CMO Confidential

Join former Starbucks Chief Digital Officer Adam Brotman and investor Andy Sack as they dive into the explosive growth of AI and its implications for business. They discuss why only 5% of companies are making significant strides with AI, the importance of using it daily, and the blockers hindering progress. Expect insightful predictions for 2026, including potential entries from tech giants and the risks of AI fraud highlighted by a staggering $20 million scam. Tune in for practical tips on integrating AI into your daily workflow!

In this talk, Mike Walrath, the Chairman and CEO of Yext and former CEO of Right Media, dives into the unraveling of the traditional marketing funnel due to AI. He explains how AI compresses awareness and consideration, causing CMOs to adapt and prioritize structured first-party data over flashy websites. Walrath predicts a shift toward influence marketing, emphasizing the importance of branding as judgment remains with consumers. He shares practical advice on managing data like a garden and the risks of unsupervised AI interactions, making it a must-listen for marketing professionals.

A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at the Kellogg School of Management, author, and former Google VP. Jim discusses why he believes marketers are often overly focused on using AI for productivity improvements versus business growth, the gaps between marketers and the C-Suite highlighted by recent Gartner research, and the difference between "big frontier models" and "shiny objects." Key topics include: why you should avoid "gray market AI", how to manage the 5 AI risks (privacy, accuracy, regulatory, personnel, and reputation), and the false precision that accompanies a focus on intermediate measures like Click Through Rate (CTR). Tune in to hear why he's not a fan of Cannes and how AI helped figure out a wedding invitation calling for "casual to semi-formal beach attire."What should CMOs actually do with AI right now—and how do you avoid chasing shiny objects? Mike Linton sits down with Jim Lecinski, Professor of Marketing at Northwestern’s Kellogg School (and author of The AI Marketing Canvas and Winning the Zero Moment of Truth) to unpack the AI application layer: the good, the bad, and the ugly. Jim explains why CEOs-CFOs obsess over growth (not merely efficiency), how to reframe marketing dashboards around business outcomes, and his simple two-by-two for AI use cases (internal productivity vs. external value creation). We cover privacy, legal/regulatory, personnel, and reputational risks—and how to mitigate them—plus a pragmatic roadmap: center on a leading frontier model and layer vetted apps instead of stitching together fragile point solutions. Jim also shares candid takes on Cannes vs. Effies and ends with a challenge: personally build something with AI before year-end.You’ll learn:* Growth over cost-cutting: aligning with CEO-CFO priorities and measuring ends, not means* The AI use-case 2×2: internal productivity vs. external, customer-facing value creation* Practical examples (e.g., apparel personalization) that lift CSAT, CLV, and revenue* The 5 risk buckets (privacy, accuracy, regulatory-IP, personnel, reputation) and guardrails* How to choose core models (GPT, Gemini, Claude) and avoid “tool soup”* Why awards that honor outcomes beat awards that celebrate activityGuest: Jim Lecinski — Professor of Marketing, Northwestern Kellogg; former VP Customer Solutions (Americas) at Google; author of The AI Marketing Canvas (2nd ed.) & Winning the Zero Moment of Truth.Host: Mike Linton — former CMO of Best Buy, eBay, Farmers Insurance; CRO of Ancestry.com.Sponsor: Better marketing is built on Quad. See how better gets done at (https://www.quad.com/resources/research-and-tools/return-of-touch-consumer-engagement-has-an-omnichannel-revival?utm_source=cmoconfidential&utm_medium=paid&utm_campaign=001_brand&utm_id=podcastnl1031&utm_content=a-paidemail&utm_vp=)If you’re enjoying the show, please like, subscribe, and share with your leadership team. New episodes every Tuesday; companion newsletter on Fridays.