What does it really take to create and own a category—especially when you’re competing against tech giants with 1,000x your resources?

In this episode of CMOs Unscripted, host Lisa Martin talks with five-time CMO Jason McClelland to unpack the art and science of category creation, modern repositioning, and why technical storytelling may be the most underrated superpower in B2B marketing.

From helping transform companies like Adobe and Heroku to leading DataStax through its evolution into an enterprise AI platform (and eventual acquisition by IBM), Jason shares hard-earned lessons on alignment, confidence, and navigating orchestrated chaos at scale.

The conversation also dives deep into how AI is reshaping marketing in real time—from LLM optimization and AI-driven research to the growing need for marketers who can lead through ambiguity, not just execute playbooks. Jason makes the case that while AI accelerates execution, human storytelling, emotional resonance, and C-suite trust remain irreplaceable.

If you’re a CMO, VP of Marketing, or senior leader trying to differentiate in an AI-saturated market, this episode is a premium workshop in staying relevant, fast, and credible.

Key Topics:

• Why category creation is essential for mid-market and challenger brands
  

• Lessons from Adobe’s Creative Cloud transformation (and why it was messier than it looked)
  

• How to align product, sales, and the C-suite around a single positioning narrative
  

• Why confidence—not consensus—is often the missing ingredient in category leadership
  

• How AI is accelerating marketing workflows (without eliminating the need for humans)
  

• LLM optimization, GEO, and why “Google isn’t the front door anymore”
  

• The danger of AI-generated sameness, and how storytelling prevents commoditization
  

• Why CMOs must build credible relationships with peers to succeed
  

• The underrated leadership skill most CMOs overlook
  

• Why this moment is a career-resetting opportunity, not a threat

As AI continues to accelerate the pace of change, this conversation is a powerful reminder that while tools, platforms, and tactics will evolve, the fundamentals of great marketing endure. Category creation still demands clarity, conviction, and alignment. Storytelling still shapes perception and builds trust. And leadership still requires the courage to move forward without a perfect playbook. Jason’s insights make one thing clear: the marketers who will thrive in this next era aren’t the ones chasing every new buzzword—they’re the ones who can combine technical fluency with human understanding and confidently lead their organizations through uncertainty.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

#CMOsUnscripted, #MarketingLeadership, #AIinMarketing, #CMO, #categorycreation, #storytelling

What does it really take to build a resilient brand when change is constant, AI is accelerating everything, and customer trust is the ultimate currency?

In the season two premiere of CMOs Unscripted, host Lisa Martin sits down with NetApp CMO Gabie Boko for a candid, unscripted conversation about what modern enterprise marketing leadership looks like. From redefining brand resilience and navigating AI-driven transformation to reframing the CMO role as Chief Market Officer, this episode is a masterclass in leading growth at the intersection of technology, creativity, and trust.

Drawing from more than 25 years of leadership experience, Gabie shares how NetApp has approached brand evolution without losing its soul, why listening matters more than ever, and how marketers can use AI and data not just to react—but to lead.

Key Takeaways:

• Resilient brands don’t chase change—they anchor to identity. True brand resilience comes from knowing who you are at your core while staying agile enough to evolve alongside customers and markets.
  

• Trust is the most valuable currency a brand owns. Whether with customers or internal teams, trust is built through consistency, listening, and delivering real value—not performative change.
  

• AI turns marketers into growth drivers—not just support teams. When marketers harness AI and data effectively, they move from reactive execution to predictive, personalized, always-on growth leadership.
  

• Unified data beats more data. Being data-rich but insight-poor is a growth killer. The real opportunity lies in unifying, securing, and activating data across fragmented environments.
  

• Integration beats collaboration. Real impact happens when marketing, sales, and product teams are integrated from the start—sharing accountability, language, and outcomes.
  

• Customer stories outperform brand promises. You can’t buy truly authentic advocacy. The most powerful brand narratives come from customers telling their own stories in their own words.
  

• The modern CMO is a business leader first. Today’s CMOs are expected to lead growth, guide pivots, take smart risks, and shape strategy—not just manage campaigns.

This episode is a must-listen for CMOs, marketing leaders, and growth-focused executives navigating AI disruption, data complexity, and rising expectations. Gabie Boko offers a grounded, experience-driven perspective on how to lead through uncertainty, build brands that last, and step confidently into the CMO’s evolving role as a strategic business leader.

