A CMO Confidential Interview with Mike Walrath, Chairman and CEO of Yext, Inc., formerly CEO of Right Media, and SVP at Yahoo! Mike discusses what he believes is the collapse of the marketing funnel, the need to understand how AI consumes data while judgement stays with consumers, and how an "influence marketing" mindset is emerging. Key topics include: why CMOs will need to be both great brand strategists as well as scientists, the need to constantly distribute information and "tend it like a garden," and why Reddit is great for training AI, but not as important in building brand influence. Tune in to hear a story about why you shouldn't let ChatGPT talk in an unsupervised forum and why Land Rover should send me a polo shirt. This week, Mike Linton sits down with Mike Walrath, Chairman & CEO of  @yext  (and founder of WGI Group), to unpack why the classic awareness–consideration–conversion funnel is collapsing—and what CMOs must do next. From zero-click discovery and AI agents “front-ending” consumers to why structured first-party data now beats pretty websites, Walrath maps the new rules for brand, distribution, and measurement in an AI-led marketplace. We cover: how consideration gets outsourced to AI, why marketers will “market to agents” (without controlling the ad copy), the coming arms race in citations and data distribution, and what organizational fixes boards and CMOs should make now. If you own brand, growth, or P&L accountability, this is a playbook for the next chapter. **Sponsor —  @typefaceai  Typeface helps the world’s biggest brands move from brief to fully personalized campaigns in hours, not months. With its agentic AI marketing platform, one idea scales into thousands of on-brand variations across ads, email, and video—integrated with your MarTech stack and secured for the enterprise. See how brands like ASICS and Microsoft are transforming marketing: typeface.ai/cmo. Highlights * Why “zero-click” compresses awareness and consideration inside AI experiences—and how to win the AI bake-off. * The end of marketer-controlled ad copy; influence shifts to data quality, recency, and distribution. * Memory and context change everything: agents know the consumer—and your brand—better than you think. * Brand matters more, not less; without brand salience you won’t make the answer set. * From content to data: make every spec, price, menu, inventory, policy, and promo machine-readable and syndicated. * Citations, not vibes: first-party sites and listings dominate AI references; keep them fresh and authoritative. * Org design: hire the data athletes, upgrade infrastructure, and instrument real conversion milestones (tests, visits, units). New episodes every Tuesday on YouTube, Apple, and Spotify. If you find this useful, please like, subscribe, and share with your team. **Guests** Mike Walrath — Chairman & CEO, Yext; Founder, WGI Group. Host: Mike Linton — former CMO of Best Buy, eBay, Farmers Insurance; former CRO, Ancestry. CMO Confidential,marketing,CMO,chief marketing officer,AI marketing,agentic AI,marketing funnel,zero click,search,SEO,GenAI,LLM,brand strategy,performance marketing,Yext,Mike Walrath,Mike Linton,customer journey,personalization,content at scale,structured data,citations,data strategy,MarTech,go to market,GTM,board strategy,enterprise marketing,retail,automotive marketing,restaurants,media,advertising,Typeface sponsor,Typeface AI,typeface.ai/cmo 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 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 activity Guest: 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 learn A practical AI playbook: pick one revenue-adjacent use case, rewire the process, measure before/after, then scale How 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 it Spotting resistance (job loss fears, “new thing” fatigue, agency incentives) and converting it into momentum The right vendor questions (and red flags) to separate sizzle from outcomes Why authenticity, governance, and legal guardrails must ship with your AI stack About Abhay Founder & 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 — Quad Marketing 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/buildbetter Chapters (38:00) 00:00 Intro & sponsor 01:10 Guest intro & topic setup 03:10 The AI cold start problem & Amara’s Law 07:00 C-suite urgency vs. practitioner reality 11:30 Beyond efficiency: driving top-line growth 15:10 Content demand, bots/agents, and “watermelon metrics” 19:20 Case study: 93% lift from email personalization 23:30 Resistance patterns: job loss, new-thing fatigue, agency economics 29:10 Vendor questions & lighthouse projects that actually ship 33:10 Legal, authenticity, and governance considerations 35:30 Closing advice: beginner’s mindset + bet on people 37:30 Wrap Subscribe New 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 Linton Guest: 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,Personalization See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

