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Welcome back to the Ultimate Guide to Partnering® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ https://youtu.be/vEdq8rpBM3I In this data-rich keynote, Jay McBain deconstructs the tectonic shifts reshaping the $5.3 trillion global technology industry, arguing that we are entering a new 20-year cycle where traditional direct sales models are obsolete. McBain explains why 96% of the industry is now surrounded by partners and how successful companies must pivot from “flywheels and theory” to a granular strategy focused on the seven specific partners present in every deal. From the explosion of agentic AI and the $163 billion marketplace revolution to the specific mechanics of multiplier economics, this discussion provides a roadmap for navigating the “decade of the ecosystem” where influence, trust, and integration—not just product—determine winners and losers. Key Takeaways Half of today's Fortune 500 companies will likely vanish in the next 20 years due to the shift toward AI and ecosystem-led models. Every B2B deal now involves an average of seven trusted partners who influence the decision before a vendor even knows a deal exists. Microsoft has outpaced AWS growth for 26 consecutive quarters largely because of a superior partner-led geographic strategy. Marketplaces are projected to grow to $163 billion by 2030, with nearly 60% of deals involving partner funding or private offers. The “Multiplier Effect” is the new ROI, where partners can make up to $8.45 for every dollar of vendor product sold. Future dominance relies on five key pillars: Platform, Service Partnerships, Channel Partnerships, Alliances, and Go-to-Market orchestration. If you're ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Keywords: Jay McBain, Canalys, partner ecosystem, channel chief, agentic AI, marketplace growth, multiplier economics, B2B sales trends, tech industry forecast, service partnerships, strategic alliances, Microsoft vs AWS, distribution transformation, managed services growth, SaaS platforms, customer journey mapping, 28 moments of truth, future of reselling, technology spending 2025, ecosystem orchestration, partner multipliers. T Transcript: Jay McBain WORKFILE FOR TRANSCRIPT [00:00:00] Vince Menzione: Just up from, did you Puerto Rico last night? Puerto Rico, yes. Puerto Rico. He dodged the hurricane. Um, you all know him. Uh, let him introduce himself for those of you who don’t, but just thrilled to have on the stage, again, somebody who knows more about what’s going on in, in the, and has the pulse on this industry probably than just about anybody I know personally. [00:00:21] Vince Menzione: J Jay McBain. Jay, great to see you my friend. Alright, thank you. We have to come all the way. We live, we live uh, about 20 minutes from each other. We have to come all the way to Reston, Virginia to see each other, right? That’s right. Very good. Well, uh, that’s all over to you, sir. Thank you. [00:00:35] Jay McBain: Alright, well thank you so much. [00:00:36] Jay McBain: I went from 85 degrees yesterday to 45 today, but I was able to dodge that, uh, that hurricane, uh, that we kind of had to fly through the northern edge of, uh, wanna talk today about our industry, about the ultimate partner. I’m gonna try to frame up the ultimate partner as I walk through the data and the latest research that, uh, that we’ve been doing in the market. [00:00:56] Jay McBain: But I wanted to start here ’cause our industry moves in 20 year cycles, and if you look at the Fortune 500 and dial back 20 years from today, 52% of them no longer exist. As we step into the next 20 year AI era, half of the companies that we know and love today are not gonna exist. So we look at this, and by the way, if you’re not in the Fortune 500 and you don’t have deep pockets to buy your way outta problems, 71% of tech companies fail over the course of 10 years. [00:01:30] Jay McBain: Those are statistics from the US government. So I start to look at our industry and you know, you may look at the, you know, mainframe era from the sixties and seventies, mini computers, August the 12th, 1981, that first IBM, PC with Microsoft dos, version one, you know, triggered. A new 20 year era of client server. [00:01:51] Jay McBain: It was the time and I worked at IBM for 17 years, but there was a time where Bill Gates flew into Boca Raton, Florida and met with the IBM team and did that, you know, fancy licensing agreement. But after, you know, 20 years of being the most valuable company in the world and 13 years of antitrust and getting broken up, almost like at and TIBM almost didn’t make payroll. [00:02:14] Jay McBain: 13 years after meeting Bill Gates. Yeah, that’s how quickly things change in these eras. In 1999, a small company outta San Francisco called salesforce.com got its start. About 10 years later, Jeff Bezos asked a question in a boardroom, could we rent out our excess capacity and would other companies buy it? [00:02:35] Jay McBain: Which, you know, most people in the room laughed at ’em at the time. But it created a 20 year cloud era when our friends, our neighbors, our family. Saw Chachi PT for the first time in March of 2023. They saw the deep fakes, they saw the poetry, they saw the music. They came to us as tech people and said, did we just light up Skynet? [00:02:58] Jay McBain: And that consumer trend has triggered this next 20 years. I could walk through the richest people in the world through those trends. I could walk through the most valuable companies. It all aligns. ’cause by the way, Apple’s no longer at the top. Nvidia is at the top, Microsoft. Second, things change really quickly. [00:03:17] Jay McBain: So in that course of time, you start to look at our industry and as people are talking about a six and a half or $7 trillion build out of ai, that’s open AI and Microsoft numbers, that is bigger than our industry that’s taken over 50 years to build. This year, we’re gonna finish the year at $5.3 trillion. [00:03:36] Jay McBain: That’s from the smallest flower shop to the biggest bank. Biggest governments that Caresoft would, uh, serve biggest customer in the world is actually the federal government of the us. But you look at this pie chart and you look at the changes that we’re gonna go through over the next 20 years, there’s about a trillion dollars in hardware. [00:03:54] Jay McBain: There’s about a trillion dollars in software. If you look forward through all of the merging trends, quantum computing, humanoid robots, all the things that are coming that dollar to dollar software to hardware will continue to exist all the way through. We see services making up almost two thirds of this pie. [00:04:13] Jay McBain: Yesterday I was in a telco conference with at and t and Verizon and T-Mobile and some of the biggest wireless players and IT services, which happen to be growing faster than products. At the moment, there is more work to be done wrapping around the deal than the actual products that the customer is buying. [00:04:32] Jay McBain: So in an industry that’s growing at 7%. On top of the world economy that’s grown at 2.2. This is the fastest growing industry, and it will be at least for the next 10 years, if not 2070 0.1% of this entire $5 trillion gets transacted through partners. While what we’re talking to today about the ultimate partner, 96% of this industry is surrounded by partners in one way or another. [00:05:01] Jay McBain: They’re there before the deal. They’re there at the deal. They’re there after the deal. Two thirds of our industry is now subscription consumption based. So every 30 days forever, and a customer for life becomes everything. So if every deal in medium, mid-market, and higher has seven partners, according to McKinsey, who are those seven people trying to get into the deal? [00:05:25] Jay McBain: While there’s millions of companies that have come into tech over the last 10 to 20 years. Digital agencies, accountants, legal firms, everybody’s come in. The 250,000 SaaS companies, a million emerging tech companies, there’s a big fight to be one of those seven trusted people at the table. So millions of companies and tens of millions of people our competing for these slots. [00:05:49] Jay McBain: So one of the pieces of research I’m most proud of, uh, in my analyst career is this. And this took over two years to build. It’s a lot of logos. Not this PowerPoint slide, but the actual data. Thousands of people hours. Because guess what? When you look at partners from the top down, the top 1000 partners, by capability and capacity, not by resale. [00:06:15] Jay McBain: It’s not a ranking of CDW and insight and resale numbers. It is the surrounding. Consulting, design, architecture, implementations, integrations, managed services, all the pieces that’s gonna make the next 20 years run. So when you start to look at this, 98% of these companies are private, so very difficult to get to those numbers and, uh, a ton of research and help from AI and other things to get this. [00:06:41] Jay McBain: But this is it. And if you look at this list, there’s a thousand logos out of the million companies. There’s a thousand logos that drive two thirds of all tech services in the world. $1.07 trillion gets delivered by a thousand companies, but here’s where it gets fun. Those companies in the middle, in blue, the 30 of them deliver more tech services than the next 970. [00:07:08] Jay McBain: Combined the 970 combined in white deliver more tech services. Then the next million combined. So if you think we live in an 80 20 rule or maybe a 99, a 95 5 rule, or a 99 1 rule, we actually live in a 99.9 0.1 parallel principle. These companies spread around the world evenly split across the uh, different regions. [00:07:35] Jay McBain: South Africa, Latin America, they’re all over. They split. They split among types. All of the Venn diagram I just showed from GSIs to VARs to MSPs, to agencies and other types of companies. But this is a really rich list and it’s public. So every company in the world now, if you’re looking at Transactable data, if you’re looking at quantifiable data that you can go put your revenue numbers against, it represents 70 to 80% of every company in this room’s Tam. [00:08:08] Jay McBain: In one piece of research. So what do you do below that? How do you cover a million companies that you can’t afford to put a channel account manager? You can’t afford to write programs directly for well after the top down analysis and all the wallet share and you know exactly where the lowest hanging fruit is for most of your tam. [00:08:28] Jay McBain: The available markets. The obtainable markets. You gotta start from the community level grassroots up. So you need to ask the question for the million companies and the maybe a hundred thousand companies out there, partner companies that are surrounding your customer. These are the seven partners that surround your customer. [00:08:48] Jay McBain: What do they read, where do they go, and who do they follow? Interestingly enough, our industry globally equates to only a thousand watering holes, a thousand companies at the top, a thousand places at the bottom. 35% of this audience we’re talking. Millions of people here love events and there’s 352 of them like this one that they love to go to. [00:09:13] Jay McBain: They love the hallway chats, they love the hotel lobby bar, you know, in a time reminded by the pandemic. They love to be in person. It’s the number one way they’re influenced. So if you don’t have a solid event strategy and you don’t have a community team out giving out socks every week, your competitors might beat you. [00:09:31] Jay McBain: 12% of this audience loves podcasts. It’s the Joe Rogan effect of our industry. And while you know, you may not think the 121 podcasts out there are important, well, you’re missing 12% of your audience. It’s over a million people. If you’re not on a weekly podcast in one of these podcasts in the world, there’s still people that read one of the 106 magazines in the world. [00:09:55] Jay McBain: There are people that love peer groups, associations, they wanna be part of this. There’s 15 different ways people are influenced. And a solid grassroots strategy is how you make this happen. In the last 10 years, we’ve created a number of billionaires. Bottom up. They never had to go talk to la large enterprise. [00:10:15] Jay McBain: They never had to go build out a mid-market strategy. They just went and give away socks and new community marketing. And this has created, I could rip through a bunch of names that became unicorns just in the last couple of years, bottoms up. You go back to your board walking into next year, top down, bottom up. [00:10:34] Jay McBain: You’ve covered a hundred percent of your tam, and now you’ve covered it with names, faces, and places. You haven’t covered it with a flywheel or a theory. And for 44 years, we have gone to our board every fourth quarter with flywheels and theory. Trust me, partners are important. The channel is key to us. [00:10:57] Jay McBain: Well, let’s talk at the point of this granularity, and now we’re getting supported by technology 261 entrepreneurs. Many of them in the room actually here that are driving this ability to succeed with seven partners in every deal to exchange data to be able to exchange telemetry of these prospects to be able to see twice or three times in terms of pipeline of your target addressable market. [00:11:26] Jay McBain: All these ai, um, technologies, agentic technologies are coming into this. It’s all about data. It’s all about quantifiable names, faces, and places. Now none of us should be walking around with flywheels, so let’s flip the flywheels. No. Uh, so we also look at, and I sold PCs for 17 years and that was in the high times of 40% margins for partners. [00:11:55] Jay McBain: But one interesting thing when you study the p and l for broad base of partners around the world, it’s changed pretty significantly in this last 20 year era. What the cloud era did is dropped hardware from what used to be 84% plus the break fix and things that wrap around it of the p and l to now 16% of every partner in the world. [00:12:16] Jay McBain: 84% of their p and l is now software and services. And if you look at profitability, it’s worse. It’s actually 87% is profitability wise. They’ve completely shifted in terms of where they go. Now we look at other parts of our market. I could go through every part of the pie of the slide, but we’re watching each of the companies, and if you can see here, this is what we want to talk about in terms of ultimate partner. [00:12:43] Jay McBain: Microsoft has outgrown AWS for 26 straight quarters. They don’t have a better product. They don’t have a better price, they don’t have better promotion. It’s all place. And I’ll explain why you guess here in the light green line. Exactly. The day that Google went a hundred percent all in partner, every deal, even if a deal didn’t have a partner, one of the 4% of deals that didn’t have a partner, they injected a partner. [00:13:09] Jay McBain: You can see on the left side exactly where they did it. They got to the point of a hundred percent partner driven. Rebuilt their programs, rebuilt their marketplace. Their marketplace is actually larger than Microsoft’s, and they grew faster than Microsoft. A couple of those quarters. It is a partner driven future, and now I have Oracle, which I just walked by as I walked from the hotel. [00:13:31] Jay McBain: Oracle with their RPOs will start to join. Maybe the list of three hyperscalers becomes the list of four in future slides, but that’s a growth slide. Market share is different. AWS early and commanding lead. And it plays out, uh, plays out this way. But we’re at an interesting moment and I stood up six years ago talking about the decade of the ecosystem after we went through a decade of sales starting in 1999 when we all thought we were born to be salespeople. [00:14:02] Jay McBain: We managed territories with our gut. The sales tech stack would have it different, that sales was a science, and we ended the decade 2009, looking at sales very differently in 2009. I remember being at cocktail parties where CMOs would be joking around that 50% of their marketing dollars were wasted. They just didn’t know which 50%. [00:14:23] Jay McBain: And I’ll tell you, that was really funny. In 2009 till every 58-year-old CMO got replaced by a 38-year-old growth hacker who walked in with 15,348 SaaS companies in their MarTech and ad tech stack to solve the problem, every nickel of marketing by 2019 was tracked. Marketo, Eloqua, Pardot, HubSpot, driving this industry. [00:14:50] Jay McBain: Now, we stood up and said the 28 moments that come before a sale are pretty much all partner driven. In the best case scenario, a vendor might see four of the moments. They might come to your website, maybe they read an ebook, maybe they have a salesperson or a demo that comes in. That’s four outta 28 moments. [00:15:10] Jay McBain: The other 24 are done by partners. Yeah, in the worst case scenario and the majority scenario, you don’t see any of the moments. All 28 happen and you lose a deal without knowing there ever was a deal. So this is it. We need to partner in these moments and we need to inject partners into sales and marketing, like no time before, and this was the time to do it. [00:15:33] Jay McBain: And we got some feedback in the Salesforce state of sales report, which doesn’t involve any partnerships or, or. Channel Chiefs or anything else. This is 5,500 of the biggest CROs in the world that obviously use Salesforce. 89% of salespeople today use partners every day. For the 11% who don’t, 58% plan two within a year. [00:15:57] Jay McBain: If you add those two numbers together, that’s magically the 96% number. They recognize that every deal has partners in it. In 2024, last year, half of the salespeople in the world, every industry, every country. Miss their numbers. For the minority who made their numbers, 84 point percent pointed to partners as the reason why they made their numbers. [00:16:21] Jay McBain: It was the cheat code for sales, so that modern salesperson that knows how to orchestrate a deal, orchestrate the 28 moments with the seven partners and get to that final spot is the winning formula. HubSpot’s number in separate research was 84% in marketing. So we’re starting to see partners in here. We don’t have to shout from the mountaintops. [00:16:44] Jay McBain: These communities like ultimate Partner are working and we’re getting this to the highest levels in the board. And I’ll say that, you know, when 20 years from now half of the companies we know and love fail after we’re done writing the book and blaming the CEO for inventing the thing that ended up killing them, blaming the board for fiduciary responsibility and letting it happen. [00:17:06] Jay McBain: What are the other chapters of the book? And I think it’s all in one slide. We are in this platform economy and the. [00:17:31] Jay McBain: So your battery’s fine. Check, check, check, check. Alright, I’ll, I’ll just hold this in case, but the companies that execute on all five of these areas, well. Not only today become the trillion dollar valued companies, but they become the companies of tomorrow. These will be the fastest growing companies at every level. [00:17:50] Jay McBain: Not only running a platform business, but participating in other platforms. So this is how it breaks out, and there are people at very senior levels, at very big companies that have this now posted in the office of the CEO winning on integrations is everything. We just went through a demographic shift this year where 51% of our buyers are born after 1982. [00:18:15] Jay McBain: Millennials are the number one buyer of the $5 trillion. Their number one buying criteria is not service. Support your price, your brand reputation, it’s integrations. The buy a product, 80% is good as the next one if it works better in their environment. 79% of us won’t buy a car unless it has CarPlay or Android Auto. [00:18:34] Jay McBain: This is an integration world. The company with the most integrations win. Second, there are seven partners that surround the customer. Highly trusted partners. We’re talking, coaching the customer’s, kids soccer team, having a cottage together up at the lake. You know, best men, bate of honors at weddings type of relationships. [00:18:57] Jay McBain: You can’t maybe have all seven, but how does Microsoft beat AWS? They might have had two, three, or four of them saying nice things about them instead of the competition. Winning in service partnerships and channel partnerships changes by category. If you’re selling MarTech, only 10% of it today is resold, so you build more on service partnerships. [00:19:18] Jay McBain: If you’re in cybersecurity today, 91.6% of it is resold. Transacted through partners. So you build a lot of channel partnerships, plus the service partnerships, whatever the mix is in your category, you have to have two or three of those seven people. Saying nice things about you at every stage of the customer journey. [00:19:38] Jay McBain: Now move over to alliances. We have already built the platforms at the hyperscale level. We’ve built the platforms within SaaS, Salesforce, ServiceNow, Workday, Marketo, NetSuite, HubSpot. Every buyer has a set of platforms that they buy. We’ve now built them in cybersecurity this year out of 6,500 as high as cyber companies, the top five are starting to separate. [00:20:02] Jay McBain: We built it in distribution, which I’ll show in a minute. We’re building it in Telco. This is a platform economy and alliances win and you have alliances with your competitors ’cause you compete in the morning, but you’re best friends by the afternoon. Winning in other platforms is just as important as driving your own. [00:20:20] Jay McBain: And probably the most important part of this is go to market. That sales, that marketing, the 28 moments, the every 30 days forever become all a partner strategy. So there’s still CEOs out there that believe platform is a UI or UX on a bunch of disparate products and things you’ve acquired. There’s still CFOs out there that Think platform is a pricing model, a bundle model of just getting everything under one, you know, subscription price or consumption price. [00:20:51] Jay McBain: And it’s not, platforms are synonymous with partnerships. This is the way forward and there’s no conversation around ai. That doesn’t involve Nvidia over there, an open AI over here and a hyperscaler over there and a SaaS company over here. The seven layer stack wins every single time, and the companies that get this will be the ones that survive this cycle. [00:21:16] Jay McBain: Now, flipping over to marketplaces. So we had written research that, um, about five years ago that marketplaces were going to grow at 82% compounded. Yeah, probably one of the most accurate predictions we ever made, because it happened, we, we predicted that, uh, we were gonna get up to about $85 billion. Well, now we’ve extended that to 2030, so we’re gonna get up to $163 billion, and the thing that we’re watching is in green. [00:21:46] Jay McBain: If 96% of these deals are partner assisted in some way, how is the economics of partnering going to work? We predicted that 50% of deals by 2027. Would be partner funded in some way. Private offers multi-partner offers distributor sellers of record, and now that extends to 59% by 2030, the most senior leader of the biggest marketplace AWS, just said to us they’re gonna probably make these numbers on their own. [00:22:14] Jay McBain: And he asked what their two competitors are doing. So he’s telling us that we under called this. Now when you look at each of the press releases, and this is the AWS Billion Dollar Club. Every one of the companies on the left have issued a press release that they’re in the billion dollar club. Some of them are in the multi-billions, but I want you to double click on this press release. [00:22:35] Jay McBain: I’m quoted in here somewhere, but as CrowdStrike is building the marketplace at 91% compounded, they’re almost doubling their revenue every single year. They’re growing the partner funding, in this case, distributor funding by 3548%. Almost triple digit growth in marketplace is translating into almost quadruple digit growth in funding. [00:23:01] Jay McBain: And you see that over and over again as, as Splunk hit three, uh, billion dollars. The same. Salesforce hit $2 billion on AWS in Ulti, 18 months. They joined in October 20, 23, and 18 months later, they’re already at $2 billion. But now you’re seeing at Salesforce, which by the way. Grew up to $40 billion in revenue direct, almost not a nickel in resell. [00:23:28] Jay McBain: Made it really difficult for VARs and managed service providers to work with Salesforce because they couldn’t understand how to add services to something they didn’t book the revenue for. While $40 billion companies now seeing 70% of their deals come through partners. So this is just the world that we’re in. [00:23:44] Jay McBain: It doesn’t matter who you are and what industry you’re in, this takes place. But now we’re starting to see for the first time. Partners join the billion dollar club. So you wonder about partnering and all this funding and everything that’s working through Now you’re seeing press releases and companies that are redoing their LinkedIn branding about joining this illustrious club without a product to sell and all the services that wrap around it. [00:24:10] Jay McBain: So the opening session on Microsoft was interesting because there’s been a number of changes that Microsoft has done just in the last 30 days. One is they cut distribution by two thirds going from 180 distributors to 62. They cut out any small partner lower than a thousand dollars, and that doesn’t sound like a lot, but that’s over a hundred thousand partners that get deed tightening the long tail. [00:24:38] Jay McBain: They we’re the first to really put a global point system in place three years ago. They went to the new commerce experience. If you remember, all kinds of changes being led by. The biggest company for the channel. And so when we’re studying marketplaces, we’re not just studying the three hyperscalers, we’re studying what TD Cynic is doing with Stream One Ingram’s doing with Advant Advantage Aerosphere. [00:25:01] Jay McBain: Also, we’re watching what PAX eight, who by the way, is the 365 bestseller for Microsoft in the world. They are the cybersecurity leader for Microsoft in the world and the copilot. Leader in the world for Microsoft and Partner of the Year for Microsoft. So we’re watching what the cloud platforms are doing, watching what the Telco are doing, which is 25 cents out of every dollar, if you remember that pie chart, watching what the biggest resellers are converting themselves into. [00:25:30] Jay McBain: Vince just mentioned, you know, SHI in the changes there watching the managed services market and the leaders there, what they’re doing in terms of how this industry’s moving forward. By the way, managed services at $608 billion this year. Is one and a half times larger than the SaaS industry overall. [00:25:48] Jay McBain: It’s also one and a half times larger than all the hyperscalers combined. Oracle, Alibaba, IBM, all the way down. This is a massive market and it makes up 15 to 20 cents of every dollar the customer spend. We’re watching that industry hit a trillion dollars by the end of the decade, and we’re watching 150 different marketplace development platforms, the distribution of our industry, which today is 70.1% indirect. [00:26:13] Jay McBain: We’re starting to see that number, uh, solidify in terms of marketplaces as well. Watching distributors go from that linear