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Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Company-wide AI adoption needs a flock leader. Marketing may already have the job. Marketing has a few advantages here. It hears customer friction early, touches nearly every corner of the business, and has gotten pretty good at doing more with less. That makes it a natural proving ground for new ways of working, with a chance to test what works, prove the value, and give the rest of the company something worth scaling. In this episode, Drew talks with Thalía Diedrick (GoTu), Allison Breeding (Direct Travel), and Lauren Boyman (KPMG US) about how marketing can lead company-wide AI adoption. Across three differently sized companies, they compare what sophisticated AI use looks like, how workflows start to change, and where build-versus-buy, governance, and training enter the picture. AI moves fast. Companies have people, processes, budgets, systems, and guardrails that take a little longer to turn. These marketers are figuring out how to bring the whole company along. In This Episode: Thalía shows how GoTu built a bespoke AI project manager into the team's daily workflow, helping marketing model a more AI-native way of working Allison shares how Direct Travel drives adoption through business-problem hackathons, a central owner for new ideas, and regular wins shared with leadership Lauren on how KPMG uses marketing as "client zero," pushing beyond basic adoption to test AI approaches the wider business can learn from Plus: How to make smarter AI build-versus-buy decisions How to scale AI experimentation without creating agent sprawl Why organic traffic can fall while buying intent rises in the AEO/GEO era Listen in for how CMOs can lead company-wide AI adoption and turn experimentation into new ways of working. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Para precio y disponibilidad, vaya a este vínculo: https://www.dji.com/ca La DJI Osmo Pocket 4 es una cámara de video ultracompacta con estabilizador mecánico integrado de 3 ejes, diseñada para grabar videos fluidos y de aspecto profesional sin necesidad de cargar una cámara grande. Su sensor CMOS de 1 pulgada permite capturar imágenes con excelente calidad, incluso en condiciones de poca luz. Puede grabar video hasta 4K a 240 cuadros por segundo para crear efectos de cámara lenta de alta calidad. El equipo incorpora seguimiento automático de personas y objetos (ActiveTrack), enfoque inteligente, zoom sin pérdida de calidad y hasta 107 GB de almacenamiento interno. La versión Creator Combo incluye además un micrófono inalámbrico DJI Mic 3, una luz de relleno, lente gran angular y un mini trípode, convirtiéndola en una solución completa para creadores de contenido, vloggers, periodistas, viajeros y productores de video.
Rapha Avellar conversa com Pedro Velloso, que lidera a BU de Beauty da P&G na América Latina, sobre como adaptar uma marca a cada região de um país continental como o Brasil, sem perder a identidade que precisa ser a mesma em qualquer lugar.Neste episódio, você vai descobrir:→ Como a P&G decide o que precisa ser igual no Brasil inteiro, e o que precisa mudar por região, usando o case do Downy Seiva de Alfazema, criado especialmente pra Bahia.→ O modelo dos "cinco vetores de superioridade" que a P&G usa pra desenvolver a categoria inteira, em vez de brigar só por fatia de mercado.→ Por que ele trata criador de conteúdo como parceiro de negócio, e não como canal, citando como o cérebro humano toma 95% das decisões no piloto automático.→ O case por trás do Sérum Bambu da Pantene: a pesquisa que descobriu que 65% das consumidoras brasileiras tinham o frizz como maior preocupação do dia a dia.→ O dado de uma pesquisa global mostrando que 85% das brasileiras acreditam que beleza é algo alcançável, contra apenas 35% das americanas.→ Como uma empresa de quase 200 anos mantém gente décadas em casa, e o que isso muda na forma de tomar decisão de longo prazo.→ A reinvenção da Pampers diante da queda da taxa de natalidade global, e por que a resposta não foi aumentar preço.Prepare-se para insights que podem transformar sua visão sobre marketing e liderança. Não esqueça de se inscrever e deixar seu like!---
Right now, experienced marketers are spending hundreds of dollars a month on AI tools they barely use, or bouncing between platforms every time a new model drops, and wondering why they're not getting more out of any of it. In this episode, Casey breaks down the exact AI stack he runs today as a fractional CMO, including why he has 12 Claude Code windows open at any given moment, why he thinks the $200/month plan is the cheapest high-value purchase he's ever made, and why the interface matters just as much as the model itself. But this isn't just a gear list. Casey makes a counterintuitive argument about where most people are leaving money on the table with AI, and it has nothing to do with which model they picked. He also walks through a real client problem he solved using AI in a way that a developer couldn't have cracked quickly, and the lesson he took from it about what CMOs should actually be using these tools for. The answer might change how you think about your practice. Key Topics Covered: Claude Code vs. ChatGPT Astra comparison Why the interface matters more than the model The $6 Uber ride era of AI pricing Using AI for computer use and autonomous problem-solving ChatGPT for images vs. Claude Design for vector graphics Why you shouldn't build things you have to maintain Choosing one platform and going deep vs. chasing every new model Take the First Step Toward Growth with CMOx Booking a call with our team is super easy, stress-free, and all about YOU. Whether you're exploring options or ready to scale, this no-pressure consultation is designed to understand your needs and guide you in the right direction.
Join Stefan Parker, CEO and Co-Founder of AskEd, for an eye-opening conversation on how conversational Voice AI is solving the crisis of student recruitment in higher education. Despite spending millions on digital marketing and overseas agency networks, universities and colleges routinely lose up to 40% of prospective international applicants to simple operational delays. When a student in a different time zone calls with urgent questions about visas, tuition, or campus housing, traditional admissions offices are closed. Drawing on over 17 years scaling education businesses—including helping grow MetFilm School to a £20M+ enterprise leading to its £30M acquisition—Stefan shares how AskEd is deploying intelligent, multi-language Voice AI agents to capture every student inquiry instantly, 24/7.
What happens when a CMO brings the discipline of P&G, private equity and fintech together?Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most established industries in the world - and why modern marketing leaders need to become more fluent in the language of commercial value.Vineet shares what marketers can learn from private equity, how to position investment with a CFO, and the financial metrics he watches most closely. He also unpacks the constant balancing act between long-term brand building and short-term performance: not treating them as opposing forces, but connecting both to sustainable growth. They also discuss where AI is genuinely creating return, how marketers can avoid becoming commoditised, and the skills CMOs will need as AI reshapes the profession.Timestamps00:00 - Start01:21 - Vineet's background at P&G04:51 - What marketers can learn from working in Private Equity07:50 - What is Chime Bank?09:02 - The strategies that Chime used to disrupt the banking industry13:46 - Advice on how to position marketing to the CFO17:00 - What financial metrics is Vineet most focused on?19:40 - How Vineet combines long term and short term marketing23:59 - Are we in a golden age for marketing?26:59 - How Vineet is getting the biggest return on his AI investment31:13 - How to stop AI commoditising marketers36:09 - What skills will a CMO need in an AI-first future38:58 - How to see AI as an opportunity not a threat40:13 - Why Vineet is on the Effie's board42:15 - Why Vineet spends time building his personal brand on LinkedIn46:00 - What's the bst advice Vineet has ever received? ---Thank you to our sponsors System1 and HubSpotDownload System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo
Episode Summary Fractional roles seem to be growing in scope, including in Public Relations. Over the years, we have seen our fair share of creative titles, but does the Fractional title in Communication roles have longevity? In today's episode, we take an honest look at the fractional title, extract what's actually useful, and give solo PR practitioners a real framework for deciding whether fractional positioning is a fit for them, or whether it's a fashionable label with a new set of obligations attached. The hosts discuss the rate data for fractional roles and adoption projections for midsize companies. Episode Highlights [00:18] Should I adopt the Fractional Title?: Michelle opens before the music: if she put fractional communications director on her website tomorrow, would she be sounding as senior as she actually is — or cosplaying a Silicon Valley CMO? Karen loves the question. It names exactly the tension the episode is built around: the fractional label is real and valuable in the right context, and it is also getting slapped on LinkedIn profiles by people who have changed nothing about how they actually work. Karen and Michelle are committed to examining both sides honestly. [02:52] The Rate Data: What Go Fractional's 2026 Benchmarks Actually Show: Go Fractional, a marketplace that publishes its own rate benchmarks by role, shows the fractional director of public relations averaging $203 an hour in 2026, with typical engagements running around 32 hours a week. Karen and Michelle both flag what 32 hours means in solo practice terms: that is essentially all of your billable time for one client. There would be no room for additional work. For broader fractional CMO engagements, monthly retainers commonly run $8,000 to $22,000, with day rates in the $1,500 to $3,500 range and hourly rates around $200 to $350. Karen's bottom line: most solo PR pros are already undercharging. The gap between what solos currently charge and what the fractional rate range represents is a real income conversation, not just a semantic one. [06:43] The Adoption Reality: Who Is Actually Buying This: Gartner projected that more than 30% of midsize enterprises will keep at least one fractional executive on retainer by 2027. Karen's honest read: 30% is a meaningful number, but it requires understanding which markets and industries you actually serve. She cautions against chasing the label without first asking whether your specific clients in your specific verticals are operating in the kinds of environments where fractional executive models are being adopted. She also notes an important structural difference: fractional engagements are typically time-bound, one to two years, sometimes as short as six months, while many solo PR practitioners maintain client relationships of five, ten, fifteen years or more. That shift in tenure expectations is not a footnote. It changes the business model. [09:44] Objection 1: This Is Just a Trendy Label for Freelancer: Karen names the objection directly: fractional is real. There are fractional CEOs, fractional CFOs, fractional CMOs and it emerged from a genuine market need. Companies wanted senior executive function without a permanent hire, particularly high-growth startups scaling toward a defined goal. The problem is that the label has been diluted by people applying it to what they were already doing. Karen's line: it has to be more than a label. It has to be a real change in how you scope work, structure your time, and price your value. If it's just a rebrand of what you're already doing, it will not hold up to a client's scrutiny. [11:08] Objection 2: I Don't Have C-Suite Adjacent Experience: Michelle raises the credibility question: what if you don't have 15-plus years or a director-level background? Can you credibly claim a fractional director title? Karen's answer is yes, with honesty about what you bring. She draws on the Dolly Parton example from a recent piece she'd read: when Barbara Walters made a condescending comment, Dolly didn't get defensive. She owned the narrative and redirected it. Karen's parallel for practitioners: if a client challenges your seniority, you don't deny the gap, you own what you do bring and redirect toward the specific value that makes you the right person for this engagement. Karen also flags what the Solo PR Pro community data shows, many solos left corporate America holding director-level titles. The experience is often already there; the confidence to claim it is the gap. [13:28] Objection 3: Clients Will Expect Fixed Weekly Hours I Can't Sustain: This is the structural objection, and Karen says it's the most valid one. Fractional positioning is not a marketing decision; it's an organizational one. It assumes fewer clients getting more defined hours each, not the same scattered client load with a prettier name on top. That is a genuine shift in how you run your business. Karen's reframe: for practitioners who want built-in natural breaks, the project-based nature of fractional work is actually an opportunity. You do a high-value six-month engagement, step back, take time, then pick up the next one. But you have to be genuinely ready to operate that way, not just willing to say you will. [16:00] Objection 4: What If a Client Asks What Makes Me Different: The quiet objection: if a prospective client pushes back and asks what actually distinguishes you from any other consultant and you don't have a real answer beyond the title, you have a problem. Karen and Michelle are both direct: if you're going to name it, you have to be ready to back it up. Fractional is not a word that does the positioning work for you. You still have to know what you specifically bring, who specifically you serve, and what result you specifically deliver. The label focuses the conversation. You still have to win it. [17:09] The Three-Question Filter for Self-Assessment: Karen's three questions for any solo practitioner genuinely weighing this decision. One: can you honestly commit a defined chunk of weekly hours — ten, twenty, or even thirty-two — to a small number of clients rather than juggling many smaller ones? This is a capacity question, not an aspiration question. Two: have you operated at a senior strategic level where you own the outcomes rather than execute tasks someone else scoped? Be honest about what senior strategic responsibility has actually looked like in your experience. Three: does the pricing range work for the size of client you're actually targeting? The $8,000 to $22,000 monthly range requires clients with budgets to match. If you primarily serve small local businesses or early-stage startups on tighter budgets, fractional may be aspirational for a future client base rather than a realistic current pivot. [19:10] The Live Drill: Six Years of Healthcare Comms, Eighteen Months Solo: Michelle walks a hypothetical: a practitioner with six years running healthcare comms in-house, now eighteen months into solo practice, currently juggling five smaller retained clients at different rates. Karen runs the filter. On capacity: consolidating from five scattered clients to two or three larger, more defined engagements is a real structural shift, and the right question is whether the listener can genuinely commit to that model. On experience: six years running healthcare comms in-house is exactly the kind of background that supports a director-level fractional claim credibly. On pricing: if even two or three of those five current clients are midsize or larger organizations, there may be a direct pathway to repricing existing relationships at fractional rates. If the current client base skews toward small local clients on tight budgets, the fractional pivot is a longer play toward a different client type. [22:21] Why This Is a Positioning Decision, Not Just a Label Decision: Karen closes on the point the whole episode has been building toward: how you describe your own work shapes what you are allowed to charge for it. Most solo PR pros are already undercharging, not because the market won't bear higher rates, but out of habit and out of fear. The fractional conversation, done honestly, forces a real examination of capacity, value, and pricing that most solos avoid. Even for practitioners who ultimately decide the fractional model isn't the right fit, that conversation has value. Karen is transparent about herself: the corporateness of fractional work, the reporting structures, the Slack pings, the internal politics is not where she wants to be. That's also a real answer, and it's the kind of honest self-assessment the episode is asking every listener to do. Resources & Additional Information Go Fractional: Rate benchmarks by role (2026 data referenced in episode) Fractional C-Suite: The Future of Work: Why Fractional Executives are Booming in the AI Era (Gartner Future of Work data) Over50Pros: Fractional Work State of the Market Intelligence Report That Solo Life, Episode 349: What Solo PR Pros Need to Know Now About the Specialization Economy That Solo Life, Episode 355: Why Solo PR Pros Should Plan for Micro Retirement Now Solo PR Pro membership community: soloprpro.com That Solo Life podcast website: thatsololife.com Note on sourcing: Karen and Michelle flag on air that some of the broader fractional adoption statistics are difficult to verify precisely — treat aggregate figures as directional rather than definitive. Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and practical advice for solo PR pros navigating today's dynamic professional landscape. Listen to all episodes and catch up on previous conversations at thatsololife.com. Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review on your favorite podcast platform. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.
