CMO Confidential

A CMO Confidential Interview with Richard Sanderson, the Marketing, Sales, and Communications Practice Leader at Spencer Stuart. Richard starts with the basics of salary, bonus and equity and branches out to compensation mix, the various types of equity, negotiating best practices, and the "other" elements of an offer. Key topics include: why the devil is in the details; when and how to discuss compensation; the difference between dumb luck and bad luck; and why everyone should do a "multi-year cash flow analysis." Tune in to hear why you should always read the proxy statement and the importance of being prepared to explain how you are using AI.What should CMOs (and aspiring CMOs) know about salary, bonus, and equity—and how do you actually negotiate it? Mike Linton sits down with Richard Sanderson, Practice Leader at Spencer Stuart, to demystify executive compensation for marketing leaders. They cover base pay vs. bonus, RSUs vs. options vs. PSUs, vesting mechanics, event-based triggers, how and when to negotiate, and what new pay-equity laws mean for candidates. Real talk on forfeitures, bonus history, and why your “one big ask” matters when the offer finally comes.What we cover • Why CMO pay data is scarce (and what that means for “market rate”) • Compensation mix: public vs. private/PE, U.S. vs. Europe, and “CMO+” roles • Equity 101: RSUs, options (strike prices/underwater risk), and PSUs (accelerators/decelerators) • Vesting models: time-, performance-, and event-based—and what you can/can’t negotiate • Bonuses: how targets are set, why they’re harder to move, and the 3-year payout history test • Negotiation timing: expectation-setting, handling the “what are your expectations?” question, and using information asymmetry to your advantage • Pay-equity & transparency laws: what recruiters can ask (expectations) vs. can’t (history), and how to discuss forfeitures • Offer strategy: why you typically get one high-leverage counter—and how to use itSponsor @quadgraphics  — Better marketing is built on Quad. When everything in your marketing machine works together, efficiency, speed, and ROI go up. See how better gets done: www.quad.com/buildbetter⸻🎧 New episodes every Tuesday.📰 Companion newsletter every Friday with the top insights.⸻CMO Confidential,Mike Linton,Richard Sanderson,Spencer Stuart,CMO compensation,executive compensation,marketing leadership,base salary,bonus structures,equity compensation,RSUs,stock options,PSUs,vesting schedules,performance shares,forfeitures,compensation negotiation,pay transparency laws,pay equity,offer strategy,total rewards,chief marketing officer,chief growth officer,chief commercial officer,chief revenue officer,recruiter advice,board expectations,public vs private equity,marketing careers,Quad sponsorSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dwight Hutchins, Senior Managing Director of Boston Consulting Group (BCG) and a Northwestern Adjunct Professor, previously Managing Director at Accenture focused on Consumer Products, Health Care and Public Service. Dwight shares his thinking on why marketers should be prepared to reduce expenses and shift resources into a re-imagined future versus incrementally evolving spend and structure. Key topics include: his belief that the complexity of marketing has resulted in many instances of wasted spending; the importance of "unaided first brand response;" why it's important to be "ahead of the expense reduction game;" and how to focus on working versus non-working dollars. Tune in to hear how about reducing $1B in spend to fund new initiatives and a "wild west" story about a battery on-pack promotion.The Fine Art of Reducing Marketing Expense in an AI WorldThis week on CMO Confidential, Mike Linton sits down with Dwight Hutchins—Senior Partner & Managing Director at Boston Consulting Group and adjunct professor at Northwestern—to tackle the question every CMO hears from the CFO: “Keep the top line growing… and cut your budget.”Dwight explains how to find waste without hurting performance, where AI actually improves efficiency (and where it doesn’t), how to test into cuts with confidence, and why many brands still miss “sufficiency” by spreading spend like peanut butter. We dig into frequency capping, working vs. non-working ratios, zero-based budgeting (used sanely), org design, insource vs. outsource, and a real-world case where a company freed up billions and redeployed it to growth channels. Stay for his “Wild West” in-store marketing story—complete with batteries taped to milk.Sponsored by Typeface — the AI-native, agentic marketing platform that turns one idea into thousands of on-brand assets across channels, safely integrated with your MarTech stack. See how leaders like ASICS and Microsoft scale personalized content with Typeface.