If you’re looking to move beyond tactics and into true market leadership, this conversation delivers clarity, conviction, and actionable insight. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

Chapters

00:00 Season 2 Begins: The Future of Marketing Leadership

01:13 Meet NetApp CMO Gabe Bocko

02:10 How to Build a Resilient Enterprise Brand

03:52 Evolving Your Brand Without Losing Its Soul

05:12 Why Listening Is a Competitive Advantage

06:37 Intelligent Data Infrastructure, Explained Simply

07:34 Story First, Product Second, Tagline Last

08:54 Why the CMO Role Is No Longer Scripted

10:01 How AI Is Changing Marketing Right Now

11:06 Why Data Movement Matters More Than Storage

12:25 How AI Turns Marketers into Growth Leaders

12:51 Data-Rich but Insight-Poor: The Real Problem

14:15 AI, Data Security, and Trust at Scale

15:41 What Formula 1 Teaches Us About Speed & Data

17:00 Collaboration vs. Integration Across Teams

18:55 Why Marketing Can’t Be a Request Machine

19:49 How the CMO Role Is Evolving

21:37 Why Embracing Chaos Is a Competitive Edge

22:18 Using Sponsorships to Tell Customer Stories

25:06 Why Customer Voices Beat Brand Messaging

26:07 The One Strategy Every CMO Needs Today

27:39 Be a Business Leader, Not Just a Marketer

28:47 Final Leadership Lessons for Modern CMOs

In this powerhouse episode of CMOs Unscripted, host Lisa Martin sits down with Chandar Pattabhiram, one of LinkedIn’s Top 5 CMOs to Follow and now Chief Go-to-Market Officer (GTM Officer) at Workato. Together, they unpack the evolution of modern marketing leadership — from mastering the fundamentals of the C, M, and O to orchestrating full go-to-market strategy across marketing, alliances, enablement, and operations. Chandar shares candid lessons from his journey across startups, scale-ups, and global enterprises, explains how failure fuels growth, and reveals why board experience is now a strategic must for CMOs. The conversation concludes with actionable insights into how AI is reshaping marketing execution — and how to separate hype from high impact.

Key Takeaways:

• Failure is a Feature, Not a Bug: Chandar emphasizes that the most valuable leadership lessons come from failure. Each setback refines decision-making, resilience, and innovation capacity.

  
  

• The CMO Breakdown — C, M, O:

• C = Chief: Leadership that creates leaders, absorbs ambiguity, and fosters clarity.

• M = Marketing: Domain mastery that’s continually evolving with technology and AI.

• O = Orchestrator: Bringing harmony across product, demand, and brand teams for unified execution.
  

• From CMO to Chief GTM Officer: The evolution isn’t just a title change — it’s an expansion of scope. The Chief GTM Officer oversees marketing, alliances, enablement, rev ops, and incubation sales — all aimed at setting sales up to win more, win faster, and win bigger.
  

• “From Harm to Harmony”: Chandar’s mantra for go-to-market alignment. Great organizations eliminate silos, aligning every function under shared goals and unified messaging.
  

• Engine Room vs. Alignment Room: CMOs must evolve from tracking vanity metrics (impressions, clicks) to alignment metrics (pipeline, win rates, ASPs). Board-level credibility comes from focusing on revenue outcomes.
  

• Board Experience as a Growth Multiplier: Serving on boards gives CMOs a panoramic view of enterprise strategy, financial oversight, and CEO succession — transforming them from function leaders to enterprise strategists.
  

• AI: From Experimental to Actionable: Workato’s Campaign Genie showcases how trigger-driven AI workflows can automate outreach, eliminate latency, and generate millions in incremental pipeline — without adding headcount.
  

• Why 95% of AI Projects Fail: Chandar attributes this to a lack of trust and predictability in models. Success comes from balancing AI’s creative power with structured “skills” and contextual grounding.
  

• The Next Big Challenge — Agent Sprawl: Just as “app sprawl” fragmented workflows, AI agents risk multiplying inefficiencies. The key is orchestration — creating cohesion between human and machine collaboration.

