The Twin Cities CMO Roundtable: Marketing with Heart and Purpose | Featuring Best Buy, Minnesota Vikings, Mall of America and Land O'Lakes
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this extraordinary live roundtable edition of The CMO Podcast recorded in Minneapolis, host Jim Stengel explores what makes the Twin Cities business community so successful by bringing together four powerhouse marketing leaders. The conversation reveals the unique DNA of Minnesota business culture, characterized by grit, generosity, and community spirit, while exploring how these legacy brands have transformed from product-focused to experiential marketing approaches. (05:03)
- Main Theme: The transformation of legacy brands from traditional product marketing to experiential, customer-obsessed approaches while maintaining authentic community connections and cultural relevance in an evolving marketplace.
Speakers
Jenny Weber
Chief Marketing Officer at Best Buy, leading a customer-obsessed transformation that brings digital innovation and human connection together across one of America's top retailers. Weber has been instrumental in evolving Best Buy's approach from traditional electronics retail to experiential marketing focused on customer needs.
Martin Nance
Chief Marketing Officer of the Minnesota Vikings and former NFL wide receiver who played for Buffalo Bills, Minnesota Vikings, and Pittsburgh Steelers where he won a Super Bowl. After his playing career, Nance earned his MBA and spent nearly a dozen years at PepsiCo/Gatorade before returning to the Vikings as CMO, bringing CPG marketing fundamentals to sports marketing.
Jill Renslow
Chief Business Development and Marketing Officer at Mall of America, the largest retail and entertainment destination in North America attracting over 40 million visitors annually. Renslow started as an intern 28 years ago and has been with the family-owned company ever since, leading new entertainment concepts and global brand partnerships.
Heather Malenshek
Senior Vice President and Chief Marketing Officer of Land O'Lakes, a century-old farmer-owned cooperative. Malenshek joined during COVID and brings experience from the airline industry, agency side (Omnicom), and previous roles at Harley Davidson, now championing farmers and rural America while reimagining marketing for the legacy brand.
Key Takeaways
Lead with Heart and Build Community
Minnesota business leaders consistently emphasized leading with heart and prioritizing community impact over pure profit. (20:34) This approach creates authentic connections that drive long-term success. Heather Malenshek noted how Minnesota companies are "community builders" who "build with a lot of intention behind that." Martin Nance highlighted how the Vikings use their platform to partner with organizations across the Twin Cities to "drive meaningful impact." This heart-centered leadership creates deeper employee engagement and customer loyalty while establishing brands as integral parts of their communities rather than just commercial entities.
Transform Through Customer Obsession
All four leaders described pivotal shifts from product-focused to customer-obsessed marketing approaches. Jenny Weber explained how Best Buy had "a very on purpose moment to become what we called customer obsessed" about five years ago, with customer-driven questions now posted in every conference room. (33:02) This transformation requires executive-level commitment and permeates every decision. The shift moves organizations from asking "what can we sell?" to "what do customers need?" and creates more meaningful, lasting relationships that drive sustainable growth.
Embrace Cultural Conversations Strategically
Modern brands must navigate cultural conversations while staying true to their values. (48:14) Martin Nance emphasized that sports organizations are "right in the center of cultural conversation" and need "a willingness to take a perspective or take a stance." However, leaders stressed the importance of having clear values as a north star and choosing moments carefully. Jill Renslow noted that Mall of America often "leads with action" through diverse cultural celebrations rather than just words, showing how brands can authentically participate in cultural dialogue.
Build Teams Through Collective Power
Effective marketing leadership requires intentional team building that emphasizes collective success over individual achievement. Jenny Weber redesigned her marketing organization around "the power of the collective" where teams are "reliant on each other" rather than working in isolation. (61:23) Martin Nance's approach of "move as a group" creates stronger alignment and better decision-making. These leaders hire for cultural complement rather than just fit, seeking diverse skills that create team chemistry while maintaining shared values.
Cherish Your Current Role
Martin Nance provided profound advice about career progression, noting that there are "moments in your career that you just will never get back" as you climb the ladder. (53:21) He encouraged people to "be where your feet are and really smell the roses" rather than rushing to the next opportunity. This perspective helps professionals fully develop skills, appreciate learning opportunities, and make more meaningful contributions in their current roles while building stronger foundations for future success.
Statistics & Facts
- Minneapolis-St. Paul has the highest concentration of Fortune 500 companies per capita of any city in the United States. (18:39) This statistic highlights the unique business environment that has fostered the growth of major corporations in the Twin Cities region.
- Mall of America attracts more than 40 million visitors each year, making it the largest retail and entertainment destination in North America. (05:58) On Black Friday alone, they welcome 250,000 people, with 10,000 entering in the first hour after opening at 7AM.
- Best Buy operates nearly 1,000 stores nationwide, creating a massive physical footprint for brand experiences and retail media opportunities. (02:29) This scale provides unique advantages for immersive brand takeovers and customer touchpoints that digital-only retailers cannot match.