⸻⏱️ Chapters00:00 – Intro & guest: Dwight Hutchins (BCG)02:05 – The market reality: uncertainty, shifting buyer values06:10 – CFO pressure: “grow and cut” in the same breath09:20 – AI spend vs. payoff: recalibrating expectations12:25 – Media fragmentation & the “peanut butter” budget problem15:55 – Where AI helps most: measurement, targeting, creative ops19:10 – Forensic cuts case study: freeing up massive dollars23:10 – Finding waste: frequency caps, ad length, quality controls27:05 – “First Fast Response”: demand spaces & brand power30:20 – Sufficiency & focus: stop starving campaigns33:05 – Working vs. non-working: ratios that actually move results35:20 – Zero-based budgeting (in moderation, with data)37:10 – Org & ops: redesigning execution, in/outsourcing lines38:55 – Fun story: the “batteries-on-milk” promo & promo ROI40:00 – Final takeaways & sponsor⸻CMO Confidential, Mike Linton, Dwight Hutchins, Boston Consulting Group, BCG, marketing efficiency, reduce marketing spend, AI in marketing, marketing analytics, media mix optimization, frequency capping, working vs non-working, zero-based budgeting, ZBB, demand spaces, brand strategy, executive leadership, CFO CMO alignment, budget cuts, marketing operations, insource vs outsource, creative operations, measurement and attribution, marketing governance, content at scale, Typeface, Typeface AI, generative AI for marketing, agentic AI, MarTech integration, CMOs, marketing leadership, board expectations, growth and efficiency, case study, social media shift, campaign sufficiencySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Kate Bullis and David Wiser, Managing Partners and Global Marketing Practice Leaders for ZRG Partners. Kate and David translate their extensive search experience into a pre-game, game time, and post game look at the errors candidates make during the recruiting process. Key topics include: why thorough preparation includes self awareness, a "shopping list" and pattern recognition; how "playbooking," talking too much, and disengagement can doom your interview; and best practices for turning down an offer, handling a disappointment, negotiating an offer, and accepting the opportunity. Tune in to hear why you should never turn down a written offer and other things to avoid if you want to stay off of the search firm's "Do Not Call List." What are the biggest mistakes CMOs make during the interview process?This week on CMO Confidential, host Mike Linton sits down with Kate Bullis and David Wiser, Managing Partners at ZRG and two of the most experienced executive search leaders in marketing. Together, they break down the interview process into Pre-Game, Game Time, and Post-Game—sharing where CMOs most often stumble and how candidates can set themselves up for success.If you’re a C-Suite executive, board member, or aspiring marketing leader, this episode delivers unfiltered insights into how top recruiters evaluate CMOs and what separates successful candidates from the rest.Sponsored by  @typefaceai  — the generative AI platform helping the world’s biggest brands scale personalized marketing in hours, not months.⸻⏱️ Chapters00:00 – Welcome and introduction03:15 – Why interviewing for a CMO role is uniquely challenging07:40 – Pre-Game: Preparing beyond the résumé13:05 – What search firms and boards are really looking for17:50 – Game Time: How to manage the actual interview23:30 – Mistakes CMOs make when telling their career story29:10 – Post-Game: Following up and maintaining momentum34:20 – The role of references and backchannel checks37:50 – Final advice for candidates and boards40:00 – Wrap-up and sponsor message⸻📌 TagsCMO Confidential, Mike Linton, Kate Bullis, David Wiser, ZRG Partners, CMO interview tips, marketing executive search, chief marketing officer, CMO mistakes, CMO hiring process, how to become a CMO, executive interview prep, board expectations for CMOs, marketing leadership, CMO role design, interview strategy, executive recruiters, marketing careers, marketing C-Suite, executive search firms, leadership hiringSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Shiv Singh, CEO of Savvy Matters, former CMO of Lending Tree and author of AI For Dummies and The 5 Marketing Truths You Won't See at Cannes. Shiv shares why he believes AI is killing marketing jobs, how the CMO Role is breaking down due to overlap with other functions, and how "Big Tech is running marketing." Key topics include: how walled gardens make the job harder; why the optics of Cannes are terrible; and the