warehouse in a bank to this orchestration model, watching some of the biggest players as the world comes around, platforms, it tightens around the place. So Caresoft, uh, from from here is the sixth biggest distributor in the world. [00:26:40] Jay McBain: Just shows you how big the. You know, biggest client in the world is that they serve. But understand that we’re publishing the distributor 500 list, but it’ll be the same thing. That little group in blue in the middle today, you know, drives almost two thirds of the market. So what happens in all this next stage in terms of where the dollars change hands. [00:27:07] Jay McBain: And the economics of partnering themselves are going through the most radical shift that we’ve seen ever. So back to the nineties, and, and for those of you that have been channel chiefs and running programs, we went to work every day. You know, everything’s on fire. We’re trying to check hundred boxes, trying to make our program 10% better than our competitors. [00:27:30] Jay McBain: Hey, we gotta fix our deal registration program today, and our incentives are outta whack or training programs or. You know, not where they need to be. Our certification, you know, this was the life of, uh, of a channel chief. Everybody thought we were just out drinking in the Caribbean with our best partners, but we were under the weight of this. [00:27:49] Jay McBain: But something interesting has happened is that we turned around and put the customer at the middle of our programs to say that those 28 moments in green before the sale are really, really important. And the seven partners who participate are really important. Understanding. The customer’s gonna buy a seven layer stack. [00:28:09] Jay McBain: They’re gonna buy it With these seven partners, the procurement stage is much different. The growth of marketplaces, the growth of direct in some of these areas, and then long term every 30 days forever in a managed service, implementations, integrations, how you upsell, cross-sell, enrich a deal changes. So how would you build a program that’s wrapped around the customer instead of the vendor? [00:28:35] Jay McBain: And we’re starting to hear our partners shout back to us. These are global surveys, big numbers, but over half of our partners, regardless of type, are selling consulting to their customer. Over half are designing architecting deals. A third of them are trying to be system integrators showing up at those implementation integration moments. [00:28:55] Jay McBain: Two thirds of them are doing managed services, but the shocking one here is 44% of our partners, regardless of type, are coding. They’re building agents and they’re out helping their customer at that level. So this is the modern partner that says, don’t typecast me. You may have thought of me in your program. [00:29:14] Jay McBain: You might have me slotted as a var. Well, I do 3.2 things, and if I don’t get access to those resources, if you don’t walk me to that room, I’m not gonna do them with you. You may have me as a managed service provider that’s only in the morning. By the afternoon I’m coding, and by the next morning I’m implementing and consulting. [00:29:33] Jay McBain: So again, a partner’s not a partner. That Venn diagram is a very loose one now, as every partner on there is doing 3.2 different business models. And again, they’re telling us for 43 years, they said, I want more leads this year it changed. For the first time, I want to be recognized and incentivized as more than just a cash register for you. [00:29:57] Jay McBain: I want you to recognize when I’m consulting, when I’m designing, when you’re winning deals, because of my wonderful services, by the way, we asked the follow up question, well, where should we spend our money with you? And they overwhelmingly say, in the consulting stage, you win and lose deals. Not at moment 28. [00:30:18] Jay McBain: We’re not buying a pack of gum at the gas station. This is a considered purchase. You win deals from moment 12 through 16 and I’m gonna show you a picture of that later, and they say, you better be spending your money there, or you’re not gonna win your fair share or more than your fair share of deals. [00:30:36] Jay McBain: The shocking thing about this is that Microsoft, when they went to the point system, lifted two thirds of all the money, tens of billions of dollars, and put it post-sale, and we were all scratching our heads going. Well, if the partners are asking for it there, and it seems like to beat your biggest competitors, you want to win there. [00:30:54] Jay McBain: Why would you spend the money on renewal? Well, they went to Wall Street and Goldman Sachs and the people who lift trillions of dollars of pension funds and said, if we renew deals at 108%, we become a cash machine for you. And we think that’s more valuable than a company coming out with a new cell phone in September and selling a lot of them by Christmas every year. [00:31:18] Jay McBain: The industry. And by the way, wall Street responded, Microsoft has been more valuable than Apple since. So we talk in this now multiplier language, and these are reports that we write, uh, at AMIA at canals. But talking about the partner opportunity in that customer cycle, the $6 and 40 cents you can make for every dollar of consumption, or the $7 and 5 cents you can make the $8 and 45 cents you can make. [00:31:46] Jay McBain: There’s over 24 companies speaking at this level now, and guess what? It’s not just cloud or software companies. Hardware companies are starting to speak in this language, and on January 25th, Cisco, you know, probably second to Microsoft in terms of trust built with the channel globally is moving to a full point system. [00:32:09] Jay McBain: So these are the changes that happen fast. But your QBR with your partners now less about drinking beers at the hotel lobby bar and talking dollar by dollar where these opportunities are. So if you’re doing 3.2 of these things, let’s build out a, uh, a play where you can make $3 for every dollar that we make. [00:32:28] Jay McBain: And you make that profitably. You make it in sticky, highly retained business, and that’s the model. ’cause if you make $3 for every dollar. We make, you’re gonna win Partner of the year, and if you win partner of the year, that piece of glass that you win on stage, by the time you get back to your table, you’re gonna have three offers to buy your business. [00:32:51] Jay McBain: CDW just bought a w. S’s Partner of the Year. Insight bought Google’s eight time partner of the year. Presidio bought ServiceNow’s, partner of the year over and over and over again. So I’m at Octane, I’m at CrowdStrike, I’m at all these events in Vegas every week. I’m watching these partners of the year. [00:33:05] Jay McBain: And I’m watching as the big resellers. I’m watching as the GSIs and the m and a folks are surrounding their table after, and they’re selling their businesses for SaaS level valuations. Not the one-to-one service valuation. They’re getting multiples because this is the new future of our industry. This is platform economics. [00:33:25] Jay McBain: This is winning and platforms for partners. Now, like Vince, I spent 20 minutes without talking about ai, but we have to talk about ai. So the next 20 years as it plays out is gonna play out in phases. And the first thing you know to get it out of the way. The first two years since that March of 23, has been underwhelming, to say the least. [00:33:47] Jay McBain: It’s been disappointing. All the companies that should have won the biggest in AI have been the most disappointing. It’s underperformed the s and p by a considerable amount in terms of where we are. And it goes back to this. We always overestimate the first two years, but we underestimate the first 10. [00:34:07] Jay McBain: If you wanna be the point in time person and go look at that 1983 PC or the 1995 internet or that 2007 iPhone or that whatever point in time you wanna look at, or if you want to talk about hallucinations or where chat chip ET version five is version, as opposed to where it’s going to be as it improves every six months here on in. [00:34:30] Jay McBain: But the fact of the matter is, it’s been a consumer trend. Nvidia got to be the most valuable company in the world. OpenAI was the first company to 2 billion users, uh, in that amount of speed. It’s the fastest growing product ever in history, and it’s been a consumer win this trillions of dollars to get it thrown around in the press releases. [00:34:49] Jay McBain: They’re going out every day, you know, open ai, signing up somebody new or Nvidia, investing in somebody new almost every single day in hundreds of billions of dollars. It is all happening really on the consumer side. So we got a little bit worried and said, is that 96% of surround gonna work in ag agentic ai? [00:35:10] Jay McBain: So we went and asked, and the good news is 88% of end customers are using partners to work through their ag agentic strategy. Even though they’re moving slow, they’re actually using partners. But what’s interesting from a partner perspective, and this is new research that out till 2030. This is the number one services opportunity in the entire tech or telco industry. [00:35:34] Jay McBain: 35.3% compounded growth ending at $267 billion in services. Companies are rebuilding themselves, building out practices, and getting on this train and figuring out which vendors they should hook their caboose to as those trains leave the station. But it kind of plays out like this. So in the next three to five years, we’re in this generative, moving into agentic phase. [00:36:01] Jay McBain: Every partner thinks internally first, the sales and marketing. They’re thinking about their invoicing and billing. They’re thinking about their service tickets. They’re thinking about creating a business that’s 10% better than their competitors, taking that knowledge into their customers and drive in business. [00:36:17] Jay McBain: But we understand that ag agentic AI, as it’s going to play out is not a product. A couple of years ago, we thought maybe a copilot or an agent force or something was going to be the product that everybody needed to buy, and it’s not a product, it’s gonna show up as a feature. So you go back in the history of feature ads and it’s gonna show up in software. [00:36:38] Jay McBain: So if you’re calling in SMB, maybe you’re calling on a restaurant. The restaurant isn’t gonna call OpenAI or call Microsoft or call Nvidia directly. They’re running their restaurant. And they may have chosen a platform like Toast Square, Clover, whatever iPads people are running around with, runs on a platform that does everything in their business, does staffing, does food ordering, works with Uber Eats, does everything end to end? [00:37:08] Jay McBain: They’re gonna wait to one of those platforms, dries out agent AI for them, and can run the restaurant more effectively, less human capital and more consistently, but they wait for the SaaS platform as you get larger. A hundred, 150 people. You have vice presidents. Each of those vice presidents already have a SaaS stack. [00:37:28] Jay McBain: I talked about Salesforce, ServiceNow, Workday, et cetera. They’ve already built that seven layer model and in some cases it’s 70 layers. But the fact is, is they’re gonna wait for those SaaS layers to deliver ag agentic to them. So this is how it’s gonna play out for the next three and a half, three to five years. [00:37:45] Jay McBain: And partners are realizing that many of them were slow to pick up SaaS ’cause they didn’t resell it. Well now to win in this next three to half, three to five years, you’re gonna have to play in this environment. When you start looking out from here, the next generation, you know, kind of five through 15 years gets interesting in more of a physical sense. [00:38:06] Jay McBain: Where I was yesterday talking about every IOT device that now is internet access, starts to get access to large language models. Every little sensor, every camera, everything that’s out there starts to get smart. But there’s a point. The first trillionaire, I believe, will be created here. Elon’s already halfway there. [00:38:24] Jay McBain: Um, but when Bill Gates thought there was gonna be a PC in every home, and IBM thought they were gonna sell 10,000 to hobbyists, that created the richest person in the world for 20 years, there will be a humanoid in every home. There’s gonna be a point in time that you’re out having drinks with your friends, and somebody’s gonna say, the early adopter of your friends is gonna say. [00:38:46] Jay McBain: I haven’t done the dishes in six weeks. I haven’t done the laundry. I haven’t made my bed. I haven’t mowed the lawn. When they say that, you’re gonna say, well, how? And they’re gonna say, well, this year I didn’t buy a new car, but I went to the car dealership and I bought this. So we’re very close to the dexterity needed. [00:39:05] Jay McBain: We’ve got the large language models. Now. The chat, GPT version 10 by then is going to make an insane, and every house is gonna have one of the. [00:39:17] Jay McBain: This is the promise of ai. It’s not humanoid robots, it’s not agents. It’s this. 99% of the world’s business data has not been trained or tuned into models yet. Again, this is the slow moving business. If you want to think about the 99% of business data, every flight we’ve all taken in this room sits on a saber system that was put in place in 1964. [00:39:43] Jay McBain: Every banking transaction, we’ve all made, every withdrawal, every deposit sits on an IBM mainframe put in place in the sixties or seventies. 83% of this data sits in cold storage at the edge. It’s not ready to be moved. It’s not cleansed, it’s not, um, indexed. It’s not in any format or sitting on any infrastructure that a large language model will be able to gobble up the data. [00:40:10] Jay McBain: None of the workflows, none of the programming on top of that data is yet ready. So this is your 10 to 20 year arc of this era that chat bot today when they cancel your flight is cute. It’s empathetic, it feels bad for you, or at least it seems to, but it can’t do anything. It can’t book you the Marriott and get you an Uber and then a 5:00 AM flight the next morning. [00:40:34] Jay McBain: It can’t do any of that. But more importantly, it doesn’t know who you are. I’ve got 53 years of flights under my belt and they, I’m the person that get me within six hours of my kids and get me a one-way Hertz rental. You know, if there’s bad weather in Miami, get me to Tampa, get me a Hertz, I’m driving home, I’m gonna make it home. [00:40:56] Jay McBain: I’m not the 5:00 AM get me a hotel person. They would know that if they picked up the flights that I’ve taken in the past. Each of us are different. When you get access to the business data and you become ag agentic, everything changes. Every industry changes because of this around the customers. When you ask about this 35% growth, working on that data, working in traditional consulting and design and implementation, working in the $7 trillion of infrastructure, storage, compute, networking, that’s gonna be around, this is a massive opportunity. [00:41:30] Jay McBain: Services are gonna continue to outgrow products. Probably for the next five to 10 years because of this, and I’m gonna finish here. So we talked a lot about quantifying names, faces, places, and I think where we failed the most as ultimate partners is underneath the tam, which every one of our CEOs knows to the decimal point underneath the TAM that our board thinks they’re chasing. [00:41:59] Jay McBain: We’ve done a very poor job. Of talking about the available markets and obtainable markets underneath it, we, we’ve shown them theory. We’ve shown them a bunch of, you know, really smart stuff, and PowerPoint slides up the wazoo, but we’ve never quantified it for them. If they wanna win, if they want to get access, if they want to double their pipeline, triple their pipeline, if they wanna start winning more deals, if they wanna win deals that are three times larger, they close two times faster. [00:42:31] Jay McBain: And they renew 15% larger. They have to get into the available and obtainable markets. So just in the last couple weeks I spoke at Cribble, I spoke at Octane, I spoke at CrowdStrike Falcon. All three of those companies at the CEO level, main stage use those exact three numbers, three x, two x, 15%. That’s the language of platforms, and they’re investing millions and millions and millions of dollars on teams. [00:42:59] Jay McBain: To go build out the Sam Andal in name spaces and places. So you’ve heard me talk about these 28 moments a lot. They’re the ones that you spend when you buy a car. Some people spend one moment and they drive to the Cadillac dealership. ’cause Larry’s been, you know, taking care of the family for 50 years. [00:43:18] Jay McBain: Some people spend 50 moments like I do, watching every YouTube video and every, you know, thing on the internet. I clear the internet cover to cover. But the fact is, is every deal averages around these 28 moments. Your customer, there’s 13 members of the buying committee today. There’s seven partners and they’re buying seven things. [00:43:37] Jay McBain: There’s 27 things orchestrating inside these 28 moments. And where and how they all take place is a story of partnering. So a couple of years ago, canals. Latin for channel was acquired by amia, which is a part of Informa Tech Target, which is majority owned by Informa. All that being said, there’s hundreds of magazines that we have. [00:44:00] Jay McBain: There’s hundreds of events that we run. If somebody’s buying cybersecurity, they probably went to Black Hat or they probably went to GI Tech. One of these events we run, or one of the magazines. So we pick up these signals, these buyer intent signals as a company. Why did they wanna, um, buy a, uh, a Canals, which was a, you know, a small analyst firm around channels? [00:44:22] Jay McBain: They understood this as well. The 28 moments look a lot like this when marketers and salespeople are busy filling in the spots of every deal. And by the way, this is a real deal. AstraZeneca came in to spend millions of dollars on ASAP transformation, and you can start to see as the customer got smart. [00:44:45] Jay McBain: The eBooks, they read the podcasts, they listened to the events they went to. You start to see how this played out over the long term. But the thing we’ve never had in our industry is the light blue boxes. This deal was won and lost in December. In this particular case, NTT software won and Yash came in and sold the customer five projects. [00:45:07] Jay McBain: The millions of dollars that were going to be spent were solved here. The design and architecture work was all done here. A couple of ISVs You see in light blue came in right at the end, deal was closed in April. You see the six month cycle. But what if you could fill in every one of the 28 boxes in every single customer prospect that your sales and marketing team have? [00:45:30] Jay McBain: But here’s the brilliance of this. Those light blue boxes didn’t win the deals there. They won the deals months before that. So when NTT and Software one walked into this deal. They probably won the deal back in October and they had to go through the redlining. They had to go through the contracting, they had to go through all the stuff and the Gantt chart to get started. [00:45:54] Jay McBain: But while your CMO is getting all excited about somebody reading an ebook and triggering an MQL that the sales team doesn’t want, ’cause it’s not qualified, it’s not sales qualified, you walk in and say, no, no. This is a multimillion deal, dollar deal. It’s AstraZeneca. I know the five partners that are coming in in December to solidify the seven layers, and you’re walking in at the same time as the CMOs bragging about an ebook. [00:46:21] Jay McBain: This changes everything. If we could get to this level of data about every dollar of our tam, we not only outgrow our competitors, we become the platforms of the next generation. Partnering and ultimate partnering is all here. And this is what we’re doing in this room. This is what we’re doing over these couple of days, and this is what, uh, the mission that Vince is leading. [00:46:43] Jay McBain: Thank you so much. [00:46:47] Vince Menzione: Woo. Day in the house. Good to see you my friend. Good to see you. Oh, we’re gonna spend a couple minutes. Um, I’m put you in the second seat. We’re gonna put, we’re gonna make it sit fireside for a minute. Uh, that was intense. It was pretty incredible actually, Jay. And so I’m, I think I wanna open it up ’cause we only have a few minutes just to, any questions? [00:47:06] Vince Menzione: I’m sure people are just digesting. We already have one up here. See, [00:47:09] Question: Jay knows I’m [00:47:10] Vince Menzione: a question. I love it. We, I don’t think we have any I can grab a mic, a roving mic. I could be a roving mic person. Hold on. We can do this. This is not on. [00:47:25] Vince Menzione: Test, test. Yes it is. Yeah. [00:47:26] Question: Theresa Carriol dared me to ask a question and I say, you don’t have to dare me. You know, I’m going to Anyway. Um, so Jay, of the point of view that with all of the new AI players that strategic alliances is again having a moment, and I was curious your point of view on what you’re seeing around this emergence and trend of strategic alliances and strategic alliance management. [00:47:52] Question: As compared to channel management. And what are you seeing in terms of large vendors like AWS investing in that strategic alliance role versus that channel role training, enablement, measurement, all that good stuff? [00:48:06] Jay McBain: Yeah, it’s, it’s a great question. So when I told the story about toast at the restaurant or Square or Clover, they’re not call, they’re not gonna call open AI or Nvidia themselves either. [00:48:17] Jay McBain: When you look out at the 250,000 ISVs. That make up this AI stack, there is the layers that happen there. So the Alliance with AWS, the alliance they have with Microsoft or Google is going to be how they generate agent AI in their platforms. So when I talk about a seven layer stack, the average deal being seven layers, AI is gonna drive this to nine, and then 11, then probably 13. [00:48:44] Jay McBain: So in terms of how alliances work, I had it up there as one of the five core strategies, and I think it’s pretty even. You can have the best alliances in the world, but if the seven partners trusted by the customer don’t know what that alliance is and the benefits to the customer and never mention it, it’s all for Naugh. [00:49:00] Jay McBain: If you’re go-to market, you’re co-selling, your co-marketing strategies are not built around that alliance. It’s all for naught. If the integration and the co-innovation, the co-development, the all the co-creation work that’s done inside these alliances isn’t translated to customer outcomes, it’s all for naugh. [00:49:17] Jay McBain: These are all five parallel swim lanes. All five are absolutely critically needed. And I think they’re all five pretty equally weighted in terms of needing each other. Yes. To be successful in the era of platforms. Yeah. [00:49:32] Vince Menzione: And the problem is they’re all stove pipe today. If, if at all. Yeah. Maintained, right. [00:49:36] Vince Menzione: Alliances is an example. Channels and other example. They don’t talk to one another. Judge any, we’ve got a mic up here if anybody else has. Yep. We have some questions here, Jacqueline. [00:49:51] Question: So when we’re developing our channel programs, any advice on, you know, what’s the shift that we should make six months from now, a year from now? The historical has been bronze, silver, gold, right? And you’ve got your deal registration, but what’s the future look like? [00:50:05] Jay McBain: Yeah, so I mean, the programs are, are changing to, to the point where the customer should be in the middle and realizing the seven partners you need to win the deal. [00:50:15] Jay McBain: And depending on what category of product you’re in, security, how much you rely on resell, 91.6%. You know, the channel partners are gonna be critical where the customer spends the money. And if you’re adding friction to that process, you’re adding friction in terms of your growth. So you know, if you’re in cybersecurity, you have to have a pretty wide open reseller model. [00:50:39] Jay McBain: You have to have a wide open distribution model, and you have to make sure you’re there at that point of sale. While at the same time, considering the other six partners at moment 12 who are in either saying nice things about you or not, the customer might even be starting with you. ’cause there is actually one thing that I didn’t mention when I showed the 28 moments filled in. [00:51:00] Jay McBain: You’ll notice that the customer went to AWS twice direct. AWS lost the deal. Microsoft won the deal software. One is Microsoft’s biggest reseller in the world. They just acquired crayon. NTT who, who loves both had their Microsoft team go in. [00:51:18] Question: Mm. [00:51:19] Jay McBain: So I think that they went to AWS thinking it was A-W-S-S-A-P, you know, kind of starting this seven layer stack. [00:51:25] Jay McBain: I think they finished those, you know, critical moments in the middle looking at it. And then they went back to AWS kind of going probably WWTF. Yeah. What we thought was happening isn’t actually the outcome that was painted by our most trusted people. So, you know, to answer your question, listen to your partners. [00:51:43] Jay McBain: They want to be recognized for the other things they’re doing. You can’t be spending a hundred percent of the dollars at the point of sale. You gotta have a point of system that recognizes the point of sale, maybe even gold, silver, bronze, but recognizing that you’re paying for these other moments as well. [00:51:57] Jay McBain: Paying for alliances, paying for integrations and everything else, uh, in the cyber stack. And, um, you know, recognizing also the top 1000. So if I took your tam. And I overlaid those thousand logos. I would be walking into 2026 the best I could of showing my company logo by logo, where 80% of our TAM sits as wallet share, not by revenue. [00:52:25] Jay McBain: Remember, a million dollar partner is not a million dollar partner. One of them sells 1.2 million in our category. We should buy them a baseball cap and have ’em sit in the front row of our event. One of them sells $10 million and only sells our stuff if the customer asks. So my company should be looking at that $9 million opportunity and making sure my programs are writing the checks and my coverage. [00:52:48] Jay McBain: My capacity and capability planning is getting obsessed over that $9 million. My farmers can go over there, my hunters can go over here, and I should be submitting a list of a thousand sorted in descending order of opportunity. Of where my company can write program dollars into. [00:53:07] Vince Menzione: Great answer. All right. I, I do wanna be cognizant of time and the, all the other sessions we have. [00:53:14] Vince Menzione: So we’ll just take one other question if there are any here and if not, we’ll let I know. Jay, you’re gonna be mingling around for a little while before your flight. I’m [00:53:21] Jay McBain: here the whole day. [00:53:22] Vince Menzione: You, you’re the whole day. I see that Jay’s here the whole day. So if you have any other questions and, and, uh, sharing the deck is that. [00:53:29] Vince Menzione: Yep. Alright. We have permission to share the deck with the each of you as well. [00:53:34] Jay McBain: Alright, well thank you very much everyone. Jay. Great to have you.

