Fujitsu: Building a client-first growth engine

In this episode of The Client-Centric CMO podcast, Emma Chatwin, Vice President, Marketing, Europe at Fujitsu, unpacks how harmonizing teams, aligning with sales, and investing in talent can transform marketing at scale. She explains how her team moved from a decentralized structure to a harmonized, client-focused organization – flattening hierarchies, adding a regional layer, and embedding marketing alongside sales to drive client-centric growth.

For Emma, the transformation was about more than structure. By building trust, fostering open communication, and investing in continuous learning, her team has become a true partner to the business. She shares how clear engagement models, shared targets, and regular dialogue with sales helped marketing earn its seat at the table.

“I encourage my teams engage with customers frequently – only through that interaction will we literally be able to hear the voice of the customer in our heads and represent that across the business.”

Emma Chatwin, Vice President, Marketing, Europe, Fujitsu

Emma also highlights the importance of customer intelligence – combining data and real conversations to ensure marketing decisions are grounded in client needs. For Fujitsu, building a client-first growth engine is about staying close to the customer, breaking down silos, and making marketing a catalyst for sustainable growth.

Listen now to hear how Fujitsu:

• Restructured its marketing organization – flattening field teams, adding a regional layer, and creating a more unified, agile structure that bridges local and global priorities
• Embedded marketing at the front line of the business, working hand-in-hand with sales to develop account-centric strategies and directly support business targets
• Established clear engagement models, shared objectives, and regular communication forums to strengthen sales and marketing alignment and ensure everyone pulls in the same direction
• Launched a global talent development initiative that inspires continuous learning, upskills marketers across regions, and builds a culture ready to adapt to constant change
• Leveraged both data and direct customer conversations to bring the true voice of the client into decision-making, ensuring marketing strategy stays grounded in real client needs and opportunities