CMO Confidential

A CMO Confidential Interview with Dr. Joel Shapiro, Managerial Economics & Decision Sciences Professor at the Kellogg School of Management at Northwestern, formerly Varicent Chief Analytics Officer. Joel discusses the difference between Data Science and Data Leadership, how many "little, better decisions" aggregate into something meaningful, and why everyone should remember that "data doesn't make decisions." Key topics include: understanding asymmetric risk, how intangibles scuttled a profitable data driven opportunity; why you should never say "because the model says so;" and the need to set error expectations to build trust. Tune in to hear about his research on planning for adversity in the NFL.

📄 Show Description (Apple/Spotify/YouTube)

What happens when a grocery chain discovers a $100M+ opportunity through data science—and still says no?

In this episode of CMO Confidential, host Mike Linton welcomes Dr. Joel Shapiro, Professor at Northwestern’s Kellogg School of Management, to unpack the real-world lessons from “The Grocer Case.” Together, they explore what really kills data-driven decisions at the executive level—and why predictive analytics alone isn’t enough.

From pilot success to boardroom rejection, this episode goes deep on:

• Why organizations reject seemingly obvious, high-ROI data initiatives

• The hidden costs of model opacity, trust, and organizational culture

• What CMOs and business leaders must understand about data leadership

• The critical distinction between data science and data influence

• What the Euro Grocer case reveals about AI adoption challenges

• Lessons on decision asymmetry from child welfare to NFL roster management

If you’re navigating the gap between analytics and execution, this one’s for you.

📍 Hosted by Mike Linton, former CMO of eBay, Best Buy, Farmers Insurance, and Ancestry.com.

🔔 Subscribe for weekly episodes featuring candid conversations with top marketing minds, business professors, and C-suite leaders.

#CMO podcast, #Grocer case study, #Joel Shapiro Kellogg, #marketing data strategy, #decision #science in business, #predictive analytics case study, #CMO Confidential podcast, #data science failure, #why data initiatives fail, #business data leadership

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A CMO Confidential Interview with Evan Wittenberg, Chief People Officer of VuMedi, formerly CPO of Ancestry and Box, Google's Head of Leadership Development, and a Saturday Night Live Page. Evan discusses why HR has become a much tougher position over the last 5 years, AI's negative impact on leadership development, and the similarities between marketing and HR. Key topics include: his belief that every function should have a dedicated people partner; why "the burden of proof" is often higher for marketers; why he always interviews for "learning agility;" and why "doing the job you are hired for is better for your career than trying for "the next job." Tune in to hear questions marketers should ask in an interview and a great behind the scenes story from SNL Season 18.

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🔎 Episode Summary:

In this candid conversation, Mike Linton sits down with four-time Chief People Officer Evan Wittenberg to explore what the HR function really thinks about marketing—and how these two misunderstood roles share more in common than many executives realize. From DEI to AI, and SNL to strategy, Evan gives a front-row look into the tension, collaboration, and leadership dynamics at the C-Suite table. If you’re a CMO (or trying to become one), this episode is essential listening.

⏱️ Chapter Markers:

• 00:00:00 – Welcome and Introduction

Meet Evan Wittenberg and hear about his unconventional path from Saturday Night Live to the C-Suite.

• 00:01:30 – HR’s Role During COVID and Beyond

Why the pandemic placed HR at the epicenter of corporate leadership and chaos.

• 00:05:30 – Where Should Tough Workplace Issues Sit?

Evan explains how HR ended up with DEI, RTO, and politics—and whether it’s the right home for those topics.

• 00:08:30 – Marketing and HR: More Similar Than You Think

Both functions are heavily scrutinized, lack a “right” answer, and draw opinions from everyone.

• 00:11:00 – The AI and Entry-Level Dilemma

Why automation is gutting the corporate training ground—and what both HR and marketing are losing as a result.

• 00:14:00 – Mentorship, Remote Work, and the Lost Generation

The compound risk of no proximity, no apprenticeship, and no institutional learning.

• 00:16:30 – What “People Are Our Most Important Asset” Really Means

Evan unpacks how to spot whether a company actually walks the talk.

• 00:19:30 – The Business-Driving Role of HR (and Marketing)

Why the best people leaders act like business leaders, not internal service departments.

• 00:22:00 – How HR Really Sees Marketing

From data fluency to creative range, what sets great CMOs apart—and what HR really wants to see.