Is SEO actually dead? Daniel sits down with Tifenn Dano Kwan, CMO of Amplitude, to unpack how AI search and LLMs are fundamentally changing how buyers discover, evaluate, and choose brands. They break down why traditional traffic is declining and how brand is finally becoming a measurable performance lever. Tifenn shares real data from Amplitude, explains what AI visibility actually tracks, and reveals how CMOs should rethink funnels, content, and metrics heading into 2026. You'll also learn: Why SEO isn't dead, but diversification is mandatory How AI visibility works and what it really measures The new metrics CMOs should track beyond traffic If you're a Marketer wondering how to show up in ChatGPT, Claude, Google AI Overviews, and beyond (without sacrificing pipeline), this episode is for you.  Follow Tifenn: LinkedIn: https://www.linkedin.com/in/tifenndano/ Follow Daniel: LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/ Sign up for The Marketing Millennials newsletter: https://themarketingmillennials.com/ Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/

A CMO Confidential Interview with Kate Bullis and David Wiser, Managing Partners and Global Marketing Practice Leaders for ZRG Partners. Kate and David translate their extensive search experience to classify common mistakes into "movie themes" and share tips on how to recognize if you are directing or reading for a part in a disaster film. From "Play It Again, Sam," to "No, No, It's Really A CMO Role!" to "Death by Committee!" they describe the all-too-familiar plotlines and how to tear apart the hype from the facts. Hints: Look at the dashboard, listen to the questions and beware of the "Hands on the keyboard" role. Tune in to hear why companies should focus on outcomes versus qualifications and why you should always check your Zoom background. What are the five bad “movies” CEOs and boards keep remaking when they hire CMOs—and how do you avoid starring in one? Mike Linton sits down with ZRG Partners' Kate Bullis and David Wiser to unpack 2025's CMO market, why early-stage hiring should rebound, and how capital and IPO activity reset expectations from “profit at all costs” back to growth. They break down the most common failure modes—chasing a playbook, hiring an “orchestra,” titling a demand-gen job as “CMO,” forcing marketing to “stay in its lane,” and letting committees kill momentum—and the exact questions candidates and CEOs should ask to surface scope, KPIs, authority, and alignment.You'll hear red flags like “hands-on keyboard,” why the KPI dashboard effectively *is* the job description, and how cross-functional interviews reveal whether a CMO will be a strategist or an order taker. David and Kate close with urgency discipline for searches and a three-year business-back plan for defining the role.CMO Confidential, Mike Linton, ZRG Partners, Kate Bullis, David Wiser, CMO hiring, marketing leadership, executive search, CEO, board of directors, hiring mistakes, KPI dashboard, hands-on-keyboard, demand generation, brand vs performance, org design, stay in your lane, death by committee, playbook vs framework, 2025 job market, private equity, IPOs, marketing strategy, B2B marketing, growth vs profitability---Chapters00:00 – Welcome & show setup01:08 – Meet Kate Bullis & David Wiser (ZRG Partners)01:32 – 2025 CMO job market outlook02:56 – Where hiring rebounds first (startups vs. public)04:24 – From profitability snapback to growth focus05:35 – Theme 1: “Play it again, Sam” (playbook thinking)06:48 – Frameworks over playbooks: why “fetch” fails08:16 – KPIs as the real scope: the dashboard test10:08 – Theme 2: “I want the orchestra” (do-it-all CMO)12:44 – Red flag: “hands-on keyboard” and checkbox hiring14:19 – Theme 3: “No, really, it's a CMO role” (but it's demand gen)15:31 – B2B trap: title inflation and scope mismatch18:25 – Measure what matters: aligning title, work, and KPIs19:00 – Theme 4: “Stay in your lane” (the Yes Center)20:20 – Sales/product-driven constraints and influence22:00 – Theme 5: “Death by committee” (misalignment & vetoes)23:18 – Fixing alignment: who decides and how25:26 – Why bad movies still get made: urgency and drift27:54 – The other mistake: lack of urgency in searches28:43 – Funniest recruiting moments (Zoom era)30:21 – Practical advice: define the next 3 years, then the role31:29 – Wrap and where to listenSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of The Fractional CMO Show, Casey opens up a raw coaching call with people who aren't fractional CMOs yet—but want to be. These are agency owners tired of the hamster wheel, strategists stuck doing execution, and full-time employees wondering if this fractional thing is actually real.    Casey coaches through real deals happening this week: Eric transitioning from agency to targeting private equity exits, Roxy discovering clients keep telling her she's a "really strong strategist" but she's drowning in execution, Paul pitching a $30M company, and Ernesto trying to find IVF clinic owners who want marketing leadership instead of just need it. The conversation cuts through the noise—stop pitching, stop discounting, start having curious conversations that make fractional CMO services the obvious solution. Key Topics Covered: -The 3-5 client rule: Three is ideal—more clients means mixing up names like dating multiple people at once  -Financial structure: Client pays your fee directly (~$9,700 of $10K), then separately pays for the team you build  -Luxury pricing: They should say "that makes sense" not "can you discount?"  -Warm outreach: Share your shift, ask "who should I meet?" not "will you hire me?"  -The exit conversation: Surface if they're selling in 2 years—they won't tell their team but they'll tell you  -Never pitch, discover: Ask questions until fractional CMO is obvious, then "what questions do you have?"  -Agency owners can transition without shutting down—fractional work is separate  -Discounting kills relationships: Clients who negotiate once nickel-and-dime forever  -Find people who want to grow: Show them you're the bridge—they don't need to know fractional CMO exists yet