reason marketers should work to fully understand technology. Tune in to hear how AI is making us less intelligent and why Cannes should move to San Francisco. DescriptionWhat you won’t hear on the Croisette. Former LendingTree CMO and Marketing with AI for Dummies author Shiv Singh joins host Mike Linton to unpack his viral “5 marketing truths you won’t hear at Cannes”—from AI’s real impact on jobs and creativity to why the CMO role keeps breaking under overlapping scopes, walled gardens, and distorted budgets.We dig into the zero-click search era, big tech as the new kingmakers, how to rebuild orgs AI-first, and what practical steps CMOs should take this quarter (hint: learn the tech, ship agents, and embed marketers into tech teams).In this episode • AI is changing performance, creative, and strategy—faster than the hype cycle • The CMO job: too wide, too blurry, and overlapped with the rest of the C-suite • Walled gardens & retail media: measurement theater vs. business impact • Zero-click search & AI Overviews: when your best customers never hit your site • “AI-native” org design: agents, code-as-deliverable, and the marketer-as-technologist • Why Cannes optics can backfire—and what a substance-first festival could look like • Playbook for CMOs: weekly show-and-tells, code literacy, and cross-functional embedsAbout our guestShiv Singh is CEO of Savvy Matters, co-founder of AI Trailblazers, former CMO of LendingTree, and a longtime brand leader (Pepsi, Visa). He writes and speaks widely on AI’s impact on marketing, org design, and growth.Sponsor — TypefaceLegacy tools weren’t built for AI. Typeface is the first multimodal platform where agentic workflows handle everything from brainstorming to launch across every channel. Transform one idea into thousands of on-brand assets—text, images, and video—at enterprise scale, with security and seamless MarTech integrations. See how brands like ASICS and Microsoft move from brief to personalized campaigns in hours: typeface.ai/cmo.If you’re enjoying CMO Confidential, please like, subscribe, and share. New episodes every Tuesday; companion newsletter every Friday.⸻Chapter Markers00:00 – Welcome & Sponsor: Typeface01:45 – Introducing Shiv Singh & “5 Truths You Won’t Hear at Cannes”05:10 – Truth 1: AI is changing jobs, creativity, and strategy10:20 – The CMO role is broken: scope, overlap, and alignment15:05 – Walled gardens & retail media: why measurement is broken19:45 – Truth 2 & 3: Big Tech as the new kingmakers24:20 – Zero-click search & the rise of AI-driven discovery28:50 – Truth 4: Cannes optics and why it’s “not for everybody”32:40 – What CMOs should do: tech fluency, coding, weekly experiments36:00 – Superintelligence and the AI-native org of the future39:00 – Practical advice & closing thoughts⸻CMO Confidential, Mike Linton, Shiv Singh, Savvy Matters, AI Trailblazers, LendingTree, Pepsi, Visa, Cannes Lions, marketing truths, AI in marketing, agentic AI, AI agents, zero-click search, AI Overviews, walled gardens, retail media networks, big tech kingmakers, Google, Meta, TikTok, YouTube as TV, Performance Max, marketing org design, CMO role, C-suite alignment, measurement, marketing strategy, creative automation, knowledge workers, superintelligence, LLMs, large language models, marketer as technologist, code literacy, AI native organization, marketing experimentation, weekly show and tell, brand building, B2B marketing, B2C marketing, marketing leadership, executive insights, podcast for CMOs, Typeface, Typeface AI, typeface.ai/cmo, ASICS, Microsoft, customer acquisition, CAC, CLV, marketing ROI, retail media, AI transformation, marketing jobs and AI⸻See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dr. Dan McCarthy, Professor of Marketing at Maryland and leading practitioner of Customer Lifetime Value. Dan shares insights from his privacy research based on Apple's "App Tracking Transparency" (ATT) initiative commonly known as "Ask App Not to Track" which include a significant impact on business results, a degradation of CAC, and a disproportionate hit to small companies. Key topics include: how the elimination of a Facebook customer ID negatively impacted revenue, why averaging marketing results can be a profit killer, and why analytical time frames matter. Tune in to hear updates on Dan's other research including Peloton, loyalty programs and "How everyone is cheating their way through college." CMO Confidential: The Disparate Impact of Privacy Policy — with Dr. Dan McCarthy (UMD) on ATT, CLV & CACWhat happens to your revenue when attribution breaks? In this episode, 5x CMO Mike Linton sits down with Dr. Dan McCarthy (Professor of