"Dissecting Compensation - A Primer on Understanding, Negotiating and Managing Pay" A CMO Confidential Interview with Richard Sanderson, the Marketing, Sales, and Communications Practice Leader at Spencer Stuart. Richard starts with the basics of salary, bonus and equity and branches out to compensation mix, the various types of equity, negotiating best practices, and the "other" elements of an offer. Key topics include: why the devil is in the details; when and how to discuss compensation; the difference between dumb luck and bad luck; and why everyone should do a "multi-year cash flow analysis." Tune in to hear why you should always read the proxy statement and the importance of being prepared to explain how you are using AI. In Part 2, host Mike Linton sits back down with Spencer Stuart Practice Leader Richard Sanderson to get tactical about comp negotiations, severance, equity, and managing your team through pay anxiety. If you’re a CMO (or headed there), this episode is your field guide to securing a fair offer and stewarding compensation conversations with your org. Points of interest: • Your moment of maximum leverage: why the verbal offer is the prime time to align on comp—and how to use that window without damaging trust. • How different companies negotiate: spotting “full & fair” one-shot offers vs. multi-round negotiators—and how to work the process with your recruiter as a broker to keep heat and emotion out. • Beyond base and bonus: what’s often negotiable (e.g., severance, sign-on/bridge, relocation, start date, work location, travel, even one-offs) and how to prioritize your asks. • Severance norms & timing: what policies typically look like (e.g., 6–12 months in many cases), when to ask, and why it’s safest through the recruiter. • Feeling underpaid? Building a data-backed case with market signals, peer benchmarks, recruiter insight—and how proxy statements can ground internal conversations. • Underwater equity & team morale: acknowledging pain, reframing to a long-term vision, and understanding annual equity refresh dynamics (timing matters). • Do the 5-year cash-flow analysis: compare current state vs. new offer (vesting, cliffs, bridge needs) so you don’t get surprised in Year 1–2. • Today’s relocation reality: mortgage-rate math and why moves can be financially punitive—plan your package accordingly. • Offer etiquette & reputation risk: why turning down a written offer is a red flag on process—and why reneging after signing can follow you. • Be ready for the AI question: every senior marketing interview now probes AI use cases, impact, and CFO alignment—have crisp examples. Sponsored by Quad Marketing only works when everything works together. Quad helps your marketing machine run with less friction and smarter integration—so you get speed, efficiency, and ROI. Better marketing is built on Quad. See how better gets done at www.quad.com/buildbetter. If you missed Part 1, go watch that next—then subscribe for weekly conversations with leaders who’ve sat in the CMO chair. #CMOConfidential #CMO #ExecutiveCompensation #MarketingLeadership #Negotiation #Equity #Severance #AIinMarketing #SpencerStuart #MikeLinton #RichardSanderson #Quad 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 Richard Sanderson, the Marketing, Sales, and Communications Practice Leader at Spencer Stuart. Richard starts with the basics of salary, bonus and equity and branches out to compensation mix, the various types of equity, negotiating best practices, and the "other" elements of an offer. Key topics include: why the devil is in the details; when and how to discuss compensation; the difference between dumb luck and bad luck; and why everyone should do a "multi-year cash flow analysis." Tune in to hear why you should always read the proxy statement and the importance of being prepared to explain how you are using AI. What should CMOs (and aspiring CMOs) know about salary, bonus, and equity—and how do you actually negotiate it? Mike Linton sits down with Richard Sanderson, Practice Leader at Spencer Stuart, to demystify executive compensation for marketing leaders. They cover base pay vs. bonus, RSUs vs. options vs. PSUs, vesting mechanics, event-based triggers, how and when to negotiate, and