CMO Confidential

A CMO Confidential Interview with Dr. Dan McCarthy, marketing professor at the University of Maryland. Dan discusses how customer lifetime value and customer-based corporate valuation connect marketing to the CFO and Wall Street. He explores why paid delivery subscriptions such as DashPass and Instacart+ can create tension between company profits and consumer savings, why positive average savings can mask losses for many subscribers, and how AI agents can help consumers identify and cancel subscriptions that no longer pay off.

Key topics include:

- What credit and debit card data reveal about gambling behavior after states launch legal online sports betting

- The risks of using marketing algorithms to encourage heavier betting

- What Oura illustrates about the difference between strong unit economics and an attractive valuation

- Why combining paid and organic acquisition can hide the cost of scaling through paid channels

Tune in to hear how a family trip to New York turned into an unexpected Oura case study in Times Square.

⏱️ Chapters

0:00 - Intro

1:08 - Introduction to Customer Lifetime Value

7:01 - Loyalty Programs and Subscriptions

13:56 - AI Agents and Subscription Management

20:23 - Gambling and Prediction Markets Analytics

27:46 - IPOs, Oura, and Rent the Runway

38:41 - Final Advice and Closing Thoughts

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

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A CMO Confidential Interview with Tim Huelskamp, CEO and Co-Founder of 1440, a news and knowledge platform. Tim shares his thoughts on the idea that "just because all knowledge is available, doesn't mean all questions have been asked" and why the intersection of User Generated Content (UGC) and AI has created an opportunity to engage "knowledge obsessed consumers" in the middle of the marketing funnel.

Key topics include:

- How the AI revolution resembles the launch of the printing press

- Why brands shouldn't ignore the deep subject knowledge they possess

- The power of curiosity meeting well-curated information

Tune in to hear stories about wine, 401(k)s, and bioluminescent fish.

⏱️ Chapters

2:17 - The Power of Curated Content

7:05 - Curation versus Algorithmic Search

9:59 - Knowledge Serendipity and Market Demand

16:29 - The Curiosity Graph in Marketing

26:25 - Fact-Checking and Avoiding AI Slop

32:30 - A Private Equity April Fools Story

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

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A CMO Confidential Interview with Dr. Peter Fader, Professor of Marketing at The Wharton School of Business. Pete discusses the application of Customer Lifetime Value (CLTV) to the business side of sports, the use of analytics to manage the fan base, and how baseball has gone from resisting technology to embracing things like dynamic pricing and facial recognition.

Key topics include:

- Why the General Manager of the Phillies went back to B-School to become the leader of the business side

- The need to connect the actions and experiences of the fan base versus managing individual activities

- Why, no matter what you think, your business can benefit from customer analytics

Tune in to hear stories about StubHub and Spotify.

⏱️ Chapters

0:58 - Introduction of Dr. Peter Fader

4:08 - Sam Fuld's Transition to Business Operations

8:42 - Solving the StubHub Problem and MLB Project

18:18 - Fan Analytics and Modern Fan Experience

21:28 - Dynamic Pricing and Overcoming Tradition

28:47 - Universal Business Takeaways and Closing

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

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A CMO Confidential Interview with Kip Knight, the founder of CMO Coaches and operating partner at Thomvest Ventures, formerly the President of H&R Block Retail and CMO of Taco Bell. Kip details his belief that marketers shouldn't "silo themselves" in B2B or B2C, why marketing strategy always matters, and the case for B2B to spend more on marketing.

Key topics include:

- The importance of storytelling

- The benefits of spending significant time in the field

- The reasons B2B buyers are often more emotionally driven than you think

- Why he doesn't believe in the "This product is so good, it will sell itself" concept

Tune in to hear why he thinks "Undercover Boss" is a flawed idea.

⏱️ Chapters

1:08 - Introduction of Kip Knight

2:31 - Breaking the B2B and B2C Silos

6:09 - Comparing B2C and B2B Frameworks

12:48 - Emotions and AI in B2B Marketing

17:10 - The Power of Brand Building

19:27 - Lessons from Sales and Overcoming Objections

25:30 - Common Mistakes and Final Advice

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

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A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). In Part 2, Bob shares thoughts on where marketing dollars are really going, the ANA's investigations into media transparency and waste, why brands still aren't valued as financial assets on balance sheets, and the growing pressures facing modern advertising agencies.

Key topics include:

- The findings behind the ANA's programmatic media transparency and rebate investigations

- Why building the economic value of a brand matters more than chasing short-term volume

- Bob's simple budget rule: split spend 50/50 between performance and long-term brand building

- The evolving agency ecosystem, from principal-based media buying to widespread in-housing

Tune in to hear how Bob led 21 consecutive years of growth at the ANA, his push to replace the traditional "Four Ps" with eight modern practice areas, and his best advice on why "no one is in charge like yourself" when managing your career.