The Healthtech Marketing Podcast presented by HIMSS and healthlaunchpad
If you've ever wondered why splitting your brand budget from your demand gen budget always seems to end with brand getting cut first, this episode is for you. I sat down with Drew Neisser, founder of CMO Huddles, a peer community built exclusively for B2B CMOs with over 800 members, to dig into what's actually changed for CMOs in the AI era, and what hasn't.We talk about why AI is turning competent content into a commodity, and why that actually makes human judgment, humor, and original thinking more valuable, not less. Drew makes the case for the return of the big idea, and explains why treating brand and demand gen as separate budgets sets marketing and sales up to work against each other.If you're worried about CMO tenure or wondering whether the job is even still worth pursuing, Drew shares brand new data from a study he ran with Findem on how long CMOs actually last at public, venture backed, and private equity backed companies, and why the gap is bigger than you'd think.We also get into what a CMO should do in their first 90 days at a new company, why peer communities like CMO Huddles matter more than ever, and why knowing your customer better than anyone else in the room is still the strongest superpower a CMO has.Key Topics Covered"(00:00)" - Introduction"(00:04)" - Why CMO Huddles is built"(00:06)" - What's changed and what hasn't for CMOs in the AI era"(00:09)" - Why the pressure on marketers keeps rising"(00:13)" - Why splitting brand and demand gen backfires"(00:19)" - The rise of unified GTM teams and who should lead them"(00:21)" - Is the CMO role disappearing?"(00:23)" - The buyer journey in healthtech"(00:25)" - Agent sprawl: a new kind of MarTech debt"(00:28)" - Inside Reputracker"(00:31)" - New CMO tenure data from the Findem study"(00:36)" - The Quick Wins Playbook for a CMO's first 90 days"(00:39)" - Why marketers should join a peer community"(00:42)" - How CMO Huddles supports CMOs in transition"(00:44)" - Why AI fluency is now a make or break interview question"(00:45)" - Talking to customers: the real CMO superpower"(00:48)" - Adam's five key takeaways from the conversationIf you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Find all of our episodes on the Health Podcast Library.Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
AI is changing the way marketers measure performance, understand customers, and personalize communication.This episode explores how advanced analytics can help marketers connect advertising investments with measurable business outcomes. The discussion examines marketing mix modeling, short-term conversions, long-term customer value, and the importance of understanding why campaigns succeed.A major example explores how analytics helped evaluate a significant Super Bowl advertising investment. The conversation explains how marketers can track impressions, engagement, conversions, and longer-term effects.The episode also explores the growing role of hyper-personalization. AI can combine customer behavior, demographics, and market signals to create more relevant marketing messages.Email marketing receives special attention. Generic messaging can create deliverability challenges, while differentiated subject lines, preview text, and content can improve engagement.The discussion also covers the connection between marketing and sales. Salespeople can be viewed as highly personalized messaging channels. Marketing analytics can help improve targeting, messaging, and sales effectiveness.Another key takeaway involves data infrastructure. Companies should build strong systems for collecting and analyzing data before their marketing investments become significantly larger. The conversation looks ahead to 2027 and the growing importance of AI-powered hyper-personalization. CMOs will need to justify these investments through measurable business results.The future of marketing will require faster experimentation, stronger analytics, and better customer understanding.Key topics include: AI and Marketing, AI enabled Market Research, marketing analytics, hyper-personalization, marketing mix modeling, email marketing, customer segmentation, sales enablement, data infrastructure, and AI strategy.
We'd love to have your feedback and ideas for future episodes of Retail Unwrapped. Just text us!Most retail brands don't collapse in one dramatic moment; they drift, one small decision at a time. Gartner predicts that by 2027, 40 percent of CMOs pushing for bigger rebranding budgets will lose influence with the C-suite because they can't prove the return. AI is already eroding organic search, adding to brand drift. Join Shelley and Karen Leland, founder of Sterling Marketing Group and author of “The Brand Mapping Strategy,” as they unpack why reinvigorating a brand beats rebranding. They discuss how brand marking is findable, followable, or unforgettable and the risks associated with each.Special Guest: Karen Leland, founder of Sterling Marketing Group and bestselling authorFor more strategic insights and compelling content, visit TheRobinReport.com, where you can read, watch, and listen to content from retail industry experts, and be sure to follow us on LinkedIn, Instagram and Twitter.
Life360 CMO Mike Zeman joins Ari Paparo and Eric Franchi to unpack what CMOs really want from advertising partners, why relationships and business outcomes matter more than buzzwords, and how Life360 balances brand building, performance marketing, and incrementality. Then, Ari and Eric break down the latest ad tech news, including The Trade Desk's layoffs, Amazon and OpenAI's ChatGPT ads partnership, emerging privacy concerns, AI personal assistants, and advertising auction lawsuits. Takeaways: Sell business outcomes, not buzzwords: CMOs want solutions tied to revenue, profitability, and company value. Start small and prove value: Mike recommends pilots that demonstrate measurable results before scaling. Incrementality matters: Life360 uses marketing mix modeling and long-term customer value to evaluate marketing effectiveness. Creative needs to break through: Life360 embraces bold advertising designed to make audiences laugh or cry rather than blend in. Ad tech keeps shifting: Ari and Eric discuss The Trade Desk, ChatGPT ads, privacy risks, AI assistants, and auction practices. Chapters:01:24 Ari Paparo and Eric Franchi Open the Show03:39 Meet Mike Zeman, CMO of Life36004:06 Lessons From Both Sides of Marketing04:57 Why Relationships Still Matter06:06 What CMOs Really Want From Vendors07:13 How Ad Tech Vendors Can Differentiate07:53 Start With a Pilot, Then Scale08:11 Inside Life360's Marketing Strategy09:21 CTV as a Performance Channel09:41 Measuring Long-Term Customer Value10:15 Why Incrementality Matters10:52 Building Life360's Advertising Business11:09 Life360's Location Data Advantage11:30 The Nativo Acquisition12:07 Proving Footfall and Winning New Business14:46 Building Life360 as an Advertising Brand16:40 Why Life360 Embraces Bold Creative19:19 The Refresh: Ad Tech News19:31 The Trade Desk Layoffs24:17 The Trade Desk and the S&P 50027:09 Amazon, OpenAI and ChatGPT Ads30:08 The Future of ChatGPT Advertising31:20 LG and Smart TV Privacy Concerns33:53 U.S. Military Disables Mobile Ad Trackers35:20 AI Personal Assistants and Privacy37:07 AI Bots Meet Restaurant Reservations38:39 Meta and Second-Price Auction Lawsuit40:25 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Mike Zeman Learn more about your ad choices. Visit megaphone.fm/adchoices
In the latest episode of Scratch, Nick Tran, President and CMO of First Round, breaks down what culture actually looks like when people put their phones down, why brands are over-indexing on micro-cultures, and what it takes to create work that cuts through the sea of sameness.From building Cîroc Athletic Club into a media and events platform to rethinking the traditional conference format at Cannes, Tran shares how brands can respond to changing social behaviors by creating spaces people genuinely want to be part of.We get into:→ Why culture is really about the “campfire conversations” happening off-screen→ Why the next big opportunity might be moving from micro-culture back to macro-cultural moments→ How Cîroc Athletic Club turned changing drinking habits into a 20M+ monthly-view media ecosystem→ Why the best experiential marketing gives people space to play, connect, and surprise each other→ What the “30 moons” approach to AI means for creativity, taste, and human judgment→ Why brands should stop worrying about who did an idea first and focus on who does it best→ Why intimate, practitioner-led conversations are replacing the traditional marketing conferenceThe key takeaways:Culture happens around the campfire — Culture isn't just music, sport, fashion, or whatever is trending on your feed. It's the conversations people have when the screens go away. That's where brands should be looking for cultural insight.Micro-culture isn't the only answer — The industry has spent years fragmenting audiences into increasingly niche communities. When everyone is doing the same thing, going bigger can be the more distinctive move.AI needs a human with taste — The first AI output is rarely the best one. Tran's “30 moons” principle is about pushing through iteration after iteration until you find something genuinely distinctive. AI can generate. Humans still need to know what's great.Socializing is changing — Younger consumers aren't necessarily going out just to drink. Active leisure like pickleball, tennis, and golf is becoming the reason to gather, with alcohol playing a secondary role. Brands need to build around the behavior, not force the old one.Build platforms, not campaigns — Cîroc Athletic Club turned a cultural shift into an ongoing media and events ecosystem, taking organic social views from 100,000 to more than 20 million a month.Kill the grind — At Cannes, First Round deliberately removed the panels, packed schedules, and endless meetings. Leisure created the conditions for the conversations and connections everyone was actually there for.Execution beats originality — Consumers don't care who technically did something first. They care about who did it best. Fear of being derivative shouldn't stop brands from executing a good idea brilliantly.The conference needs a rethink — Senior marketers don't necessarily need another panel. They need access to people who have actually done the work, in environments where genuine conversation can happen.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/najVJ8Fd9lg Scratch is a production of Rival, a marketing innovation consultancy. Scratch is hosted by Eric Fulwiler, and he's joined by Nick Tran of First Round in this episode.Find Rival: wearerival.com | LinkedInFind Eric: LinkedInFind Nick: LinkedInSay hi: media@wearerival.com Rival is a marketing consultancy for brands that want to challenge convention in their category. We're on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.
The primary sources that marketers have relied on for years are quietly disappearing from AI. News organizations, forums, and media companies are locking down their content from the bots that power the tools everyone is rushing to adopt. What that means for how you serve clients, and for your own relevance, is something most fractional CMOs haven't thought through yet. This episode digs into why the AI tools your clients are counting on are about to get a lot less useful for real market intelligence, and what that creates for the fractional CMO who's paying attention. The more AI promises to replace human judgment, the more the humans who actually understand markets become irreplaceable. Key Topics Covered: Why major news sources are blocking AI crawlers and what that does to the quality of LLM outputs How Reddit and Twitter locked down their data and what that signals for where things go next The difference between what AI will keep getting better at versus where it's about to hit a wall Why "I use AI" means almost nothing without knowing which AI for which job The IBM quote on accountability and what it means for your role as a fractional CMO Why being the expert people want to work with matters more than any sales script What the CMOx Accelerator is building: network, process, and notoriety that AI can't replicate Take the First Step Toward Growth with CMOx Booking a call with our team is super easy, stress-free, and all about YOU. Whether you're exploring options or ready to scale, this no-pressure consultation is designed to understand your needs and guide you in the right direction.