• 00:25:00 – Great vs. Poor Marketing Department Dynamics

Traits of a high-performing marketing org and the worst patterns Evan has seen.

• 00:27:30 – Recruiting Senior Marketing Leaders

The traits HR looks for in CMO-level talent: learning agility, business orientation, and collaborative rigor.

• 00:29:30 – How Marketers Should Vet Employers

The questions to ask to figure out if the company actually believes what it says on the job spec.

• 00:31:30 – Saturday Night Live Story & Practical Advice

Evan saves a live show at SNL—and shares timeless advice on career focus and performance.

#CMOConfidential #MarketingLeadership #CHRO #PeopleFirst #AIinMarketing #DEI #FutureOfWork #MarketingCareer #HRvsMarketing #CMORole #ExecutiveSearch #WorkplaceTrends #SaturdayNightLive #OrganizationalDesign #EmployeeEngagement #TalentManagement

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A CMO Confidential Interview with Andrew Medvedev, Dean of the Weatherhead School of Management at  @case  Western Reserve University, former Managing Director and portfolio manager at Morgan Stanley. Andrew discusses why he left Wall Street for the opportunity to reimagine Weatherhead, why schools should reassess traditional industrial economy approaches to education, and his vision of building a "problem solving institution" which trains students on "how to get things done." Key topics include: the importance of relational skills and the ability to understand context; how his team measures leadership competencies; why nothing beats "reps at life;" and tips for selecting the school that's right for you. Tune in to hear why you should "Trust people more than you think you should."

In this insightful episode of CMO Confidential, host Mike Linton engages with Andrew Medvedev, Dean of the Weatherhead School of Management at Case Western Reserve University. Formerly a Managing Director at Morgan Stanley, Andrew shares his journey from Wall Street to academia and discusses his mission to transform business education to better align with today’s dynamic market demands.

Key Discussion Points:

• Transitioning from finance to academia

• The evolving role of business schools in a changing economy

• Emphasizing experiential learning and real-world application

• Developing leadership competencies and relational skills

• Measuring success beyond traditional academic metrics

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⏱️ Chapter Markers:

• 00:00 – Introduction by Mike Linton

• 00:45 – Andrew Medvedev’s background and career shift

• 03:30 – The vision for reimagining Weatherhead School

• 06:15 – Challenges facing traditional business education

• 09:00 – Importance of experiential learning and ‘reps at life’

• 12:20 – Measuring leadership and relational competencies

• 15:10 – Collaborations with industry and alumni engagement

• 18:00 – Adapting curriculum to market needs

• 21:00 – Building a problem-solving institution

• 24:30 – Advice for prospective MBA students

• 27:15 – The significance of trust in leadership

• 30:00 – Final thoughts and closing remarks

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#CMO Confidential, #Andrew Medvedev, #Weatherhead School of Management, #Case Western Reserve University, #Business school leadership, #Business education trends, #Leadership development, #Management education, #Wall Street to academia, #Business school dean interview

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A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at the Kellogg School of Management, two time author, and former Google VP. Jim discusses the need to teach both durable and perishable knowledge, the importance of faculty composition, why students should "sample" B-Schools, and how the Northwestern "House Design" keeps it ranked as the #1 marketing school. We go inside the Insomnia Cookies Case which uses GOST (Goals, Objectives, Strategy and Tactics) and 70/20/10 to train students on driving revenue, profit and market share. Tune in to hear why you shouldn't be a "Tumbleweed" and instead strive to "Meet the universe halfway."

A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at The Kellogg School of Management, 2-time author and former Google VP. Jim discusses the need to teach both durable and perishable knowledge, the importance of faculty composition, why students should "sample" B-Schools, and how the Northwestern "House Design" keeps it ranked #1 in marketing. We go inside the Insomnia Cookies Case which uses GOST (Goals, Objectives, Strategy and Tactics) and 70/20/10 to train students on driving revenue, profit and market share. Tune in to hear why you shouldn't be a "Tumbleweed" and instead strive to "Meet the universe halfway."

00:00 – Welcome & Intro

Mike introduces Jim Lecinski, his background at Google and Northwestern, and tees up today’s topic: The Insomnia Cookies Case and the GOST model.

03:42 – From Google to the Classroom

Jim shares the story of Eric Schmidt’s advice to “teach, don’t pitch”—a philosophy that reshaped his approach to marketing and led to academia.

