SAIC's CMO Builds Marketing Around Data and Speed
Marni Puente, chief marketing and communications officer at SAIC, is restructuring how the defense contractor proves its value to government buyers. Her team analyzed over 600,000 market data points and gathered feedback from nearly 200 customers and prospects to understand what decision-makers actually want: mission partners that deliver results with measurable precision.
The findings shaped how SAIC's marketing function now operates across defense, space, intelligence, and civilian markets. Puente is a finalist for WashingtonExec's Chief Officer Awards in the Private Company CMO category, with the event scheduled for June 2.
Data-Driven Campaigns Meet AI Integration
Government buyers increasingly expect contractors to communicate mission value with speed and precision, according to SAIC's analysis. Puente said this insight drives her focus on structuring all strategic efforts around data-driven decision-making.
She is pushing AI adoption across the marketing function as a way to modernize operations and match the speed government contractors now need. "Having AI embedded has not only improved and modernized SAIC's marketing and communications capabilities, but positions SAIC as an organization that can operate at the speed and scale required of today's government contractors," Puente said.
Her team measures success by tracking whether data-driven campaigns and AI integration strengthen customer relationships and drive measurable growth.
Career Advice: Embrace Discomfort
Puente encourages professionals to say yes to opportunities that push them outside their comfort zone. "Some of the most rewarding growth comes from experiences that stretch you in unexpected ways," she said.
She credits both her professional work and her experience as a working mother of two-including one son with special needs-with teaching her resilience and adaptability. That perspective informs how she leads teams through organizational change.
Puente emphasizes two qualities she considers essential to leadership: empathy and resilience. Balancing competing demands has reinforced the value of staying grounded in what matters most and showing up consistently for people who depend on you.
What This Means for Marketing Leaders
Puente's approach reflects a broader shift in how marketing operates within large government contractors. Rather than relying on intuition or industry assumptions, her team builds strategy on what customers and prospects actually say they need.
For marketing professionals working in similar environments, the lesson is direct: collect customer feedback at scale, use data to guide decisions, and treat AI as a tool to increase the speed and precision of your work. Learn more about AI for Marketing or explore the AI Learning Path for CMOs to understand how these tools fit into strategic marketing operations.
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