Marketing, University of Maryland; leading practitioner of Customer Lifetime Value) to unpack Apple’s App Tracking Transparency (ATT) and its ripple effects on marketing performance. Dan shares new research showing how the loss of a Facebook customer ID degraded click-through, CAC, and revenue—with disproportionate pain for smaller, Facebook-heavy brands.We dig into why averages kill profit (stop using blended CAC/CLV!), how channel-specific, time-varying metrics drive smarter allocation, and the practical playbook for marketers in a post-IDFA world. Dan also updates us on his other research—Peloton, loyalty & subscription programs (DoorDash/Postmates), and the “everyone is cheating their way through college” debate and what it means for teaching and real-world readiness.What you’ll learn • How ATT broke cross-site attribution and raised CAC while lowering revenue yield • Why small DTC brands took the biggest hit, and how (or if) they can recover • The danger of blended CAC/CLV vs. channel-specific, time-varying metrics • Subscription insights: novelty vs. maturity effects, and behavior after cancellation • Action items to protect growth when signal quality declinesAbout our guestDr. Dan McCarthy is a professor at the University of Maryland (formerly Emory) and one of the foremost experts on CLV and customer-based corporate valuation. His work spans privacy’s impact on e-commerce, subscription economics, loyalty programs, and public-company customer metrics.Sponsor: TypefaceTypeface helps the world’s biggest brands move from brief to fully personalized campaigns in hours, not months. With its agentic AI marketing platform, one campaign becomes thousands of on-brand experiences across ads, email, and video—with enterprise-grade security and seamless MarTech integrations. Learn more at typeface.ai/cmo.Subscribe for more C-suite-level conversations every Tuesday, and catch our Friday newsletter with the top insights.⸻00:00 – Intro & sponsor: Typeface AI01:35 – Meet Dr. Dan McCarthy & ATT explained05:00 – How ATT broke attribution and raised CAC09:15 – Why small brands took the biggest revenue hit13:30 – The danger of blended CAC & CLV averages17:20 – Practical advice: channel-specific, time-varying metrics21:00 – Updates on Peloton & subscription research25:00 – The “everyone is cheating in college” debate28:00 – Final advice: beware of irrational subscriptionsSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CMO Confidential — “What Your CFO Wants to Tell You (But Won’t)” with CNA CFO Scott LindquistWhat does a great CFO really think about marketing? Mike Linton sits down with Scott Lindquist—CFO of CNA Financial and former long-time CFO of Farmers—to decode the finance side of brand building, performance spend, and the politics of the boardroom. They cover how CMOs should onboard a new CFO, why “marketing math” wins over skeptics, mistakes to avoid in board presentations, and how insurers used bold brand bets to become category killers.What you’ll learn • The four archetypes of CFOs—and how to work with each • Why CFOs who are “joined at the hip” with the CEO think differently about growth • How to explain cost of capital and present value like a marketer (and win budget) • The insurance playbook: brand investment, DTC distribution, and lifetime value • Why every large marketing org needs a Marketing CFO (and how to set it up) • Boardroom pitfalls: jargon, 100-slide decks for 20 minutes, and “draining the slide” • Practical tips for building trust: bring the data, surface bad news early, and speak in outcomesGuestScott Lindquist — Chief Financial Officer, CNA Financial. Former CFO, Farmers Insurance. Started at PwC and has led finance through growth, turnarounds, and public-company scrutiny.HostMike Linton — Former CMO of Best Buy, eBay, and Farmers; former CRO of Ancestry. Host of CMO Confidential, the #1 CMO show on YouTube.Who should watchCMOs, CEOs, CFOs, board members, founders, and marketing leaders who need tighter finance alignment and clearer ROI storytelling.Brought to you by TypefaceLegacy marketing tools weren’t built for AI. Typeface is the first multimodal, agentic AI marketing platform that turns one idea into thousands of on-brand assets—across ads, email, and video—while integrating with your MarTech stack and meeting enterprise-grade security needs. See how brands like ASICS and Microsoft accelerate content at scale: typeface.ai/cmo.—If you’re enjoying the show, please like, comment, and subscribe. New episodes every Tuesday; companion newsletter with the top insights every Friday.