Duco: The new rules of client-centric growth
What does it take to make client centricity more than a slogan? Margaret Franco, CMO, Duco, reveals how aligning product, sales, and marketing unlocks growth in today’s demanding B2B landscape.
How can B2B marketing leaders turn client centricity from a buzzword into a business reality as buying journeys grow more complex and AI reshapes every role? In this episode of The Client-Centric CMO, Margaret Franco, CMO, Duco, shares her approach to orchestrating cross-functional alignment, campaign strategy, and Account-Based Marketing for measurable, client-led growth.
Margaret draws on her experience leading marketing at global tech giants, including Dell and HP, and fast-scaling SaaS firms like Kinaxis, to reveal how the same challenges – and solutions – apply regardless of company size. She also brings a unique perspective as she has led teams both at global and regional level. She provides practical tips for driving alignment both in product-led or sales-led organizations, focusing on a few high-impact themes, and empowering marketing to be the “business bridge” that unites go-to-market (GTM) priorities.
“Client centricity doesn’t mean responding to everything equally. It’s about finding and focusing on what is best for our customers and products.”
Margaret Franco, CMO, Duco
As B2B buyers become more educated and risk-averse, Margaret emphasizes the need for marketers to respect buyers’ knowledge, invest in thought leadership, and optimize campaigns for today’s advanced search engines and AI-powered research tools. She describes how Duco clusters key accounts for ABM and uses AI agents to accelerate research, content, and business development.
This episode explores the evolution of integrated campaigns, the traits of effective integrated marketing leaders, and why doubling down on ABM and client advocacy is essential for future growth.
Listen now to discover:
- How to drive go-to-market alignment in product-led or sales-led organizations and act as a “bridge” for unified go-to-market execution
- Why integrated client-led campaigns elevate marketing from tactics to business impact
- The new role of AI as a “team member” across marketing workflows
- Practical strategies for clustering accounts and scaling ABM
- How the role of field marketing is evolving
- Why client advocacy and thought leadership are top priorities for 2026
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