what new pay-equity laws mean for candidates. Real talk on forfeitures, bonus history, and why your “one big ask” matters when the offer finally comes. What we cover • Why CMO pay data is scarce (and what that means for “market rate”) • Compensation mix: public vs. private/PE, U.S. vs. Europe, and “CMO+” roles • Equity 101: RSUs, options (strike prices/underwater risk), and PSUs (accelerators/decelerators) • Vesting models: time-, performance-, and event-based—and what you can/can’t negotiate • Bonuses: how targets are set, why they’re harder to move, and the 3-year payout history test • Negotiation timing: expectation-setting, handling the “what are your expectations?” question, and using information asymmetry to your advantage • Pay-equity & transparency laws: what recruiters can ask (expectations) vs. can’t (history), and how to discuss forfeitures • Offer strategy: why you typically get one high-leverage counter—and how to use it Sponsor  @quadgraphics  — Better marketing is built on Quad. When everything in your marketing machine works together, efficiency, speed, and ROI go up. See how better gets done: www.quad.com/buildbetter ⸻ 🎧 New episodes every Tuesday. 📰 Companion newsletter every Friday with the top insights. ⸻ CMO Confidential,Mike Linton,Richard Sanderson,Spencer Stuart,CMO compensation,executive compensation,marketing leadership,base salary,bonus structures,equity compensation,RSUs,stock options,PSUs,vesting schedules,performance shares,forfeitures,compensation negotiation,pay transparency laws,pay equity,offer strategy,total rewards,chief marketing officer,chief growth officer,chief commercial officer,chief revenue officer,recruiter advice,board expectations,public vs private equity,marketing careers,Quad sponsor 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 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 World This 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. ⸻ ⏱️ Chapters 00:00 – Intro & guest: Dwight Hutchins (BCG) 02:05 – The market reality: uncertainty, shifting buyer values 06:10 – CFO pressure: “grow and cut” in the same breath 09:20 – AI spend vs. payoff: recalibrating expectations 12:25 – Media fragmentation & the “peanut butter” budget problem 15:55 – Where AI helps most: measurement, targeting, creative ops 19:10 – Forensic cuts case study: freeing up massive dollars 23:10 – Finding waste: frequency caps, ad length, quality controls 27:05 – “First Fast Response”: demand spaces & brand power 30:20 – Sufficiency & focus: stop starving campaigns 33:05 – Working vs. non-working: ratios that actually move results 35:20 – Zero-based budgeting (in moderation, with data) 37:10 – Org & ops: redesigning execution, in/outsourcing lines 38:55 – Fun story: the “batteries-on-milk” promo & promo ROI 40:00 – 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 sufficiency 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 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. ⸻ ⏱️ Chapters 00:00 – Welcome and introduction 03:15 – Why interviewing for a CMO role is uniquely challenging 07:40 – Pre-Game: Preparing beyond the résumé 13:05 – What search firms and boards are really looking for 17:50 – Game Time: How to manage the actual interview 23:30 – Mistakes CMOs make when telling their career story 29:10 – Post-Game: Following up and maintaining momentum 34:20 – The role of references and backchannel checks 37:50 – Final advice for candidates and boards 40:00 – Wrap-up and sponsor message ⸻ 📌 Tags CMO 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 hiring 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 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. Description What 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 embeds About our guest Shiv 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 — Typeface Legacy 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 Markers 00:00 – Welcome & Sponsor: Typeface 01:45 – Introducing Shiv Singh & “5 Truths You Won’t Hear at Cannes” 05:10 – Truth 1: AI is changing jobs, creativity, and strategy 10:20 – The CMO role is broken: scope, overlap, and alignment 15:05 – Walled gardens & retail media: why measurement is broken 19:45 – Truth 2 & 3: Big Tech as the new kingmakers 24:20 – Zero-click search & the rise of AI-driven discovery 28:50 – Truth 4: Cannes optics and why it’s “not for everybody” 32:40 – What CMOs should do: tech fluency, coding, weekly experiments 36:00 – Superintelligence and the AI-native org of the future 39:00 – 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 & CAC What 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 declines About our guest Dr. 