This episode is a masterclass in marketing leadership evolution. Chandar doesn’t just talk about adapting to change — he models it. From redefining the CMO role to embracing boardroom influence and harnessing AI for measurable outcomes, his insights provide a roadmap for every marketing leader seeking to elevate their impact. Whether you’re a current CMO, aspiring GTM officer, or simply passionate about the future of marketing, this conversation is your blueprint for growth, alignment, and orchestration in the age of AI.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

In this episode of CMOs Unscripted, host Lisa Martin sits down with Rena Fallstrom, Head of Communications at Glean and member of the Forbes Communications Council, for a masterclass on the evolving art and science of global communications. With over 25 years in tech—from deep storage to AI—Rena shares hard-earned lessons on how CMOs and marketing leaders can build trust, credibility, and influence through authentic relationships with analysts, influencers, and media.

Together, they explore why vulnerability and honesty—not perfection—create stronger analyst partnerships, how to tailor global comms strategies with cultural sensitivity, and how AI is transforming the way marketing teams craft and distribute their messages worldwide.

Key Takeaways:

• Analyst Engagement Equals Analyst Love: Analysts shape buying decisions more than most marketers realize. Building consistent, transparent relationships directly impacts pipeline and revenue.

• Authenticity Over Perfection: Analysts and influencers value candor. Share both wins and challenges—transparency fosters trust and stronger advocacy.

• Bring Analysts Along the Journey: Don’t wait until your product is perfect; involve analysts early so they can help shape market messaging and feel invested in your success.

• Influencers Are Modern Amplifiers: Partner with credible experts who have authentic voices in your space. Prioritize their subject-matter expertise over vanity metrics.

• Global Comms Require Localization: Combine universal brand messages with local insights. Regional nuance is crucial, especially when marketing emerging technologies like AI.

• Empathy is a CMO Superpower: Vulnerability and open feedback loops create more human and effective leadership cultures.

• “Don’t Market to Them”—Understand CIO and CMO pain points, show empathy, and provide value. The most authentic conversations outperform traditional pitches.

• Measure What Matters: Move beyond share of voice—focus on message resonance, tonality, and true influence reach.

• Follow the People, Not the Platforms: The media landscape is shifting fast. Track where your audience actually consumes information, not just where it used to be.

• Embrace AI Without Losing Your Voice: AI is a creative partner, not a replacement. Use it to work smarter while staying true to your authentic message.

Rena reminds CMOs and marketing leaders that credibility is built on consistency, candor, and connection. In a world of shrinking attention spans and skyrocketing expectations, success in analyst and influencer relations comes down to meeting audiences where they are—with empathy, truth, and a willingness to evolve. As AI accelerates the pace of communication, Rena’s message is clear: the most human brands will always stand out.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

Chapters00:00 – Intro | Welcome to CMOs Unscripted00:55 – Lisa Martin introduces guest Rena Fallstrom, Head of Comms at Glean03:03 – Why analyst relations matter for buying decisions and pipeline growth05:35 – The power of third-party endorsement and trust in the sales cycle06:27 – Bringing analysts in early to shape market messaging and success10:47 – Balancing analyst, influencer & media engagement strategies12:31 – Localization and cultural nuance in global communications14:08 – Regional AI adoption differences and privacy considerations15:38 – Empathy and balance: the mark of modern CMO leadership17:24 – Meeting buyers where they are and speaking their language21:01 – KPIs that matter: message resonance, tonality & influence reach23:01 – The future of analyst and influencer relations in the AI age24:19 – Embracing AI without losing your authentic voice25:04 – Closing thoughts | Balancing authenticity and innovation

In this episode of CMOs Unscripted, host Lisa Martin sits down with Madhukar Kumar, a longtime CMO turned CEO and Co-Founder of Robynn, to explore how AI agents, automation, and generative search are redefining modern marketing. From his journey as a journalist in India to building marketing technology in Silicon Valley, Madhukar shares his unique perspective on how “agentic AI” will revolutionize marketing teams, why context and creativity still matter, and how leaders must evolve from managing people to mastering tools. This is a must-listen for every marketing leader looking to stay ahead of the AI curve.

Key Takeaways:

• From Reporter to CEO: Madhukar’s career spans journalism, software engineering, product management, and marketing leadership—culminating in his creation of Robynn, a multi-agent marketing platform.
  

