Canned the Marketing Podcast

Episode 10: The Role of the CMO - past, present and future

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Strap in, marketers. This week, Ben van Rooy (Human Digital) and Stephanie Quantrill (Cue Marketing) take you behind the closed doors of the C-suite to unpack the most misunderstood, and arguably most exciting, role in business: the Chief Marketing Officer.

From career pathways to power plays, bold calls to boardroom politics, this episode is your masterclass in what it takes to thrive as a CMO.

What You’ll Learn in This Episode
  • The CMO’s Seat at the Table: Why being in the exec team (not just near it) is non-negotiable.

  • Career Moves That Count: Why sideways steps into sales, ops, or finance can turbocharge your marketing career.

  • Customer at the Core: How top CMOs embody the voice of the customer – and bring it right into the boardroom.

  • Bold Calls & Risky Business: Why great CMOs aren’t afraid to pivot, back themselves, and sometimes crash spectacularly.

  • Power Dynamics: The real truth about managing your CEO, befriending your CFO, and building a leadership team that trusts you.

  • Tenure & Turnover: Why some CMOs thrive for decades while others bounce every 3 years.

  • Pro Tips for Aspiring CMOs: From reading a P&L to balancing brand vs. performance, Ben and Steph drop the wisdom you need to step up.

    • Bonus Nuggets
    • HubSpot Connect highlights – and why cutting the clutter matters.

    • The rise of AI in marketing (and why it’s harder than YouTube makes it look).

    • Ads on your fridge? Samsung thinks so.

    • SXSW Sydney preview + Mo Gawdat’s vision of AI dystopia vs. utopia.

    • Cannes Lions 2026 early hype.

      • Why Listen?

      Because if you want to move from “colouring in” to being the growth engine of the business, this is the roadmap. No fluff. No fencesitting. Just the raw truth about what it takes to be a kick-ass CMO.

      Chapters

       

      00:00 Weekend Highlights: World of Wearable Arts

      02:56 Insights from HubSpot Connect

      06:08 Innovative Business Models and Leadership

      08:49 The Future of Advertising: Smart Fridges

      11:57 Excitement for South by Southwest

      14:48 The Role of the Chief Marketing Officer

      17:50 Defining the CMO's Responsibilities and Challenges

      23:20 The Role of a CMO: Balancing Business Acumen and Customer Focus

      27:42 Leadership Challenges: Risk, Trust, and Decision-Making

      30:09 Transitioning to CMO: From Execution to Influence

      33:49 Navigating Relationships: The Importance of Cross-Functional Trust

      36:47 The Tension of Marketing Goals vs. Business Objectives

      39:45 CMO Tenure: Fresh Perspectives vs. Long-Term Impact

       

      Got feedback? Email us:

       

      Ben Van Rooy - [email protected]

      Steph Quantrill [email protected] 

      Website: www.cannedmarketing.com 

      Instagram: @cannedmarketing 

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      Canned the Marketing PodcastBy Canned Marketing