What happens when marketing stops being a support function and starts driving revenue?

In this episode, Carlota Feliu, Head of Marketing at HP, shares how modern B2B marketing is evolving — closer to sales, closer to customers, and much closer to impact.

Carlota unpacks the blurred line between ABM and demand gen, the real meaning of marketing-sales alignment, and how AI is (and isn’t) changing how we work. If you're a marketing leader or aspiring to be one, this conversation is packed with hard-won insights from inside a global org navigating change.

You’ll learn:

→ Why ABM and demand gen are two sides of the same strategy

→ How marketing earns its seat at the revenue table

→ What it takes to build real alignment between marketing and sales

→ How AI can help solve problems without adding noise

→ A simple framework (3Rs) to keep brand, relationships, and revenue in balance

→ Advice for emerging marketing leaders in today’s revenue-driven climate

How is AI really changing marketing?

In this episode of CMO Convo, Invoca CEO Gregg Johnson shares hard-earned wisdom from decades in tech, offering a grounded, strategic view of AI’s role in modern marketing.

From consumer trust and data privacy to agentic AI and personalized brand experiences at scale, Gregg dives into the real blockers, opportunities, and human implications of AI adoption.

Whether you're a CMO, marketer, or tech-curious leader, this conversation offers practical takeaways and a refreshing, no-fluff perspective on where AI is headed — and how to stay ahead of the curve.

In this episode, Sushovan Saha, Head of Marketing at Attentive.ai, breaks down how modern marketing leaders can drive real business impact by working backwards from revenue, aligning with sales, and rethinking the KPIs that matter.

If you're tired of measuring success with page views and vanity metrics, this one’s for you.

✅ In this episode, you’ll learn:

Why "page views" and "open rates" don’t cut it anymore

How to reverse-engineer your funnel based on revenue goals

The rise of sales enablement and cross-functional GTM

How to balance tactical execution with long-term demand gen

Unconventional lead gen channels (yes, Reddit and ChatGPT!)

The impact of Google’s AI Overviews — and how to adapt

In this episode, János Moldvay, VP of Measurement at Funnel.io, breaks down the future of marketing intelligence: how to build trust in your data, measure brand impact, and move beyond outdated models.

From triangulated measurement strategies to making marketing a true revenue driver, this is essential listening for CMOs, performance marketers, and data-curious creatives alike.

In this episode, you’ll learn:

→ Why last-click attribution is useful, but flawed

→ How to measure brand marketing when nothing is trackable

→ What “triangulation” means in modern marketing measurement

→ How to talk to your CFO about marketing ROI

→ Why Funnel.io combines MMM, MTA & experiments — and why that matters

→ Tips for spotting bad data and fixing marketing data quality issues

In this episode of CMO Convo, host Michal Lasman speaks with Tanya Alain, VP of Marketing at Upfluence, about the evolution of influencer marketing into a true revenue-driving channel. Tanya shares how her early experiences in PR and communications at L’Oréal laid the groundwork for a career now centered around creator marketing. She explains that influencer marketing is no longer about vanity metrics like impressions or reach, it’s about measurable business outcomes, from conversions to ROI.

Tanya emphasizes the growing relevance of influencer marketing in both B2C and B2B spaces, especially as platforms like LinkedIn, TikTok, and YouTube become discovery engines. She discusses how AI is reshaping campaign management—helping brands identify the right creators, automate operations, and scale their efforts more efficiently. The conversation also covers the importance of long-term creator relationships, authentic audience alignment, and the shift toward affiliate-style compensation models.

For Tanya, the message is clear: influencer marketing is a critical part of a modern marketing strategy.

We sat down with Emmet Gibney, the CEO of Rewardful, to uncover the transformative power of affiliate marketing in the B2B SaaS landscape.

Emmet shared his insights on how affiliate marketing has evolved, moving beyond its reputation and becoming a trusted and effective channel for B2B companies.

In this episode of the CMO Convo podcast, host Michal Lasman sits down with Asaf Rothem, VP of Marketing at investing.com, to discuss the CMO Survival Guide for 2025.

Asaf shares his insights on the common misconceptions that leaders have about marketing, and how this often leads to failure. He emphasizes the importance of aligning marketing efforts with broader organizational goals, and provides strategies for handling the pressure to deliver short-term results.

In this episode of CMO Convo, we sit down with Noel Hamill, the Global CMO at ParcelLab. Noel shares his insights on the importance of brand identity and how to cultivate a strong internal culture that supports and amplifies a company's brand.

Join Norman Rohr, CEO of finway, as he breaks down the REAL playbook for marketing leaders in 2024. In this eye-opening episode of CMO Convo, we dive deep into:

✅ How to balance strategy and execution when budgets are tight

✅ The truth about AI's impact on marketing

✅ Why the "player-coach" approach is your secret weapon

✅ Navigating economic uncertainty without losing your mind

Whether you're a startup marketer or a seasoned CMO, this conversation is packed with hard-earned wisdom that will transform how you think about marketing leadership.

In this episode of CMO Convo, host Michal Lasman sits down with Steve Keifer, CMO at Ordway. They dive deep into the challenges of marketing budgeting and how CMOs can effectively communicate marketing metrics and performance to key stakeholders like the CEO, CFO, and board.

Steve shares his approach to balancing long-term brand building initiatives with short-term demand generation, as well as practical tips for advocating for marketing resources and collaborating with cross-functional leaders on budget discussions.