The indie agency advantage: What CMOs need to know with Ad Age Executive Editor Judy Pollack As Ad Age's Executive Editor, Judy Pollack has her finger on the pulse of the biggest campaigns across the marketing industry. In addition to breaking major industry news, she also helps determine which shops deserve a spot on Ad Age's coveted A-List and Small Agency Awards. In this episode of Question Everything, we got the scoop on why small indie agencies are gaining ground, how they're earning the attention of major brands, and what helps the best shops stand out in an increasingly crowded landscape. What you'll learn in this episode: The difference between being a reporter in the 80s and now The story Judy and Ad Age regret holding Why social-first thinking is starting to drive the brief How CMOs should invest in social What the ad industry is losing with the disappearance of legacy HoldCos What CMOs need to understand about the new wave of super independents The biggest industry story Judy has broken at Ad Age How small agencies get on Ad Age's radar Why half of this year's A-list winners were independents What the best CMOs have in common Resources: Connect with Judy on LinkedIn Subscribe to Ad Age for the latest marketing news See Small Agency winner, Conscious Minds social campaign that captured Ad Age's attention Timestamps: 0:00 Intro 1:17 Meet Ad Age Executive Editor Judy Pollack 4:33 A surprise from American Idol winner David Cook 5:31 Advertising's wildest "Mad Men" days 8:41 The story Ad Age wishes it broke 11:01 Why social-first is taking over advertising 14:06 What's lost when legendary agencies disappear 16:18 What CMOs need to know about indie agencies 19:36 Breaking one of advertising's biggest stories 22:38 How to get your agency on Ad Age's radar 26:00 Are indie agencies beating the holding companies? 28:00 Why holding companies should fear indies 29:00 What makes a CMO interesting to the press 31:00 The biggest change in advertising since the '80s 34:00 The pitches Ad Age actually wants to receive 34:45 Why CMOs should let their agencies pitch the press 37:00 This or That with Judy Pollack 40:00 Judy's advice for getting in touch with Ad Age
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
How do you know whether the brave move is to go for it or plant your feet? CMOs are making that call with short runways, incomplete information, and teams being asked to adapt fast. Comfort can delay the hard decision. Pressure can push leaders toward false certainty or speed for speed's sake. Brave leadership is more measured, and it gets stronger with practice. In this episode, Drew talks with Todd Henry, author of The Brave Habit, about building that practice into leadership. Todd shows how clarity and agency help teams move when the path ahead is still taking shape. The superhero cape can stay home. This is bravery with judgment, habit, and a much better read on what makes your team tick. Three Ways Leaders Get Bravery Wrong: Trying to manufacture certainty in an uncertain moment Equating bravery with action Motivating the team through the leader's own lens What You'll Learn: How to turn brave leadership into a weekly habit Why separating true risk from perceived risk matters Why AI works best when it amplifies expert thinking Listen in for how CMOs can build bravery into their leadership, lead with clarity through uncertainty, and give their teams the agency to move. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Every law firm claims to prioritise collaboration, yet very few have figured out how to turn it into real, measurable revenue growth. Today on the CMO Series: Laterals & Mergers, host Connor Kinnear, Chief Marketing and Business Development Officer at Passle, is joined by two of the world's leading experts on smarter collaboration in professional services, Heidi Gardner, Distinguished Fellow at Harvard Law School and bestselling author, and Ivan Matviak, Co-founder of Gardner & Co. and CEO of Smarter Collaboration International. Together they unpack what the data really says about collaboration and lateral integration, and what CMOs and BD leaders can actually do to turn it into a genuine growth driver. In this episode Heidi and Ivan discuss: The single most important research finding every law firm leader needs to hear about collaboration and growth What an outsider's view from banking, consulting and consumer businesses reveals about blind spots in legal BD Why top firms are shifting from hiring for books of business to hiring for talent, and what that means for recruiting Where firms typically get stuck turning anecdotal knowledge about growth opportunities into action How the data quantifies the link between collaboration and revenue, and where the biggest missed opportunities are The early warning signs that a lateral hire is failing to integrate, and how much of that comes down to culture versus individual fit Their closing advice for CMOs and BD leaders building the case for a smarter collaboration initiative
Rapha Avellar conversa com Danielle Sardenberg, Diretora de Marketing do PicPay, sobre o que muda na construção de marca quando a experiência do cliente inteira acontece dentro de um aplicativo, sem agência, sem gerente, sem paredes.Neste episódio, você vai descobrir:→ O chamado "Design de Deus" que ela usa antes de mudar qualquer coisa numa marca nova: duas orelhas, uma boca, entender a história antes de julgar o que já foi feito.→ A campanha de CRM que nasceu de um dado real de desigualdade salarial (mulheres pagando menos juros que homens no crédito) e virou uma campanha 360 de TV com as próprias colaboradoras do banco.→ Por que ela topou reencontrar o mesmo parceiro comercial, o Igor, em duas empresas diferentes, e o que anos de confiança construída mudam na forma como um time toma risco.→ O antropólogo que explica por que o cérebro reptiliano sempre vence na hora de decidir onde colocar o dinheiro.→ "O aplicativo é a materialização da minha empresa": por que ela trata o próprio app como a agência da marca.→ Como uma marca pode ser leve e bem-humorada sem perder a credibilidade que uma instituição financeira precisa ter.→ O que ela aprendeu liderando a marca Personnalité sobre como o cliente de alta renda se comporta diferente do cliente de massa.Prepare-se para insights que podem transformar sua visão sobre marketing e liderança (e não esqueça de se inscrever e deixar seu like)!
What does it take to market some of the world's most iconic brands?Recorded live during the Cannes Lions International Festival of Creativity, Jim sits down with Mark Kirkham, Chief Marketing Officer of PepsiCo Beverages U.S., to explore how one of the world's largest marketers continues to reinvent brands like Pepsi, Mountain Dew, Gatorade, Starbucks Ready-to-Drink, Lipton, and poppi in an era defined by AI, changing consumer behavior, and relentless innovation.Mark oversees brand and marketing strategy across PepsiCo's $28 billion U.S. beverage portfolio. During more than 15 years with the company, he's held marketing leadership roles across North America, Europe, Asia Pacific, and Latin America, helping shape global campaigns, expand iconic brands, and lead innovation around the world. Before PepsiCo, he built his foundation in research and analytics at Forrester and Nielsen before moving into brand management at Procter & Gamble.The conversation also becomes a masterclass in leadership. From developing future CMOs to writing a weekly letter to his marketing team, Mark shares why trust, transparency, curiosity, and continuous learning are the foundations of building both great brands and great leaders.—Meet The CMO Podcast On the RoadThe CMO Podcast will be on the road throughout Q4 2026, capturing conversations with the leaders shaping the future of marketing, leadership, and business. If you'll be attending one of these events, we'd love to connect. Let us know!Advertising Week New York | October 5–7BLINK Cincinnati | October 8ANA Masters of Marketing | October 20–22—Interested in partnering with The CMO Podcast?!Looking ahead to the rest of 2026 and into 2027, we're partnering with brands to create executive content platforms that extend far beyond a single event. From pop-up podcast studios and live recordings to executive roundtables, keynote conversations, and bespoke thought leadership programs, we work with partners to build meaningful experiences that connect with senior marketing leaders.Whether you'd like to partner with us at one of the industry's biggest marketing events or create a custom experience designed specifically for your brand, we'd love to explore what's possible. Reach out to learn how we can build something together.Email us at podcasts@vyve.co—Produced by vYveThe CMO Podcast is proudly produced by vYve Production, a full-service production and content studio specializing in podcasts, executive storytelling, branded content, and live experiences. vYve is a community of ambitious leaders dedicated to unlocking what's next in business and in life. Through executive coaching, transformative experiences, strategic content, and communities like The CMO Podcast, vYve helps entrepreneurs, corporate leaders, and teams grow their businesses, strengthen their leadership, and build meaningful connections that last.Learn more about vYve and The CMO Podcast community at www.vyve.co.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies
Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training John Jantsch is the founder of Duct Tape Marketing, a marketing agency he built over 30 years and the author of the bestselling book Duct Tape Marketing. He has since licensed his systematic marketing methodology to more than 400 agencies, consultants, and fractional CMOs around the world. In this episode, John joins Jason to talk about the hard lessons of removing yourself from the center of your agency, why smaller agencies have a real competitive edge when they lean into being human, and why the fundamentals of marketing haven't changed; even as AI reshapes the tools we use. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions:Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Key Takeaways: The team is the result, not you. If clients believe you are the product, that's exactly what they'll demand. John shifted the dynamic by bringing team members into discovery calls early, showing clients they were getting a team — and a better outcome — not just one expert. Stop answering, start asking. John stopped giving his team the answers and started turning questions back on them. It felt uncomfortable at first, but over time it built a team that thinks independently and holds him accountable to staying in his lane. Scaling a methodology requires radical simplification. When John began licensing Duct Tape Marketing, he discovered that what lived in his head was 90% too complicated to transfer. It took 5 to 7 years of documentation, iteration, and simplification before the system was truly teachable by others. Marketing fundamentals don't change — delivery does. After 30 years, John's north star is the same: get someone who has a need to know, like, and trust you enough to buy. AI changes how you reach that outcome; it doesn't change what you're trying to accomplish. John and Jason also dig into why trying to look bigger is often the wrong play for smaller agencies, how John grew key team members internally over 10 to 13 years rather than through traditional hiring, and why agency owners need to own a leadership seat with their clients — not just a tactical one. Want a quick overview of John's system? Grab his free ebook at dtm.world/7steps. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Before you ask for another leadership tip, check the glasses you're already wearing. Ty Hammond doesn't do tips anymore, which slightly complicates Drew's plan to grab a few quick leadership nuggets. Good thing. When leaders already know the move they need to make and still keep avoiding it, the blocker is often the assumption coloring how they see the moment. If the glasses say "nice guy," accountability can start to look like becoming the bad guy. That's the kind of lens Ty wants leaders to notice first. In this episode, Drew talks with leadership coach Ty Hammond about the hard moments CMOs tend to label as problems to fix. Some need a tactical solution. Others are adaptive, asking leaders to build the capacity to sit with the discomfort long enough to see what's really going on. What You'll Learn: Why leadership tips fall short without awareness How blind spots shape the moves leaders avoid Why some hard moments are adaptive, not tactical How to spot the story making accountability harder Listen in for a quick way to spot the assumption behind the leadership move you're avoiding, and decide whether the challenge in front of you is tactical, adaptive, or both. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Designing a custom power chip used to mean an ASIC budget and a year of NRE, but Renesas Power GreenPAK lets you configure one at your desk in minutes. In this OnTrack Podcast episode, host Zach Peterson talks with Sidney Chan, product marketing director in the Configurable Mixed Signal Division at Renesas, about how Power GreenPAK folds DC-DC converters, LDOs, and load switches into the same programmable platform engineers already use for power sequencing, reset ICs, and watchdog timing. Sidney walks through a live camera demo built on the SLG51002, an eight-channel high-PSRR LDO, showing how supply noise turns into visible banding and artifacts on a CMOS image sensor and why clean rails matter for smartphones, automotive camera systems, and even endoscopes. He also covers the wider GreenPAK family, including AnalogPAK, HVPAK, Automotive GreenPAK, and the new ForgeFPGA line, plus what configurable converter architectures could unlock for system-level efficiency. If you select power components from a catalog distributor and requalify every time a rail changes, this is a genuinely different way to approach power management IC design.