07:25 – Are Business Schools Outdated?

Jim responds to critiques that MBA programs lag behind marketing’s evolution. He introduces the idea of durable vs. perishable marketing knowledge.

12:10 – What Makes Northwestern Different

A deep dive into how Kellogg blends academic and practical knowledge through its marketing strategy curriculum and clinical faculty.

16:32 – The Insomnia Cookies Case

Jim explains why Insomnia Cookies became a great example of strategic growth thinking—and what other brands can learn from it.

20:48 – Introducing the GOST Model

Using GOST (Goals, Objectives, Strategies, Tactics), Jim unpacks how Insomnia grew revenue 3x through disciplined planning, not buzz or virality.

28:55 – The 70/20/10 Growth Framework

How Insomnia balanced core product expansion, adjacent markets (like vegan cookies), and new categories (ice cream) to create sustainable momentum.

33:30 – Avoiding the “Gold Mine” Trap

Why companies rush into adjacent businesses (like Peloton did) and how to model your way out of distraction and back to core growth.

39:14 – How Kellogg Stays #1 in Marketing

The role of clinical faculty, student engagement, and a culture of “yes, and” in maintaining relevance in a fast-changing field.

42:00 – Advice for Aspiring Marketers Choosing B-Schools

Jim outlines what to look for when evaluating a program—beyond the rankings and websites.

46:10 – Meet the Universe Halfway: Career Advice + Jazz Story

Jim’s closing advice for career success, plus an embarrassing moment involving jazz legend Wynton Marsalis.

49:25 – Wrap-up & Where to Listen Next

Mike closes the show and directs listeners to other relevant episodes on CLTV, Peloton, Budweiser, and Warby Parker.

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#InsomniaCookiesmarketingstrategy, #GOSTmodelmarketing, #KelloggSchoolofManagementmarketing, #JimLecinskiGoogle, #MikeLintonCMOpodcast, #MarketingeducationKellogg, #Durablevs.perishablemarketing, #MarketingcasestudiesMBA, #Incremental marketing growth, #How to grow a brand, #CMO career advice, #Business school marketing curriculum, #Marketing ROI metrics

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A CMO Confidential Interview with John Rudaizky, EY Chief Brand & Marketing Officer, who previously held leadership positions at WPP, J. Walter Thompson, and Saatchi & Saatchi. John discusses the concept of confidence including how to market it to clients, build it into the organization and measure it in the marketplace. Key topics include: why brands benefit from strong competitors; his belief that creativity is the single most important business advantage; and the challenge of ensuring creative thinking isn't relegated to the back seat as companies focus on tactics. Tune in to hear the thinking behind EY's rebrand.

Step into the world of marketing leadership with "The Art of Selling Confidence in Marketing Services," featuring global marketing expert John Rudaizky, the Chief Brand and Marketing Officer at EY. Hosted by five-time CMO Mike Linton, this episode of CMO Confidential delivers invaluable insights into the art of building trust and confidence in marketing services.

Key topics include:

- The critical role of confidence in B2B marketing decisions and brand trust.

- Strategies for measuring confidence within your organization and among clients.

- How to navigate rapid changes in technology, AI, and global business landscapes.

- Lessons from John s extensive career at WPP, J Walter Thompson, and Saatchi & Saatchi.

- The importance of creativity and collaboration in shaping effective marketing strategies.

Tune in to hear how top CMOs are tackling today’s marketing challenges, the future of AI in marketing, and actionable advice for building a successful career in the industry.

Don’t miss this opportunity to elevate your marketing game. Subscribe to the CMO Confidential Newsletter for exclusive content and stay connected with us on your favorite podcast platforms.

#MarketingStrategy, #GrowthMarketing, #BrandBuilding, #MarketingInnovation, #DigitalMarketingTrends, #BusinessGrowth, #CMOChallenges, #customerexperience

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CHAPTERS:

