Building Better CMOs and Marketing Leaders

Marketing is not really a profession.There is no one body of knowledge that CMOs and other marketing leaders all share. We can’t even agree on what the role of a CMO is.On Building Better CMOs, MMA Global CEO Greg Stuart speaks with the very best marketing leaders about what CMOs get wrong and how they overcome the challenges they face. Plus: How are they responding to the evolution of AI? Where do they stand on the brand vs. performance debate? How is the definition of CMO "changing?"Above all: What does it take to drive growth today?When you listen to the podcast or watch it on YouTube, you’ll get expert advice from the CMOs of companies like Lyft, Zillow, Nissan, GE, AT&T, Adobe, Uber, Salesforce, Coca-Cola, and more. Building Better CMOs is available on all major podcasting apps, as well as YouTube. New episodes come out every two weeks.

Join Alex Craddock, CMO of Citi, a seasoned marketing leader in finance, as he shares insights on career advancement and motivation in marketing. He emphasizes understanding personal motivation for growth and the evolving role of CMOs as strategic leaders. Alex and Greg Stuart discuss innovative content strategies that engage clients in new ways and the impact of AI on marketing efficiency. They also explore the challenges of setting clear goals while adapting to unforeseen opportunities in a rapidly changing business landscape.

Watch this interview on YouTubeFull transcript—"As marketers, we can't just respond to the bottom line," says TIAA CMO Micky Onvural. "We can't just say, 'Well give me a million dollars and I will give you this many customers or this many clicks, and if I do the right kind of mathematics, I'll give you this kind of lifetime value that's going to deliver you this to the bottom line.' I think you actually have to connect further upstream with the CFO."Today on Building Better CMOs, Micky explains what connecting further upstream looks like in practice, the retirement crisis in America, and the importance of vulnerability, humility, and curiosity in leadership. She and MMA Global CEO Greg Stuart also discuss the importance of customer experience, Micky's years as the CEO of Bonobos, and how returning to the CMO role compares.Follow Building Better CMOs in your podcast appRate & review the podcastLinks: Micky's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.Note: "Retirement check" refers to the annuity income received in retirement. Guarantees of fixed monthly payments are only associated with TIAA's fixed annuities.

Watch this interview on YouTubeFull transcript—"Business and humanity can actually not only live together, but I think that they can thrive together," says Brian Irving, CMO of Lyft. That sort of philosophy has informed his work at companies like Apple, Airbnb, and the agency Rapp, and today at Lyft he's applying it to everything from autonomous vehicles to city bikes.Today on Building Better CMOs, Brian discusses how marketing strategies can align with broader business goals to demonstrate real impact, moving beyond traditional metrics. He and MMA Global CEO Greg Stuart also discuss the future of rideshare and autonomous vehicles, the role of AI in marketing, and maintaining a human touch in the tech industry.—Follow Building Better CMOs in your podcast appRate & review the podcastLinks: Brian's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Watch this interview on YouTubeFull transcript—"Our grand purpose is to make home a reality for more and more people," says Ravi Kandikonda, SVP of Marketing at Zillow.Today on Building Better CMOs, he and Greg Stuart discuss the significance of empathy in brand messaging, and the importance of integrating product knowledge, customer experience, and business outcomes to effectively connect with audiences. Ravi emphasizes that marketers should actively shape solutions, not just identify pain points, and explains how Zillow views AI as a tool for more effective marketing.—Follow Building Better CMOs in your podcast appRate & review the podcastLinks: Ravi's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Full transcriptGetting the right health insurance is serious business; it's the number one reason for bankruptcy in America, says eHealth Insurance CRO Michelle Barbeau. But when she joined eHealth — which helps consumers compare and select providers — she realized that scaring people into action was not a winning strategy."What we found was, it's all about transparency," says Michelle, who initially served as eHealth's CMO, and is now a CRO who also oversees marketing. "We had just never told the story. And so that's where our campaign was born. Our strategy was 'Your remarkably transparent advisor.'"Today on Building Better CMOs, Michelle and MMA Global CEO Greg Stuart talk about her transition from CMO to CRO, the importance of stepping out of one's comfort zone, and the role of marketers as change agents. They also discuss brand-building from scratch, consumer research, and how unifying marketing efforts can lead to significant growth.Follow or subscribe to Building Better CMOsRate & review the podcastLinks: Michelle's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Carolyn Pollock, the CMO of Tailored Brands—a key player in menswear with notable brands like Men's Warehouse—shares her journey from a background in genetics to marketing leadership. She discusses the importance of patience in brand messaging and the emotional connections that drive customer loyalty. Pollock emphasizes the role of AI in modern marketing and how CMOs must navigate the complexities of measurement while maintaining a balance between long-term brand building and immediate performance metrics. Humor and storytelling are highlighted as vital tools in effective branding.

In this engaging discussion, Ariel Kelman, CMO of Salesforce and former head of AWS marketing, dives into the transformative impact of AI in marketing. He reveals the importance of balancing quantitative data with qualitative insights for better decision-making. Ariel shares highlights from Dreamforce 2023, underscoring the significance of customer experience and advanced measurement techniques. He also discusses AgentForce, Salesforce's innovative AI platform, which aims to enhance customer interactions and streamline productivity through proactive AI agents.

Full transcriptAutomotive marketing is fiercely competitive, and even though she's excited about the potential of AI, Nissan's Global CMO Allyson Witherspoon says an over-reliance on technology could be dangerous. She believes the safer bet is to continue to embrace creativity and a strong brand identity, even in an era dominated by AI and data-driven tools."If everyone is using AI and the data set is the same for everyone, then what's going to be differentiated?" she asks.Today on Building Better CMOs, Allyson talks with MMA Global CEO Greg Stuart about how she adapted her leadership style for a Japanese team, the art of impactful messaging, and the importance of flexibility in the workplace. They also explore how marketers can better communicate their value within organizations and why listening is a crucial and sometimes difficult skill to develop.Follow or subscribe to Building Better CMOsRate & review the podcastLinks: Allyson's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Full transcriptManolo Arroyo, EVP and global CMO of the Coca-Cola Company, believes there are three types of leaders: One type lacks confidence in themselves and frequently changes the strategy; another buys time for themselves by changing the team around them; and the third decides to commit to the strategy and the team and get the work done."[They] roll up their sleeves, having the confidence that the strategy is the right one," he says. "The team fundamentally is the same. It might not be perfect, but they're willing to roll up their sleeves and build the capabilities together and go through whatever it takes to learn every day and continue to encourage and inspire the teams to go faster."Today on Building Better CMOs, Manolo talks with MMA Global CEO Greg Stuart about leveraging AI for brand innovation and the importance of personal well-being for peak performance. He shares insights on the evolving landscape of marketing measurement, and highlights Coca-Cola's enduring Olympic partnership, aligning with the brand's values and global reach.Follow or subscribe to Building Better CMOsRate & review the podcastLinks: Manolo's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.