Rapha Avellar conversa com Carolina Mega, que lidera o marketing de Magnum, Kibon e Ben & Jerry's no Brasil, sobre como pensar estratégia de marca numa categoria tão dependente do calendário e do impulso quanto sorvete.Neste episódio, você vai descobrir:Por que ela defende uma cultura de tolerância ao erro, e onde estão os limites que não podem ser cruzados mesmo assim.A aposta arriscada de transformar figurinhas de WhatsApp em cupom de desconto para sorvete, durante a Copa, numa parceria com Guaraná Antártica e iFood.Por que ela quis voltar do SXSW "menos inteligente e mais prática", em vez de tentar consumir todo o conteúdo do evento.O que muda quando uma marca decide "delegar" a própria identidade para um creator, e por que isso já foi impensável para quem, como ela, aprendeu marketing num modelo mais protetor de marca.Como a Magnum equilibra liberdade global e local entre marcas do próprio portfólio, da mais séria à mais lúdica.Por que patrocinar o Rio Open no verão e o Taste Festival no inverno faz parte da mesma estratégia, sem pensar em calendário sazonal.Prepare-se para insights que podem transformar sua visão sobre marketing e liderança!---
Marketing leaders are under increasing pressure to answer a deceptively simple question:What commercial value is marketing actually creating?In this episode of the LT Marketing & Leadership Show, Kevin Britz and marketing and communication expert Craig Page-Lee continue their exploration of McKinsey's State of Marketing Europe 2026 report — this time focusing on effectiveness, measurement, ROI and C-suite credibility.The challenge is significant.While 72% of CMOs planned to increase marketing spend through 2026, marketing leaders are simultaneously facing greater scrutiny from CFOs and CEOs about where that money goes and what it produces.The report identifies profit growth, revenue and market share as key objectives, signalling an important shift: marketing needs to speak the language of the business, not simply the language of marketing.And that creates a measurement problem.An extraordinary 90% of marketing spend is not covered by formal ROI measurement systems, while only 3% of CMOs can formally explain more than half of their marketing spend through ROI metrics.Kevin and Craig unpack why this is happening, including:Lack of sufficient dataPoor data qualityMeasurement capability gapsThe limitations of deterministic attributionIncreasing privacy restrictionsThe difficulty of measuring long-term and upper-funnel brand investmentThe conversation explores why leading marketers are turning toward approaches such as Marketing Mix Modeling (MMM) and incremental lift studies to develop a more complete picture of marketing effectiveness.But measurement isn't simply a technology or analytics challenge.It's also an organisational alignment challenge.Craig introduces a three-layer measurement operating model consisting of central owners, decentralised doers and cross-functional users, and discusses how organisations can build measurement capability across the business.One statistic highlights the problem: only around 50% of European CMOs report regular, meaningful collaboration with their CFOs.That relationship matters.Synchronising metrics, planning budgets together and developing a shared understanding of the customer can fundamentally change marketing's position in the boardroom.We also examine where CMOs are investing next, with Gen AI, measurement capabilities and customer insights emerging as major priorities.And perhaps most importantly, Kevin and Craig challenge the assumption that difficult economic conditions automatically mean marketing budgets should be cut.Evidence suggests that organisations continuing to invest strategically in marketing during downturns can emerge stronger — particularly when they balance short-term performance with long-term brand equity and consistent media investment.The takeaway?Measurement isn't simply about proving that marketing worked. It's about giving marketing the commercial credibility to influence where the business goes next.#Marketing #MarketingROI #CMO #MarketingStrategy #MarketingMeasurement #MarketingMixModeling #MMM #GenAI #BrandStrategy #CFO #Leadership #BusinessGrowth #MarketingEffectiveness #CustomerInsights #LTS #LeadershipByDesign
Are you actually worth what you're getting paid? It's a question most senior marketers never ask themselves honestly, and the answer is getting harder to dodge as the tools, the tactics, and the competition all shift beneath your feet. This episode opens with a provocation aimed squarely at the folks making $200K, $300K, $400K a year, and asks whether the experience behind that number is still current or quietly rotting on the shelf. What gets unpacked is the real pressure fractional CMOs are about to face from younger, faster competitors who have less experience but more agility, and why a broad resume is becoming a liability instead of an asset. The argument lands in an unexpected place: the path forward isn't learning more, it's learning less, better, and in a much tighter niche. Key Topics Covered: Why high-earning marketers may not be worth what they're paid Experience expiring: how quickly yesterday's wins lose relevance The Dunning-Kruger trap for marketers experimenting with AI tools Claude artifacts, custom GPTs, and what rapid AI change means for your practice The real competitive threat coming from younger, faster practitioners Why niching tightly is about becoming deadly accurate, not limiting your options Becoming the person clients fight over instead of the person they settle for Take the First Step Toward Growth with CMOx Booking a call with our team is super easy, stress-free, and all about YOU. Whether you're exploring options or ready to scale, this no-pressure consultation is designed to understand your needs and guide you in the right direction.
Mallory is joined by Rob Zinkan, founder of Navigate Gray, to discuss the career trajectories of higher education chief marketing officers. While corporate CMOs often advance to executive roles like COO or CEO, higher ed CMOs frequently face limited upward pathways, often moving laterally to other campuses or exiting the sector entirely. Rob shares insights from analyzing nearly 100 organizational charts, highlighting the need for institutions to intentionally integrate marketing leaders into core strategic planning and build leadership capacity to develop true enterprise leaders. What Comes After the CMO? - - - -Connect With Our Host:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaAbout The Enrollify Podcast Network:The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you'll like other Enrollify shows too!Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
PE-backed CMOs have to make marketing make sense at board speed. The questions come faster. The comparisons come from portfolio companies that look nothing like yours. And no budget line stays "just marketing" for long. In this episode, Drew talks with Kevin Ruane (Precisely), Julie Kaplan (Higher Logic), and Alan Gonsenhauser (Demand Revenue) about what it takes to succeed as a PE-backed CMO. They explain how to learn the investment thesis, build CFO trust early, use customer success as a signal source, and make growth more predictable, explainable, and easier for the business to back. In This Episode: Kevin shows how to make brand and demand credible with PE sponsors by tying every investment to a clear business story Julie explains why CMOs need to understand the PE firm's thesis, exit story, and pressure points before adapting the marketing plan Alan shows how PE-backed CMOs make growth more predictable by owning outcomes and translating marketing into financial language Plus: Why PE-backed CMOs need a business point of view fast How marketing becomes the glue across the business Why CFOs need to see customers, not just line items How to use board meetings to sharpen priorities Listen in for how PE-backed CMOs can turn the investment thesis into a stronger marketing agenda, make every bet easier to defend, and show the business exactly how marketing creates value. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Jack Myers, media ecologist, futurist, and Peabody Award-winning author, joins Up Next to argue that AI has not solved the judgment problem in business; it has hidden it. As intelligence becomes cheap and abundant, discernment becomes the scarce asset, and Myers explains why organizations keep outsourcing trust to algorithms instead of building it in people. The conversation covers the coming collapse of agency holding companies, why hiring processes filter out the humans who matter most, and what CMOs should stop, start, and continue doing with their media budgets. A direct look at what AI changes, and what it doesn't.
Send us Fan Mail73% of marketers now use AI every day, and most of us feel the boost: more speed, more output, more “done”. But one number stops me cold: only about 30% say they're seeing significant measurable results. That gap is the signal. The big question for marketing leaders is no longer whether AI belongs in the team. It's whether AI is making our marketing better or simply making us faster at producing more.I unpack what the 2026 AI Marketing Industry Report from Michael Stelzner and the Social Media Examiner team really means for CMOs, founders, and growth leads. We talk about why AI makes marketing activity cheap while value creation stays hard, and why the future CMO role shifts toward orchestration: connecting business goals, customer needs, marketing technology, people, and outcomes. If your AI success metric is “hours saved” or “content shipped”, we're stopping too early. The board cares about what changes because of the work.We also explore the tension between visibility and differentiation, pulling in ideas I've discussed with Gary Vaynerchuk and Chris Do. AI discovery is real, and being present across formats matters, but when everyone can publish endlessly, the differentiator becomes deeply human: judgment, taste, courage, a clear point of view, and trust. With rising concerns about accuracy, reliability, data privacy, and security, trust is the one thing AI can't scale for you.This solo episode was recorded via Descript on August 26, 2026. Read the blog article and show notes here: https://webdrie.net/the-ai-adoption-race-is-ending-what-michael-stelzners-2026-report-means-for-marketersSubscribe to Web3 CMO Stories, share this with a marketing leader who needs it, and leave a review if it helps. What's your honest answer right now: is AI making your marketing better or mostly faster?..........................................................................
Carlos Corredor, Co-Founder and CEO of Condor Digital Marketing, is driven by a passion for interpreting data and helping marketing leaders Generate and Measure Your Pipeline with greater accuracy. ith a background in sports analytics and journalism, Carlos helps B2B companies identify which marketing activities generate qualified leads, clients, and revenue so they can invest confidently in what works. In this conversation, Carlos introduces The Condor Pipeline Generation Framework—Understand Current Pipeline Generation, Map the Process, Move Budgets to Their Highest and Best Use, Fix Measurement Gaps, and Rinse and Repeat. He explains why marketers should begin with clients and revenue instead of clicks and impressions, how the Pipeline X-Ray exposes attribution gaps, and why budgets should move toward channels with proven returns. Carlos also discusses using BANT to diagnose conversion problems and why client champions, paid media, and events drive growth in high-ticket B2B markets. — Generate and Measure Your Pipeline with Carlos Corredor Good day, dear listeners. Steve Preda here with the Management Blueprint, and today my guest is Carlos Corredor, Co-Founder and CEO of Condor Digital Marketing, a pipeline generation and measurement firm. Carlos, welcome to the show. Hey, Steve. Hi, everybody. Thanks for having me. Great to be here. It's exciting to have you and to learn about your secrets of how you generate a measurable pipeline. But before we get into it, I'm curious: What is your personal why, and how are you manifesting it through your company? Yeah. So I've always been passionate about sports and the data behind sports, and I actually worked in sports data analysis and journalism. But ultimately, I've been passionate about interpreting data to have an advantage, whether that's playing tennis or doing analysis for baseball teams. And then I eventually started working in marketing, doing sports websites, and I saw the opportunity. In marketing in general, especially with digital, to use data to your advantage. So I would say that's really what I'm passionate about in terms of my professional life and why I enjoy what I do so much and why I get up in the morning and I really look forward to the day and even to Monday. Because obviously, it's not all fun. But ultimately, I think it comes from that passion of liking what you're doing, and the time flies when you work and you like what you do and you see that you're good at what you're doing and it's making an impact. So I would say that's why. And have you always been a data person? Are you analytical and like to look at the numbers behind things? Yeah, yeah. It started with sports. That's where I realized that I had, let's say, that passion at the beginning and ultimately that skill. With baseball at the beginning, it was reading the back of baseball cards and then fantasy baseball in high school, and then actually working in that. In kind of like sabermetrics and Moneyball-type analysis in college. Because I saw, just like it happens in marketing, how back in the old days, even professionals, they were using the wrong type of data or a very antiquated way of looking at things. So it's like understanding really what has an impact and what is responsible for outcomes. That's, I think, the part that I've always thought was what's important and what I had a knack for, a talent to do that better than others. So that's why I went deep into that. Okay. So how do you do that? So this podcast is a podcast of frameworks. So I wonder if you have a framework of how to create pipeline generation based on data, and perhaps you can share a simplified version of that with our listeners, something that can be explained in three to five steps. Yeah, definitely. And I'll give you first the kind of like the philosophy or the mental model, and then I'll give you those steps because one comes from the other. So in marketing, with all of the data that's available, especially today, a lot of people start at the bottom. At clicks, impressions, and then they try to build a bottoms-up report to then prove what's generating leads and clients and revenue. But that is always inexact, takes forever. What I propose is doing it the opposite: a top-down approach where you start with clients and revenue, and then start figuring out where those leads in your pipeline or clients and the closed revenue is coming from. And you will know all of that at the beginning. So that's, I think, how it starts, that framework. So the first step of the framework is to understand, which sounds really basic, but you'd be surprised today how many marketing leaders, marketing VPs, CMOs of especially mid-market, definitely smaller mid-market, and even some enterprise companies, don't have that data readily available to understand how much pipeline did we, as a marketing department, generate, let's say, last year. So that's, I think, the first step, is understanding that. It's asking your team for a report that says that. Now your team's going to come back and say they won't know the full picture. Maybe they know 10%, maybe they know 90%. But they're going to show you something. So then is the second step. You're going to start adjusting your investments to what you're seeing there, and at the same time, you're going to start fixing the dark holes or what you can't see. And then simply step number three is rinse and repeat every, let's say, quarter at the beginning. And obviously, there's nuances of how exactly you should adjust and what exactly you can fix. But ultimately, that would be the three-step approach that you asked about. That's fascinating. So the understand piece is understanding your pipeline or how you're generating the pipeline? What is it? Understanding what? Yeah. So actually we have a name for that first step. We call it the Pipeline X-Ray. So let's say you start a new job as a CMO of a new company. Or simply you've been in the job for a while and you're listening to this and you say, “Okay, actually, I've