00:00 - Intro

01:19 - Marketing a Service: Selling Confidence Strategies

03:12 - Measuring Confidence: Key Metrics and Insights

07:53 - Expanding the Brand: All In Strategy

12:52 - Change Management for Smaller Companies

16:22 - EY Partnerships: Collaboration Insights

18:45 - Managing Negative PR: EY's Approach

20:57 - POST GAME: Recap and Insights

21:15 - AI in Marketing: Trends and Innovations

23:25 - Audience Advice: Tips and Best Practices

29:04 - Final Thoughts: Last Question Discussion

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A CMO Confidential Interview with Rishad Tobaccowala, former Publicis Groupe Strategy & Growth Officer, speaker, author, and podcast host of "What's Next." Rishad discusses the media, data, and technology scale benefits driving agency consolidation, the challenge of managing people through a merger, and his new book, Rethinking Work. Key topics include: why talent and marketing will be more important in an AI world; why everyone should operate as a "company of one;" how the world is moving to a "whales and plankton model;" and why clients should consider a "Master Blaster" model. Tune in to hear why he's concerned about mollycoddling and a Mary Poppins analogy. It's a Supercalifragilisticexpialidocious 2-part show!

AI will change marketing forever—are you ready? In this episode of CMO Confidential, host Mike Linton, a five-time CMO, sits down with renowned author and industry thought leader Rishad Tobaccowala to explore the transformative impact of AI on marketing, leadership, and talent. Key topics include the importance of "data-driven storytelling," why marketing's mix of "math and magic" will thrive in the AI era, and how top talent leveraging AI will shape the industry's future.

Tune in to hear Rishad's expert advice on thriving as a "company of one," the shift from bosses to true leaders, and the six essential skills every marketer must master. Discover why AI isn't just a tool but a game-changer for how businesses operate and compete in an evolving landscape. Whether you're an aspiring marketing leader or seasoned CMO, this episode offers actionable insights to navigate the challenges and opportunities ahead.

Don’t miss the chance to learn how to rethink your approach to work, marketing, and leadership in the AI age. Subscribe to CMO Confidential for exclusive content and stay ahead of the curve in the ever-changing world of marketing.

#marketingagainstthegrain #contentmarketing #digitalmarketing #socialmediamarketing #datadrivenstorytelling

CHAPTERS:

00:00 - Intro

01:07 - Importance of Marketing

02:59 - Quality vs. Quantity in Marketing

06:25 - Career Development Strategies

10:57 - Essential Marketing Skill Sets

19:59 - Future Marketing Trends by 2025

24:10 - Practical Marketing Advice

26:15 - Outro

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A CMO Confidential Interview with Rishad Tobaccowala, former Publicis Groupe Strategy & Growth Officer, speaker, author, and podcast host of "What's Next." Rishad discusses the media, data, and technology scale benefits driving agency consolidation, the challenge of managing people through a merger, and his new book, Rethinking Work. Key topics include: why talent and marketing will be more important in an AI world; why everyone should operate as a "company of one;" how the world is moving to a "whales and plankton model;" and why clients should consider a "Master Blaster" model. Tune in to hear why he's concerned about mollycoddling and a Mary Poppins analogy. It's a Supercalifragilisticexpialidocious 2-part show!

Get the inside scoop on the Omnicom and IPG merger and what it means for the future of marketing! In this episode of CMO Confidential, host and five-time Chief Marketing Officer Mike Linton dives into the critical insights every CMO needs to navigate this game-changing merger. Joined by special guest Rashad Tabakawala, former Chief Strategist and Growth Officer of Publicis Groupe and best-selling author, this discussion unpacks how the merger impacts scale, data, technology, and the role of creative agencies.

Key topics include the consolidation of holding companies, the challenges of scaling media, data, and tech, and the future of large agencies versus niche specialists. Rashad also shares his expert perspective on the evolving agency ecosystem and what this means for marketers selecting partners in a rapidly changing landscape. With lessons from past mergers and actionable advice for CMOs, this is a must-watch for marketing leaders looking to stay ahead.

Tune in to hear Rashad's unique take on the future of the industry and discover how to position your brand for success in this new era of marketing. Don't forget to subscribe to the CMO Confidential Newsletter for exclusive insights and updates. Stay informed, stay connected, and stay ahead with CMO Confidential!

#omnicomipgmerger #MarketingStrategy, #GrowthMarketing, #BrandBuilding, #MarketingInnovation, #DigitalMarketingTrends, #BusinessGrowth, #CMOChallenges, #CustomerExperience

CHAPTERS:

00:00 - Intro

00:40 - Rishad Tobaccowala Joins the Show

01:27 - Omnicom IPG Merger Analysis

11:15 - Future Implications of Omnicom IPG Merger

15:18 - Impact on Other Companies

18:45 - Future Trends for Businesses

22:00 - Client Strategies for Success

27:33 - End of Part 1

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