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Abhay Parasnis, Founder & CEO of Typeface, Board Member of Dropbox and Schneider Electronic, formerly EVP of Adobe. Abhay discusses the large gap between AI expectations and execution, the human and cultural issues in the way of adoption, and the C-Suite's responsibility to "guide the change" versus demand and monitor progress. Key topics include: recognizing and managing the 3 types of resistance; why specific targeted use cases are the best way to begin; the difference between Moore's Law and Amara's Law; and how to determine if you are a resistor or a pragmatic business leader. Tune in to hear an analogy of why AI is similar to Formula One where everyone has a powerful vehicle and winning is driven by how teams master and manage that power. AI is the biggest shift of our careers—but most companies are stuck at the “cool demo” stage. In this episode, former Adobe CTO/CPO and Typeface founder/CEO Abhay Parasnis joins Mike Linton to unpack the AI cold start problem: how to move from experiments to enterprise impact. We cover where the C-suite is pushing, why practitioners are hesitating, and how to design lighthouse wins that change the org—not just the deck.Abhay shares hard numbers (a 93% lift from email personalization in 120 days), why “watermelon metrics” derail programs, and the new reality that as agents/bots consume more content, your brand narrative must be built for machines and humans. We dig into the accountability shift from agencies to in-house teams, how to evaluate vendors without boiling the ocean, and the culture moves leaders need to close the gap between ambition and adoption.What you’ll learnA practical AI playbook: pick one revenue-adjacent use case, rewire the process, measure before/after, then scaleHow to align the board, C-suite, and operators to avoid “innovation theater”Where AI drives top-line growth vs. simple cost takeout—and how to prove itSpotting resistance (job loss fears, “new thing” fatigue, agency incentives) and converting it into momentumThe right vendor questions (and red flags) to separate sizzle from outcomesWhy authenticity, governance, and legal guardrails must ship with your AI stackAbout AbhayFounder & CEO of Typeface (AI-powered personalized marketing). Former CTO & CPO at Adobe; leadership roles at Microsoft and Oracle; board member at Dropbox and Schneider Electric.Sponsor — QuadMarketing only works when everything works together. That’s why Quad is obsessed with reducing friction and integrating smarter—so your marketing machine runs faster with better ROI. See how better gets done: https://www.quad.com/buildbetterChapters (38:00)00:00 Intro & sponsor01:10 Guest intro & topic setup03:10 The AI cold start problem & Amara’s Law07:00 C-suite urgency vs. practitioner reality11:30 Beyond efficiency: driving top-line growth15:10 Content demand, bots/agents, and “watermelon metrics”19:20 Case study: 93% lift from email personalization23:30 Resistance patterns: job loss, new-thing fatigue, agency economics29:10 Vendor questions & lighthouse projects that actually ship33:10 Legal, authenticity, and governance considerations35:30 Closing advice: beginner’s mindset + bet on people37:30 WrapSubscribeNew episodes every Tuesday on YouTube, Apple, and Spotify. If you’re a CMO, CEO, CFO, COO, founder, or rising marketing leader—hit subscribe for executive-level conversations that translate directly to results.Host: Mike LintonGuest: Abhay Parasnis ( @typefaceai  )Tags:CMO Confidential,Mike Linton,Abhay Parasnis,Typeface,Adobe,AI in marketing,AI cold start,Generative AI,Amara’s Law,Marketing leadership,Change management,C suite,Board of directors,Agency model,Marketing efficiency,Top line growth,Email personalization,Content at scale,Marketing ROI,Measurement,Watermelon metrics,MarTech,CDP,Vendors,Quad,Sponsor,Marketing podcast,Digital transformation,Creative operations,PersonalizationSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Richard Sanderson, a leader in executive compensation at Spencer Stuart, shares crucial insights on navigating salary negotiations. He emphasizes the importance of leveraging the verbal offer stage to align on compensation terms without damaging trust. Richard discusses how to identify employers’ negotiation styles and the variety of negotiable elements including severance and relocation costs. He also advises on conducting a multi-year cash flow analysis and being transparent about pay structures to alleviate team anxiety, providing a roadmap for securing fair compensation.

In this insightful discussion, Richard Sanderson, Practice Leader at Spencer Stuart, unpacks the intricacies of executive compensation for marketing leaders. He highlights the challenges of scarce CMO pay data and the significance of understanding salary, bonuses, and equity. Topics include the critical differences between RSUs, options, and PSUs, as well as timing and best practices for negotiating offers. Richard also emphasizes the importance of being aware of new pay-equity laws and the strategy behind making your 'one big ask' at the offer stage.