never thought about it that way. Let's sit tomorrow with my team and ask the question: How many qualified leads and closed clients have we, as marketing, generated so far this year and, let's say, last year?” That is understanding that. Now, I'll tell you, I'd be very surprised if the marketing person or the marketing team or the leader has that data in a way that they can say with 100% certainty what the answer is. In terms of, “We've closed these four clients, and we've had 72 qualified leads. And out of the 72, 50 have come from our paid search campaigns, 10 have come from events, and then the others have come from organic.” In an ideal world, that's the type of answer that you want. But in the real world, again, very rarely do you have that clear understanding right then and there. So that's when step number two becomes, okay, let's close the gaps to be able to have an understanding. Okay. So essentially, when you say adjust and fix, then are you talking about adjusting and fixing the process of generating clients, or actually mapping the gaps in the pipeline first? Yeah, so that's a great question. The adjust, I mean move budget around. Not necessarily increase budget. You have to prove what's working. And obviously, if you don't have the full picture and understanding, you cannot just go to your CEO and say, “I need more budget.” So with the same budget that you have, what can you pause and move around towards the things that step number one told you with certainty are working. So if, let's say, out of the 50 qualified leads that you generated, you saw that half of them came from your paid search campaigns, then you say, “Oh, okay.” And then you don't see anything, let's say, for conferences, and now you're going to 10 conferences a year and you're spending a million dollars on conferences, and you're only spending $200,000 a year on your paid media spend. Then you say, “You know what? I'm going to stop. I'm going to pause. We're not going to go to these two conferences this year, and I'm going to move those $200,000, and we're going to double our spend in Google Ads,” for example. That's what I mean with the adjust piece. It could be the opposite. It could be pause paid search and then be more aggressive on our conference strategy. It could be, let's start a paid social campaign, whether that's LinkedIn or programmatic ads, or let's be more aggressive on our PR because right now our leads have come from interviews that our subject matter experts have done in certain types of podcasts or YouTube channels. But that's what step number one is. But adjust is move budget around. Put your stocks where the returns are positive and where you can expect a better return almost immediately, or at least in the next upcoming months. And then the fix is particularly around the measurement gaps. The fix is what you can't see, right, on step number one. Step number one is understanding. And a report with all of that. When the person that does the reporting for you came back, or when you did it yourself or whatever, probably a lot of leads are like, “Ah, now it says direct traffic. What is that?” Obviously, they didn't just come and wake up one day and say, “Oh, I'm just going to go to condoragency.com.” No, they heard you somewhere, but you're still not sure. You won the client, you know you won the client, the client's paying you money, but you're not sure. So maybe, okay, what needs to improve in our measurement framework. Usually, you can start with your CRM, your HubSpot, Salesforce, for instance, or whatever you use. There's some web analytics that might need to happen. You need to connect your advertising platforms. You're probably going to need to start talking to your sales team so they ask the right questions when they have discovery calls with prospects. I mean, there's a few things you can do, but I'm talking specifically about measurement gaps so you can have the full picture. So when you talk to new prospects or clients, can they answer one most of the time? They can partially answer one. I would go a step beyond because, I mean, that's not the sexiest answer. I would say it's usually, let's just say, around 50% of their leads and clients, they can know who was responsible. And then there's a couple of parts there. First and foremost, not only for your sake, but for the sake of your alignment with the C-suite and with the CEO and the CFO and even the sales team. You want to know, is marketing responsible for this? Number one. Because then that's very important. Because that's what's going to justify the existence of the marketing team. Then later, if it came from a paid search campaign or a paid social or a conference, if those all are in the marketing budget, that's secondary. But most importantly, you want to make sure that, number one, you're bringing pipeline as a marketing department, and number two, you know exactly what pipeline you're bringing. Not only you, but then also your CEO and your CFO. So then it's like a luxury, let's say, to see if it comes from, the tough part is that you won't know that it comes from marketing unless you're tracking paid search and you're tracking conferences in the CRM the right way. So obviously, they are related in that way. Okay. Love it. So understand your pipeline generation, and then adjust the budget to make sure you're supporting the ones that generate the most, and fix those that are not optimized. So maybe optimize them or replace them or come up with a new one. How else do you fix other than your measurement gaps? Okay, you fixed the measurement gaps. Now you can measure it. You have a full picture. Then you have a slate of options, and how do you know what to choose if you're not doing enough? Yeah. So I think there’s a couple of things there. One is understanding if you… Because, obviously, you always want to generate more pipeline. So you have to then say, “Okay, is my problem that I'm not generating any interest in the first place at all?” Like, there's nobody visiting my website. Or even downloading some pieces of content, what traditionally is called conversions or marketing-qualified leads. Obviously, that's not the goal. The goal is that they turn into clients. But you have to know that if people are not visiting your website and you're not seeing marketing-qualified leads coming into your CRM, then you have to do certain things. Whereas if the problem is, “Okay, no, that's not the problem, Carlos,” and this is actually more common, which is a little counterintuitive, but the more and more that we work with mid-market clients, we realize this is the case.They are generating marketing-qualified leads. There is activity in the CRM. There are companies, new companies, that you see are visiting your website, downloading and consuming content. But then, for some reason, they are not becoming clients. So that's where we have to dig in and understand. Maybe they downloaded a white paper that was very educational in nature. And they're not ready to buy. Which is fine, and I'm not saying you have to not show that white paper, but you know that white paper is not going to bring you ready-to-buy customers. So that's when we have the concept of what sales and marketing people call a BANT-type of lead, which is a lead that has the budget, the authority, the need, and the timing. You want, obviously, a lead that has the four things. Now you start, you measure. Okay, we had 10 leads, and they had, let's say, the budget and the authority. They were the CTO. The lead of the technology department in the company that we know has the budget. But they just downloaded this and didn't convert. They didn't have, let's say, the timing or the need. Then maybe you rely more on, for example, paid search, which is a channel that, by searching the right keywords, the bottom-of-funnel keywords, for example, we are a pipeline generation firm. If somebody is looking for, “What is Google Ads?” That's educational. Now, if somebody's searching for “experienced agencies in B2B managing Google Ads.” Now, that's somebody that's ready to hire an agency to manage their Google Ads. So that's why, for example, in this case, if the component that's lacking is the need and the timing, paid search could be a way to do it. Or intent data, which is now something that is out there not only via paid search, but you identify certain signals and you can target them on programmatic ads or YouTube or whatever. That's another alternative. So that's something that you could do, for example, if you have a pain in moving leads down the funnel and closing clients, and you also realize that you're talking to the right people, but then they're simply not converting. And the opposite. You get a lot of people that need your service. But they may be too small, or they may be just a manager and they don't have the authority to approve a high-ticket service. Then you go towards maybe LinkedIn targeting, or you do a campaign that is based more on account-based marketing, or ABM. Where you know you're talking to the right people. So again, that's another adjustment that you can make. So I don't know if I… Sorry if I deviated a little bit from the question, Steve, but hopefully that's still— No, it makes sense. It makes sense. So first you want to measure, and then you diagnose. If you've got some activity but it's not converting, why is it not converting? Maybe it's not the right approach to build trust. Maybe there's another approach. And then you look at the different elements: budget, authority, need, timing. That makes sense. So let me turn it back to you. So what drives growth in your business? So for us, I would say if we do that, let's say, Pipeline X-Ray. And we actually did. We've been in business for almost 10 years now. And if you would do a Pipeline X-Ray, the number one driver of leads and new clients are, let's just call it, Condor champions that switch jobs. And not switch jobs that were working with us, but they were working with one of our clients. And they worked with us, and they saw the work that we did, and they ended up moving to another agency within the same space, for example, or in B2B services, or even if it's something a little more niche like tech services, which is an area that we also specialize in. And then they say, “I already worked with Condor for either measurement or paid search campaigns or demand generation in general, and I like working with them, so they're going to call us.” And then some people, they switch multiple jobs. So embracing that and obviously using that to fuel and to focus even more on doing a great job and maintaining relationships with people, obviously most importantly while they're a client, but even if they switch, not forgetting about them. That has been the main driver. Obviously, we don't want to only rely on that. And then more recently, we've given more structure to our own sales and marketing department for that. And, for example, we closed a client that came via a paid search campaign. But that's still… We haven't scaled those yet. We're still making sure. We're still in that measurement phase where, yeah, we're putting budget behind a few things and some of them seem to be working better, but not yet at the point of truly scaling that. We're ultimately also a relatively small firm, which obviously makes decisions differently than if you are, let's say, a mid-market or enterprise. But those, I would say, in order of importance, have been our three main drivers of growth: the champions that switch jobs, number one, and then I would say secondarily, paid media and events. Yeah. So these are the three things. And what about the events? Why do you put events as a third? I'm just thinking that you're a B2B company and trust-based. Would events not be better than paid media? I would say they're not mutually exclusive. Actually, they rely a lot on each other. And honestly, for us, I just put number two and three, but I would say they're tied for second, and then the other ones are four and below. And the reason why I think events are important, what we're seeing not only for us but for our clients, the outbound activity is really saturated. I think cold email or cold outreach in general, because it used to be via email, now it's on LinkedIn as well, it's really, really saturated. It's really hard to be heard or to get a reply with cold outreach in general. Paid media, you can be a little bit more creative because you have visuals. Whether that's video that hopefully you can leverage. So I'm a believer in paid media more than the actual cold outreach via email or LinkedIn. But then the events are also great precisely because of that. People are saturated and tired of being bombarded with messages from people they don't know. Whereas especially after COVID, people started going back to both the office and simply going out there. It doesn't have to be a big yearly conference. It can be just a dinner where you invite four or five people and talk about certain topics or any in-person activity. Well, I mean, a webinar can even be considered an event. Where you're educating your audience on certain things. And especially if your target audience is more on the manager side or below, or director and below, webinars can be an avenue. But to answer your question, I think that personal connection is really, really powerful. And people forgot about it with, let's say, the boom of cold outreach and digital and now AI, and especially during COVID. But definitely in the last few years, we've seen not only that people are more willing or prefer to meet people in person, but we see that in the data as well, We see cold outreach campaigns that are bringing less and less results. And then when you connect in person. Especially high-ticket. I also give this example. If you're selling B2B services, which are usually high-ticket. It's a project of either $50,000. It could be an engagement of $2 million over two years. Obviously, you want to know the company, but you also want to trust the human that is going to deliver on that promise. I always give the example: If you're selling an iPhone cover that costs $25, yeah, maybe you can get away with a pretty image on an Instagram ad. You click and you buy. Boom. Great. You can fully leverage digital for that. But when you're selling a cloud migration project of a million dollars, you're going to want to talk to somebody, trust that person, dig in a little bit more, have a couple of meetings. So it's more complex. So in particular for those instances, that's why I think the personal connection, that it's even better if it starts at an event, or however you manage to do it, helps a lot. So for Condor, do you make a distinction between B2B companies and B2C, and where you can help them the most? Yeah. We have a couple of direct-to-consumer clients, but the majority of the work that we do is either for B2B or, if not B2B, it's lead generation. So e-commerce, for example, is a different world. E-commerce, as I mentioned, depending on what you buy, it's immediate. You track things. You have a platform like Shopify or something similar. It's a whole different world. Whereas that's immediate, and you can see everything, and it's all kind of automated and based on an inventory. Whereas in either B2B services or lead generation, it's more about, okay, what happens after the initial action, after that initial either visit or conversion. Because a conversion is not a purchase. In e-commerce, in direct-to-consumer, in the example that I gave you, we made it. We sold the cover. That's our business. In here, it's like, okay, they downloaded a white paper. Or they signed up for a webinar, but that's only the first step of a long journey of closing, again, a $1 million service client. So we specialize in that. In what needs to happen, not only to generate the initial raise of hand, but to make sure that the people that raise their hands are the right people, because otherwise they're not going to end up buying. And ultimately, the entire process of lead generated to client closed. Which is a big universe in itself. So that's where we want to focus. So you basically help them not just to get the leads but to convert the leads and turn them into a client. Right. Right. So Carlos, if you had a magic wand and you could fix just one thing in your business in the next 12 months, what would you use the magic wand for? I would say accelerate. I would accelerate by five or 10 years the structure and how mature our sales and marketing team is. I would love to wake up tomorrow morning and have a team of five people in the marketing department and five people dedicated to sales, with SDRs and a sales leader, that is already generating, that we're closing 10 clients a month. So I would say that's… But that obviously takes time. And you want to go one step at a time, otherwise, to prove ROI and to grow without, let's say, wasting unproven budget or wasting money. But I think a lot of owners—I don't know if it's a cheap answer—but I think a lot of owners would probably answer the same thing. Yeah. So essentially what you need to do is you need to have scalable sales and marketing so that you can just add people and it's going to—it's like a coin-operated system, right? Yeah. Yeah. So if the listeners would like to go through that process and they would like to understand, okay, how do we map our leads, where they come from, evaluate it, and then adjust and fix and scale, where can they learn more and how can they connect with you? Yeah. So if they go to our website, it's condoragency.com. Condor, like the bird. There are some options there on how to work with us or even some information, even if they want to try and do it by themselves, right? Again, what I mentioned earlier, the Pipeline X-Ray. It's a quick project that we do to get to that, where you can start seeing some valuable information to take action on fairly quickly. We can get that done in a couple of weeks, the exercise of the Pipeline X-Ray, so then you know what to start adjusting and fixing. And obviously, you can contact me directly also on LinkedIn or via our website. I'm glad to obviously have a subsequent conversation and see if and how we can help. Awesome. So if you are out there and you want to improve your sales and marketing, then you have to start with the Pipeline X-Ray because you are getting leads, you just don't know where they are from and how effective they are, and then how you tweak the process so that you're putting energy behind the more effective ones and readjusting your budget, and then fix the gaps. So Carlos can help you with that, right? So make sure you reach out to Condor and get the X-Ray. So Carlos, thanks for coming. And if you enjoyed this conversation, then make sure you subscribe and follow us on YouTube, Apple Podcasts, because every week I bring a couple of entrepreneurs who are sharing their frameworks with you. So Carlos, thanks for coming, and thanks for listening. Important Links: Carlos's LinkedIn Carlos's website
