How to Grow a CMO

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Amy Messano, Chief Marketing and Communications Officer at Thomson Reuters.

Amy reflects on her free-range childhood in Michigan, where independence, imagination and learning through failure shaped her outlook. She also discusses being an introvert in a highly visible role, why reading and walking keep her grounded, and the importance of recognising how different people contribute.

They explore Amy’s journey from communications into marketing at Microsoft, her experience translating complex technologies into compelling stories, and why established companies can be both trusted and innovative. Amy explains the value of bringing marketing and communications together, building teams around progress rather than perfection, and listening before applying familiar playbooks. She also shares why curiosity can make any subject interesting and why great storytelling ultimately begins with people.

How to Grow a CMO is brought to you by tmp – the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Abby Gabriel, Chief Marketing Officer, North America at Schneider Electric.

Abby reflects on how her parents taught her to set ambitious goals and work towards them, and how a university professor’s blunt criticism transformed the way she communicates. She discusses the mentors who encouraged her to act as a business partner rather than a support function, challenge her own mental ceilings and remain focused on delivering the right outcome—even when that means taking a different approach from the one others expect.

They also explore Abby’s journey from accounting into marketing, the four missions that guide Schneider Electric’s marketing function, and why plain language is essential to helping the wider business understand marketing’s contribution. Abby explains how customer listening informs value propositions, why marketers should focus on solving the underlying problem rather than simply fulfilling requests, and how curiosity and a mission-led mindset can help teams embrace transformation.

How to Grow a CMO is brought to you by tmp – the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com

On this episode of How to Grow a CMO, host Alastair Hussain is joined by David Crozier, Chief Marketing Officer at Appian.

David reflects on growing up in Sunderland during a period of industrial decline, and how watching his father work as a welder shaped his understanding of hard work, opportunity and respect. He discusses how cycling gave him a sense of freedom and sparked a lifelong love of travel, why an early computer led him towards the technology industry, and how he learned to overcome his natural shyness to become a confident public speaker.

They also explore David’s journey from technical consulting into marketing, the lessons he gained from two decades at IBM, and the challenge of bringing big-company discipline to a smaller, fast-growing organisation. David explains why AI must be embedded within coherent business processes to deliver value at scale, how customer interaction shapes Appian’s messaging, and why simplicity and consistency are essential in crowded markets.

How to Grow a CMO is brought to you by tmp – the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Anthony Pappas, Chief Marketing Officer at DXC Technology. Anthony reflects on growing up in New York City surrounded by art, film and music, and how playing baseball taught him discipline, teamwork and the importance of listening.

He shares how his family’s creative background shaped his outlook, why his father nearly became a guitarist in KISS, and how his understanding of success has shifted from hard work alone towards pursuing work with a clear sense of purpose.

They also discuss Anthony’s entrepreneurial career, the role marketing plays at the heart of DXC’s transformation, and how his team has rebuilt the company’s brand, positioning and go-to-market strategy. Anthony explains why marketers must engage with AI directly rather than observing it from a distance, how DXC has reorganised its global marketing function to operate more like an integrated agency, and why human expertise remains essential as technology enables smaller teams to produce work at unprecedented speed and scale.

How to Grow a CMO is brought to you by tmp – the global marketing agency for B2B technology brands. To find out more, visit ⁠⁠https://www.tmpb2b.com⁠

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Antonia Wade, Global Chief Marketing Officer at PwC.

Antonia reflects on the perspective and values she gained from her father, the importance of doing what you say you will do, and why leaders must support the human as well as the employee. 

They also explore Antonia’s unconventional journey from architecture and the Y2K project at the London Stock Exchange into marketing, and why successful CMOs must combine creativity with commerciality, resilience and pragmatism. Antonia shares her approach to leading marketing transformation, demonstrating the value of brand, and preparing teams to embrace AI through experimentation, training and clear guardrails. 

Along the way, she explains why marketing should make money rather than simply cost money, and why technology may change how marketers work without changing what marketing is ultimately there to achieve.

How to Grow a CMO is brought to you by tmp – the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Michael Atalla, Chief Marketing Officer at UiPath. 

Michael reflects on how his father’s career in engineering sparked an early fascination with technology, from creating stories on a Macintosh computer to teaching himself to code. He discusses how competitive swimming helped him manage ADHD, the work ethic he learned from his family, and why senior leaders have a responsibility to speak openly about neurodiversity and different working styles. 

They also explore Michael’s unconventional journey from engineer to marketer, the importance of translating complex technology into compelling customer stories, and how AI is transforming both automation and the audiences marketers need to reach.  

How to Grow a CMO is brought to you by tmp - the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com 

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Michelle Cooper, CMO at NiCE.

Michelle reflects on growing up in a military family, moving between cities, schools and countries, and how that early exposure to change shaped her adaptability and confidence as a leader. She discusses the values instilled by her parents, the importance of trusting yourself earlier, and the moment an internship at Texas Instruments Software sparked her interest in the intersection of marketing and technology.

They also explore the evolving role of the CMO, from proving marketing’s business impact to building systems that can scale. Michelle shares why she sees marketing as a growth engine, how NiCE is using AI to transform customer experience, and why marketers need to stay closely connected to product, data and business outcomes.

How to Grow a CMO is brought to you by tmp - the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com

Mark’s outlook on leadership was shaped by an international upbringing and a career that placed him at the centre of some of the biggest shifts in enterprise technology, from the rise of cloud computing at Salesforce to the AI revolution at ServiceNow. In their conversation, he reflects on how travelling the world as a child fostered a curiosity about people and cultures, why relationships matter more than any technology trend and how exercise and mindfulness help him stay grounded.

They also discuss the race to own enterprise AI, why alignment and coherence are the antidotes to organisational chaos, and why marketing should be measured not only by brand impact but by its contribution to growth. Mark shares his belief that people and culture ultimately matter more than strategy, the qualities he looks for in future leaders, and why, in another life, he might have become an elementary school teacher.

How to Grow a CMO is brought to you by tmp - the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Joe Taiano, Chief Marketing Officer at RSM US LLP.

In their conversation, he reflects on the lessons he learned from his parents, how growing up gay encouraged him to become deeply introspective, and why his father's experience with illness instilled in him a lifelong appreciation for education, hard work and treating everyone with respect.

They also discuss Joe’s unconventional journey from auditor to CMO, why marketers must learn to speak the language of business, and the importance of connecting marketing directly to revenue. Joe shares his perspective on building high-performing teams, breaking down organisational silos, and how AI is changing the way marketing functions operate. Along the way, he explains why genuine human connection matters more than ever in a world increasingly shaped by technology, and why embracing change has become one of his guiding principles in both business and life.

How to Grow a CMO is brought to you by tmp - the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com

On this episode of How to Grow a CMO, host Alastair Hussain is joined by Erin Gabrielson, CMO of Americas at IBM.

Erin’s path to marketing leadership was shaped as much by team sports and family values as it was by her corporate career. In their conversation, she reflects on the lessons she learned growing up on sports teams, the importance of leading with kindness and how an early job in an ice cream shop taught her the value of loyalty and customer relationships.

They also discuss the changing role of the modern CMO, why coherence across teams is essential for unlocking the potential of AI, and how marketing leaders must increasingly act as strategists, systems designers, and coaches. Erin also shares how being diagnosed with breast cancer at a young age gave her a powerful sense of perspective, without allowing it to define who she is.

How to Grow a CMO is brought to you by tmp - the global marketing agency for B2B technology brands. To find out more, visit ⁠https://www.tmpb2b.com