EPISODE 651 - Mark J Wilson - Full of Beans - A dead professor. A missing student, And a time-traveling detective.Mark is a scientist who works in gene therapy and very foolishly decided he had to write a novel about a time-traveling detective in his spare time.I live in Washington, DC with my wife, Carrie, but I was born and brought up in Reading, England. My favourite place in the world is in the Cotswolds, just down the road from Oxford (where most of Full of Beans is set).I went to college in Canterbury where I studied biochemistry and got a PhD. I have worked in biopharmaceuticals for the last 35 years or so.I'm currently working in gene therapy, helping to develop a much-needed cure for Rett Syndrome.I worked in Nottingham and Cambridge before moving back to Reading (so it can't be all bad, right?). Then I came to America in 2009. It does seem like a drastic move just to get out of Reading again. I lived in North Carolina for 7 years before moving to the DC area.Growing up in Reading gave me a fascination with trains and planes, being as how there wasn't much else there to interest a kid. I loved hanging around at the west end of Platform 5, and when Concorde would fly over. And there was a Model Shop. I loved the Model Shop. And Eames' model train shop.My dad gave me lifelong passions for astronomy, physics, chess, cooking, and model-making. And I love model trains. Over the years, in my spare time, I've also been a watercolor artist and a music producer. I love electronic dance music.Full of Beans is my first published novel and it is dedicated to Carrie and her coffee machine, which would constantly instruct us to “Fill Beans,” whether the hopper was full or empty. Without either of them this book might never have been written. It took over two years to write, on the weekends and holidays, and I learned a lot about writing.I heard they are bringing back Clippy... ‘I see you're writing a novel. Do you need help with that?' I did need help, but instead I have relied on some actually talented hooman-beans for that.The book was an editor's nightmare to work on. We chose British English spellings (like ‘colour') and phrases (such as ‘bugger off') to go with most of the settings and characters. However, we also chose to go with the Chicago Manual of Style for other stuff like punctuation, rather than the Oxford Guide to Style. Sorry Oxford. Please check the CMOS before levelling criticism at the editing; it was a heroic effort. Thanks Kevin and Avery.Feel free, however, to debate the choice to liberally use the Oxford comma. And to jolly-well split some infinitives. And start sentences with conjunctions.If strict British grammar is your passion, rather than a fun read, then hard cheese. It isn't meant to be bloody Shakespeare. I'm sure there'll be a new Booker Prize nominee along any minute now.The artwork was accomplished with help from artlist.io, using its Comic Noir algorithm and many, many attempts, amalgamations, and many hours of editing images to get what I wanted. The book cover was a team effort with Joe and Michelle. https://markjwilson.com/Support the show___https://livingthenextchapter.com/podcast produced by: https://truemediasolutions.ca/Coffee Refills are always appreciated, refill Dave's cup here, and thanks!https://buymeacoffee.com/truemediaca

Revenue teams are dealing with more tools, more data, more automation - and more pressure - than ever before. Growth isn't just about selling better anymore. It's about how the entire revenue engine actually works.For the first time, RevOps isn't a background function — it's shaping how companies grow, scale, and make decisions.In this episode of the Belkins Podcast, Michael Maximoff sits down with Jen Igartua, Founder & CEO of Go Nimbly, to unpack what's really happening inside modern revenue organizations — and why RevOps is suddenly at the center of it all.Jen has helped architect revenue systems for some of the most respected SaaS companies in the world, including Twilio, Zendesk, Snowflake, Intercom, and Superhuman. But this conversation isn't about theory or frameworks. It's about what breaks when companies scale, where AI actually helps (and where it creates chaos), and why the future of sales, marketing, and RevOps looks very different than most teams expect.What you'll learn in this episode:Why RevOps is having a moment — and how rising complexity, AI adoption, and executive pressure have pushed RevOps into a strategic roleWhat Revenue Operations actually does beyond automation, reporting, and tooling — including enablement, strategy, and protecting the customer experienceHow AI is changing RevOps teams — from workflow automation and data architecture to the risks of agent and automation sprawlThe real future of sales roles — why junior SDR roles are disappearing, and why business development is becoming more senior, not automated awayHow to know when your company needs RevOps — including revenue thresholds, organizational signals, and common mistakes founders make too earlyWhat strong RevOps teams get right — clean data, shared definitions, cross-functional trust, and decision-making that actually sticksThroughout the episode, Jen and Michael go deep on the messy, human side of scaling revenue — misaligned incentives, broken handoffs, over-engineered stacks, and the uncomfortable truth that most companies don't actually have a single view of the customer.This isn't a hype conversation about tools. It's a grounded look at how modern revenue organizations are being rebuilt — and why RevOps is now one of the most critical functions inside growing B2B companies.Chapters:00:00- Intro: Who is Jen Igartua03:17- What is RevOps?09:25- AI Changed RevOps: AIOps, When to Hire RevOps, Build vs Outsource17:25- Workflow Automation Is Getting Out of Control24:02- What's Next: Platform Consolidation in RevOps27:46- Clay, HubSpot, and the Reality of the Modern RevOps Stack33:48- The Limits of AI in Sales & Marketing39:25- How SDRs, Marketing, and Social Selling Are Merging49:50- RevFest: Building Real RevOps Community01:00:49- Go Nibly's Evolution and Strategy01:12:44- Curated Dinners as Acquisition Strategies01:21:26- Creativity, Leadership, and “Follow the Fun”About the ShowWhat does it really take to grow a B2B business today? We ask the people doing it.The Belkins Podcast dives deep into the strategies, decisions, and behind-the-scenes insights driving real growth at top B2B companies. Each episode features candid conversations with industry heavyweights — CROs, CMOs, founders, and seasoned operators — who've navigated market downturns, scaled teams, and dealt with the realities of modern revenue growth.You'll hear hard truths, unfiltered insights, and actionable perspectives from leaders who've actually built and operated revenue engines at scale.

Most companies don't have a marketing problem.They have a trust problem.Specifically, a trust breakdown between the CEO and the CMO.In this episode of Think Millions, I unpack why CEOs don't trust marketing leaders, why CMOs feel set up to fail, and why both sides are actually right. Modern buying behavior has changed, but the mental models and measurement systems evaluating marketing have not.Buying is nonlinear.Decisions happen privately.Influence happens long before attribution ever shows up.Yet marketing is still judged at the end of the funnel.This episode breaks down the real reason trust erodes, why marketing feels invisible even when it is working, and how leadership teams can fix the disconnect without forcing marketing into outdated boxes.No hype. No theory. Just what actually happens inside real companies trying to scale.Key parts of the conversation:0:16 – Why CEOs don't trust CMOs and why CMOs feel set up to fail 0:54 – The stat that should make every CMO uncomfortable 1:14 – Why trust controls budgets, hiring, and risk 1:29 – One third of Fortune 500 companies eliminating the CMO role 2:01 – Why CEOs and CMOs are both right 2:12 – The outdated system quietly killing trust 2:36 – Rising expectations, shrinking budgets, impossible timelines 2:58 – Brand and trust compound quietly but are evaluated loudly 3:06 – Why modern buying no longer happens in a straight line 3:20 – Marketing influencing outcomes before it can be measured 3:34 – The burnout and trust fracture inside marketing teams 3:41 – Most marketing arguments are actually about fear 3:51 – Why uncertainty makes leaders pull back 4:13 – Marketing used to feel simpler, even with less data 4:25 – Marketing shapes preference before pipeline 4:30 – CEOs are asking the wrong question, not an unreasonable one 4:36 – Marketing is no longer transactional; it is directionalGreat quotes from the podcast:• “Most companies don't have a marketing problem. They have a trust problem.”• “80% of CEOs do not trust their CMOs. That should scare you.”• “Trust is the foundation of every decision a company makes.”• “When trust exists, leaders invest forward. When it breaks, leaders pull back.”• “The CEO isn't wrong. The CMO isn't wrong. The system is outdated.”• “Marketing is being evaluated on outcomes that no longer happen in a straight line.”• “Marketing is influencing outcomes before it can be measured.”• “Marketing is doing two jobs at once shaping perception early and justifying results late.”• “Most marketing arguments aren't about marketing. They're about fear.”• “Marketing is no longer transactional. It's directional.”• “Strong marketing starts to look invisible when measurement lives too late.”ResourcesAll Episodes: Think Millions PodcastQuestions or Comments: support@thynkconsultinggroup.comAlexa's Instagram: @dralexadagostinoAlexa's Website: AlexaD'Agostino.comBook a Discovery Call with Alexa: Discovery CallThynkFuel Agency: ThynkFuelMedia.com

MQLs are dead…or are they? Daniel sits down with Emily Popson, VP of Marketing at CallRail, to unpack the biggest pieces of bad advice marketers keep seeing on LinkedIn and what the real truth is behind MQLs, attribution, dark social, and AI-powered data. Emily shares: - Why the war on MQLs is misleading thousands of marketers  - How to fix your lead definitions without rebuilding your entire ops system - Why attribution isn't “garbage.” And, what metrics do CMOs actually want to see? The answer might be the ones you've been leaving out.  This episode is for Marketers who are tired of LinkedIn hot takes and want to understand what actually drives revenue.  CallRail is the lead engagement platform built for marketers who need clean attribution, smarter insights, and zero missed leads. From AI-powered call tracking and conversation intelligence to a 24/7 AI voice agent, CallRail helps teams maximize every inbound touchpoint and convert more leads into customers. https://www.callrail.com/proveit?utm_campaign=q4_2025_marketing_millennials_podcast&utm_medium=thirdparty_advertising&utm_source=marketingmillennials   Follow Emily: LinkedIn: https://www.linkedin.com/in/emilypopson/ Follow Daniel: LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/ Sign up for The Marketing Millennials newsletter: https://themarketingmillennials.com/ Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/

Sherilyn is the Founder & Global CEO of The Marketing Academy – a unique non-profit organisation dedicated to developing leadership talent in Marketing, Media&Advertising. The Marketing Academy opened in 2010, bringing together some of the world's best known & popular brands to provide world-class learning for all levels of talent from emerging leaders to CMOs. Their highly respected Scholarship and Fellowship programs are delivered in the UK, EMEA, USA, Australia & APAC.  When she gets the chance, she writes about talent development and all things ‘leadership' featuring in many articles in The Sunday Times, FastCo, Telegraph, AdNews, Marketing Week, AdWeek, MarketingMagazine, Management Today and CMO.com. She has been frequently recognised for her work; receiving the CIM Women in Marketing 'Special Award for Contribution to Marketing', inducted into the Courvoisier Future 500, invited to join the Marketing Group of Great Britain, identified as one of the UK's Vision 100 by Adobe and included in AdNews Top 50 list of most powerful influencers in Australia. 