A CMO Confidential Interview with Dwight Hutchins, Senior Managing Director of Boston Consulting Group (BCG) and a Northwestern Adjunct Professor, previously Managing Director at Accenture focused on Consumer Products, Health Care and Public Service. Dwight shares his thinking on why marketers should be prepared to reduce expenses and shift resources into a re-imagined future versus incrementally evolving spend and structure. Key topics include: his belief that the complexity of marketing has resulted in many instances of wasted spending; the importance of "unaided first brand response;" why it's important to be "ahead of the expense reduction game;" and how to focus on working versus non-working dollars. Tune in to hear how about reducing $1B in spend to fund new initiatives and a "wild west" story about a battery on-pack promotion.The Fine Art of Reducing Marketing Expense in an AI WorldThis week on CMO Confidential, Mike Linton sits down with Dwight Hutchins—Senior Partner & Managing Director at Boston Consulting Group and adjunct professor at Northwestern—to tackle the question every CMO hears from the CFO: “Keep the top line growing… and cut your budget.”Dwight explains how to find waste without hurting performance, where AI actually improves efficiency (and where it doesn’t), how to test into cuts with confidence, and why many brands still miss “sufficiency” by spreading spend like peanut butter. We dig into frequency capping, working vs. non-working ratios, zero-based budgeting (used sanely), org design, insource vs. outsource, and a real-world case where a company freed up billions and redeployed it to growth channels. Stay for his “Wild West” in-store marketing story—complete with batteries taped to milk.Sponsored by Typeface — the AI-native, agentic marketing platform that turns one idea into thousands of on-brand assets across channels, safely integrated with your MarTech stack. See how leaders like ASICS and Microsoft scale personalized content with Typeface.⸻⏱️ Chapters00:00 – Intro & guest: Dwight Hutchins (BCG)02:05 – The market reality: uncertainty, shifting buyer values06:10 – CFO pressure: “grow and cut” in the same breath09:20 – AI spend vs. payoff: recalibrating expectations12:25 – Media fragmentation & the “peanut butter” budget problem15:55 – Where AI helps most: measurement, targeting, creative ops19:10 – Forensic cuts case study: freeing up massive dollars23:10 – Finding waste: frequency caps, ad length, quality controls27:05 – “First Fast Response”: demand spaces & brand power30:20 – Sufficiency & focus: stop starving campaigns33:05 – Working vs. non-working: ratios that actually move results35:20 – Zero-based budgeting (in moderation, with data)37:10 – Org & ops: redesigning execution, in/outsourcing lines38:55 – Fun story: the “batteries-on-milk” promo & promo ROI40:00 – Final takeaways & sponsor⸻CMO Confidential, Mike Linton, Dwight Hutchins, Boston Consulting Group, BCG, marketing efficiency, reduce marketing spend, AI in marketing, marketing analytics, media mix optimization, frequency capping, working vs non-working, zero-based budgeting, ZBB, demand spaces, brand strategy, executive leadership, CFO CMO alignment, budget cuts, marketing operations, insource vs outsource, creative operations, measurement and attribution, marketing governance, content at scale, Typeface, Typeface AI, generative AI for marketing, agentic AI, MarTech integration, CMOs, marketing leadership, board expectations, growth and efficiency, case study, social media shift, campaign sufficiencySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Kate Bullis and David Wiser, Managing Partners and Global Marketing Practice Leaders for ZRG Partners. Kate and David translate their extensive search experience into a pre-game, game time, and post game look at the errors candidates make during the recruiting process. Key topics include: why thorough preparation includes self awareness, a "shopping list" and pattern recognition; how "playbooking," talking too much, and disengagement can doom your interview; and best practices for turning down an offer, handling a disappointment, negotiating an offer, and accepting the opportunity. Tune in to hear why you should never turn down a written offer and other things to avoid if you want to stay off of the search firm's "Do Not Call List." What are the biggest mistakes CMOs make during the interview process?This week on CMO Confidential, host Mike Linton sits down with Kate Bullis and David Wiser, Managing Partners at ZRG and two of the most experienced executive search leaders in marketing. Together, they break down the interview process into Pre-Game, Game Time, and Post-Game—sharing where CMOs most often stumble and how candidates can set themselves up for success.If you’re a C-Suite executive, board member, or aspiring marketing leader, this episode delivers unfiltered insights into how top recruiters evaluate CMOs and what separates successful candidates from the rest.Sponsored by  @typefaceai  — the generative AI platform helping the world’s biggest brands scale personalized marketing in hours, not months.