• What Are Agents? Agents are the next evolution of large language models—intelligent systems that can not only understand context but also execute actions and collaborate with other agents to achieve goals.
  

• Reimagining the Marketing Stack: Traditional marketing stacks with dozens of disconnected tools are collapsing into AI-driven orchestration platforms, where agents handle tasks once spread across CRM, automation, and analytics tools.
  

• The New Marketing Team: The future marketing leader will act as an agent orchestrator, blending strategic oversight with technical fluency. The human role shifts from execution to creativity, quality control, and brand authenticity.
  

• AI and Authenticity: With the ease of AI-generated content, marketers risk losing authenticity. Kumar warns that “with great power comes great stupidity” and stresses keeping a human in the loop to maintain voice and taste.
  

• GEO vs. SEO: Kumar breaks down Generative Experience Optimization (GEO)—the emerging layer of visibility across chat-based search platforms like ChatGPT and Perplexity—and how it complements traditional SEO rather than replaces it.
  

• The IC CMO Revolution: The most successful leaders in this new era will move from being managers to hands-on individual contributors, using AI tools to work smarter while maintaining a holistic strategic view.
  

• The Real Opportunity: Agentic AI is not about replacing marketers—it’s about augmenting their intelligence and efficiency, enabling them to do more impactful work faster and with better insights.

As marketing enters the agentic AI era, Madhukar Kumar reminds us that the future belongs to the curious, the creators, and the leaders willing to get their hands back on the keyboard. From integrating agents into marketing workflows to mastering GEO strategies that ensure brand visibility in generative search, this episode is a roadmap for forward-thinking CMOs who want to lead transformation, not chase it. Tune in to hear how humans and AI can truly collaborate to redefine what’s possible in marketing.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:00 Intro: Real Talk with Today’s Top Marketing Leaders01:16 From Journalist to CEO: Madhukar’s Career Evolution03:18 Early Days of AI: Multi-Agent Systems in 200305:24 What Are Agents and Why They Matter in Marketing07:27 Inside Robynn: The Multi-Agent Marketing Platform08:53 How Agents Are Reshaping Marketing Teams11:22 The Future of the Marketing Tech Stack13:44 Doing More with Less: Agents and the Efficiency Paradigm14:41 The Cultural Shift: Humans + AI Collaboration16:17 The Human in the Loop: Balancing Automation and Authenticity18:19 What Is GEO? Understanding Generative Experience Optimization20:24 GEO vs. SEO: Better Together23:48 The Most Underrated Trend in Marketing Today25:19 The Human + AI Equation: Augmentation, Not Replacement27:04 The CMO and CEO Reimagined: Back to Hands-On Leadership

In this episode of CMOs Unscripted, host Lisa Martin sits down with Diana Eadington, chief marketing officer at FE fundinfo, for a candid deep dive into the evolution of B2B demand generation. From moving beyond MQL vanity metrics to working backwards from bookings, Diana unpacks the KPIs that matter, how to operationalize sales–marketing alignment (including owning BDRs), and why agility is now a cultural non-negotiable. She also shares practical AI use cases, from agentic AI in the BDR motion to SEO for AI engines—and explains how to tailor channel mix and content to relationship-heavy sectors like financial services.

Key Takeaways:

• Start with bookings, then build the funnel backwards. Measure marketing by bookings impact, then marketing-sourced pipeline, meetings required, ASPs, and sales cycle length.
  

• Shared goals beat silos. Company-level objectives set from the CEO/CRO down create “one team” accountability across product, sales, marketing, and finance.
  

• Own (or tightly align to) BDRs. Clear sales plays, clean target lists, and strong messaging are now increasingly supported by agentic AI, which expands capacity without ballooning headcount.
  

• Agility is a cultural imperative, not a project. Leaders must double down on honest performance readouts, double-down where winning, and pull back fast where not while keeping teams engaged through change.
  

• Channel strategy is sector-specific. In financial services, relationships and education (events, webinars, peer networking) outperform broad, digital-only plays.
  

• Personalization is table stakes. Build persona-level journeys and offers that make switching from the status quo obviously worthwhile, with proof of value/ROI baked in.
  

• AI is shifting discovery. Optimize for AI search/answer engines in addition to classic Google SEO, and use AI to accelerate original and derivative content development.
  