Your brand isn't losing to competitors, it's drowning in “helpful” content no one remembers. In an AI-everywhere world, bland is broken and volume is just a faster way to disappear.If LLMs can write what you ship in 10 seconds, why would a buyer choose you?This week, Sylvia LePoidevin delivers the reality check B2B marketers have been dodging: content volume is a commodity, brand is the moat. We dig into how AI-native teams actually work (tastemakers and operators), why “helpful” guides are table stakes, and how human stories, conviction, and point of view become the only defensible edge in a world where production is free. We also get into:Content brands > corporate blogs: Building something people follow, not just something you publish.Helpful is dead: Why every piece needs a person, a story, and a spine—or it's AI fodder.Anchors and distribution: Human-made “anchor” content, AI-powered repurposing, zero soul lost.Manifestos, not messaging decks: Founder-fueled conviction as the real brand operating system.Brand as last moat: Community, ecosystem marketing, and taste as the next-gen B2B unfair advantage.

In this episode, we're joined by Dan Rubel, Brand & Marketing Director at Currys, one of the UK's most competitive and visible retail brands, to unpack what it really takes to lead marketing today.Dan shares why marketing is still a powerful profession, why CMOs need to drop the victim mindset, and how commercial credibility unlocks real influence. We explore what it means to move from good to great, how Currys built employee-led brand fame, and why giving teams freedom especially in social, drives relevance and results.

What actually drives agency growth when pipelines are noisy, buyers are skeptical, and everyone sounds the same?In this episode, Dan Englander sits down with Alex Marshall, a longtime agency growth leader with two decades of experience across holding companies and independents, to unpack what really moves the needle. They explore why trust and relevance matter more than tactics, how storytelling shows up late in the sales cycle, and why relationships compound over time even when results aren't immediate.This is a grounded conversation about growth as a discipline, not a hack. 

Privacy is one of those topics everyone knows they should understand better—right up until it becomes urgent. Headline: it’s urgent. That's exactly why I wanted Richy Glassberg, CoFounder / CEO of SafeGuard Privacy, on the show: to tackle what may be the most complex challenge marketers face: privacy compliance at scale. Sample Page: SafeGuard Privacy Playbook Richy brings big credibility to the conversation. You’ll hear the stories of a career that included helping launch CNN.com and its digital business, co-founding the IAB, and building an advertising infrastructure still used across the industry. He likes to build things. And we’re the better for it. Because he’s THE person to help explain why privacy laws aren't just legal issues—they're structural ones. And why, if you work in marketing, advertising, media, or tech, these laws apply to you whether you realize it or not. “These laws don't care what kind of digital advertising you do. They ask one question: ‘do you have data on a consumer, and what are you doing with it?’” Richy breaks down what regulators are actually asking, why enforcement is picking up, and why brands are now responsible not only for themselves, but for their entire partner ecosystem. “Privacy doesn't have to slow growth. If you standardize it, make it auditable, and prove it once, it becomes a competitive advantage.” What I appreciate most about Richy's approach is that it's practical, and empathetic. He understands the values and the limitations of AI. He knows human attorneys need to be involved. He has made sure that SafeGuard is nimble and building systems that make compliance auditable, efficient, and—yes—actually helpful to growth, even when the rules keep changing.  We also talk about: Why inboxes listed on privacy policies are now enforcement targets How standardization saved digital advertising once before…and why it’s key to compliance now Where AI fits into privacy workflows (and where it shouldn't) Why proving compliance matters more than promising it If privacy still feels abstract or overwhelming, this conversation will give you clarity—and probably a healthy nudge to check a few things you've been meaning to look at.  Speaking of healthy, I’m so honored to have Richy on for 23 million additional reasons: he is also a founding force behind BreastCancer.org, (did we mention they are matching donations through December?) It’s now one of the most recognizable, trusted, peer-reviewed health information sites in the world. Richy put his powers to use, from grabbing the URL to creating the revenue streams that are the foundation for its viability and ability to serve more than 20 million women globally, and counting. Richy Glassberg works in a world defined by discretion and safeguards, yet remains an open book—grounded in purpose, devoted to his wife and best friend Katy, loyal to his Jack Russells, disciplined through 30 years of training in Shorin-Ryu Karate, and committed to making privacy compliance clearer, calmer, and more human. Key Moments: 00:00 – Why privacy compliance has become a business risk CMOs can't ignore 4:10 – How data privacy laws impact all forms of digital advertising 8:55 – How Richy’s sneakers explain privacy really well 12:40 – Why brands are now responsible for vendors…and their vendors' vendors 17:05 – What enforcement really looks like (and why it's accelerating) 22:30 – How standardization turns compliance into a competitive advantage 26:15 – Using AI to assist privacy teams without replacing legal judgment 30:45 – From building CNN.com to how a pixel protected Ted Turner’s business 34:50 – The origins of BreastCancer.org and why it's the work Richy’s most proud of 39:10 – Putting digital to good while keeping the open internet viable 41:55 – What’s next at SafeGuard Privacy Connect with Richy Glassberg: https://www.linkedin.com/in/richy-glassberg-49a915 Visit SafeGuard Privacy for more resources: http://www.safeguardprivacy.com Connect with E.B. Moss and Insider Interviews: With Media & Marketing Experts            LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Please follow Insider Interviews, share with another smart business leader, and leave a comment on @Apple or @Spotify… or a tip in my jar!: https://buymeacoffee.com/mossappeal!  THANK YOU for listening!

When it comes to marketing, everyone has opinions—but few have proof. That's where Professor Byron Sharp steps in. In this episode, Drew sits down with the globally renowned marketing scientist and author of How Brands Grow to unpack what B2B marketers are getting wrong, what they should measure instead, and why focusing only on in-market buyers is a recipe for decline. Byron drops truth bombs on:   Why mental availability drives physical availability (not the other way around)  How B2B marketers are shooting themselves in the foot with fluffy brand campaigns   What to measure if you want to track real progress  Why B2B growth takes time—and how to prove it's working Plus, why CMOs should stop pretending that awareness is enough and start earning a place in buyers' brains before they're ready to buy. Whether you're defending your brand budget to a CFO, fighting for longer-term investment, or just trying to grow your share of voice without blowing it all in Q1—this episode delivers the mental fuel (and science) to make your case. To hear the rest of this CMO Huddles Bonus Huddle, visit CMO Huddles Hub on YouTube.  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/   

The 2025 MacVoices Holiday Gift Gide #7 kicks off with Brittany Smith, Mike Potter, and Chuck Joiner sharing practical and fun picks. Highlights include a fandom-themed backpack, a powerful multi-port charger, compact multi-purpose cables, an iPhone mini alternative, an AI-powered webcam, and a tool for repurposing old Macs. (Part 1) MacVoices is supported by The Antigravity A1. Get off the ground like never before with the Antigravity A1. You have to see the results to believe them. Find out everything you need to know to get off the ground with Antigravity A1 — the world's first 8K 360 drone. https://www.antigravity.tech/drone/antigravity-a1/buy?utm_term=macvoices   http://traffic.libsyn.com/maclevelten/MV25314.mp3 Show Notes: Chapters: [0:00] Holiday Gift Guide setup and format [2:29] Brittany's fandom-themed backpack pick [5:32] Anker 140W multi-port travel charger [14:03] Rolling Square InCharge XS keyring cable [18:21] iPhone mini alternatives and size tradeoffs [22:02] OBSBOT Tiny 2 Lite AI webcam [29:13] Cameras and content creation discussion [29:23] Lunar Display and reusing old Macs [32:44] Closing thoughts and wrap-up Links: Brittany Smith The Jedi Order Convertible Backpack https://heroesvillains.com/products/star-wars-jedi-trekker-backpack OMRON Bronze Blood Pressure Monitor for Home Use & Upper Arm Blood Pressure Cuff https://amzn.to/457c49Y Mike Potter: Anker Laptop Charger, 140W MAX USB C Charger, 4-Port GaN and Fast Charging Power Adapter, Intuitive Touch Controls  https://amzn.to/4oXnjZW OBSBOT Tiny 2 Lite 4K Webcam for PC, AI Tracking PTZ Streaming Camera with 1/2" Sensor, Gesture Control, 60 FPS, HDR, Microphones, Web Camera https://amzn.to/3XTUhiO OBSBOT Tail 2 PTZR NDI Camera 4K@60FPS, Pro AI Tracking, 1/1.5" CMOS, 50MP, 5X Optical Zoom, 12X Hybrid Zoom, SDI/HDMI/IP/USB 3.0 Output https://amzn.to/48QZsFf Chuck Joiner Rolling Square inCharge XS - 240W 4in1 Keyring Cable | Fast Charging & Data Transfer | Universal USB C/Lightning/USB Cable with Metal Housing  https://amzn.to/3MAy9aE Luna Display 
 https://shop.astropad.com/collections/shop-astropad/products/luna-display Guests: Brittany Smith is a trained cognitive neuroscientist who provides ADD/ADHD, technology, and productivity coaching through her business, Devise and Conquer, along with companion video courses for folks with ADHD. She's also the cofounder of The ADHD Guild, a community for nerdy folks with ADHD. She, herself, is a self-designated “well-rounded geek”. She can be found on Twitter as @addliberator, on Mastodon as @addliberator@pdx.social, and on YouTube with tech tips. Michael Potter  is the Executive Producer of For Mac Eyes Only, and the organizer of the annual Macstock Conference and Expo. Mike's love-affair for all things Apple began in his Junior High's Library playing Lemonade Stand on a pair of brand new Apple ][+ computers. His penchant for Apple gear continued to be nurtured by the public school system when, in High School, he was hired as a lab supervisor to help run the Apple ][e lab for his fellow students and their Print Shop needs. Then, further still, in college he often opted to help a friend with her Computer Graphics coursework instead of focusing on his own studies, but only because it helped get him closer to the Mac-lab. Support: Become a MacVoices Patron on Patreon      http://patreon.com/macvoices      Enjoy this episode? Make a one-time donation with PayPal Connect: Web:      http://macvoices.com Twitter: http://www.twitter.com/chuckjoiner      http://www.twitter.com/macvoices Mastodon:      https://mastodon.cloud/@chuckjoiner Facebook:      http://www.facebook.com/chuck.joiner MacVoices Page on Facebook:      http://www.facebook.com/macvoices/ MacVoices Group on Facebook:      http://www.facebook.com/groups/macvoice LinkedIn:      https://www.linkedin.com/in/chuckjoiner/ Instagram:      https://www.instagram.com/chuckjoiner/ Subscribe:      Audio in iTunes      Video in iTunes      Subscribe manually via iTunes or any podcatcher: Audio: http://www.macvoices.com/rss/macvoicesrss      Video: http://www.macvoices.com/rss/macvoicesvideorss

In this episode of The Fractional CMO Show, Casey continues the conversation with a dozen successful women from the CMOx accelerator boardroom. This is part two of a webinar series where these fractional CMOs get real about building six-figure practices on their own terms.   These aren't beginners. These are women commanding $10K+ monthly retainers, managing teams of 30+ people across multiple clients, and turning down full-time job offers even when they didn't have paying clients yet. They come from automotive, financial services, SaaS, climate tech, life sciences, and consumer brands.   The conversation digs into pricing psychology, imposter syndrome, getting ghosted by prospects, why portfolio obsession is a waste of time, and the counterintuitive truth that higher-paying clients are actually less demanding. Casey laser coaches through some tough questions about what's really holding people back from charging what they're worth and claiming the expert position they've already earned. Key Topics Covered: -Why higher-paying clients are less demanding and require less "keyboard time" while creating bigger impact -Stop competing on price—establish your rate and find clients who pay it, not clients you have to convince -Corporate conditioning taught you the finish line always moves—fractional work means you set the standards -You're not competing with other fractionals—your success lives in relationships with 20-50 people over your lifetime -Getting ghosted isn't personal until they explicitly say no—keep following up with creative persistence -Pitch decks are overrated—sell the bespoke solution, not a menu of services -Some deals close in a day, others take a year of showing up consistently in someone's world -Who's a good fit: committed, coachable, vulnerable people willing to do the work and hear no​​​​​​​​​​​​​​​​

