CMO Confidential

A CMO Confidential Interview with Dr. Ed Dobbles, Founder of Dobbles.AI and former VP of Analytics and Insights at Diageo, H&R Block, and SUPERVALU. Ed discusses the evolution of analytics from the Almanac to BI to Generative Analytics and explains his thinking on why great tools often don't get used. 

Key topics include:

- Why "Analytics is hard, but people are harder"

- How generative analytics will allow leaders to truly talk to their data

- The importance of AI governance

- Why "All models are wrong but some are useful"

Tune in to hear stories about H&R Block, Malort Liquor, and the racquetball court at Best Buy. 

⏱️ Chapters

1:44 - Defining Analytics and Business Intelligence

3:26 - The Evolution of Data Adoption

9:31 - Analytics and Human Factors

15:06 - AI Systems and Synthetic Panels

24:35 - Building Future Analytics Teams

32:10 - Closing Advice and Stories

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A CMO Confidential Interview with Brent Rivard, co-founding Partner of Geezer Creative, previously CMO of Internova Travel and President of Mass Minority. Brent shares his thoughts on the tunnel vision, reliance on "safe" playbooks, and faulty KPIs that often prevent marketers from seeing the elephant in the room. 

Key topics include:

- Why you shouldn't confuse media with sales

- The relentless focus on young consumers even in categories like alcohol where Gen X and Boomers out-consume youth 8:1

- The distressing lack of employees over 50 in the agency business

Tune in to hear why loyalty is in decline and the idea of agency selection based on a "Jam Session" instead of an RFP. 

⏱️ Chapters

00:01 - Introduction to Brent Rivard

04:25 - The Overlooked $8.3 Trillion Market

07:37 - The Myth of Lifetime Value and Changing Consumer Loyalty

09:45 - Industries Adapting vs. Falling Behind

19:23 - Reassessing KPIs and Marketing Metrics

23:28 - Cultural Shifts and Modern Aging

31:46 - Practical Advice for Working with Agencies

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A CMO Confidential Interview With Aarron Spinley, Director at the Field Bell Institute and Author of "The Customering Method."

Aarron discusses his belief that customer management deserves its own discipline as part of marketing, that understanding customer needs is the foundation of sales, and why popular metrics can be misleading.

Key topics include:

- Why you should "learn the asset versus learn instead of the measures"

- The need to focus on "unnatural churn"

- The difference between automation and service

Tune in to hear why he's not fully on board with NPS and a story about "trendy rabbit holes."

⏱️ Chapters

00:00 - Introduction to CMO Confidential and Guest Aarron Spinley

01:23 - Defining Customer Experience and "Customering"

04:35 - Limitations of Marketing Concepts and Survey Data in Customer Management

06:53 - Drivers of Customer Loyalty vs. Net Promoter Score (NPS)

10:11 - The Relationship Between Customer Satisfaction and Loyalty in Banking

12:30 - The Correct Sequence of Customer Management: Asset, System, Measurement

13:59 - Market Orientation vs. Sales Orientation within a Customer Base

27:28 - What Effective Customer Interaction Looks Like

30:02 - The Role of AI and Centralized Decisioning/Orchestration

32:52 - Career Advice: Focus on Fundamentals Over Tools

34:36 - Conclusion and Closing Remarks

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This week on CMO Confidential, we are revisiting one of our favorite conversations with Rob Ward from January of 2026.

A CMO Confidential Interview with Rob Ward, co-founder and General Partner of Meritech Capital, a top Silicon Valley venture firm. Rob shares his take on what he calls a "super terrifying and exciting time" and provides perspective on AI receiving the most capital of any technology in history, the "durability of revenue" and how quickly start-ups are now reaching $100 million in revenue. Key topics include: why VC's focus on growth vs. profitability; the risks associated with massive long-term capital investment; why marketers should pick a "trusted advisor" as their AI partner; and why your data strategy needs "context. Tune in to hear how Astronomer handled the "Coldplay Concert Incident" which immediately became a PR classic and the "VC Foie Gras Effect."

What happens when a top venture capitalist pulls back the curtain on AI, valuations, hype cycles, and what’s actually working?

In this episode of CMO Confidential, host Mike Linton sits down with Rob Ward, Co-Founder and General Partner at Metech Capital, to unpack the realities behind the AI boom. Rob has spent more than 26 years investing in category-defining companies like Facebook (Meta), Snowflake, NetSuite, Zipcar, and Cloudera — and he brings a rare, grounded perspective to today’s AI frenzy.

Together, they explore:

 • Why AI adoption is still early — despite explosive growth

 • The real risks behind inflated valuations and “AI-washing”

 • How VC decision-making changes during platform shifts

 • What marketers and executives should actually look for when choosing AI partners

 • Why data strategy, change management, and trust matter more than tools

 • What layoffs, productivity, and the future of work really look like beneath the headlines

 • A masterclass in crisis communications, featuring Ryan Reynolds, Gwyneth Paltrow, and Coldplay

If you’re a CMO, CEO, board member, founder, or agency leader trying to make sense of AI without getting swept up in the hype — this is a must-listen conversation.

