The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders. 

Setup CEO, Joe Koufman, virtually sat down with David Reid, the Chief Technology and Marketing Officer at NOV to discuss the importance of immersing yourself in the business, how to adapt your business during trying times, and more.

WATCH + READ THE RECAP BELOW (SCROLL TO THE END FOR THE FULL INTERVIEW)

Q1 | What is your superpower?

Reid’s ability to spot talent is his superpower. Part of his role involves spotting talent and creating an environment to help them grow. He thrives when he’s able to find someone and give them a chance to develop their skills.

Q2 | Is there any advice you would like to share?

Reid stressed the importance of understanding your industry. Knowing and understanding the technology, the application, and the customer is extremely valuable. Asking other co-workers to educate you on any missing gaps of the business is a great way to grow as well, but it requires for you to listen and have patience. 

Q3 | What values are important to you?

Reid values excellence and is aware that excellence comes from a cohesive environment. He loves high-value output and knows that that output requires him to treat his team members with kindness. “​​My long-term co-workers are always kind and positive to each other. They've learned to connect. They understand they're humans, and, when that is clear, your efficiency levels go through the roof.” These types of environments breed excellence because professionals feel comfortable taking risks, and risks lead to results.

Q4 | What are some things you’ve learned over time as a leader?

Change isn’t always bad. 

During the height of the COVID-19 pandemic, Reid’s team quickly adapted to digital. It wasn’t without its challenges, but his team was able to perfect their practices seamlessly.

Reid also learned that you have to communicate with different types of people in business. There are people within the business who won’t always understand what your role is, so it’s important to be able to educate them on what you do and adapt the conversation to that type of person. For example, if you’re speaking to a CFO, you may provide more quantitative data versus qualitative. 

Proving marketing’s value is always a hot topic in the community. We have written about it a number of times. Our latest take features several marketing leaders’ opinions here: 5 Ways to Prove Marketing’s Value to the C-Suite

Q5 | What brand do you admire?

Reid admires Factory Records because of their fearlessness. They’re a record company that pushes artistic boundaries. Reid appreciates how, through trial and error, they learned the art of building a “cult following” with their use of exclusivity. He also loves how their records inspire the world.

For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with David Reid, and keep an eye out for more thought leadership from our CMO Spotlights.

WATCH THE FULL INTERVIEW TO THE RIGHT.