#CMOConfidential #CFO #MarketingROI #BrandBuilding #B2BMarketingCMO Confidential, Mike Linton, Scott Lindquist, CNA Financial, Farmers Insurance, CFO, CMO, marketing CFO, finance and marketing alignment, cost of capital, present value, marketing math, LTV, lifetime value, CAC, board presentations, brand valuation, insurance marketing, DTC insurance, Geico, Progressive, performance marketing, media spend, marketing ROI, budgeting, enterprise marketing, MarTech, agentic AI, Typeface AI, ASICS, Microsoft, PwC, executive leadership, C-suite, category strategy, growth strategy, B2B marketing, B2C marketing, onboarding a CFO, sponsorships, vendor management, marketing governance, data-driven marketing, brand building, boardroom communication, enterprise security, AI marketing platformSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Kim Whitler, professor at the University of Virginia Darden School of Business, board member, and former GM and CMO. Kim shares insights from more than a decade of research with over 500 CMO's including how 50+% of roles are misaligned, the huge gap between CEO's and CMO's, the fact that misalignment results in weaker financials, and her belief that better position matching would "prevent" the "cure" of firing the CMO. Key discussion topics include: why the CMO position has the most variance in the C-suite; the importance of matching responsibility, experience and status; and why she thinks search firms can do a better job. Tune in to hear marketing analogies to the New England Patriots line-up and James Bond movie casting.Colonel Mustard, in the Study…with the Job Spec? Why Poor Role Design Shortens CMO Lifespans | CMO ConfidentialWelcome back to CMO Confidential, the podcast that takes you inside the drama, decisions, and politics that go with being the head of marketing. Hosted by 5x CMO Mike Linton (Best Buy, eBay, Farmers Insurance, Ancestry.com).This week, Mike welcomes back Dr. Kim Whitler, Professor of Marketing at the University of Virginia’s Darden School of Business, former CMO, board director, and one of the foremost researchers on the CMO role. Kim has spent 14+ years analyzing 500+ interviews and hundreds of job specs to uncover why nearly 54% of CMO roles are misaligned—and what that means for tenure, effectiveness, and marketing’s reputation in the C-Suite.From her groundbreaking research (published in HBR, Sloan Management Review, and the Journal of the Academy of Marketing Science) to real-world board and executive experience, Kim breaks down:* Why job specs often set CMOs up to fail* The massive perception gap between CEOs (who think roles are well-designed) and CMOs (who don’t)* How status, responsibility, and experience combine to drive—or derail—firm outcomes* The practical questions every CMO candidate should ask before taking a job* Why “throw away the job spec and write your own” might be the smartest advice you’ll hear🎙️ Whether you’re a CMO, CEO, board member, or aspiring marketing leader, this is a masterclass in role design, negotiation, and how to set marketing up for real impact.---📌 Episode Chapters00:00 – Welcome to CMO Confidential01:30 – Introducing Dr. Kim Whitler04:00 – Why CMO job specs often fail08:15 – Defining “misalignment” in CMO roles13:00 – The role of status, responsibility & experience18:30 – The CEO vs. CMO perception gap24:00 – Practical questions every CMO candidate should ask30:00 – Negotiating role design & avoiding pitfalls33:30 – Kim’s closing advice & final story- About Our Sponsor: Typeface AIThis episode is brought to you by Typeface AI www.typeface.ai/cmo — named Company of the Year by Adweek, a TIME Best Invention, and one of Fast Company’s Next Big Things in Tech.Typeface helps the world’s biggest brands move from business brief to fully personalized campaigns in hours, not months. Their agentic AI marketing platform scales a single campaign into thousands of on-brand experiences across ads, email, and video—all while integrating seamlessly with your MarTech stack and maintaining enterprise-grade security.See how brands like Asics and Microsoft are transforming marketing with Typeface at typeface.ai/cmo.---🔔 Don’t miss a single episode—subscribe on **YouTube, Apple Podcasts, or Spotify**.👍 Like this video if you enjoyed the conversation and drop your takeaways in the comments!#CMOConfidential #MarketingLeadership #KimWhitler #CMORole #MarketingStrategy #TypefaceAISee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