⸻

Chapter Markers

00:00 – Welcome to CMO Confidential

00:19 – Introducing Rob Ward and today’s AI conversation

01:13 – Where we really are in AI adoption

02:26 – Explosive AI growth: what’s real vs hype

03:35 – Why enterprise AI adoption is still a slog

04:37 – Vendor spend, hyperscalers, and the trillion-dollar buildout

06:12 – Is this an AI bubble? Public vs private market realities

07:20 – Accelerating investment rounds and lack of diligence

08:12 – AI-washing and durability of AI businesses

09:46 – Proof-of-concepts, switching costs, and fragile loyalty

10:55 – Big Tech vs startups: why this cycle is different

11:40 – Why VCs chase platform shifts despite the risks

13:05 – How AI is changing profitability and headcount math

16:11 – “FOGRA” investing and capital distortion

17:00 – Circular investing and data-center risk

18:23 – Data centers, GPUs, and betting on the wrong future

19:38 – Credit default swaps and financial warning signs

21:45 – How executives should choose AI vendors

22:58 – Change management and why culture matters most

24:09 – Why data strategy is the real AI strategy

26:36 – “Frequently wrong, never in doubt” and AI hallucinations

27:01 – Practical AI use cases for marketers

30:00 – Layoffs, productivity, and what’s really happening to jobs

33:05 – The best questions to spot real AI fluency

35:00 – AI safety, geopolitics, and long-term risks

36:38 – Crisis management masterclass: Astronomer, Coldplay & Ryan Reynolds

39:58 – Final advice and closing thoughts

⸻

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A CMO Confidential Interview with Michael Treff, the CEO of Code and Theory. Michael shares his belief that the ambiguity in markets is here to stay, why traditional B2B playbooks aren't working like they used to, and why this is the "dawn of a new era for creativity."

Key topics include:

- Three key B2B questions companies are asking

- The concepts of "stacking talent" and "forward-deployed teams"

- The need to be truly honest about your organization and the marketplace

- Why the future for agencies will be driven by tech, software, and service

Tune in to hear about why you should "Keep it simple," and why the future will bring "A reckoning for the service business."

⏱️ Chapters

1:12 - Guest Introduction and Overview of the B2B Marketplace

4:35 - Technology Investments and the Changing Journey

6:16 - Evolving Roles within the C-Suite

7:20 - Culture Shifts and the Service Business Reckoning

13:12 - Walled Gardens vs. Open Data Environments

16:12 - Synthetic Data Sets

18:40 - Advice for Traditional Clients

26:35 - The Future of Creativity in B2B

31:25 - Predictions for the Future

33:37 - Closing and Final Advice

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo.

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A CMO Confidential Interview with Drew Pinto, EVP and Chief Revenue and Technology Officer of Marriott International. Drew discusses the concept that architecture and data should be viewed as a means to an end, methods for assessing legacy systems, and why tech is critical to customer experience.

Key topics include: 

- Why he believes in "built to change”

- Ways to assess your data

- Why marketers shouldn't get "enamored by solutions

- The idea of "buying commodities" vs. building everything yourself

Tune in to hear a discussion about "data puddles," and why marketers should take their tech partners to dinner.

⏱️ Chapters

1:12 - Introduction and Guest Welcome

2:32 -Defining Data Architecture

5:00 - Evaluating Legacy Systems

12:51 - Sponsor Message: Typeface ARC Agents

13:55 - Built to Change vs. Built to Last

17:15 - Tech Sourcing: Build vs. Buy

21:11 - Customer Experience and Data Management

27:54 - Common Mistakes and Advice for Marketers

30:44 - Closing Remarks and Final Thoughts

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo.

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A CMO Confidential Interview with Dr. David Bray, Distinguished Fellow and Chair of the Accelerator with the Alfred Lee Loomis Innovation Council and bipartisan advisor on cyber, space, AI as well as countering terrorism, inauthentic information campaigns, and bioterrorism.

David shares thoughts on why geopolitics have become so important so quickly, the universal breakdown in trust, how anxiety fuels anger, which fuels grievance, and how business leaders might adjust to all of this.

Key topics include:

- Why geopolitical and tech issues should be added to the "risk management committee"

- The need for contingency planning and directional decision-making

- How anyone is now the equivalent of a 1970's cold war spy

- Why "getting better at discernment" is critical.

Tune in to hear about "responsible heretics" and how a high school science project resulted in a South American assignment for a 17-year old.