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: Typeface Typeface 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 AI 01:35 – Meet Dr. Dan McCarthy & ATT explained 05:00 – How ATT broke attribution and raised CAC 09:15 – Why small brands took the biggest revenue hit 13:30 – The danger of blended CAC & CLV averages 17:20 – Practical advice: channel-specific, time-varying metrics 21:00 – Updates on Peloton & subscription research 25:00 – The “everyone is cheating in college” debate 28:00 – Final advice: beware of irrational subscriptions See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CMO Confidential — “What Your CFO Wants to Tell You (But Won’t)” with CNA CFO Scott Lindquist What does a great CFO really think about marketing? Mike Linton sits down with Scott Lindquist—CFO of CNA Financial and former long-time CFO of Farmers—to decode the finance side of brand building, performance spend, and the politics of the boardroom. They cover how CMOs should onboard a new CFO, why “marketing math” wins over skeptics, mistakes to avoid in board presentations, and how insurers used bold brand bets to become category killers. What you’ll learn • The four archetypes of CFOs—and how to work with each • Why CFOs who are “joined at the hip” with the CEO think differently about growth • How to explain cost of capital and present value like a marketer (and win budget) • The insurance playbook: brand investment, DTC distribution, and lifetime value • Why every large marketing org needs a Marketing CFO (and how to set it up) • Boardroom pitfalls: jargon, 100-slide decks for 20 minutes, and “draining the slide” • Practical tips for building trust: bring the data, surface bad news early, and speak in outcomes Guest Scott Lindquist — Chief Financial Officer, CNA Financial. Former CFO, Farmers Insurance. Started at PwC and has led finance through growth, turnarounds, and public-company scrutiny. Host Mike Linton — Former CMO of Best Buy, eBay, and Farmers; former CRO of Ancestry. Host of CMO Confidential, the #1 CMO show on YouTube. Who should watch CMOs, CEOs, CFOs, board members, founders, and marketing leaders who need tighter finance alignment and clearer ROI storytelling. Brought to you by Typeface Legacy marketing tools weren’t built for AI. Typeface is the first multimodal, agentic AI marketing platform that turns one idea into thousands of on-brand assets—across ads, email, and video—while integrating with your MarTech stack and meeting enterprise-grade security needs. See how brands like ASICS and Microsoft accelerate content at scale: typeface.ai/cmo. — If you’re enjoying the show, please like, comment, and subscribe. New episodes every Tuesday; companion newsletter with the top insights every Friday. #CMOConfidential #CFO #MarketingROI #BrandBuilding #B2BMarketing CMO Confidential, Mike Linton, Scott Lindquist, CNA Financial, Farmers Insurance, CFO, CMO, marketing CFO, finance and marketing alignment, cost of capital, present value, marketing math, LTV, lifetime value, CAC, board presentations, brand valuation, insurance marketing, DTC insurance, Geico, Progressive, performance marketing, media spend, marketing ROI, budgeting, enterprise marketing, MarTech, agentic AI, Typeface AI, ASICS, Microsoft, PwC, executive leadership, C-suite, category strategy, growth strategy, B2B marketing, B2C marketing, onboarding a CFO, sponsorships, vendor management, marketing governance, data-driven marketing, brand building, boardroom communication, enterprise security, AI marketing platform 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 Kim Whitler, professor at the University of Virginia Darden School of Business, board member, and former GM and CMO. Kim shares insights from more than a decade of research with over 500 CMO's including how 50+% of roles are misaligned, the huge gap between CEO's and CMO's, the fact that misalignment results in weaker financials, and her belief that better position matching would "prevent" the "cure" of firing the CMO. Key discussion topics include: why the CMO position has the most variance in the C-suite; the importance of matching responsibility, experience and status; and why she thinks search firms can do a better job. Tune in to hear marketing analogies to the New England Patriots line-up and James Bond movie casting. Colonel Mustard, in the Study…with the Job Spec? Why Poor Role Design Shortens CMO Lifespans | CMO Confidential Welcome back to CMO Confidential, the podcast that takes you inside the drama, decisions, and politics that go with being the head of marketing. Hosted