The 2025 MacVoices Holiday Gift Gide #7 kicks off with Brittany Smith, Mike Potter, and Chuck Joiner sharing practical and fun picks. Highlights include a fandom-themed backpack, a powerful multi-port charger, compact multi-purpose cables, an iPhone mini alternative, an AI-powered webcam, and a tool for repurposing old Macs. (Part 1) MacVoices is supported by The Antigravity A1. Get off the ground like never before with the Antigravity A1. You have to see the results to believe them. Find out everything you need to know to get off the ground with Antigravity A1 — the world's first 8K 360 drone. https://www.antigravity.tech/drone/antigravity-a1/buy?utm_term=macvoices Show Notes: Chapters: [0:00] Holiday Gift Guide setup and format [2:29] Brittany's fandom-themed backpack pick [5:32] Anker 140W multi-port travel charger [14:03] Rolling Square InCharge XS keyring cable [18:21] iPhone mini alternatives and size tradeoffs [22:02] OBSBOT Tiny 2 Lite AI webcam [29:13] Cameras and content creation discussion [29:23] Lunar Display and reusing old Macs [32:44] Closing thoughts and wrap-up Links: Brittany Smith The Jedi Order Convertible Backpack https://heroesvillains.com/products/star-wars-jedi-trekker-backpack OMRON Bronze Blood Pressure Monitor for Home Use & Upper Arm Blood Pressure Cuff https://amzn.to/457c49Y Mike Potter: Anker Laptop Charger, 140W MAX USB C Charger, 4-Port GaN and Fast Charging Power Adapter, Intuitive Touch Controls  https://amzn.to/48ONThL OBSBOT Tiny 2 Lite 4K Webcam for PC, AI Tracking PTZ Streaming Camera with 1/2" Sensor, Gesture Control, 60 FPS, HDR, Microphones, Web Camera https://amzn.to/3XTUhiO OBSBOT Tail 2 PTZR NDI Camera 4K@60FPS, Pro AI Tracking, 1/1.5" CMOS, 50MP, 5X Optical Zoom, 12X Hybrid Zoom, SDI/HDMI/IP/USB 3.0 Output https://amzn.to/48QZsFf Chuck Joiner Rolling Square inCharge XS - 240W 4in1 Keyring Cable | Fast Charging & Data Transfer | Universal USB C/Lightning/USB Cable with Metal Housing  https://amzn.to/3MAy9aE Luna Display 
https://shop.astropad.com/collections/shop-astropad/products/luna-display Guests: Brittany Smith is a trained cognitive neuroscientist who provides ADD/ADHD, technology, and productivity coaching through her business, Devise and Conquer, along with companion video courses for folks with ADHD. She's also the cofounder of The ADHD Guild, a community for nerdy folks with ADHD. She, herself, is a self-designated "well-rounded geek". She can be found on Twitter as @addliberator, on Mastodon as @addliberator@pdx.social, and on YouTube with tech tips. Michael Potter  is the Executive Producer of For Mac Eyes Only, and the organizer of the annual Macstock Conference and Expo. Mike's love-affair for all things Apple began in his Junior High's Library playing Lemonade Stand on a pair of brand new Apple ][+ computers. His penchant for Apple gear continued to be nurtured by the public school system when, in High School, he was hired as a lab supervisor to help run the Apple ][e lab for his fellow students and their Print Shop needs. Then, further still, in college he often opted to help a friend with her Computer Graphics coursework instead of focusing on his own studies, but only because it helped get him closer to the Mac-lab. Support:      Become a MacVoices Patron on Patreon      http://patreon.com/macvoices      Enjoy this episode? Make a one-time donation with PayPal Connect:      Web:      http://macvoices.com      Twitter:      http://www.twitter.com/chuckjoiner      http://www.twitter.com/macvoices      Mastodon:      https://mastodon.cloud/@chuckjoiner      Facebook:      http://www.facebook.com/chuck.joiner      MacVoices Page on Facebook:      http://www.facebook.com/macvoices/      MacVoices Group on Facebook:      http://www.facebook.com/groups/macvoice      LinkedIn:      https://www.linkedin.com/in/chuckjoiner/      Instagram:      https://www.instagram.com/chuckjoiner/ Subscribe:      Audio in iTunes      Video in iTunes      Subscribe manually via iTunes or any podcatcher:      Audio: http://www.macvoices.com/rss/macvoicesrss      Video: http://www.macvoices.com/rss/macvoicesvideorss

After running the Legacy Leaders Mastermind for over a decade, Kelly is making one of her boldest strategic evolutions yet.  In today's episode, Kelly pulls back the curtain on what's changing inside Legacy Leaders for 2026 and why these shifts reveal powerful lessons every entrepreneur can apply to their own offers, teams, and growth strategy. You'll hear how feedback loops from elite clients sparked the creation of a team-level mastermind for COOs, CMOs, and senior leaders — a move designed to accelerate growth, increase profitability, and eliminate founder dependency at scale. This episode is a masterclass in: Scaling through people, not pressure Using pilot programs to test innovation responsibly Designing offers that align with mission, not just market demand Whether you lead a million-dollar business or are building toward that level, this conversation will challenge how you think about masterminds, mentorship, team development, and long-term legacy. TIMESTAMPS 01:31 – 03:45: Why evolution is non-negotiable 03:46 – 06:10: The biggest mastermind problem elite entrepreneurs face 06:11 – 08:40: Your most underused growth asset in business 08:41 – 11:15: The new Team Leaders Mastermind: COOs, CMOs & right-hand leaders 11:16 – 13:30:  Breaking founder dependency 13:31 – 15:40: Using pilot programs to innovate without overcommitting 15:41 – 17:20: Aligning new offers with mission (and when to say no) 17:21 – 18:50: What you can't see when you're inside your own business 18:51 – 21:00: How to apply these lessons to your offers + next steps RESOURCES Watch the 2–10 Million Dollar Roadmap Training: https://accelerator.virtualbusinessschool.com/info-session  Legacy Leaders Mastermind program overview & Application: https://join.thebusinessadvisory.com/join  Grab your ticket and join us at the Legacy Leaders In-Person Mstermind Retreat, happening March 10th and 11th in Boca Raton, Florida: https://advancesociety.org/2026rsvp  Follow Kelly on Instagram: https://www.instagram.com/kellyroachofficial/  Follow Kelly on Facebook: https://www.facebook.com/kelly.roach.520/  Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kellyroachint/ 

Marketing's leadership gap is widening across Fortune 500 companies. Kathryn Rathje, partner at McKinsey, reveals why only 66% of Fortune 500 companies retained CMOs last year and how marketing budgets dropped to 7.7% of revenue. She explains how CMOs can rebuild credibility by aligning metrics with CEO priorities, establishing clear ROI definitions with CFOs, and implementing full-funnel marketing measurement systems that connect brand investments to revenue outcomes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing's leadership gap is widening across Fortune 500 companies. Kathryn Rathje, partner at McKinsey, reveals why only 66% of Fortune 500 companies retained CMOs last year and how marketing budgets dropped to 7.7% of revenue. She explains how CMOs can rebuild credibility by aligning metrics with CEO priorities, establishing clear ROI definitions with CFOs, and implementing full-funnel marketing measurement systems that connect brand investments to revenue outcomes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Text us your thoughts on the episode or the show!In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, we are joined by Richard Wasylynchuk, VP of Marketing Operations and Interim Head of Marketing at Trulioo. Richard brings a unique perspective as an operations leader who stepped into an executive marketing role, offering valuable insights on why more CMOs of the future may emerge from Marketing Ops.The conversation explores how the changing business environment, evolving investor expectations, and increasing focus on profitability are elevating the role of Marketing Ops leaders. Richard shares his perspective on visibility, data literacy, team design, and how an operational mindset aligns with modern marketing leadership.In this episode, you will learn:Why Marketing Ops leaders are well-positioned to become future CMOsHow shifting from growth-at-all-costs to profitability changes leadership prioritiesThe difference between activity reporting and outcome reportingHow data literacy and financial acumen build trust at the executive levelThis episode is perfect for Marketing Ops, RevOps, and marketing professionals who want to expand their strategic influence and prepare for senior leadership roles.Episode Brought to You By MO Pros The #1 Community for Marketing Operations ProfessionalsSupport the show

Andrew Warden, CMO of Semrush, joins us to unpack how AI is reshaping search, and what it means for marketers heading into 2026. We discuss whether SEO is really “dead,” the biggest insights from Semrush's new AI Visibility Index, and how different AI models surface and rank content across industries. Andrew also shares why brand and digital visibility matter more than ever, the growing importance of creators in AI-driven discovery, and practical advice for CMOs trying to stay ahead as search rapidly evolves.This episode is brought to you by Semrush — your unfair advantage in digital brand visibility. From fast-growing teams to global enterprises, Semrush shows you where you stand, where you can win, and how to stay visible across AI Search and LLMs. With unrivaled data and real AI intelligence, Semrush helps you move faster, grow faster, and make sure your brand is the answer wherever customers ask.Timestamps00:00 - Intro02:08 - How disruptive is AI for search in 2026?04:19 - Is SEO dead now because of AI?08:32 - Biggest surprises from Semrush's new AI Visibility Index Report11:04 - How different AI models treat different industries13:05 - Understanding how AI ranks different sources15:48 - Why content creators are important in the age of AI search18:35 - Why you need to be failing fast in AI21:10 - Why brand matters more in the age of AI24:20 - Why digital brand visibility matters so much26:28 - Advice for CMOs for getting on top of AI for search30:21 - Is AI just making decisions for us?33:19 - Why humanity, authenticity and emotion are more important than ever36:12 - What is Semrush One?

Raaz Herberg is the Chief Marketing Officer and VP Product Strategy at Wiz, the fastest-growing cloud security company in history. As one of the first 10 employees, Raaz has helped scale the business from nothing to a multi-billion-dollar ARR business. Before Wiz, Raaz was a Senior PM working on Azure at Microsoft.  AGENDA: 03:51 What No One Knows About The Early Wiz Days 09:08 Most Effective Marketing Wiz Ever Did? Lessons from it? 24:11 How Wiz Mastered Enterprise Sales and Product Development 39:12 The Value of Proof of Concept an Why Everyone Gets Them Wrong 44:23 Why The Best Leaders Give More Equity Than They Should 52:55 The Impact of COVID on Business Operations 01:01:33 What in AI is No One Talking About That Everyone Should Be? 01:07:29 Why Does Raaz Think Custom Tools Will Dominate the Enterprise?    

Subscribe to DTC Newsletter - ⁠https://dtcnews.link/signupMeta's latest update wasn't just noise. Pilothouse strategist Taylor Cain breaks down how Andromeda's smarter delivery system let them consolidate campaigns, increase CTRs, and scale cleaner than ever this BFCM.For CMOs optimizing Meta spend across brands or business units...30% YoY CTR lift through creative-persona alignment + fewer campaignsWhy campaign consolidation is outperforming classic testing structuresPartnership ads: how Pilothouse uses Meta's dynamic features to drive both reach + retargetingHow to rethink frequency, offer alignment, and creative iterations mid-campaignWhat MTA tools like Triple Whale unlocked when real-time tracking mattered mostWho this is for: CMOs, paid media directors, and growth leads navigating platform complexityWhat to steal:Test in your best campaign, not in isolation (if the creative is ready)Meme-style statics backed by real offers = full-funnel magicLet performance inform your campaign segmentation — not the other way aroundTimestamps:00:00 Meta's Shift Away From Traditional Testing01:08 What Actually Drove BFCM Winners02:56 Andromeda's Real Impact on Performance04:22 Why CTR Jumped During BFCM05:47 Consolidation Is Beating Fragmentation07:37 How Creative Is Fed Into Winning Campaigns11:00 Why Partnership Ads Took Off This Year23:52 The Email + Paid Connection That Mattered MostHashtags:#ecommerce #dtc #digitalmarketing #paidmedia #metads #andromeda #adcreative #performancemarketing #bfcmmarketing #q4marketing #retentionmarketing #emailmarketing #attribution #triplewhale #marketingstrategy #growthmarketing #ugcads #creatorads #partnershipads Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://www.pilothouse.co/?utm_source=AKNF567Follow us on Instagram & Twitter - @dtcnewsletter

Album 7 Track 24 - From Bottle Sorter to C-Suite w/Jim TrebilcockIn this episode of Brands, Beats and Bytes, hosts DC and LT sit down with beverage industry legend Jim Trebilcock, the former Chief Commercial Officer and CMO of Dr. Pepper Snapple Group and Keurig Dr. Pepper. This isn't just a marketing conversation; it is a masterclass in resilience and business strategy from a man who started his career sorting bottles and driving a delivery truck in a parking lot.Jim pulls back the curtain on some of the most pivotal moments in beverage history. He reveals the "Tracks of My Tears" story behind 7UP's decline against the juggernaut of Sprite, details the high-stakes negotiation where Dr. Pepper almost lost the College Football Playoff sponsorship to Coca-Cola , and shares the humbling lesson of his biggest product failure, 7UP Gold.Packed with hard truths about the "self-inflicted" irrelevance of modern CMOs and the dangers of the "LinkedIn Factor," this episode is essential listening for anyone who wants to understand the art of the deal, the science of execution, and the power of humble leadership.Key Takeaways: The "Ground Up" AdvantageThe 7UP vs. Sprite Case StudyThe "Self-Inflicted" CMO CrisisThe "LinkedIn Factor"A Billion-Dollar Negotiation LessonEmbracing FailureStay Up-To-Date on All Things Brands, Beats, & Bytes on SocialInstagram | Twitter

Send us a textIn this episode, Jes Scholz joins Greg Sterling and Mike Blumenthal for a deep dive into the forces reshaping search: AI agents, the rise of conversational interfaces, the 60/40 brand-activation model, content freshness, multimodal distribution, and why your database — not your website — may determine your competitive future.Jes explains what marketers must do now: update your content strategy, test your site with agents, fix your UX friction, and prepare your database for natural-language inputs. Essential listening for SEOs, CMOs, and local businesses navigating the next wave of digital change.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

In this episode of Scratch, Viren sits down with Alex Ames, Marketing Director at Manors Golf, the challenger brand bringing new energy, creativity, and cultural relevance to a sport long seen as elitist and inaccessible. Manors believes golf is a game to be explored, not mastered, and they are reshaping the category one cinematic campaign at a time.Alex unpacks how Manors went from a small rebrand to a movement inspiring a new generation of golfers. He dives into the brand's early struggles (“the Dark Ages”), how events helped them rediscover momentum, and how the team realised that attention—not product, was their true currency. He reveals the internal creative engine behind Manors' iconic films, from Monday forensic reviews to Thursday idea punch-ups, and how viral thinking shapes every concept.The episode covers everything from the Reebok partnership (and why they avoid “brand soup”), to location-led campaigns, to how everyday golfers and celebrities ended up sharing the tee sheet at Manors events. For marketers, the message is clear: if you want to change a category, change the story people tell about it.Watch the video version of this podcast on Youtube ▶️: YT Link          

This week, Jeff Clark, former Forrester Research Director, and our host Ian Truscott, Managing Partner at Velocity B, celebrate Jeff's last episode of the year, before he takes off for the holidays, and discuss five things that stood out for them from their conversations on the show in 2025.  The five things they selected: #1 - The buyer's AI assistant #2 - Brand is back #3 - Unifying marketing and sales as a revenue department #4 - The rise of fractional #5 - CMOs need to be the C-suite's market analyst As always, we welcome your feedback. If you have a hot topic you'd like us to discuss, please get in touch using the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn Jeff Clark on LinkedIn Mentioned this week: This week's Beat newsletter Back to Brand - Rockstar CMO Blog What's Broken in GTM and How to Fix It podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back Coldplay - Fix You (Official Video) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Former Mediahub CEO John Moore and former BMW CMO Trudy Hardy on how clients and agencies can work better together, including why CMOs should take some control back from their procurement departments. Hardy and Moore, now both with marketing and agency consultancy Harmonium also weigh in on the Omnicom-IPG merger and share their perspective on what agencies can deliver to clients when it comes to AI.