⏱️ Chapters

1:08 - Media Transparency and Digital Waste

8:28 - Importance of Brands and Long-Term Value

13:25 - Agency Landscape and Evolving Ecosystem

16:30 - ANA Reorganization and Core Marketing Practices

19:13 - Growing the ANA and Traits of Great Marketers

23:12 - Advice for Future CMOs and Career Ownership

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

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A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). Bob shares thoughts on the rapidly evolving marketing landscape, why AI won't necessarily translate to growth, the challenges of the CMO position, and the importance of lifelong learning and curiosity to successful careers.

Key topics include:

- Why you need to rip up your playbook every year

- The need to value brands from a financial perspective

- The idea of getting comfortable enough with all of the tools, data and media to make informed decisions

- The evolution of cross media measurement including the Aquila model being pioneered by the ANA and a number of companies and associations

Tune in to hear how he grew the ANA from 188 member companies to 1,600 (representing over 20,000 brands) and a story about media waste and transparency.

⏱️ Chapters

1:08 - State of Marketing and Industry Evolution

8:54 - AI, Consumer Discovery, and Funnels

11:41 - The Complex Job of the CMO

17:44 - B2B and B2C Marketing Convergence

21:18 - Solving Cross Media Measurement

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

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A CMO Confidential Interview with Kipp Bodnar, CMO of HubSpot and author of the newly released book, "Loop: A New Growth Model for an AI-First World."

Kipp discusses why the marketing funnel is no longer useful, his belief that AI has ushered in a new era where judgement and taste provide the biggest edge, and why "great marketing has to hurt."

Key topics include:

- The importance of mentions and attributions

- How judgement and taste can be learned

- Why you should strive for "counterfactual insights"

- Tips for finding top caliber employees

Tune in to hear a story about the Savannah Bananas and why "You've got to be like Taylor Swift - remarkable and prolific" with your marketing.

⏱️ Chapters

2:18 - The Broken Funnel and AI Disruption

5:04 - Attribution Models in the AI Era

7:48 - Content Quality and AI Slop

10:45 - The Role of Judgment and Taste

17:10 - Non-Binary Decisions and Big Bets

24:49 - CMO and CIO Collaboration

26:39 - Metrics, Creators, and Modern Marketing

31:27 - Practical Advice and Closing Thoughts

This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.

Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

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A CMO Confidential Interview with Michael D'Esopo, CEO of Lippincott, formerly the President and Director of Brand Strategy. Michael shares research on more than 500 senior marketing leaders which highlights the pressures on CMOs to balance their focus between growth, AI, the customer experience, immediate results, and more.

Key topics include:

- The risk of having too much focus on short-term results

- The importance of having a customer agenda

- Why stakeholder alignment is one of the key things to get right

- The need to translate marketing to C-Suite objectives

Tune in to hear a story about adidas and why you shouldn't do market research at a wedding.

⏱️ Chapters

0:19 - Introduction to Michael D'Esopo

0:38 - The CMO Trust Study Findings

4:19 - The Trust Trade-Off and Short-Term Pressure

8:34 - Aligning Marketing with C-Suite Goals

13:51 - Expansion of the CMO Remit

19:37 - Impact of AI on Marketing

22:58 - Alignment, Focus, and Customer Experience

27:59 - Advice for Marketers and Final Stories

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A CMO Confidential Interview with Emily Frager, Chief Client Officer at FleishmanHillard, board member of USC Annenberg Center for PR, formerly CMO of Lennar Ventures.

Em discusses why public relations has become a much more important business function, how AI has changed the game, and the need for speed in reputation management.

Key topics include:

- The shift from downstream reaction to upstream planning

- The importance of organization and governance

- Why a data-driven "ground game" matters more than ever

- How to "be prepared"

Tune in to hear why the fear of being wrong usually complicates and slows your reaction and why the Taylor Swift wedding NDA is a masterclass in control.

⏱️ Chapters

1:42 - Communications and PR Moment

9:46 - Shifting From Publicity to Engineering

17:45 - Best Practices and Governance

24:50 - Agency Partnerships and RFPs

29:37 - Major Stories and Practical Advice

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A CMO Confidential Interview with Aneesh Dhawan, the Co-Founder and CEO of Knit, an AI Native Research Firm.

Aneesh shares toplines from Knit's AI Trust Survey of 150+ enterprise research leaders and details how the biggest fear has morphed from potential job loss to AI outputs without expert, human judgement.

Key topics include:

- The difference between data, insights and storytelling

- Why research utopia may be just around the corner

- Tips for vendor selection

- The importance of good governance habits

Tune in to hear why your research leader will eventually function like a Head Chef.

⏱️ Chapters

1:30 - AI in Market Research

3:06 - AI Trust Index Findings

4:28 - Greatest AI Researcher Fears

7:01 - Governance and Human Judgment

11:31 - ROI and AI Slop

14:14 - The Future of Research

16:09 - Choosing AI Research Vendors

18:05 - Governance and Best Practices

24:26 - Addressing the Trust Gap

27:03 - Advice for AI Implementation

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