• Right-fit marketing org for growth. Core functions: product marketing, demand gen, marketing ops, brand/comms, BDR, and channel strategy, all tightly integrated with product and sales.
  

• Team sport mindset. The “win” is organizational; no functional heroics in isolation. And the scoreboard is pipeline quality and bookings velocity.
  

• Leadership principle: Be transparent about what’s working, pivot quickly, and maintain psychological safety so teams can iterate without fear.

Diana’s blueprint reframes modern demand gen as a commercial engine, not a campaign calendar. With bookings as the north star, shared objectives, and a culture of agility, CMOs can align teams, activate AI where it truly adds leverage, and meet buyers in the channels that matter. Bottom line: build the systems that reliably create a pipeline that converts and prove it with bookings.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:00 Intro: Real Talk with Today’s Top Marketing Leaders00:43 Meet Diana Eadington, CMO at FE fundinfo01:54 From Lake Tahoe to London: Diana’s Global Journey03:01 Inside FE fundinfo: Connecting Financial Data and Technology04:21 The Evolution of Demand Generation06:06 The Rise of Accountability in Marketing07:34 Agility, Accountability, and Team Alignment08:45 Data-Driven KPIs: Measuring What Matters11:57 The Power of Sales and Marketing Alignment15:19 The New Buyer’s Journey: 17+ Touchpoints Before You Know It16:10 Sector Insights: Marketing in Financial Services18:43 Personalization and the End of Broad-Reach Marketing20:10 SEO for the AI Era: Staying Visible in the Age of ChatGPT21:08 Real AI Use Cases in Marketing and BDR Operations23:21 Agentic AI and the Next Transformation Wave25:43 Building an Agile, Growth-Focused Marketing Organization28:06 Why Agility Defines Modern Marketing Leadership

Marketing’s impact is often won—or lost—in conversations with the CEO and the board. In this candid episode of CMOs Unscripted, Rico Andrade, General Manager of Commercial at Celigo (and longtime marketing leader), joins host Lisa Martin to unpack how CMOs and marketing execs can align to top-line priorities, communicate value without vanity metrics, and earn the political capital to secure budget, talent, and runway. From discovery-style onboarding with leadership to crisp, repeatable reporting and “a-ha” insights that build credibility, Rico shares the frameworks and tactics that actually move the needle.

Key Takeaways:

• Start with discovery, not assumptions. Treat your first weeks like a sales discovery: meet 1:1 with the CEO and key board members, review historical docs, and map their perceived pains and priorities before proposing plans. 

• Separate CEO vs. board communications. The CEO wants the full story (vision + leading indicators + nuance). The board needs a high-level, consistent view tied to pipeline, bookings, CAC/efficiency, and revenue.

• Ditch vanity metrics at the board level. Keep MQL talk to a minimum unless directly connected to revenue. Anchor updates to outcomes and efficiency. 

• Own your numbers—deeply. You don’t have to present every chart, but you must understand the data, limitations, and attribution fuzziness—and be ready to defend or clarify under scrutiny. 

• Package complex work into 2–3 priorities. Inconsistent dashboards and shifting narratives erode trust. Decide the two or three things that matter and repeat them consistently across forums.

• Use proactive “a-ha” moments to build credibility. Don’t wait for leadership to spot issues. Bring insights (and solutions) first—especially when diagnosing channel dips, segment gaps, or campaign underperformance.

• Communicate often, not noisily. Over-communicate the same clear message in different formats until it becomes part of the company’s fabric. 

Whether you’re a CMO, marketing leader, or aspiring exec, this episode offers a masterclass in earning trust at the highest levels and driving alignment, influence, and lasting impact. Watch or listen now and subscribe for biweekly conversations with top industry leaders.

00:00 Intro01:20 Meet Rico Andrade04:36 Understanding CEO & Board Expectations06:11 What CEOs vs Boards Really Care About09:18 Avoiding Vanity Metrics10:46 Know Your Numbers Cold11:28 Simplify Your Story for the Board13:07 Building Trust and Credibility13:52 Be Proactive with “Aha” Insights15:00 Deliver Early Wins That Build Trust17:57 Communicating with CEOs and Boards19:20 Using Data to Tell the Right Story22:34 Influencing for Budget and Resources25:06 Closing Thoughts & Key Takeaways26:11 Closing

In this episode of CMOs Unscripted, host Lisa Martin sits down with Evanna Kearins, CMO International at UiPath, for a candid conversation on the complexities of global marketing. Evanna shares how her team is navigating the nuances of EMEA and APJ markets - from cultural and linguistic differences to regulatory hurdles - while scaling integrated campaigns and embracing AI-powered agility. With deep experience across the marketing mix and a journalistic eye for storytelling, Evanna reveals how strategic alignment, personalization, and automation are reshaping the role of international CMOs.

