Laura Heisman on partnerships
From Dynatrace + VCARB | Laura Heisman on performance obsession · · Dynatrace
“What's the importance of partnerships? Everybody working within the Formula One team is all working towards making these two cars go as fast as possible, and we rely on our team partners to achieve maximum performance.”
On , Laura Heisman, Chief Marketing Officer at DYNATRACE INC, spoke about partnerships during Dynatrace + VCARB | Laura Heisman on performance obsession on Dynatrace.
About Laura Heisman
Laura Heisman, Chief Marketing Officer at Dynatrace, has been active in discussing the company’s partnership with the Visa Cash App Racing Bulls Formula 1 team, which she described as being built on a shared focus on "performance obsession" and using insights from observability as a competitive edge. In a series of appearances, she emphasized that the partnership highlights how data and technology can drive speed and efficiency, drawing parallels between the real-time data analysis in F1 and the needs of enterprise customers. Heisman has also spoken extensively about the integration of artificial intelligence into marketing. She stated that "if you're not actually using AI, you're going to become legacy" and advocated for the formation of marketing AI councils to foster innovation. She reported that Dynatrace’s marketing team has seen three times greater output generation for content and creative use cases, two times faster translation processes, and richer audience targeting as a result of AI tools. Heisman described AI strategy as requiring both "art and science," balancing data and analytics with human instinct and creativity.