Restoring a 250-year-old farmhouse isn't just a renovation project. It's a blueprint for modern marketing.That's the lesson from Jean-Christophe Pitié, Chief Marketing and Chief Partner Officer at Contentsquare, who's spent the last five years bringing new life to a centuries-old home outside Paris. In this episode, we break down the marketing lessons hidden in his restoration journey.Together, we explore what B2B marketers can learn from blending heritage with innovation, finding creativity in constraints, and designing connected experiences where every touchpoint matters.About our guest, Jean-Christophe PitiéWith 20+ years of experience in international marketing and partner engagement, Jean-Christophe is committed to supporting companies of all sizes in their digital transformation. Passionate about technology and retail, he spent two decades at Microsoft, where he had the opportunity to contribute to the cloud transformation and to launch Microsoft 365 as well as leading Microsoft Stores. Today, as Chief Marketing and Partnerships Officer at Contentsquare, Jean-Christophe's main mission is to drive customer demand in markets around the world, continue to grow our rich partner ecosystem, and bring holistic customer experience insights to more teams worldwide.What B2B Companies Can Learn From the restoration of a French farmhouse:Honor your legacy while modernizing for today. Great brands, like great houses, balance tradition and innovation. Jean-Christophe explains, “I had architects who came initially, and they wanted to put glass everywhere, tear down some big stone walls, and I'm like, guys, this house has had oak beams for 250 years. I'm not gonna tear them down. I'm gonna keep them.” In B2B, the same logic applies. Your legacy, your history, and your customer trust are part of your brand's foundation. Don't tear them down for the sake of what's trendy. Blend your legacy with fresh, modern layers such as new tech, new storytelling, and new energy, without losing what made your brand distinct. That balance between the old and the new is what gives it lasting beauty and credibility.Constraints fuel creativity. Jean-Christophe says, “Sometimes the best projects come when… you have a constraint… either a location constraint or timing or budget, you get very creative to work around the constraints.” His farmhouse's three-foot-thick stone walls forced him to rethink how to add modern features, and that challenge sparked originality. In B2B, the same holds true. Limited budget? Shrinking timelines? Regulatory hurdles? These are the sparks for inventive ideas. Don't let your constraints kill creativity; let them focus it.Every touchpoint shapes the experience. When restoring a house, you have to look at the whole picture; every room, material, and detail needs to connect. Jean-Christophe shared, “It's a bit like your marketing strategy. You need to connect across channels… every touchpoint matters.” Just like a home's design must flow seamlessly from one room to the next, so should your brand experience, across your website, content, product, and sales. Inconsistent moments break trust. When every touchpoint feels connected and intentional, you turn friction into flow, and customers into believers.Quote“History is part of who we are, human beings… It's beautiful… It's like a brand. When you think about brand, you want something that's unique, differentiated, [and] people can relate to, which is so beautiful.”Time Stamps[00:55] Meet Jean-Christophe Pitié, Chief Marketing and Chief Partner Officer at Contentsquare[01:04] Jean-Christophe's French Farmhouse Restoration Project[04:38] Balancing Tradition and Innovation in Restoration Projects[13:56] Creative Solutions and Constraints in Restoration[21:30] Importance of Legacy[26:51] B2B Marketing Lessons from Restoring a French Farmhouse[38:30] Innovations at Content Square[43:33] Advice for CMOs on Investing in Brand[45:45] Final Thoughts and TakeawaysLinksConnect with Jean-Christophe on LinkedInLearn more about ContentsquareAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is AI ruining your marketing… or redefining it forever?Joshua Lauer believes it's doing both, and in this episode of Journey to Legacy, he breaks down exactly what you need to do about it.Josh is the founder of Lauer Creations Inc., a marketing intelligence consultancy helping $20M+ brands cut through data chaos and scale smarter. He's worked with companies like LeadPages and Drip, led SEO and analytics strategy for over 100 websites, and now advises top CMOs on how to make data actually useful.We dive deep into the AI explosion, the future of SEO in a post-Google world, and why originality and human connection will be the most valuable marketing currencies moving forward.Whether you're a founder, growth marketer, content creator, or just curious about the future of tech — this one's for you.

In this episode of The Fractional CMO Show, a dozen women from the CMOx accelerator boardroom come together to share their real experiences building successful fractional CMO practices. This is part one of a two-part series that started when member Courtney challenged Casey's solo episode—pointing out there was a whole perspective he couldn't see. These aren't theoretical success stories. These are women pulling in $10K+ per month in recurring revenue, with at least two hitting $50,000 months in November. They come from wildly different backgrounds: automotive, financial services, SaaS, climate tech, life sciences, and consumer brands.    The group dig into what it's actually like—the double standards, the over-apologizing, the tendency to work above contract and undercharge, the corporate conditioning that taught them to fight for a seat at the table and then second-guess everything once they got there. But this isn't a grievance session. It's about what's possible on the other side: no politics, choosing your clients, charging what you're worth, and showing up as the expert you always were without making yourself smaller. Key Topics Covered: Why women undercharge and go "far above and beyond" contracts—and the conditioning behind it -The "too direct" double bind: male colleagues say it, they're leaders—you say it, you're a bitch  -Your ideas get ignored until a guy repeats them five minutes later -Why clients let fractionals challenge them but shut down internal employees saying the exact same thing -The confidence gap: men apply at 30%, women wait for 90%—time to close it -Stop apologizing for things that aren't yours -As a fractional, you get to fire bad clients and set real boundaries—something full-time never allowed

Bio Info Jarrod Lopiccolo transforms brands through creative digital performance marketing with a strong architectural background. A veteran of 40+ podcasts and 100+ speaking engagements across North America and Europe, he delivers actionable insights for audiences to implement immediately. As CoFounder and CEO of Noble Studios, Jarrod has built an international agency serving Adobe, Google, and Disney while being recognized by Inc. Magazine and Ad Age. His expertise in digital marketing strategy, leadership development, and sustainable tourism makes him ideal for shows targeting CMOs, leaders, and founders. Audiences appreciate his engaging stories, from global business building to adventures like Everest Base Camp, that illustrate practical frameworks for driving revenue and team performance. Jarrod provides strategies for optimizing business growth, building high-performing teams, and creating principle-led cultures in today's digital economy.

Subscribe to DTC Newsletter - https://dtcnews.link/signupWhen Sarah Carusona showed up to a DTC event last year, she didn't know it would spark her first client. That client's still with her. Today she runs BA Commerce, where her team drops into brands and drives growth from the inside.For DTC founders scaling from $5M to $20M who need strategy and execution in one package.What you'll learn:Why fractional CMOs often fall short and what brands really need insteadHow to drop in a trained operator who owns growth from top to bottomThe key metrics Sarah watches before touching a budget: contribution margin, AMER, LTV, and the “organic ratio”Why most influencer budgets are broken and what happens when you tie pay to performanceHow to focus your team's time when there's no room for fluffWho this is for:Founders and growth leads who are tired of hiring gaps, agency fluff, and shiny-object distractionsWhat to steal:Rebuild your org chart around execution, not job titlesStructure your influencer deals like paid media, not PRGet obsessed with contribution margin and work backward from thereTimestamps00:00 Why micro-iterations waste ad spend02:00 Sarah's global move and early consulting leap04:00 Building BA Commerce and the growth operator model09:00 How Sarah evaluates brands and sets growth metrics12:00 Creative fatigue, Andromeda, and persona-driven ads15:00 Creator partnerships and a tiered influencer program17:00 Why organic content still drives the biggest wins19:00 Modern Meta account structure and testing philosophy21:00 The biggest mistakes high-growth brands make23:00 Why product quality drives everything in growth25:00 Attribution, incrementality, and Sarah's forecasting model27:00 How Sarah uses AI and where she draws the lineHashtags#dtcpodcast #ecommerce #dtcbrands #mediabuying #growthmarketing #metaads #ugcads #influencermarketing #digitalstrategy #founderstories #shopifybrands #emailmarketing #smsmarketing #marketingpodcast #directtoconsumer Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

Подкаст «Top Club Chart» выходит каждый понедельник.  Подпишись на нас в Apple Podcasts, Castbox и SoundStream, чтобы не пропустить новые эпизоды.  Комментарии, вопросы и пожелания отправляй на t.bodrov@europaplus.ru  Ведущий и продюсер: Тимур Бодров Саундпродюсер: Ярослав Чернобров Редактор подкаста: Екатерина Гаврюшина 1. Faithless - Insomnia (Disclosure 2025 Edit) (25 место) 2. Layton Giordani & GENESI ft. Be No Rain - Call You Back (24 место) 3. CID & Taylr Renee - Fancy $hit (23 место) 4. Sonny Fodera & D.O.D & Poppy Baskcomb - Think About Us (22 место) 5. Tiësto & FORS - Bring Me To Life (21 место) 6. R3HAB & Vion Konger - Lazers (I Can't Stop Dancing) (20 место) 7. Britney Spears - I Wanna Go (John Summit Remix) (19 место) 8. Matisse & Sadko - Higher (18 место) 9. Rezone - Vibrations (РЕЗИДЕНЦИЯ) 10. Devault - Feels Like Us (17 место) 11. SIDEPIECE - Cry For You (16 место) 12. Daft Punk - Around The World (Westend Edit) (15 место) 13. Alexander Popov & U-Jeen & Vera Novak - Toca's Miracle (14 место) 14. Fezzo - Kids (13 место) 15. Rezone, Jack Villa - Rapture (12 место) 16. ARTBAT - Dance (11 место) 17. Tiga - Bugatti (CID Remix) (10 место) 18. HUGEL & Kurd Maverick - PYHU (Put Your Hands Up) (9 место) 19. Odd Mob & OMNOM pres. HYPERBEAM - Coming Up (It's Dare) (8 место) 20. Cassian & YOTTO & Da Hool - Love Parade (7 место) 21. MEDUZA - No Sleep (6 место) 22. C-Mos – 2 Million Ways (ХИТ ВСЕХ ВРЕМЁН) 23. Jamback - Positive (5 место) 24. Prospa ft. Kosmo Kint - Love Songs (4 место) 25. Fallon - Diet Coke (3 место) 26. HUGEL & SOLTO - Jamaican (Bam Bam) (2 место) 27. James Hype feat. A.D.O.R. - Behaviour (ПЕРСПЕКТИВА) 28. Tiga vs. MEDUZA - You Gonna Want Me (I Know) (1 место)

Plenty of CMOs reach a point where the fractional model starts to look… intriguing. A little more freedom, a little less 24/7 pressure, and a whole lot of variety. In this episode, Drew brings together three former full-time CMOs who now serve as full-time fractionals: Alan Gonsenhauser (Demand Revenue), Katrina Klier (Sage Strategy Group), and Marshall Poindexter (yorCMO). They get into what it really takes to succeed in the role, from setting expectations with CEOs and boards to choosing the right clients, managing time and scope, and knowing when the fractional model fits and when it is time to move on. In this episode:  Alan builds trust fast with structured discovery across leaders and the board, using "three magic wishes" to surface priorities before acting.  Katrina ties marketing priorities to financial and board targets so strategy supports existing growth and margin commitments.  Marshall differentiates fractional work from consulting, using a simple framework and 90-day sprints to drive execution through in-house teams or agencies. Plus:  Narrowing your niche so you attract clients where you create outsized value  How to set scope, cadence, and availability so part-time does not quietly become full-time  Using process, sprints, and metrics to stay focused when new requests pop up  Planning the transition, from mentoring the incoming full-time CMO to creating a clean off-ramp Tune in if you are considering going fractional, hiring a fractional CMO, or just trying to understand how this model fits into the modern CMO career.   For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

CMOs face fragmented marketing spend across multiple brand portfolios. Danielle Pederson, CMO of Amaze, unified five creator-focused brands under one umbrella without losing individual brand equity. She implemented a phased taxonomy approach using "by Amaze" modifiers, consolidated three separate CRMs into HubSpot, and built a scalable architecture that allows new acquisitions to integrate immediately into the unified brand system.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Shannon Howard is Senior Director of Customer & Content Marketing at Intellum. Intellum is AI transformation for enterprise learning. $25M in funding, 139 people.Here's what we cover:05:35 Shannon shares some Creative Customer Marketing Strategies08:41 Building the Foundation for Customer Marketing11:09 The Role of Data in Customer Marketing14:00 Surprise and Delight16:49 Empowering Customers Through Recognition19:57 Segmentation and Personalization in Marketing22:33 B2B vs B2C Marketing Dynamics26:28 Why Customer Marketing is often overlooked by CMOs30:00 Customer Marketing Strategies to put in your back pocket33:17 The Role of Customer Research & Shannon's take37:12 The Impact of AI on Customer Insights50:38 Shannon asks Anna her burning questionShannon on LinkedIn: linkedin.com/in/shannonlagassehowardIntellum: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.intellum.comSubscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show.Music by my talented daughter.Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠Newsletter: ⁠⁠⁠⁠One Insight

CMOs face fragmented marketing spend across multiple brand portfolios. Danielle Pederson, CMO of Amaze, unified five creator-focused brands under one umbrella without losing individual brand equity. She implemented a phased taxonomy approach using "by Amaze" modifiers, consolidated three separate CRMs into HubSpot, and built a scalable architecture that allows new acquisitions to integrate immediately into the unified brand system.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today's episode of Sell With Authority marks an exciting milestone in our special series on trust and distrust in the agency sales process. Over the last several episodes, you've heard from agency leaders who've generously shared how they work to build trust — through their content, through the relationships they nurture, and through the way they lead their teams. For today's conversation, we're moving into the next evolution of the series. We're shifting from practice to proof. Predictive ROI and our friends at Audience Audit are partnering on a five-year longitudinal research study on trust — more specifically — how agencies can build trust faster and more efficiently with a cold audience. What makes this research unique is that we're not surveying agency professionals. Instead, we're going straight to the decision-makers — the CEOs, CMOs, and senior marketing leaders responsible for hiring, firing, and retaining agencies. We're digging into what actually drives or destroys trust inside their decision-making process. This is the kind of research that helps every agency leader understand what builds confidence with the people who ultimately control whether you get hired — and how to shorten the time it takes to get to trust. If you've been part of our community for a while, you know research has always been one of the cornerstones of how we build trust at scale — long before a first meeting ever happens. That brings us to today's special guest expert: Susan Baier, CEO and Founder of Audience Audit. Susan has helped organizations and agencies uncover the motivations, beliefs, and behaviors that drive audience decisions for more than 30 years. Her team specializes in attitudinal segmentation — the kind of research that reveals why people think the way they do, not just what they do. Her insights have helped countless agencies sharpen their positioning, elevate their thought leadership, and build deeper trust. Hannah Roth — Predictive's Director of Strategy and our resident Mad Scientist — is joining me as co-host today. She works with our clients to build systems that earn trust at scale, and she leads the experiments and research inside our Predictive Lab. This five-year study is a collaboration between Hannah, Susan, and our teams. What you will learn in this episode:  Why trust is the missing link in most biz dev strategies — and where it actually leaks out of your sales pipeline How attitudinal segmentation flips the script on research and moves you from "just data" to true thought leadership Why the majority of decision makers assume businesses are lying to them from the get-go Why a five-year longitudinal study gives you an unfair advantage — and what trends you should be watching How behavioral science plus data creates moments of "you just get me" with cold prospects What you can START doing today to build trust at scale and shorten the sales cycle with well-prepared, ready-to-buy clients Resources: Website: audienceaudit.com LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/ LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./

If your 2026 budget is starting to feel like a no-win puzzle—flat headcount, higher growth expectations, fewer resources—this episode is for you. Craig Moore of Forrester joins Drew to reveal the budgeting mistakes too many B2B CMOs are still making—and what to do instead.  From rethinking budget architecture to organizing around business outcomes, Craig shares the frameworks that enable CMOs to go beyond justifying their spend—and start leading the strategic conversation with CEOs, CFOs, and CROs.  Get ready to challenge your assumptions, realign your org, and turn your budget into a true lever for growth.  In this episode:  The big 3 budgeting mistakes CMOs make  Why campaign-based budgeting unlocks strategy  Areas of volatility in 2026  AI's Role in Budget Planning  This is just the first half of one of CMO Huddles monthly Bonus Huddles with B2B marketing strategists. To hear the rest of the conversation with Craig, visit CMO Huddles Hub on YouTube.  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