Key Takeaways:

• Localization at Scale: Evanna breaks down how UiPath tailors global campaigns to local markets, ensuring relevance through translation, tone, and cultural nuance. 

• Sales-Marketing Alignment: From CRO to country manager, marketing earns its seat at the table by delivering measurable value and consistent communication. 

• AI-Driven Demand Gen: UiPath’s AI agent handles first-touch conversations, integrates with Salesforce, and frees up BDRs to focus on deeper engagement - cutting campaign setup time from months to weeks. 

• From MQLs to MQAs: Evanna explains why traditional lead metrics are outdated, and how account-based engagement is driving more meaningful pipeline impact. 

• Agile Campaigns in Action: With a flexible framework and budget, UiPath pivots quickly to support emerging trends and field requests - without losing strategic focus. 

Whether you're leading global teams or scaling your first international campaign, this episode delivers actionable insights and bold strategies to help you thrive in today’s AI-infused marketing landscape. Watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:55 From Journalism to CMO at UiPath01:39 Old Colleagues, New Conversation01:50 EMEA & APJ: What Makes B2B Different03:00 Localization, GDPR & Getting Personal03:55 MEA: Partners + In-Person Wins04:35 Relevance Everywhere: Consumer-Grade Expectations05:15 Global Framework, Local Focus06:20 How Many Campaigns Run at Once?06:55 Global Themes with Local Sub-Campaigns08:10 Always-On “Agentic Automation”09:25 Personalization Down to Targeted Audiences10:15 Agile Campaigns: Pivoting with the Field10:55 Customer Voice Drives the Playbook11:45 Sales Alignment Across Countries12:35 Earning a Seat at the Pipeline Table13:25 Proving Value with Clear KPIs14:55 Set Goals Together—Not in a Vacuum15:35 KPIs That Matter: Pipeline, MQA & More16:45 New Logos + Executive Engagement Metrics18:00 The Death of the MQL18:40 Case Study: AI Agent for BDR First Calls20:00 Salesforce Integration & Faster Handoffs21:15 CMOs’ Big AI Question: “How Do We Go Faster?”22:15 From 3 Months to 4 Weeks: Automating Demand Gen23:05 Toward Days-Not-Months Campaign Launches23:40 Closing Reflections on Speed & Creativity

In this episode of CMOs Unscripted, Lisa Martin sits down with “JJ”, Jennifer Johnson, the powerhouse CMO of CrowdStrike, to explore how AI is reshaping marketing strategy, execution, and team culture. JJ shares how her roots in product marketing shaped her leadership style, and how CrowdStrike is leveraging generative and agentic AI to accelerate content creation, personalize customer journeys, and drive pipeline velocity.

From building an iconic cybersecurity brand to pioneering AI adoption across the organization, JJ offers bold insights into what it takes to lead marketing in a high-growth, innovation-driven company. Whether you're a seasoned CMO or an aspiring marketing leader, this episode is packed with actionable takeaways on embracing AI, fostering intellectual curiosity, and scaling impact.

Key Takeaways:

• AI Acceleration: CrowdStrike is using AI to dramatically speed up execution, reducing months of work to weeks across digital initiatives.

• Personalization at Scale: Agentic AI is enabling real-time, tailored customer experiences that improve engagement and pipeline conversion.

• Evolving Marketing Roles: Prompt engineering and AI fluency are becoming essential skills for modern marketers.

• Strategic Impact: AI is helping CrowdStrike optimize spend, improve decision-making, and strengthen sales-marketing alignment.