⸻⏱️ Chapters00:00 – Welcome and introduction03:15 – Why interviewing for a CMO role is uniquely challenging07:40 – Pre-Game: Preparing beyond the résumé13:05 – What search firms and boards are really looking for17:50 – Game Time: How to manage the actual interview23:30 – Mistakes CMOs make when telling their career story29:10 – Post-Game: Following up and maintaining momentum34:20 – The role of references and backchannel checks37:50 – Final advice for candidates and boards40:00 – Wrap-up and sponsor message⸻📌 TagsCMO Confidential, Mike Linton, Kate Bullis, David Wiser, ZRG Partners, CMO interview tips, marketing executive search, chief marketing officer, CMO mistakes, CMO hiring process, how to become a CMO, executive interview prep, board expectations for CMOs, marketing leadership, CMO role design, interview strategy, executive recruiters, marketing careers, marketing C-Suite, executive search firms, leadership hiringSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Shiv Singh, CEO of Savvy Matters, former CMO of Lending Tree and author of AI For Dummies and The 5 Marketing Truths You Won't See at Cannes. Shiv shares why he believes AI is killing marketing jobs, how the CMO Role is breaking down due to overlap with other functions, and how "Big Tech is running marketing." Key topics include: how walled gardens make the job harder; why the optics of Cannes are terrible; and the reason marketers should work to fully understand technology. Tune in to hear how AI is making us less intelligent and why Cannes should move to San Francisco. DescriptionWhat you won’t hear on the Croisette. Former LendingTree CMO and Marketing with AI for Dummies author Shiv Singh joins host Mike Linton to unpack his viral “5 marketing truths you won’t hear at Cannes”—from AI’s real impact on jobs and creativity to why the CMO role keeps breaking under overlapping scopes, walled gardens, and distorted budgets.We dig into the zero-click search era, big tech as the new kingmakers, how to rebuild orgs AI-first, and what practical steps CMOs should take this quarter (hint: learn the tech, ship agents, and embed marketers into tech teams).In this episode • AI is changing performance, creative, and strategy—faster than the hype cycle • The CMO job: too wide, too blurry, and overlapped with the rest of the C-suite • Walled gardens & retail media: measurement theater vs. business impact • Zero-click search & AI Overviews: when your best customers never hit your site • “AI-native” org design: agents, code-as-deliverable, and the marketer-as-technologist • Why Cannes optics can backfire—and what a substance-first festival could look like • Playbook for CMOs: weekly show-and-tells, code literacy, and cross-functional embedsAbout our guestShiv Singh is CEO of Savvy Matters, co-founder of AI Trailblazers, former CMO of LendingTree, and a longtime brand leader (Pepsi, Visa). He writes and speaks widely on AI’s impact on marketing, org design, and growth.Sponsor — TypefaceLegacy tools weren’t built for AI. Typeface is the first multimodal platform where agentic workflows handle everything from brainstorming to launch across every channel. Transform one idea into thousands of on-brand assets—text, images, and video—at enterprise scale, with security and seamless MarTech integrations. See how brands like ASICS and Microsoft move from brief to personalized campaigns in hours: typeface.ai/cmo.If you’re enjoying CMO Confidential, please like, subscribe, and share. New episodes every Tuesday; companion newsletter every Friday.