Why brand matters and how CMOs are playing out of position

Sep 15, 2025

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Episode web page: https://bit.ly/3K2NcZn

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Episode summary:

In this episode of Insights Unlocked, Joe Chernov, a seasoned B2B marketing leader and Executive in Residence at Battery Ventures, joins host Johann Wrede to unpack the modern CMO’s biggest trap—playing out of position. Joe shares the pivotal career moment that pulled him from traditional PR into the world of content marketing, and explores how today’s marketing leaders can navigate the pressure to chase pipeline at the expense of long-term brand impact.

From understanding your company's true expectations to balancing creativity with accountability, Joe offers hard-earned wisdom on what it really takes to succeed—and stay—in the CMO seat. He also dives into the role AI can play in strengthening personas, removing bias, and ultimately helping marketers become better strategic partners.

If you’re a marketing leader feeling the pressure to prove value through short-term metrics, this episode will help you rethink your role, and how to future-proof your impact.

Memorable quote: “I did my best work when I wasn’t afraid of getting fired.” – Joe Chernov

What you'll learn in this episode:

“Underpaid CROs”: Why many CMOs unknowingly mimic CROs, and how it’s limiting their influence
Pipeline vs. brand: The need to balance immediate performance metrics with long-term brand stewardship
Maslow’s hierarchy for marketers: Why predictable pipeline must come first—but can't be the end game
AI’s new role in marketing: How artificial intelligence can reshape persona development and uncover hidden customer insights
The spirit of your role: Why aligning with the reason you were hired—not just your KPIs—matters for lasting impact
The power of brand moments: A surprising sneaker story that connects influencer gifting to big revenue wins

Resources & Links:

Joe Chernov on LinkedIn (https://www.linkedin.com/in/jchernov/)
Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/)
Battery Ventures (https://www.battery.com/)
Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
Learn more about Insights Unlocked: https://www.usertesting.com/podcast