by 5x CMO Mike Linton (Best Buy, eBay, Farmers Insurance, Ancestry.com). This week, Mike welcomes back Dr. Kim Whitler, Professor of Marketing at the University of Virginia’s Darden School of Business, former CMO, board director, and one of the foremost researchers on the CMO role. Kim has spent 14+ years analyzing 500+ interviews and hundreds of job specs to uncover why nearly 54% of CMO roles are misaligned—and what that means for tenure, effectiveness, and marketing’s reputation in the C-Suite. From her groundbreaking research (published in HBR, Sloan Management Review, and the Journal of the Academy of Marketing Science) to real-world board and executive experience, Kim breaks down: * Why job specs often set CMOs up to fail * The massive perception gap between CEOs (who think roles are well-designed) and CMOs (who don’t) * How status, responsibility, and experience combine to drive—or derail—firm outcomes * The practical questions every CMO candidate should ask before taking a job * Why “throw away the job spec and write your own” might be the smartest advice you’ll hear 🎙️ Whether you’re a CMO, CEO, board member, or aspiring marketing leader, this is a masterclass in role design, negotiation, and how to set marketing up for real impact. --- 📌 Episode Chapters 00:00 – Welcome to CMO Confidential 01:30 – Introducing Dr. Kim Whitler 04:00 – Why CMO job specs often fail 08:15 – Defining “misalignment” in CMO roles 13:00 – The role of status, responsibility & experience 18:30 – The CEO vs. CMO perception gap 24:00 – Practical questions every CMO candidate should ask 30:00 – Negotiating role design & avoiding pitfalls 33:30 – Kim’s closing advice & final story - About Our Sponsor: Typeface AI This episode is brought to you by Typeface AI www.typeface.ai/cmo — named Company of the Year by Adweek, a TIME Best Invention, and one of Fast Company’s Next Big Things in Tech. Typeface helps the world’s biggest brands move from business brief to fully personalized campaigns in hours, not months. Their agentic AI marketing platform scales a single campaign into thousands of on-brand experiences across ads, email, and video—all while integrating seamlessly with your MarTech stack and maintaining enterprise-grade security. See how brands like Asics and Microsoft are transforming marketing with Typeface at typeface.ai/cmo. --- 🔔 Don’t miss a single episode—subscribe on **YouTube, Apple Podcasts, or Spotify**. 👍 Like this video if you enjoyed the conversation and drop your takeaways in the comments! #CMOConfidential #MarketingLeadership #KimWhitler #CMORole #MarketingStrategy #TypefaceAI See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CMO Confidential Interview with Tom Goodwin, author, speaker, and former innovation head at Publicis, Zenith, and Havas. Tom discusses his belief that today's CMO's are overly focused on efficiency versus marketing principles and that the contemporary playbook has been created by tech companies focused on performance metrics. Key topics include: an unhealthy focus on the speed of measurement and short-term results; marketers having a "feeling of vulnerability" if they haven't heard of new tech; and the fact that many of the hyped direct-to-consumer brands like Casper and Ridge Wallets aren't actually doing that well. Tune in to hear the underestimated impact of "beauty" and a story about being locked out of a self-driving car. 🚨 New Episode of CMO Confidential 🚨 This week, host Mike Linton (5x CMO: eBay, Best Buy, Farmers Insurance, Ancestry.com) sits down with Tom Goodwin — author, speaker, and former global head of innovation at Publicis, Zenith and Havas. Tom argues that today’s marketing playbook has been hijacked by tech platforms obsessed with performance metrics and short-term efficiency. In this wide-ranging conversation, we cover: ✅ Why CMOs are over-indexing on efficiency at the expense of brand-building principles ✅ The fear of irrelevance driving marketers to chase every new technology trend ✅ How speed of measurement is warping long-term thinking ✅ Why many direct-to-consumer darlings like Casper and Ridge Wallets aren’t as successful as headlines suggest ✅ The underestimated role of beauty and creativity in building lasting value ✅ A wild story about being locked out of a self-driving car Whether you’re a CMO, founder, board member, or just obsessed with the future of marketing, this episode is a must-listen. 