⸻Chapter Markers00:00 – Welcome & Sponsor: Typeface01:45 – Introducing Shiv Singh & “5 Truths You Won’t Hear at Cannes”05:10 – Truth 1: AI is changing jobs, creativity, and strategy10:20 – The CMO role is broken: scope, overlap, and alignment15:05 – Walled gardens & retail media: why measurement is broken19:45 – Truth 2 & 3: Big Tech as the new kingmakers24:20 – Zero-click search & the rise of AI-driven discovery28:50 – Truth 4: Cannes optics and why it’s “not for everybody”32:40 – What CMOs should do: tech fluency, coding, weekly experiments36:00 – Superintelligence and the AI-native org of the future39:00 – Practical advice & closing thoughts⸻CMO Confidential, Mike Linton, Shiv Singh, Savvy Matters, AI Trailblazers, LendingTree, Pepsi, Visa, Cannes Lions, marketing truths, AI in marketing, agentic AI, AI agents, zero-click search, AI Overviews, walled gardens, retail media networks, big tech kingmakers, Google, Meta, TikTok, YouTube as TV, Performance Max, marketing org design, CMO role, C-suite alignment, measurement, marketing strategy, creative automation, knowledge workers, superintelligence, LLMs, large language models, marketer as technologist, code literacy, AI native organization, marketing experimentation, weekly show and tell, brand building, B2B marketing, B2C marketing, marketing leadership, executive insights, podcast for CMOs, Typeface, Typeface AI, typeface.ai/cmo, ASICS, Microsoft, customer acquisition, CAC, CLV, marketing ROI, retail media, AI transformation, marketing jobs and AI⸻See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dr. Dan McCarthy, Professor of Marketing at Maryland and leading practitioner of Customer Lifetime Value. Dan shares insights from his privacy research based on Apple's "App Tracking Transparency" (ATT) initiative commonly known as "Ask App Not to Track" which include a significant impact on business results, a degradation of CAC, and a disproportionate hit to small companies. Key topics include: how the elimination of a Facebook customer ID negatively impacted revenue, why averaging marketing results can be a profit killer, and why analytical time frames matter. Tune in to hear updates on Dan's other research including Peloton, loyalty programs and "How everyone is cheating their way through college." CMO Confidential: The Disparate Impact of Privacy Policy — with Dr. Dan McCarthy (UMD) on ATT, CLV & CACWhat happens to your revenue when attribution breaks? In this episode, 5x CMO Mike Linton sits down with Dr. Dan McCarthy (Professor of Marketing, University of Maryland; leading practitioner of Customer Lifetime Value) to unpack Apple’s App Tracking Transparency (ATT) and its ripple effects on marketing performance. Dan shares new research showing how the loss of a Facebook customer ID degraded click-through, CAC, and revenue—with disproportionate pain for smaller, Facebook-heavy brands.We dig into why averages kill profit (stop using blended CAC/CLV!), how channel-specific, time-varying metrics drive smarter allocation, and the practical playbook for marketers in a post-IDFA world. Dan also updates us on his other research—Peloton, loyalty & subscription programs (DoorDash/Postmates), and the “everyone is cheating their way through college” debate and what it means for teaching and real-world readiness.What you’ll learn • How ATT broke cross-site attribution and raised CAC while lowering revenue yield • Why small DTC brands took the biggest hit, and how (or if) they can recover • The danger of blended CAC/CLV vs. channel-specific, time-varying metrics • Subscription insights: novelty vs. maturity effects, and behavior after cancellation • Action items to protect growth when signal quality declinesAbout our guestDr. Dan McCarthy is a professor at the University of Maryland (formerly Emory) and one of the foremost experts on CLV and customer-based corporate valuation. His work spans privacy’s impact on e-commerce, subscription economics, loyalty programs, and public-company customer metrics.Sponsor: TypefaceTypeface helps the world’s biggest brands move from brief to fully personalized campaigns in hours, not months. With its agentic AI marketing platform, one campaign becomes thousands of on-brand experiences across ads, email, and video—with enterprise-grade security and seamless MarTech integrations. Learn more at typeface.ai/cmo.Subscribe for more C-suite-level conversations every Tuesday, and catch our Friday newsletter with the top insights.⸻00:00 – Intro & sponsor: Typeface AI01:35 – Meet Dr. Dan McCarthy & ATT explained05:00 – How ATT broke attribution and raised CAC09:15 – Why small brands took the biggest revenue hit13:30 – The danger of blended CAC & CLV averages17:20 – Practical advice: channel-specific, time-varying metrics21:00 – Updates on Peloton & subscription research25:00 – The “everyone is cheating in college” debate28:00 – Final advice: beware of irrational subscriptionsSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.