In this episode of The Fractional CMO Show, Casey Stanton breaks down exactly why deals fall apart—and why most of the time, it's not about you. Drawing from Eugene Schwartz's Breakthrough Advertising, Casey walks through the stages of prospect awareness and reveals the harsh truth: 20% of deals will never close, 20% are laydowns, and 60% require serious follow-up. He shares real stories from the field—prospects who ghosted after great calls, a doctor who chose a $500 AI tool over a fractional CMO, and deals that stalled despite perfect chemistry.   Casey gets into the psychology of the sale: problem awareness, motivation, timing, and budget—and how to know when a "no" has nothing to do with your skills. He shares his own low points, like selling his car the day before a payment was due while rebuilding his business, and explains how staying steady and relentless—even when desperate—is what separates fractional CMOs who thrive from those who struggle. Key Topics Covered: -The stages of prospect awareness and why deals die before you pitch -Problem-aware but unmotivated prospects—and when to let them go -Why your pricing conversation should end with "that makes sense" -Getting to yes or no: why "maybe" and ghosting kill your pipeline -Staying steady and relentless even when you need the sale​​​​​​​​​​​​​​​​

Peter Hinssen has spent his career helping leaders make sense of a world that refuses to slow down. A technologist, bestselling author, and keynote speaker, Peter has advised companies like Apple, Amazon, and Google on how to thrive in what he calls the "never normal" a new era defined by nonstop disruption and exponential change.   In this episode, Peter shares what CMOs must do to successfully lead in a world of constant acceleration, the power of "day after tomorrow" thinking for your business, and why failing fast has quietly become one of the biggest competitive advantages in modern marketing. What you'll learn in this episode: Peter's three keys for leaders facing uncertainty Why Peter is a pathological optimist as a technologist Why AI isn't a real threat to ad agencies The harm "tomorrow thinking" is causing business leaders How to exercise "day-after-tomorrow" thinking How you can use uncertainty to your advantage Why organizations should shift from a scalable execution model to a scalable learning one How leaders can give their teams courage facing the never-normal climate Resources:   Connect with Peter on LinkedIn Learn more about Peter on his website  Find more on his latest book, The Uncertainty Principle Get your hands on his survival guide for the never-normal, The Day After Tomorrow  Why you should be an optimist in the face of massive technological change from one of Peter's biggest influences, Hans Rosling and his book Factfulness See a less optimistic view on the digital world by Cory Doctorow with his book Enshittification   

In this Real Estate Rundown, Owen and Ted break down the marketing lessons they pulled from their fast-paced interview with Omaha marketer and former radio personality Matt Tompkins. They dig into why most agents and investors are wasting time on social platforms their actual customers never see, and why your Google Business Profile might secretly be the most valuable “social feed” you own. You'll hear how Matt thinks about choosing the right marketing channels, what to watch for so you don't get ripped off by a marketing agency, and how fractional CMOs can give you pro-level results without hiring in-house.The guys also swap stories from the trenches—city inspections, cursed/skunked units, slow-bleed project delays, and the mental chaos that comes with leveling up into new asset classes and big developments. It's a mix of practical marketing strategy, real-world development headaches, and honest talk about staying (somewhat) sane as an entrepreneur.After you listen, go update your Google Business Profile with fresh photos and posts, then share this episode with another entrepreneur who's drowning in marketing “busy work” and needs a clearer game plan. And if this episode helps you, leave Owen and Ted a 5-star review so more investors can find the show. You can Join the Omaha REIA - https://omahareia.com/join-todayOmaha REIA on Facebook - https://www.facebook.com/groups/OmahaREIACheck out the National REIA - https://nationalreia.org/ Find Ted Kaasch at www.tedkaasch.com Owen Dashner on Facebook https://www.facebook.com/owen.dashner Instagram - https://www.instagram.com/odawg2424/ Red Ladder Property Solutions - www.sellmyhouseinomahafast.com Liquid Lending Solutions - www.liquidlendingsolutions.com Owen's Blogs - www.otowninvestor.com www.reiquicktips.com Propstream - https://trial.propstreampro.com/reianebraska/Timber Creek Virtual - https://timbercreekvirtual.com/services/MagicDoor - https://magicdoor.com/reia/...

Ross welcomes Gaetano DiNardi, growth advisor and B2B SaaS strategist, to unpack the brutal questions CEOs are suddenly firing at their SEO teams in the AI era: traffic is flat or down, attribution is messy, LLM dashboards look scary, and everyone wants to know if SEO is still “working.” They dig into why traffic is no longer the primary health metric, how AI Overviews and LLMs are breaking the old “rank → CTR → traffic → leads → revenue” equation, and why CMOs should obsess less over sessions and more over demo requests, pipeline, deal size, and overall organic channel performance. Gaetano shares how he's reframing SEO for mid-market B2B SaaS: shifting from decaying top-of-funnel content to bottom-of-funnel “money pages,” optimizing for LLM citations and “money prompts,” and using concepts like “crash-the-party” comparison pages to win high-intent demand across both Google and AI platforms. They also break down why LLM prompt tracking is the new rank tracking (with all the same pitfalls), how AI platform traffic actually converts compared to Google, what “dark funnel SEO” looks like in practice, and why Gaetano thinks classic TOFU SEO might effectively go to zero while brand, data studies, and opinionated thought leadership pick up the slack. Show Notes0:08 – Gaetano returns & why last year's SEO playbook no longer works1:17 – CEOs' top question: “Traffic is down… is SEO still working?”2:17 – Why B2B SaaS is feeling the decline hardest3:16 – The old rank → CTR → traffic → revenue model is broken5:46 – Top-of-funnel content is collapsing (and why TOFU is “dead-ish”)6:13 – The shift to bottom-funnel: BOFU keywords, low volume, high intent7:11 – Flat traffic + rising revenue: the new SEO success story8:01 – What LLMs cite: comparisons, “best X” lists, crash-the-party pages8:38 – Crash-the-party SEO explained in 15 seconds13:21 – LLM prompt dashboards are misleading your executives15:53 – Branded vs. non-branded LLM prompts: why you MUST separate them18:06 – Build a tight list of “money prompts,” not 500 random ones20:06 – Why AI platforms show higher conversion rates than Google22:10 – Dark-funnel behavior: LLM → Google → homepage → convert 24:08 – Google leads have FAR larger deal sizes than AI leads27:35 – SEO attribution is officially “cooked” in the AI era29:27 – Traffic flat, pipeline up 3×: examples from real clients31:25 – Use top-10 stability to prove AI Overviews stole your clicks34:47 – Search is becoming BOFU-first — what that means35:34 – LLM citations as the new leading indicator for SEO39:00 – Exploding topics = more LLM citations due to low consensus41:22 – Engagement validates information gain (why POV content wins)47:20 – What happens to TOFU SEO? (Short answer: it shrinks massively) 48:49 – Why TOFU may survive only for authority, clustering, and links  Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/ Tough Questions CEOs Are Asking About AI SEO: https://docs.google.com/document/d/1T_IQXUCXBQtFcLekVFwqv23y8ViuRFJKBIRtn4wcImQ/edit?usp=sharing Does traffic from AI platforms convert “better” than Google search traffic?: https://marketingadvice.substack.com/p/869517ce-4629-429f-addd-518d9342cdff CMOs are frantically asking “what's our Reddit strategy?: https://marketingadvice.substack.com/p/cmos-are-frantically-asking-whats LLM prompt tracking is the new rank tracking: https://www.linkedin.com/posts/officialg_llm-prompt-monitoring-is-quickly-becoming-activity-737 7069814458097664-KLyi/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAj OemoBsmGgXOOcFpcwGVG1B7IlDCvf8io Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Marketing without strategy is just noise. Sara Nay, CEO of Duct Tape Marketing, shares how small business owners can align their goals, team, and message to scale smartly and sustainably. Learn how strategy-first thinking can drive real growth and lasting impact.

Hiring the wrong marketing leader can quietly destroy franchise growth. In this episode, Erik Van Horn and Aren Johnstone break down why CMOs from outside franchising—especially those coming from e-commerce or big-brand backgrounds—struggle and often fail inside franchise systems.   They reveal why franchising operates more like a political system than a corporation, how franchisees hold real power, why innovation gets blocked, and the cultural mistakes that erode trust.   If you're scaling or building a franchise, this episode will save you years of painful hiring mistakes.   Timestamps: 00:00 — Why outside marketers fail inside franchise systems 02:17 — AI, prep, and Aren's approach to productive conversations 04:28 — Inside vs outside franchising: the hiring dilemma 07:29 — How Franchise Ramp stays franchisee-first 09:42 — Why top-tier vendors avoid emerging brands 13:09 — Big-budget marketers vs the reality of franchising 17:39 — Why inside hires get stale & outside hires hit walls 23:09 — The political structure of franchising 30:48 — Managing difficult franchisees while protecting culture 41:41 — The winning hiring formula Aren recommends   Learn more about Franchise Ramp here: https://franchiseramp.com/   Connect with Erik Van Horn:

A CMO Confidential Interview with Evan Wittenberg, Chief People Officer of VuMedi formerly CPO of Ancestry and Box, Google's Head of Leadership Development, and a Saturday Night Live Page. Evan discusses why HR has become a much tougher position over the last 5 years, AI's negative impact on leadership development, and the similarities between marketing and HR. Key topics include: his belief that every function should have a dedicated people partner; why "the burden of proof" is often higher for marketers; why he always interviews for "learning agility;" and why "doing the job you are hired for is better for your career than trying for "the next job." Tune in to hear questions marketers should ask in an interview and a great behind the scenes story from SNL Season 18. **What HR Really Thinks About Marketing — Evan Wittenberg (CPO) on CMO Confidential**Four-time Chief People Officer Evan Wittenberg sits down with host Mike Linton to unpack the real relationship between HR and Marketing: decision rights, how DEI evolves, AI's impact on entry-level careers, why hybrid work threatens apprenticeship, and what great CMOs do differently at the exec table. Evan also shares hiring signals (what CPOs look for now), the right way to use engagement surveys, and a live-from-8H SNL story you won't forget. **Guest:** Evan Wittenberg — CPO (VuMedi; ex-Box, Ancestry, Pivot Bio; Google/Wharton leadership)**Host:** Mike Linton — former CMO (Best Buy, eBay, Farmers), CRO (Ancestry)**Chapters**00:00 – Welcome + sponsor message (Typeface)02:00 – Evan's background and today's HR reality03:30 – “Seat at the table” meets burnout and intractable problems04:40 – Inside the COVID pivot: who owned it and why HR took point06:10 – Should HR own cross-functional crises? Coordination vs. ownership07:10 – HR ↔ Marketing parallels: everyone has an opinion, few have the brief09:00 – Sponsor break (Typeface)10:00 – DEI after the backlash: belonging, equity, and business need11:30 – Pay parity and what still isn't fixed12:00 – AI's real risk: erasing entry-level ladders and craft-building13:30 – Hybrid work, lost apprenticeship, and how leaders must respond15:10 – “People are our #1 asset” (or not): how to actually tell16:10 – HR nirvana: solutions that serve both the company and the person18:00 – How HR sees Marketing: service vs. business driver21:10 – What great CMOs do: range (data ↔ creative) and business framing22:40 – At the exec table: problem → data → options → choice → execution24:20 – The higher burden of proof for HR and Marketing24:40 – Should Marketing have a dedicated HR/People partner?26:10 – What CPOs now screen for: learning agility28:00 – AI fluency: no tourists, hands-on only29:10 – Real collaboration vs. heroics and end-runs30:40 – Due diligence for candidates: decision rights & cross-functional buy-in33:00 – Extra interview questions worth asking (on both sides)34:10 – SNL cold open rescue: the Rob Schneider story38:30 – Career advice: do the job you have at 120%40:00 – Sponsor close + sign-offCMO Confidential, Mike Linton, Evan Wittenberg, Chief People Officer, CPO, HR strategy, Marketing leadership, DEI, diversity equity inclusion, belonging, employee engagement, pay parity, hybrid work, return to office, mentorship, apprenticeship, AI in HR, AI in marketing, entry-level jobs, recruiting, learning agility, collaboration, decision rights, org design, people partner, HRBP, Box, Ancestry, Pivot Bio, Vmed, Google leadership, Wharton, SNL story, Rob Schneider, executive team, business outcomes, brand vs performance, Typeface, marketing operations, C-suite leadership, career adviceSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Did you know that a fractional CMO can bring down your costs while increasing signed cases? In this episode, co-hosts Tanner Jones and Matt Smyers sit down with the co-founder and managing partner of LawFirm Fractional CMOs & S3 Growth Partners, Stuart Foster, to discuss how fractional CMOs can not only improve your numbers in signed cases but also your workload and spending.  In running a law firm, Stuart knows that there are many roles to play. He talks about how LawFirm Fractional CMOs will not only take on most of those responsibilities, but also give your firm a complete audit and evaluation, so your hard-earned money is going where it should be. He discusses what signs may be showing and when it is appropriate to hire a fractional CMO. He also talks about his version of a funnel: the customer journey. To capture the attention of potential clients, he uses a time-based structure of how the potential clients go from not knowing you exist to becoming a client. Stuart also clarifies some common fallacies most people have about fractional CMOs, like how fractional CMOs work with current agencies that law firms have already hired.  To learn more about fractional CMOs, listen to the latest LAWsome episode today! You can connect with Stuart on his two websites, LawFirm Fractional CMOs and S3 Growth Partners and on his LinkedIn. TLDR: In this episode, you will learn about When it is appropriate to bring in a fractional CMO How fractional CMOs and agencies work together What fractional CMOs do to increase cases while decreasing costs  

With increased AI Adoption, is the most valuable skill for a modern marketer empathy with customers, or is it successfully prompting? Contentful, in partnership with Atlantic Insights, The Atlantic's marketing research division, recently conducted a study of over 425 marketing decision makers including 103 CMOs. This study, “When Machines Make Marketers More Human,” challenges the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers' effectiveness, creativity and impact. Today, we're going to talk about how AI is reshaping the very definition of a modern marketer. We'll explore the shift from simply automating tasks to augmenting human creativity, the rise of the ‘full stack' marketer, and what skills are becoming non-negotiable in an AI-driven world.To help me discuss this topic, I'd like to welcome, Elizabeth Maxson, CMO at Contentful. About Elizabeth Maxson Elizabeth Maxson is the Chief Marketing Officer of Contentful, a content management platform trusted by more than 4,200 companies around the world. Elizabeth brings nearly two decades of integrated marketing leadership to the role and is focused on driving marketing strategies that leverage AI and personalization to help brands deliver personalized and scalable content to their audiences. Prior to Contentful, Elizabeth served as the Chief Marketing Officer at Tableau, a Salesforce company, where she led go-to-market strategy, drove end-to-end marketing initiatives, and spearheaded strategic technology partnerships, launching critical relationships with industry giants such as AWS, Google, Alibaba, Apple, and many others. In addition to her role at Tableau, Elizabeth has also served as the Head of Marketing at Quip, another Salesforce acquisition. She holds a BAA in Facility Management and Marketing from Central Michigan University. ,Yes,This will be completed shortly Elizabeth Maxson on LinkedIn: https://www.linkedin.com/in/emaxson/ Resources Contentful: contentful.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Contentful, in partnership with Atlantic Insights, The Atlantic's marketing research division, conducted a new study, When Machines Make Marketers More Human, challenging the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers' effectiveness, creativity and impact. They surveyed 425 marketing decision makers, including 103 CMOs, across industries, company sizes, and regions to show how forward-thinking marketing leaders are incorporating AI into their critical infrastructure. Get the report hereConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com  The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company