•  Innovation Mindset: JJ emphasizes that marketing teams must embed innovation into how they work - not just what they promote.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:01 Welcome to CMOs Unscripted: Meet Evanna Kearins 00:20 From Journalism to CMO at UiPath01:24 Global Markets: EMEA & APJ Insights02:03 Cultural, Language & Industry Nuances03:01 Relevance, GDPR & the Role of AI04:20 Personalization Expectations in Every Market05:08 The Right Mix: Global Framework, Local Focus06:43 How Many Campaigns Run at Once?06:47 Global Themes with Local Sub-Campaigns08:00 What Integrated Marketing Looks Like Today08:32 Always-On “Agentic Automation” (with LoB spins)09:36 Personalization Down to Targeted Audiences10:11 Agile Campaigns: Pivoting with the Field10:39 Putting the Customer at the Center11:38 Building Sales Alignment Across Regions12:39 Earning a Seat at the Pipeline Table13:28 Proving Value with Clear KPIs13:59 Set Goals Together—Not in a Vacuum15:05 Leadership Buy-In Before Launch15:24 KPIs That Matter: Pipeline Contribution15:42 Beyond MQLs → Marketing Qualified Accounts (MQA)16:46 Tracking New Logos & Exec-Level Engagement18:00 Should MQLs Die? (Yes—Quality over Volume)18:57 Success Story: AI Agent for BDR First Calls20:18 Salesforce Integration & Time Savings21:31 Moving Faster: Automating the Demand Gen Workflow22:43 The ROI of AI in Marketing23:41 The Future of Campaign Automation 24:09 Final Thoughts: CMOs, It’s Your Time!

In this episode of CMOs Unscripted, host Lisa Martin welcomes Denise Persson, CMO of Snowflake, to discuss how AI is transforming the marketing function. Denise shares how her team has moved from experimentation to measurable impact, driving efficiencies across content creation, SDR enablement, and pipeline forecasting. With nearly 30 years in tech marketing, Denise offers bold insights into the future of hyper-personalization, trust, and the evolving role of marketers in an AI-first world.

Key Takeaways:

• AI-Powered Efficiency: Snowflake has seen up to 80% time savings in content prep and 60% gains in SDR workflows, transforming productivity across the org.

• Hyper-Personalization at Scale: AI enables marketers to deliver contextually relevant offers at the right time, improving both B2B and consumer experiences.

• Real-Time Pipeline Optimization: Predictive models help Snowflake forecast pipeline health across territories and reallocate resources before gaps emerge.

• Building a Culture of Innovation: The Marketing AI Council drives strategic experimentation and cross-functional education, ensuring Snowflake stays ahead of the curve.

• Trust as a Competitive Advantage: Transparency in data usage is key to earning customer trust and driving responsible AI adoption.

No matter where you are in your marketing journey, this episode delivers valuable insights and real-world strategies you can put into action. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.

00:00 Welcome to CMOs Unscripted 00:53 Meet Denise Persson, CMO of Snowflake 01:06 From Sweden to Silicon Valley: Denise’s Global Journey 01:31 GenAI in 2025: A Marketer’s Perspective 02:06 The Speed Factor: Why AI is Different This Time 02:50 From Experimentation to Deployment 03:36 AI's Biggest Impact: Content Creation & SDR Enablement 04:45 Measurable Gains: 60–80% Efficiency Boosts 05:37 CMOs, CROs & the Power Shift in Demand Gen 06:33 Why Marketing Owns More of the Pipeline Now 07:11 Agentic Workflows & the Future of Automation 07:45 Relevance + Timing = The AI Marketing Formula 08:45 The New Consumer Expectation 09:31 Predictive AI for Hyper-Personalization 10:29 Real-Time Course Correction in the Pipeline 11:27 Humans + AI: Why This Is the Winning Model 12:07 Driving Revenue With Responsible AI 13:03 Embrace the Change: Upskill or Get Left Behind 13:57 Data Privacy, Trust & Value Exchange 15:09 Transparency Isn’t Optional Anymore 16:21 Customer Obsession: The Starting Point for AI Strategy 17:03 Future of Video, Content & Campaign Automation 19:07 Inside Snowflake’s AI Marketing Council 19:53 Quarterly Health Checks and AI Education 21:01 Building a Culture of Innovation 21:25 Partnering With IT for Governance & Data Strategy 22:47 More Tech Talent on Marketing Teams 23:33 The Coming Wave of Democratized AI Tools 24:09 Fully Automated Marketing: Just a Button Away 25:22 Final Thoughts & What’s Next