⏱️ Chapters

1:12: Introducing Dr. David Bray

1:39: Why Business Leaders Should Care About Geopolitics

2:33: Mapping the Ripple Effects of Technological Revolutions

4:47: Historical Context: 1890s Polarization and Yellow Journalism

7:01: Societal Anxiety, Governance, and the Path to Anarchy

9:10: Impact on Global Supply Chains and Geopolitical Uncertainty

12:25: The Complexity of Microprocessors and Hardware Risks

14:10: Upgrading the Board: Risk Management for Tech and Geopolitics

16:21: Pressures on the C-Suite and Decision-Making with Incomplete Information

18:06: Marketing in a Volatile Landscape: Early Signal Networks

20:07: The Role of the “Responsible Heretic” in Avoiding Groupthink

23:29: Managing Super-Empowered Employees and Information Capabilities

25:16: Disinformation Strategy: From Operation Denver to Modern Bots

27:56: Balancing Principles, Ethics, and Global Competitiveness

29:07: Preparing for the Future: Data Reassessment and the Art of Discernment

31:43: Strategic Headspace: Establishing Pivot Options

33:11: Predictions for 2026: AI Pushback and Conflict De-escalation

34:03: Funniest Story: The South American Science Fair Mosh Pit

35:51: Practical Advice: Leadership vs. Management Expectations

36:07: Final Takeaways and Closing Remarks

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo.

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A CMO Confidential Interview with Joe Gagliese, Co-Founder and CEO at Viral Nation, a full-service digital and social agency. 

Joe discusses the concept of social as "the people's media," details why he believes "discovery begins with social" and outlines how brands might think about becoming "social centered." 

Key topics include:

• Why social has become a prerequisite for certain categories
• Questions to ask your social agency
• Why measurement is still a bit of an Achilles heel
• How to think of social as a living organism which works in concert with the rest of your marketing

Tune in to hear why social is so important for autos and thoughts on reading Marcus Aurelius.

⏱️ Chapters

01:12 - Introduction to CMO Confidential

01:42 - Introducing Joe Gagliese

02:46 - Defining "Social First"

05:40 - Social Strategy as a Behavioral System

08:03 - The Prerequisite of Radical Transparency

12:11 - Transitioning to a Social-First Organization

15:03 - Maintaining Authenticity with Creators

17:33 - Steps to Develop a Social-First Strategy

20:20 - Determining Brand Readiness

22:01 - Measuring Social Performance and Conversion

25:18 - Five Questions to Ask Social Agencies

28:28 - Common Mistakes in Social Marketing

30:10 - Practical Advice and Closing Remarks

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo.

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A CMO Confidential Interview with Mike Kaput, the Chief Content Officer at SmarterX and Marketing AI Institute and co-host of "The Artificial Intelligence Show."

Mike shares research across 2000 companies regarding AI adoption and highlights the gap between what companies say they are doing and what is happening, the fact that only 25% of companies have achieved "scaling" status, and how larger companies can be slowed by complexity.

Key topics include:

- Why training and education represent the biggest obstacle to progress

- Why you should measure "tool usage"

- Why job clarity is important for agents.

Tune in to hear about rising AI pessimism and building yourself a "second brain." 

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo

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⏱️ Chapters

01:12 – Intro: Meet Mike Kaput & AI topic overview

02:37 – State of AI report: how the data was gathered

05:53 – Key insight: people vs organizations gap

06:43 – What scaling AI actually looks like

08:06 – Pilot phase reality across companies

10:11 – AI hype vs real adoption

13:02 – The “say vs do” gap in execution

14:15 – AI literacy is the #1 barrier

16:13 – How to assess AI maturity (individual & company)

20:06 – Biggest mistake: tools without training

23:20 – AI agents, risks, and what’s next

#AI #ArtificialIntelligence #AIMarketing #AIBusiness #GenerativeAI #AIAgents #MarketingAI #DigitalTransformation #AIAdoption #AITrends #FutureOfWork #Automation #MarketingStrategy #EnterpriseAI #AIWorkflows #AIEducation #AProductivity #AIInnovation

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This week on CMO Confidential, we're revisiting our conversation with Tom Goodwin from August of 2025 - this is one of our favorites with topics just as relevant to marketers today.

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

-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.

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo

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

⏱️ Chapters

00:00 – Intro: Meet Tom Goodwin

02:28 – Would 1950s Marketers Beat Today’s CMOs?

05:41 – Is Marketing Actually More Complex Today?

09:15 – Fundamentals vs Growth Hacking & Performance Tactics

11:05 – DTC vs Traditional Brands: What Actually Works

15:13 – Short-Term Metrics, AI Hype & Tech Overload

28:36 – Dark Social, Hidden Influence & What Data Misses

34:21 – Predictions, AI Reality & The Power of Simplicity

#MarketingStrategy, #CMOConfidential, #TomGoodwin, #BrandMarketing, #DigitalMarketing, #PerformanceMarketing, #MarketingFundamentals, #GrowthMarketing, #Advertising, #MarketingTrends, #AIinMarketing, #FutureOfMarketing, #CreativeStrategy, #CannesLions, #AdTech, #BrandBuilding, #ConsumerBehavior, #DirectToConsumer, #MarketingLeadership, #MarketingInsights

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