👉 Don’t forget to like, subscribe, and hit the bell for more insider conversations on what it really takes to be a modern CMO. #CMO #MarketingLeadership #TomGoodwin #CMOConfidential #BrandBuilding #MarketingStrategy #CMOInsights #DigitalMarketing #Innovation ⸻ CMO Confidential,Tom Goodwin interview,Tom Goodwin marketing,CMO podcast,CMO role,CMO insights,marketing leadership,marketing podcast,brand building,marketing strategy,digital marketing,marketing efficiency,marketing principles,innovation in marketing,short term vs long term marketing,beauty in branding,CMO advice,marketing leadership podcast,marketing tech trends,direct to consumer brands,CMO discussion,marketing innovation,self-driving car story,CMO lessons 0:00 – Welcome & Intro: Meet Tom Goodwin 2:15 – Why CMOs Overvalue Efficiency 6:40 – The Tech-Driven Marketing Playbook 11:05 – Vulnerability & Fear of Missing Out on New Tech 15:20 – The Problem with Short-Term Metrics 19:00 – DTC Myths: Casper, Ridge Wallet & Beyond 23:45 – The Undervalued Power of Beauty & Creativity 28:10 – Locked Out of a Self-Driving Car (Story) 30:15 – Final Takeaways & Wrap-Up 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 David Aaker, Vice Chair of Prophet, author of numerous marketing books including Aaker on Branding 2nd Edition, formerly a Haas School of Business Professor. David discusses the history of brand equity starting with the BCG model from the 90's and why that model and scanner data drove a short-term sales focus at the expense of brand equity. After years of progress, he believes we are now experiencing "A revival of short-termism." Key topics include: the differences between B2B and B2C brand building; the need for marketers to appreciate that brands aren't built in isolation; and how to break through in a hostile communications environment. Tune in to hear why he believes "There are easy ways for companies to build better brands," and case studies from Dove and Uniqlo. Brand value has been discussed for decades—so why isn’t it a universally accepted business principle? In this episode of CMO Confidential, host Mike Linton sits down with branding legend David Aaker, Vice Chair at Prophet, author of 18 books, and widely regarded as the “Father of Modern Branding,” to unpack why the fight for brand equity is far from over. From the origins of brand equity in the 1990s to today’s hostile marketing environment, Aaker shares insights on: • Why brand should be treated as a long-term asset, not a short-term tactic • How short-termism and performance marketing are eroding brand value • The difference between B2B and B2C brand management (and why organizational values matter more in B2B) • Examples of brands that have nailed disruptive innovation and purpose-driven branding (Dove, Uniqlo, Habitat for Humanity) • Why most companies are managing brands poorly in today’s cluttered, skeptical media environment • How AI could democratize creativity and make professional branding accessible to more companies Packed with history, frameworks, and practical examples, this conversation will change the way you think about brand value, brand portfolios, and how to make your brand truly indispensable. 00:00 – Introduction to CMO Confidential & Guest David Aaker 01:15 – Why Brand Value Still Isn’t a Universally Accepted Principle 03:45 – The Birth of Brand Equity in the 1990s 06:10 – Short-Termism, Performance Marketing, and the Brand Erosion Problem 08:35 – How to Justify Brand as an Asset (Case Studies & Examples) 11:20 – The Visibility Advantage and 14 Dimensions of Brand Value 13:05 – Why CFOs and Boards Believe in Other Brands, but Not Their Own 15:10 – B2B vs B2C Branding: Key Differences and What Matters Most 17:45 – Why Many Companies Are Managing Brands Poorly Today 20:00 – Branding in a Hostile Communication Environment 22:05 – The Power of Brand Portfolios, Companion Brands, and “Silver Bullet” Brands 24:30 – Examples: Uniqlo, HeatTech, and the Westin Heavenly Bed 26:10 – Super Bowl Advertising: Breaking Through Clutter and Skepticism 28:00 – AI, the Democratization of Creativity, and the Future of Branding 29:20 – Final Advice: Your Duty as a Marketer to Build the Brand as an Asset 30:15 – Closing Remarks & Subscribe Here’s your list fully hashtagged and comma-separated: #cmoconfidential, #DavidAaker, #brandvalue, #brandequity, #brandstrategy, #marketingstrategy, #brandingadvice, #B2Bbranding, #B2Cbranding, #brandmanagement, #shorttermism, #performancemarketing, #purposedrivenbranding, #DoveRealBeauty, #UniqloHeatTech, #HabitatforHumanity, #marketingleadership, #brandportfolio, #brandeddifferentiators, #brandedenergizers, #brandedsourceofcredibility, #hostilemediaenvironment, #disruptiveinnovation, #AIinbranding, #democratizationofcreativity, #CMOpodcast, #marketingpodcast 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 