In the past, marketers were the misunderstood part of an organization, often seen as ancillary to the overall business operation. Now, as companies are beginning to understand the value of data, marketers have a new spring in their step as the rest of the organization sees the value of mining data to reinvent your brand.

Informatica LLC, a provider of data management solutions, recently hired tech-industry marketing veteran Sally Jenkins (pictured) as executive vice president and chief marketing officer to reinvent the brand as it grows along with its customers in the digital transformation.

“This is a testament to the belief that our board and our executive team has around the power of a brand. This is why they’re investing. … And so we’re really putting our money where our mouth is on the brand this year. So you’ll see it all come together. And I have to say, as a marketer, I mean there’s nothing more special than the company realizing that they need to get behind the brand,” Jenkins said.

During her inaugural launch of the new branding at Informatica World in San Francisco, California, she took some time to talk with John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE Media’s mobile live streaming studio, to discuss the new branding efforts.

The challenge to reinvent

Jenkins received the ultimate marketing challenge when she took on her new role to rebrand the company in three months. Using best practices that she honed during her career, she began with a rubric that started with understanding the overall vision and mission, as well as the market opportunities available.

Marketing is more than a logo; it’s about strategy and storytelling, Jenkins explained. She nailed down the tale the company needed to tell its customers and partners. She saw that it was necessary for Informatica to tout the fact that the are leaders in enterprise cloud data management.

“The business is there; we’ve got great products. The leadership that we hold, with all of the Gartner Magic Quadrants — leadership in the six categories that we say that matter, we have a tremendous backing to come out with a new story, and that’s exactly what we needed to do,” Jenkins said.

The next step for Jenkins is to change the culture and develop the message from the inside out. Employees and partners are the best salespeople, and her goal is to engage them and arm them with the Informatica story.

Jenkins is just getting started, but she did receive great feedback already at the show on the work she has accomplished so far.

“Now we have a good story, and we have a great brand, and we’ve got investment, so we’ll be out there. I mean, this is our year. I hope you all see that this is our year,” Jenkins concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Informatica World 2017. (* Disclosure: TheCUBE is a paid media partner for Informatica World. Neither Informatica Corp. nor other sponsors have editorial influence on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE