really takes to secure firm-wide backing and how to make tech deliver real impact. With Iwona right in the middle of a major CRM and ERM transformation, she reinforces the importance of shaping the right strategy early with strong alignment across the firm.

She also explores the risks of choosing the wrong tools, the pace of change, and the challenge of getting internal buy-in, as well as knowing where to start. 

Charles and Iwona discuss:

• How her approach to MarTech has evolved 
• The biggest barriers that cause firms to go wrong
• The steps involved in a CRM and ERM transition
• How to get projects signed off using firm alignment
• How to measure the impact on client relationships and growth
• Practical advice for other firms looking to invest in new tech tools