Auren Hoffman, CEO of SafeGraph, formerly co-founder and CEO of LiveRamp. Auren discusses his belief that vendor management is the most critical skill for the future and why most companies should "rent" a high caliber pool of talent instead of hiring individual executives. Key topics include: thoughts on improving your vendor management skill (with outside law firms as an example); the concept of "scaffolding" developing talent; why he believes procurement is a "negative value" function; and why he would short consulting firm Booz Allen. Tune in to hear why he thinks private equity has shifted from making companies better into financial engineers and his belief that an MBA usually has a negative ROI. CMO Confidential: Auren Hoffman on Vendor Management, Talent Strategy, and the Broken MBA In this week’s episode of CMO Confidential, Mike Linton sits down with Auren Hoffman, CEO of SafeGraph and former co-founder/CEO of LiveRamp, to challenge conventional thinking on hiring, procurement, and leadership development. Auren shares why he believes vendor management is the #1 skill for future executives—and why most companies should rent world-class capabilities rather than hire executives they can’t fully utilize. From “scaffolding” young talent to his provocative views on procurement’s negative value, Booz Allen, MBAs, and the transformation of private equity, this episode is packed with contrarian insights for CMOs, CEOs, and founders alike. 🧠 Don’t miss Auren’s candid takes on why many traditional business functions are stuck in the past—and what leaders should do instead. 🔔 Subscribe for more insider lessons on what it really takes to thrive in the C-suite. ⏱️ Chapters: 00:00 - Introduction: Auren Hoffman’s Background & Career Path 01:45 - The Most Important Executive Skill: Vendor Management 05:22 - Why Renting Talent Beats Hiring for Most Companies 08:40 - Scaffolding: A Framework for Developing Talent 12:10 - The Case Against Procurement: “A Negative Value Function” 16:03 - Why He Would Short Booz Allen 18:35 - Private Equity’s Shift from Builders to Financial Engineers 23:14 - The Problem with MBAs and Why ROI is Often Negative 26:40 - How Executives Should Rethink Internal Capabilities 29:08 - Final Thoughts & Rapid-Fire Takes Auren Hoffman, SafeGraph, LiveRamp, CMO Confidential, Mike Linton, vendor management, procurement, scaffolding talent, executive hiring strategy, Booz Allen, private equity critique, MBA ROI, modern leadership skills, B2B marketing, executive leadership, future of work, marketing strategy, marketing podcast, business podcast, CEO advice, CMO podcast, talent development, rent vs hire, startup strategy, enterprise strategy, marketing leadership, SafeGraph CEO, Auren Hoffman interview 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 Peri Hansen, Korn Ferry Leader, CMO Practice, North America. Peri discusses why the CMO position is becoming the vanguard of innovation, the importance of an "agile learner" mindset, and why there's no substitute for great leadership. Key topics include: how nothing "returned to normal" after COVID; the importance of org design; and why CMO's should own the entire customer life cycle and help drive company strategy. Tune in to hear why references matter more than ever and the importance of building a personal brand. Why the CMO Is Now the Innovation Leader | Peri Hansen, Korn Ferry CMO Practice In this episode of CMO Confidential, Mike Linton sits down with Peri Hansen, leader of the CMO Practice at Korn Ferry North America, to explore how the role of Chief Marketing Officer has become the new vanguard of innovation, strategy, and customer-centric growth. From org design to leadership development, Peri breaks down the key traits of successful CMOs and why companies are no longer returning to pre-COVID norms. She shares why agile learning, personal brand-building, and owning the full customer lifecycle are now non-negotiables for modern marketing leaders. Topics Covered: • Why CMOs are being tapped to drive innovation and transformation • The post-COVID shift in org design and what it means for marketing • The importance of leadership, agility, and continuous learning • Why great references still matter in the hiring process • How CMOs can (and should) influence company-wide strategy Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives. ⏱️ Chapters (Optimized for 29-minute Runtime) 00:00 – Intro: The Evolving Role of the CMO 01:00 – Meet Peri Hansen: Korn Ferry CMO Practice Leader 02:12 – Why the CMO is Now the Vanguard of Innovation 04:30 – Three New Mandates for CMOs: Tech, Strategy & Lifecycle 06:50 – The CMO as a Change Agent and Team Builder 08:30 – Tech CMOs Are Leading—Who’s Catching Up? 10:15 – Building Tech Credibility as a Marketing Leader 12:10 – “Nothing Returned to Normal” After COVID 13:30 – Post-COVID Turnover: What CEOs and Boards Want Now 15:30 – What’s Replacing the Traditional CMO Role? 17:10 – Why Org Design Is a Top Priority in CMO Searches 19:05 – How Companies Realize They Need Org Restructuring 20:45 – The AI Era: Is There a Leadership Gap Forming? 