In this episode of Time for a Reset, host Fiona Davis speaks with Jennifer Warren, Global VP of Brand Marketing and Experience at Indeed, to challenge one of marketing's most persistent divides: brand versus performance. Now, we all know and love Indeed! Jennifer argues that growth is not a separate marketing discipline. It is the outcome driven by brand, performance, PR, and communications working in tandem. She explains how separating these functions can create budget battles, fragment the customer journey, and ultimately limit business impact.The conversation explores how CMOs can make brand investment more accountable by applying brand science, media mix modeling, and incremental testing to connect creative activity with revenue. Jennifer shares why rigorous measurement can shift conversations with stakeholders from subjective opinions about whether creative is “good” to evidence of what it actually delivered.She also discusses how generative AI can act as a creativity amplifier by helping teams bring ambitious ideas to life while keeping human judgment, insight, and storytelling at the core of messaging. For marketers, the episode offers a practical reset: break down functional silos, build cultures that support calculated experimentation, protect innovation budgets, and spend more time connecting marketing with product, sales, finance, and customer success.Topics Covered:Brand, performance, PR, and comms all play a role in driving business growthHow to connect brand investment to revenueMake brand marketing everyone's responsibilityUse testing to resolve creative debatesUse AI to amplify creative ambition by combining it with human insight How to build the marketing framework for faster experimentationEpisode Chapters:00:00 Introduction to Jennifer Warren and Indeed03:25 Stop Separating Brand and Performance Marketing07:39 Build Brand Science to Connect Creative to Revenue10:03 Brand Ownership Extends Across Your Entire Organization17:24 How to Identify Breakthrough Creative Ideas19:48 Use Testing Frameworks to Overcome Stakeholder Disagreement21:58 Create a Culture for Innovation While Hitting Business Goals25:04 Hiring for Curiosity and Problem-Solving in Marketing27:25 AI as a Creativity Amplifier, Not a Job Threat29:09 Essential Skills for Senior Marketers Tomorrow31:03 Connect Cultural Impact to Measurable Business Outcomes31:42 Delegate Decision-Making to Enable Real-Time Marketing Speed34:11 Key Takeaways & Final ThoughtsEpisode Highlights:03:25 The Case for One Growth System Jennifer challenges the brand-performance divide, showing why siloed teams create budget conflicts and miss the customer journey. She explains how a unified growth framework can align marketing functions around short-term demand and long-term brand value.07:39 Making Brand Investment MeasurableJennifer explains how a CFO question about brand consideration led Indeed to build brand science. Mix modeling and incremental testing connect creative investment to revenue, replacing debates with evidence that strengthens marketing's case.10:03 Brand Is Everyone's Job Brand building does not stop with marketing. Jennifer explains why product, sales, customer service, and employee behavior all shape the brand promise, and why CMOs must orchestrate those experiences across the enterprise rather than oversee campaigns.17:24 Where Breakthrough Ideas Come From Jennifer's creative framework starts with problem clarity, customer understanding, brand alignment, and emotional resonance. She explains why ideas need strategic discipline and the ability to make people feel something, and how testing validates intuition without replacing it.19:48 Turning Creative Debate Into Evidence Jennifer uses testing to turn creative disagreements into evidence-led decisions. She explains how combining quantitative and qualitative research can challenge opinions, sharpen the work, and help marketing leaders build executive alignment without diluting creative ambition.31:42 Designing for Marketing Speed Speed requires more than asking teams to move faster. Jennifer explains how clear guardrails and delegated decision-making can free marketers from approvals, allowing teams to respond to cultural moments while leaders focus on enterprise relationships.Support the show
Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feeling fresh.From being the "Official Beer of Soccer" as a non-sponsor of the FIFA World Cup to reviving the legendary "Most Interesting Man in the World" campaign, Ali shares how Heineken balances long-term brand building with cultural relevance. We explore what it takes to get an entire organisation behind bold creative ideas, the role of sport in Heineken's marketing strategy, and how brands like Birra Moretti continue to grow through innovation.Timestamps00:00 - Trailer00:56 - World Cup fever for the USA and Heineken02:51 - Jumping on cultural moments04:25 - Becoming the official beer of soccer (unofficially)06:50 - How non sponsors got more coverage than sponsors for the World Cup10:18 - How to manage a 150 year old brand12:31 - Winning Cannes creative brand of the year14:46 - Getting the wider business on board with creative work17:06 - Ali's favourite Cannes Lions winner18:38 - Bringing back Dos Equis most interesting man22:58 - The success of Birra Moretti24:49 - Heineken's sports sponsorship strategy28:32 - How are Heineken bringing new people into the category29:56 - The ingredients for a successful innovation33:12 - Heineken's partnership with Heinz37:08 - How great CMOs keep creativity alive40:11 - What makes a great CMO?41:58 - What's the best advice you've ever recieved? ---Thank you to our sponsors System1 and HubSpotDownload System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo
Rapha Avellar se aprofunda em uma conversa reveladora com Alan Spector, CMO da L'Oréal Brasil, sobre como uma marca de mais de 115 anos decide o que muda e o que nunca muda na forma de vender beleza.Neste episódio, você vai descobrir:Por que a L'Oréal se recusa a usar rostos criados por IA em qualquer campanha, de qualquer marca do grupo.Como o case do Derma Club virou uma máquina de conteúdo sem colocar em risco o equity médico das marcas.Por que a L'Oréal trocou poucos macroinfluenciadores por milhares de microinfluenciadores, anos antes disso virar tendência de mercado.O que a cultura de resultado implacável da Ambev ensinou Alan sobre construção de marca, e o que ele deixou pra trás.Como a empresa decide em que apostar num mundo onde a tecnologia muda mês a mês.Prepare-se para insights que podem transformar sua visão sobre marketing e liderança. Não esqueça de se inscrever e deixar seu like!---
The PMM role is under real pressure right now.VPs of Marketing and CMOs are being asked to do more with less: fewer headcount approvals, leaner teams, tighter budgets. And PMM is often the first place that gets squeezed.Instead of hiring a full-time PMM, companies ask the existing team to absorb the work. Or they bring in a fractional. Or they just... don't do it, and wonder later why GTM feels off.At the same time, the scope of what PMMs are expected to own has exploded.Positioning, messaging, sales enablement, competitive intelligence, content strategy, analyst relations, product launches...and more.And now there's AI on top of it, which hasn't lowered the pressure to produce more, faster.So here's my take: we're at a real inflection point for this role. And in this episode, I explain where I believe we're headed.Here's the LinkedIn post where I talked about it first.Jump in:02:26 - Marketing teams are under pressure to do more with less03:38 - The PMM scope has expanded beyond what it was 5 years ago04:09 - Introducing the "superPMM"04:39 - Using ahaPMM to speed up customer research synthesis05:22 - Building messaging infrastructure with MojoPMM06:07 - Faster creative and landing page production using Claude, Figma, and Vector06:31 - Why AI still needs human judgment07:32 - Execution is democratized, but judgment is not08:17 - Why this topic is getting so much engagementSubscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.Anna on LinkedIn: linkedin.com/in/annafurmanovWebsite (getting a facelift, stay tuned): furmanovmarketing.comNewsletter: One Insight
Text us your thoughts on the episode or the show!After nearly 250 episodes and more than five years of conversations, Ops Cast is signing off, at least in its current form.In this final episode, Michael Hartmann is joined by longtime co-hosts Mike Rizzo and Naomi Liu to look back at how Ops Cast began, how the Marketing Operations profession changed alongside it, and what they learned from hundreds of guests who shared their experiences, ideas, challenges, and careers with the community.Rather than focusing on technology, analytics, or another Marketing Ops framework, this conversation reflects on the people behind the profession. The hosts revisit episodes that tackled leadership, career development, mental health, parenthood, workplace pressures, and the personal realities that inevitably become part of professional life.In this episode, we discuss: How Ops Cast grew from an experiment in 2021 to nearly 250 episodes The conversations and guests that stayed with Michael, Mike, and Naomi Why understanding human psychology remains an important Marketing Ops skill Giving first-time podcast guests a platform to share their experiences and build confidence Some of the more personal conversations around parenthood, mental health, career challenges, and life outside work How remote work changed the separation between professional and personal life The growth of Marketing Ops, RevOps, and the wider operations community during the life of the podcast How the Marketing Ops podcast space expanded over the past five years What the hosts learned from CMOs and other executives about how they view Marketing Operations The episode is also a reminder of what made Ops Cast work in the first place: there was never one prescribed path into Marketing Operations or one correct way to approach the work. Across hundreds of conversations, guests brought different backgrounds and opinions while repeatedly returning to the importance of curiosity, authenticity, human connection, and learning from one another.While this marks the end of Ops Cast in its current form, the conversations, relationships, and community built around it continue.Thank you to every guest who shared their story, every person who helped produce the show, and everyone who listened over the years.Episode Brought to You By MO Pros The #1 Community for Marketing Operations ProfessionalsSupport the show
Meghan Gendelman, CMO, B2B at Canva, joins That's What I Call Marketing to discuss B2B marketing, enterprise growth, building demand and how Canva is taking a hugely successful product-led business further into the enterprise. This conversation gets into what building a B2B growth engine actually requires: understanding customers, combining product-led and sales-led growth, building brand before buyers enter the market, using data properly and working out where AI genuinely adds value.In this episode, we cover:– Why Meghan believes B2B marketing is anything but boring, particularly when you are dealing with complex buying committees, long consideration periods and multiple decision-makers– Why customer insight still matters more than tools, including Meghan's experience of using AI to scale content for GEO and discovering that faster content without anything new or useful simply didn't work– How brand, customer entry points and buying signals help marketers influence customers long before they reach a website or speak to sales– Why Meghan believes every good marketer needs to become comfortable with data, pipeline and the commercial numbers behind the business– How Canva is thinking about AI, LLMs, design, brand governance and integrations with platforms including ChatGPT, Claude and Gemini– What Meghan learned from more than a decade at Salesforce, her time at DocuSign and the process that led her to become Canva's first B2B CMO– How she leads global marketing teams through clear values, trust, vulnerability and knowing the difference between “smoke” and “fire”We also discuss the changing B2B buying journey, why much of the decision can happen before a buyer identifies themselves, the role of brand in demand generation and why B2B and B2C marketing are becoming less distinct than marketers sometimes assume.A useful listen for marketers interested in B2B marketing, enterprise marketing, product-led growth, demand generation, brand building, AI in marketing, customer insight, sales and marketing, marketing leadership and commercial growth.02:12 Meghan's career across Salesforce, DocuSign and Canva03:03 Why everything starts with the customer05:44 The AI and GEO content experiment that failed07:18 Why B2B marketing is not boring10:30 Leading global marketing teams through values and trust11:41 Smoke, fire and knowing when leaders need to get involved12:47 Why Meghan joined Canva14:46 Canva's 30–40 hour B2B marketing interview challenge16:15 Taking Canva from product-led growth into enterprise17:04 Product-led growth versus sales-led growth19:47 How B2B buying decisions are changing22:08 Why every marketer needs to understand data23:13 Meghan's Monday morning pipeline ritual24:21 Learning from other marketing leaders25:00 Remote work, offices and building global teams27:39 Why EMEA is not one market28:40 Keeping Canva simple as the platform expands29:11 Canva as an AI-powered design platform30:27 Canva, ChatGPT, Claude, Gemini and the LLM ecosystem31:47 Building Canva's B2B and enterprise brandAbout Meghan GendelmanB2B at Canva, leading its B2B marketing strategy as Canva continues to grow its enterprise business. Before Canva, Meghan held senior marketing roles at DocuSign and spent more than 12 years at Salesforce across areas including customer success, product marketing, growth marketing, field marketing, demand generation and regional marketing leadership.This episode was recorded as part of the That's What I Call Marketing Cannes Sessions and produced in partnership with The Digital Voice.The Digital Voice: https://www.thedigitalvoice.co.uk/That's What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at:https://www.thatswhaticallmarketing.comThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.
In a world dominated by AI, performance marketing and relentless pressure for measurable results, something interesting is happening: branding is back at the top of the CMO agenda.In this episode of the LT Marketing & Leadership Show, Kevin Britz and marketing and communication expert Craig Page-Lee unpack the changing role of branding, creativity and authenticity — drawing on insights from McKinsey's State of Marketing Europe 2026 report.We explore why European CMOs have ranked branding as their #1 priority for 2026, and why trust and emotional connection are becoming increasingly important sources of long-term growth.Craig and Kevin discuss some significant shifts in marketing investment:Investment in creativity and uniqueness has risen by 14 percentage points.Spending on cultural relevance and trendiness has increased by 23 percentage points.At the same time, investment in customer experience and brand engagement has declined.But building a brand today requires more than producing better advertising.With click-through rates declining by more than 40% as consumers experience increasing ad fatigue, brands are moving from broadcasting at audiences to creating experiences with them.We look at the rapid growth of interactive formats, including AR, VR and gamification, and how brands such as Coca-Cola, Louis Vuitton and Doritos have used participation, technology and cultural storytelling to create deeper consumer engagement.We also explore the rise of the full-funnel campaign, with 71% of CMOs now using campaigns designed to achieve multiple objectives — a 30 percentage point increase.And the rules aren't only changing in B2C.B2B brands are increasingly borrowing from consumer marketing: using humour, personality and more human communication to become approachable and memorable.The conversation then turns to authenticity and employer branding.With 83% of candidates reading online reviews before applying for jobs, the brand an organisation presents to customers can no longer be disconnected from the experience it creates for employees.Finally, we examine why data privacy has become a brand issue. Ranked as the #3 priority for CMOs, privacy is increasingly being treated not simply as a compliance requirement, but as an opportunity to build competitive trust.The central question for marketers is changing:Are we simply communicating our brand — or are we creating something people genuinely want to trust, experience and participate in?#Marketing #BrandStrategy #Branding #Leadership #CMO #MarketingStrategy #CustomerExperience #EmployerBranding #Authenticity #DigitalMarketing #BrandTrust #FutureOfMarketing #LTM #LeadershipByDesign
Fencing is one of the oldest sports in Olympic history. It's also one of the least watched domestically. Phil Andrews, CEO of USA Fencing, is on a mission to change that, and with the 2028 Los Angeles Games on the horizon, he's running out of time. Andrews joins Rapid Response to reveal how he's building a sports brand with almost no budget and no marketing playbook, cold-calling CMOs, crashing Comic-Con, and convincing Snoop Dogg and Flavor Flav to pick up a sword. He also explains why he banded together five niche sports into a collective to take on sponsors as a group, and how the sport's unlikely Hollywood connections are becoming its greatest marketing asset. A masterclass in scrappy brand building for anyone competing against bigger, better-funded opponents.Visit the Rapid Response website here: https://www.rapidresponseshow.com/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Change only looks sudden when you missed the signals. Rita McGrath gives that idea teeth for CMOs leading through AI, org design changes, and markets that refuse to sit still. The signals are usually there. But in businesses wired to confirm what already happened, they get drowned out by revenue, pipeline, CAC, and other lagging indicators. Those numbers still earn their seat, but left alone, they can keep everyone staring backward while customers and competitors move ahead. In this episode, Drew talks with Rita McGrath, Columbia Business School professor and author of Seeing Around Corners, about how CMOs can build the muscle to spot change early enough to act. Rita connects weak signals, leading indicators, arena thinking, and strategy-led AI to a bigger job for marketing leaders. Help the business move sooner, then make sure new efficiencies fund the next bet. Because as Rita says, you can't shrink your way to greatness. What You'll Learn: How strategic centering helps leaders make stronger bets Why the next threat may not be the rival on the battlecard What separates AI users from AI-powered thinkers How to balance the core business with future growth options Listen in for how CMOs can read the signals sooner, put strategy before AI, and turn efficiency pressure into fuel for the next bet. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
→ Wanna use SEO to generate revenue? Book a call here https://www.breakingb2b.com/book-a-call Episode #497 - In this episode, Sam maps out his own founder's journey - from grinding out B2B SaaS cold calls solo, to building a compounding content and SEO engine that now drives $300k/month in bootstrapped revenue. Sam details how & why cold calling can't scale as a standalone strategy anymore and lays out the specific inbound system he has used to get to where BB2B is today! Here's what you get with this one:
In this special episode of Sales Pipeline Radio from the Forrester B2B Summit 2026 marketplace floor, Matt spoke with Kelly Hopping, Chief Marketing Officer, 6sense, and Natalie Cunningham, SVP of Marketing, Data Axle. Matt interviews the best and brightest minds in sales and Marketing. If you would like to be a guest on Sales Pipeline Radio send an email to acceleration@heinzmarketing.com. Sales Pipeline Radio was recently listed as one of 30 Best Sales Management Podcasts and Top 60 Sales Podcasts Don't miss an episode! You can subscribe right at Sales Pipeline Radio and/or listen to full recordings of past shows everywhere you listen to podcasts! You can even ask Siri, Alexa and Google or search on Audible!
When a developer ships AI-generated code that quietly starts misfiring, the technical team moves on. What's left is a customer experience problem, a reputation problem, and a relationship problem. All of which land in the lap of the one person who wasn't even in the room when the code got written. This episode gets into why that's happening more often than anyone wants to admit, and what fractional CMOs need to understand to stay ahead of it. Casey looks at the specific failure mode that shows up when vibe-coded solutions hit real-world conditions. Not hypothetically. A real incident, a real client, leads getting hammered with text messages in the middle of the night because an API endpoint moved and the code had no way to back down gracefully. The argument running through the whole episode is that understanding when a developer is doing something wrong has quietly become part of the fractional CMO's job, and the ones who don't see it coming will eventually pay for it. Key Topics Covered: Where AI coding benchmarks actually stand right now and why the numbers matter to CMOs Why AI legal review is a mistake and AI coding is a legitimate tool The triple Venn diagram of predictable growth: strategy, talent, and leadership Agentic AI and what it means to have a capable agent pulling reports from a broken CRM The real cost when vibe-coded integrations fail without graceful backoff Second-order consequences of AI development and how to think about them Practical questions every CMO should ask developers before a custom-coded solution goes live Tools for keeping locally-hosted AI solutions secure, including Tailscale Take the First Step Toward Growth with CMOx Booking a call with our team is super easy, stress-free, and all about YOU. Whether you're exploring options or ready to scale, this no-pressure consultation is designed to understand your needs and guide you in the right direction.
#382 | Rob Sobers has been CMO of Varonis for 15 years - through its growth from startup to public company doing over $700 million in revenue. Dave talks with Rob about how he's stayed sharp enough to keep the job this long, starting with the fact that as an engineer, he still writes JavaScript and even fixes bugs on the Varonis website from time to time. Rob explains why no manager on his team oversees work they don't do themselves, why he'd rather keep marketing simple than layer on complexity as the company scales, and his "reasonableness test" for deciding which programs don't need to be forced into a pipeline number. They also cover his approach to saying no to his own team, and why longevity gives him a wider lens on the business.Ever listen to our podcast and think: "Exit Five should feature me"? This is your opportunity to get in front of 40k+ B2B marketers, including CMOs, VPs, and marketing leaders, who are looking for talent, inspiration, and ideas to improve their marketing. Apply to the Experts Network for a chance to be our next podcast guest.Timestamps (00:00) - - Meet Rob Sobers, CMO of Varonis for 15 years (01:18) - - Why Rob still writes JavaScript and fixes bugs on the website (05:06) - - Learning a new marketing discipline every time he was out of his depth (05:55) - - Why there are no career middle managers on the Varonis marketing team (07:24) - - The communication tax of overstaffing a team (09:59) - - Keeping goals dead simple: opportunity creation as the north star metric (14:28) - - Getting good at saying no to his own team, but not too good (18:02) - - The reasonableness test: why not everything needs a pipeline number (20:49) - - Reverse-engineering the marketing budget from the revenue number (23:04) - - What separates a CMO from a VP of Marketing (26:26) - - The ClickUp $1M "one-person marketing team" debate (35:26) - - Marketing to skeptical CISOs, acquisitions, and why B2B brands need a mascot Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more
Thaddeus Ladd has spent seventeen years at HRL as the theoretical anchor of its silicon spin qubit program — co-authoring the 2023 Nature paper that demonstrated universal logic with encoded spin qubits, and contributing to the 2026 QPU paper that integrated qubits, a cryo-CMOS controller, and a new superconducting ribbon cable into a single digitally controlled system. He is not a commentator on this acquisition; he is one of the people whose work made it happen.The conversation is recorded eleven days after IBM announced a definitive agreement to acquire HRL from Boeing and General Motors — a deal that has not yet closed. That timing makes this one of the few technically grounded, insider-adjacent conversations available about what IBM is actually buying, why the exchange-only spin qubit architecture is strategically distinctive, and what the combination of HRL's research culture with IBM's fabrication ambitions could produce. Listeners who follow quantum hardware, quantum computing strategy, or the evolution of industrial research labs will find this episode unusually substantive.What We Get IntoWhy the 2026 QPU paper is a systems story, not just a fidelity story — the qubit chip, the cryo-CMOS controller operating at four Kelvin, and the new superconducting ribbon cable are all part of one integrated QPU, and that framing is central to understanding what IBM acquired.What "exchange-only" actually means — why using only voltage-controlled exchange interactions (no microwaves, no local oscillators, no phase tracking during idle) is both a technical constraint and a significant engineering advantage for scaling.Why the jump from six dots to fifty-four dots happened so fast — and what was happening in HRL's fabrication program that wasn't being published.What EUV lithography has to do with spin qubit scaling — and why the connection between HRL's process and IBM's Anderon 300 mm quantum foundry is one of the clearest pieces of strategic logic in the acquisition announcement.How HRL's cryo-CMOS work could benefit IBM's superconducting program — and why the control-and-interconnect bottleneck is a shared problem across modalities, not a spin-qubit-specific one.The "chandelier" reframe — Thaddeus's argument that the cables, filters, and control electronics surrounding a superconducting qubit chip are not overhead; they are part of the QPU, and understanding that changes how you read the HRL acquisition.Which modality Thaddeus thinks will reach commercially useful scale first — and why he still believes spin qubits are the long-term answer, using an analogy to vacuum tubes and silicon microprocessors that is worth hearing in full.What the acquisition means for HRL as an institution — the context of lost program funding, the December 2025 Q2B meeting, and what it means for a defense-oriented industrial research lab to find a commercial path through IBM.Resources & LinksGuestThaddeus D. Ladd — Personal Website & Publications — Self-curated, annotated bibliography; the best single source for his research arc across spin qubits and quantum communication.Thaddeus Ladd — Hertz Foundation Profile — Biographical overview of his career and role at HRL.Thaddeus D. Ladd — Google Scholar — Full citation record.Papers & ArticlesA Digitally Controlled Silicon Quantum Processing Unit — arXiv (April 2026) — The QPU paper discussed at length in this episode: 54-dot device, cryo-CMOS controller at 4 K, superconducting ribbon cable, and error correction experiments — all working as one integrated system.Universal Logic with Encoded Spin Qubits in Silicon — Nature (2023) — The landmark result demonstrating universal logic with exchange-only encoded qubits; Ladd was co-author and lead theorist.Two-Dimensional Si Spin Qubit Arrays with Multilevel Interconnects — PRX Quantum (2025) — Scalable 2D spin-qubit arrays achieving greater than 99.9% single-qubit gate fidelity; the step between the 2023 and 2026 results.Silicon Encoded Spin Qubits Achieve Universality — HRL (2023) — HRL's public announcement of the Nature result; accessible summary for non-specialists.Semiconductor Spin Qubits: The Certainty of Progress — HRL (December 2025) — HRL's public framing of the platform's trajectory, published shortly before the Q2B meeting where Sebastian and Thaddeus first met.Acquisition & IBM StrategyIBM to Acquire HRL Laboratories — IBM Newsroom (July 23, 2026) — The definitive transaction announcement; names the full scope of what IBM says it is acquiring.IBM to Acquire HRL Laboratories — HRL Laboratories (July 23, 2026) — HRL's concise confirmation of the deal and the beginning of regulatory review.What Are Spin Qubits? — IBM Quantum (July 23, 2026) — IBM's technical explanation of HRL's Si/SiGe exchange-only qubits and the shared silicon fabrication argument.A Brief History of HRL Laboratories — IBM Research (July 23, 2026) — IBM's institutional framing of HRL, including its history with the laser, self-aligned-gate MOS fabrication, and the 2026 spin-qubit QPU.IBM and U.S. Department of Commerce Announce Anderon Quantum Foundry (May 21, 2026) — The 300 mm quantum foundry announcement that Thaddeus identifies as one of the clearest pieces of strategic logic behind the HRL acquisition.IBM Commits More Than $10 Billion to Quantum Computing (June 2, 2026) — Capital context for the acquisition: R&D, manufacturing scale-up, M&A, and ecosystem investment over five years.Tools & PlatformsspinQICK — GitHub — HRL's open-source FPGA-based spin-qubit control toolkit; a concrete artifact of HRL's approach to open tooling.HRL Launches Open-Source spinQICK — HRL (July 2025) — Announcement and context for the spinQICK release.HRL Quantum — Collection of HRL quantum research, talks, and news.Organizations
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Marketing and comms lose leverage when the story, the proof, and the teams carrying them run in separate lanes. That's how strong work gets less mileage than it should. Recognition stays in PR when demand could use it. Analyst proof misses the sales motion. Internal messaging sounds adjacent to the market story instead of connected to it. Bring the right lenses together early, and the narrative gets sharper, the proof works harder, and the brand voice becomes unmistakable wherever the business shows up. In this episode, Drew talks with Clay Helm (At the Helm Consulting), Julia Goebel (Alight Solutions), and Marni Puente (SAIC) about what it takes to make marketing and communications work as one team behind the business story. They focus on trust, shared measurement, clear decision rights, and a healthy respect for what each discipline brings to growth. In This Episode: Clay shows what changes when comms plugs into pipeline, customer journey, and the daily rhythm of the business Julia explains how leaders can honor each team's lens and make earned credibility work harder Marni shows why unified leadership can sharpen brand alignment, culture, execution, and market impact Plus: Why one unmistakable brand voice matters across employees, customers, media, and the market Why employee comms deserves C-suite attention in people-powered businesses Why separate CMO and CCO roles need tight partnership and clear swim lanes How to spot healthy integration before anyone has to force it Listen in for how CMOs can bring marketing and communications into tighter sync and get more mileage from the story, proof, and credibility they already have. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Customer acquisition costs are rising—but the problem isn't always your media buying, targeting, or ad spend. In this episode of Frictionless Growth Lab, growth marketing strategist Sonia Thompson explores an often-overlooked driver of rising customer acquisition costs: the gap between how precisely brands can target audiences and how generically they still show up after the click. When creative, landing pages, and customer experiences stop answering one simple question—"Is this for someone like me?"—relevance breaks, friction increases, and growth becomes more expensive. Joined by advertising strategist Skip Wilson, Sonia shares practical insights for CMOs, marketing leaders, and growth marketers on creating customer journeys that convert. Connect with Skip: skip@draftmediapartners.com Draft Media Partners: https://www.draftadvertising.com/ https://www.frictionlessgrowthlab.com/frictionfinder/
Your best work goes into review sounding like your brand, only to come out sounding like a terms-of-service update—and legal isn't actually to blame. Nearly 80% of CMOs tell Lippincott that bureaucracy regularly interferes with decision-making, and that's not a culture problem—it's a brand-erosion mechanism. In this episode of the Spin Sucks podcast, Gini Dietrich breaks down the difference between compliance bureaucracy and the self-inflicted kind, and shares the quarterly content pod system regulated teams use to ship fast without skipping review. Links: Full article: https://spinsucks.com/communication/org-chart-brand-sabotage/ Lippincott CMO Outlook 2026: https://www.lippincott.com/cmo-outlook-2026/ Free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/
Football franchises run on data. Jono Luk of Sumer Sports explains how AI is changing who wins — on the field and in the stands.Full Show Notes:Most sports AI coverage focuses on stats. Jono Luk, Chief Product Officer at Sumer Sports, is thinking about something harder: measuring what a player decided, not just what they did. Sumer's computer vision tracks all 22 players up to 60 times per second, generating probabilities for every moment of every play — not to describe what happened, but to evaluate whether the best decision was made.That depth of game intelligence turns out to be useful in two places. For coaches, GMs, and scouts, it surfaces skill that box scores miss entirely. For the business side of a franchise, that same real-time game data becomes the trigger for personalized fan experiences — the right offer, the right moment, whether someone is in the stadium or watching from a sports bar. Jono calls this the before, during, and after — and argues it's the same attract-retain-monetize cycle every enterprise runs, just with a different playbook.The episode also covers what Jono wishes organizations understood before they start any AI conversation: AI isn't synonymous with LLMs. Computer vision, specialized models, and multi-component pipelines built for specific data types are doing work that frontier models simply aren't designed for. That framing matters for any enterprise buyer, not just sports franchises.What We Cover:How Sumer Sports uses computer vision to evaluate player decisions, not just outcomesWhy specialized AI models outperform general-purpose frontier models for sports analyticsThe two sides of AI in a football franchise: football operations and fan engagementHow real-time game data triggers personalized in-venue and at-home fan experiencesWhat the NIL era means for AI-assisted recruiting at college and high school levelsWhy AI in the enterprise isn't just about LLMs — and how to think about the broader toolkitThe one question Jono wants every organization to ask before deploying AIGuest Bio:Jono Luk is Chief Product Officer at Sumer Sports, a football data analytics and AI company that uses computer vision to analyze every player, every game, in real time. Before Sumer, Jono held product and technology leadership roles at Cisco. He brings a cross-industry perspective on how AI fits into larger solutions — not as a replacement for human judgment, but as the infrastructure that surfaces better decisions faster.Sumer Sports: https://www.sumersports.comJono Luk on LinkedIn: https://www.linkedin.com/in/jonoluk/ (confirm URL before publishing)Resources Mentioned:Sumer Sports: https://www.sumersports.comLopez Research: https://www.lopezresearch.com/research/
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
A stuffed content library can still leave a salesperson empty-handed. Somewhere along the way, sales enablement got mistaken for asset production. Sales asks, marketing makes, the asset goes somewhere, and the next thing you know, a seller is five minutes from a call wondering which deck, battle card, proof point, or customer story actually helps. If the seller has to stop selling to find the enablement, the enablement has not enabled. In this Drew-on-Drew solo episode, Drew plays both host and guest to take on the request-fulfillment loop. Drawing on conversations in the CMO Huddles community, he helps marketing leaders rethink sales enablement around one better question: Did it make sales more effective? The mandate is clear. Pick one selling outcome, build trusted answers where sellers work, and measure whether buyers move, deals advance, and sales wins faster, more often, or bigger. What You'll Learn: How AI can turn approved content into timely answers without creating more content chaos Why adoption depends on workflow, peer stories, and help at the moment of need How recorded sales calls can strengthen messaging, coaching, content, and product decisions Listen in for Drew's take on what sales enablement needs to become and how CMOs can replace the content maze with a system that helps sellers show up smarter and move buyers forward. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
There's an instinct every marketing leader is trained to have: fight for credit on pipeline. The best CMOs have realized it's exactly what's holding them back.In this episode, Carolyn breaks down the behavioral traits that separate the best CMOs from everyone else — the patterns she sees every day working with marketing leaders across B2B SaaS. Rather than another set of tactics or a borrowed playbook, she unpacks why the highest-performing CMOs let go of credit, obsess over data integrity, stop waiting on RevOps, and build a culture of making decisions from evidence instead of assumptions.In this episode:(01:45) Why the best CMOs let go of marketing credit and what they focus on instead(07:33) Why a relentless commitment to data integrity is the foundation every good decision rests on(09:55) How elite CMOs stop waiting on RevOps to hand them the numbers that matter(14:45) Why the strongest leaders play offense and defense with their board at the same time(19:55) How ruthless experimentation drives real breakout results(27:12) Why nobody understands your buyer better than your own team(28:56) What it actually takes to survive the mental grind of modern marketing leadershipIf you're trying to prove marketing's impact, make sharper decisions with your data, or build the resilience to lead through constant change, this episode will challenge how you think about what it takes to be a great CMO today.-----------------------------------------------------
What happens when the thing evaluating your brand isn't a person — but an agent shopping on their behalf, one that doesn't respond to a great story and doesn't care how your homepage makes anyone feel?Agility has usually meant adapting faster than the market. This is a different kind of adaptation: the audience itself is changing shape, and the brands that handle it well will be the ones that adapt without becoming unrecognizable in the process.Today, we're going to talk about:- What actually changes for a brand when autonomous agents enter the discovery and purchase path- Creating content that holds up to an agent's evaluation without flattening into sameness- Closing the AI capability gap inside marketing teams — and what that unlocksTo help me discuss this topic, I'd like to welcome, Rachel Thornton, CMO Enterprise at Adobe.About Rachel ThorntonRachel Thornton is committed to helping businesses create amazing customer experiences at the intersection of marketing, creativity and AI. As Chief Marketing Officer for Adobe's enterprise business, Rachel is responsible for Adobe's global enterprise Creativity & Productivity and Customer Experience Orchestration marketing.Rachel develops marketing, messaging, positioning strategies and activations that expand awareness of Adobe as the world's best marketing and AI platform for delivering brand-changing customer experiences. Her team amplifies Adobe's unique enterprise story in ways that energize, celebrate and empower CMOs and experience makers worldwide.Rachel has more than 25 years of experience in B2B technology marketing, having held leadership roles at Amazon/AWS, Salesforce, Cisco Systems and Microsoft. She has deep experience building and scaling enterprise marketing, customer acquisition, and self-service revenue contributions.Rachel Thornton on LinkedIn: https://www.linkedin.com/in/rhthornton/---------- Resources ---------- : adobe.comThe Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873fEnjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3Connect 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://aglbrnd.co/r/35ded3ccfb6716baCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe 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 Hosted on Acast. See acast.com/privacy for more information.
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