How to Grow a CMO

In Part 1 of our conversation with Dave Carrel, Global CMO at Thomson Reuters, we rewind to the early influences that shaped his leadership style—from growing up in a competitive, creative household in Buffalo to tournament pickleball in Seattle. Dave shares how becoming a parent made him more reflective, why his personal mantra is “go big or go home,” and how taking risks has transformed his career. We talk about momentum, culture, and why psychological safety is key to speed.  

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

In Part 2 of our conversation with John Watton, senior B2B marketing leader, we explore the evolving demands of the modern CMO. John shares why breaking down silos between brand and demand is critical, how to speak the language of business (not just marketing), and why KPIs must be both practical and precise.

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

In Part 1 of our conversation with John Watton, senior B2B marketing leader and seasoned CMO, we trace his unconventional path from soldering circuit boards in Cardiff to leading marketing teams at global tech companies. John shares how a love of science fiction, prog rock and analogue synths shaped his worldview—and how a lifelong blend of creativity and curiosity has powered his career. He reflects on key early mentors, what it means to simplify complexity, and the value of doing what you're good at—even if it’s not your ‘passion’.

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

In Part 2 of our conversation with Brendan McCarthy, CMO at Criteo, we shift focus to the practical side of leadership—team dynamics, market positioning, and navigating industry hype cycles.

Brendan explains why coherence across communications and marketing is non-negotiable, how trust is the hidden currency of every brand, and why the best marketing teams behave more like tight-knit crews.

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

In Part 1 of our conversation with Brendan McCarthy, CMO at Criteo, we explore the early influences that shaped his career—from a pivotal internship and a gifted copy of The 21 Irrefutable Laws of Leadership, to a teenage love of punk rock and noir fiction.  

Brendan reflects on the power of mentorship, why his five-year career plan never changed, and how music helps him manage energy and mindset. He opens up about discipline, adaptability, and why his dream alternative career might just involve a fast-paced kitchen.  

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

In Part 2 of our conversation with Anna Griffin, Chief Market Officer at Commvault, we dig into her fearless approach to B2B marketing—from launching a head-turning “Cisco Energy Tax” campaign during Hurricane Katrina, to redefining what it means to lead marketing with strategy, not just execution. Anna shares why she believes in collapsing silos between sales, product and marketing, how marketers can reclaim their voice in strategic conversations, and why she champions simplicity above all else.  

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

In Part 1 of our conversation with Anna Griffin, CMO at Commvault, we trace her journey from a family-run garden centre in rural North Carolina to marketing roles at global brands like Apple and Royal Caribbean. Anna shares how early lessons in small-town marketing shaped her creative instincts, why every great campaign needs a single powerful idea, and what she learned about community from 55,000 Saturn drivers.

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

In Part 2 of our chat with Sally Croft, CMO Europe & LATAM at Ericsson, we explore her strategic mindset and bold approach to B2B marketing. Sally shares how curiosity and constraint have shaped her campaigns—from using Teslas to unconference an engineering event, to rethinking ROI for relationship-driven initiatives. She talks about moving beyond “random acts of marketing,” the power of FOMO in B2B, and why advocacy is her secret weapon. 

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

In Part 1 of our conversation with Sally Croft, CMO Europe & LATAM at Ericsson, we dive into her extraordinary personal journey—from growing up in a working-class family outside London, to becoming a teenage mum at university, and ultimately rising to the top of the marketing world. Sally shares how early challenges shaped her resilience, why she believes B2B marketing should never be boring, and how purpose-driven thinking guides her leadership.

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

In Part 2 of our conversation with Caroline Burger, CMO at GlobalLogic, we explore her approach to marketing in a complex digital ecosystem. Caroline shares insights on sales-marketing alignment, talent-driven strategies, and how GlobalLogic navigates the Hitachi brand network. She offers practical tips for aspiring CMOs, talks about balancing data with insights, and champions the power of measuring ROI. Plus, don’t miss her surprising confession about running, and her golden rule for both life and marketing: always order the French fries!

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