22:20 – What Agile Leadership Actually Looks Like 24:00 – What Resumes Reveal: Pivot Points and Risk-Taking 25:10 – Why References Matter More Than Ever 27:00 – Final Advice: CMOs, Build Your Own Personal Brand 28:40 – Wrap Up & Where to Find More CMO Confidential Content #CMOConfidential #PeriHansen  @kornferryintl  #ChiefMarketingOfficer #Leadership #OrgDesign #CustomerExperience #MarketingStrategy #PersonalBrand #ExecutiveSearch #CMOInsights 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 Dan Salkey, Co-Founder & Strategy Partner at Small World, an agency designed to create "entertainment first" brands. Dan discusses the concept of "Entertain or Die," the difference between "owning" and "renting" eyeballs, and why his focus is on "saves, likes, and shares." Key topics include: the fact that attention is earned; the difference between entertaining and selling; why many tech brands forget to entertain; and how to measure "attentive cost" versus cost per impression. Tune in to hear case studies on Liquid Death and Duolingo and why Net Scout produced a Werner Herzog film. In this episode of CMO Confidential, Mike Linton sits down with Dan Salkey, Co-Founder and Strategy Partner at Small World, an agency on a mission to create entertainment-first brands. Dan unpacks his provocative framework: “Entertain or Die.” From building brand characters to measuring success in saves and shares—not impressions—this conversation is packed with insights for CMOs navigating the new attention economy. 🧠 Learn why the best brands own their eyeballs instead of renting them, what marketers can learn from creators like MrBeast, and why  @netscoutinc  made a Werner Herzog documentary to stand out. 🔍 Featuring case studies from Liquid Death, Duolingo, and other unexpected brand entertainers, this episode offers a blueprint for building marketing that actually gets watched—and shared. 🎯 Topics Covered: • The rise of entertainment-first branding • “Saves, likes, and shares” as new core KPIs • Measuring attentive cost vs. cost per impression • The hidden power of brand characters and mascots • Why marketers need a writer’s room mindset • How boring B2B brands can still break through Subscribe to CMO Confidential for weekly insights from top marketing executives, strategists, and creators. Dan Salkey, Entertainment First Marketing, CMO Confidential, Mike Linton, Small World Agency, Liquid Death Marketing, Duolingo Brand Strategy, Branded Content, Entertain or Die, Brand Characters, Marketing Strategy 2025, Attention Economy, NetScout Werner Herzog, MrBeast Brand Playbook, Content Marketing, Virality Metrics, Branded Entertainment, Marketing Innovation, Social Media Marketing, Save and Share Strategy, B2B Brand Breakthrough, Branded Documentary, Marketing Podcast See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

They discuss why AI is different from previous technology advances and the series of "Holy Shit!" moments experienced when interviewing Sam Altman, Bill Gates and others. Key topics include: their belief that AI is "moving faster than you think" since it isn't constrained by an adoption curve or infrastructure; the power of Artificial General Intelligence which will be smarter than most experts; why trying to calculate the ROI of AI is comparable to measuring the return on electricity; and the possibility of 95% of marketing and agency jobs being impacted over the next 5 years.

Michael discusses the disruption in consumer behavior, why B2B client service is becoming more holistic, and why companies should "go on offense" in a time of uncertainty.

Nancie discusses her "brand fix" classifications of refine, purposefully manage, and transform, how to get started with data even when money and time are tight, some "Taylor Swift" approaches to brand work, and the difference between mission and brand.

Eugene discusses how most crimes start out as small, often unnoticed decisions made by strategic people, how nearly everyone has a chance to step over the line, why many companies (Air BnB, Uber, AI) take regulatory risk, and how culture drives poor individual choices.