CMO Confidential Interview with Tom Goodwin, author, speaker, and former innovation head at Publicis, Zenith, and Havas. Tom discusses his belief that today's CMO's are overly focused on efficiency versus marketing principles and that the contemporary playbook has been created by tech companies focused on performance metrics. Key topics include: an unhealthy focus on the speed of measurement and short-term results; marketers having a "feeling of vulnerability" if they haven't heard of new tech; and the fact that many of the hyped direct-to-consumer brands like Casper and Ridge Wallets aren't actually doing that well. Tune in to hear the underestimated impact of "beauty" and a story about being locked out of a self-driving car. 🚨 New Episode of CMO Confidential 🚨This week, host Mike Linton (5x CMO: eBay, Best Buy, Farmers Insurance, Ancestry.com) sits down with Tom Goodwin — author, speaker, and former global head of innovation at Publicis, Zenith and Havas.Tom argues that today’s marketing playbook has been hijacked by tech platforms obsessed with performance metrics and short-term efficiency. In this wide-ranging conversation, we cover:✅ Why CMOs are over-indexing on efficiency at the expense of brand-building principles✅ The fear of irrelevance driving marketers to chase every new technology trend✅ How speed of measurement is warping long-term thinking✅ Why many direct-to-consumer darlings like Casper and Ridge Wallets aren’t as successful as headlines suggest✅ The underestimated role of beauty and creativity in building lasting value✅ A wild story about being locked out of a self-driving carWhether you’re a CMO, founder, board member, or just obsessed with the future of marketing, this episode is a must-listen.👉 Don’t forget to like, subscribe, and hit the bell for more insider conversations on what it really takes to be a modern CMO.#CMO #MarketingLeadership #TomGoodwin #CMOConfidential #BrandBuilding #MarketingStrategy #CMOInsights #DigitalMarketing #Innovation⸻CMO Confidential,Tom Goodwin interview,Tom Goodwin marketing,CMO podcast,CMO role,CMO insights,marketing leadership,marketing podcast,brand building,marketing strategy,digital marketing,marketing efficiency,marketing principles,innovation in marketing,short term vs long term marketing,beauty in branding,CMO advice,marketing leadership podcast,marketing tech trends,direct to consumer brands,CMO discussion,marketing innovation,self-driving car story,CMO lessons0:00 – Welcome & Intro: Meet Tom Goodwin2:15 – Why CMOs Overvalue Efficiency6:40 – The Tech-Driven Marketing Playbook11:05 – Vulnerability & Fear of Missing Out on New Tech15:20 – The Problem with Short-Term Metrics19:00 – DTC Myths: Casper, Ridge Wallet & Beyond23:45 – The Undervalued Power of Beauty & Creativity28:10 – Locked Out of a Self-Driving Car (Story)30:15 – Final Takeaways & Wrap-UpSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with David Aaker, Vice Chair of Prophet, author of numerous marketing books including Aaker on Branding 2nd Edition, formerly a Haas School of Business Professor. David discusses the history of brand equity starting with the BCG model from the 90's and why that model and scanner data drove a short-term sales focus at the expense of brand equity. After years of progress, he believes we are now experiencing "A revival of short-termism." Key topics include: the differences between B2B and B2C brand building; the need for marketers to appreciate that brands aren't built in isolation; and how to break through in a hostile communications environment. Tune in to hear why he believes "There are easy ways for companies to build better brands," and case studies from Dove and Uniqlo. Brand value has been discussed for decades—so why isn’t it a universally accepted business principle? In this episode of CMO Confidential, host Mike Linton sits down with branding legend David Aaker, Vice Chair at Prophet, author of 18 books, and widely regarded as the “Father of Modern Branding,” to unpack why the fight for brand equity is far from over.From the origins of brand equity in the 1990s to today’s hostile marketing environment, Aaker shares insights on: • Why brand should be treated as a long-term asset, not a short-term tactic • How short-termism and performance marketing are eroding brand value • The difference between B2B and B2C brand management (and why organizational values matter more in B2B) • Examples of brands that have nailed disruptive innovation and purpose-driven branding (Dove, Uniqlo, Habitat for Humanity) • Why most companies are managing brands poorly in today’s cluttered, skeptical media environment • How AI could democratize creativity and make professional branding accessible to more companiesPacked with history, frameworks, and practical examples, this conversation will change the way you think about brand value, brand portfolios, and how to make your brand truly indispensable.00:00 – Introduction to CMO Confidential & Guest David Aaker01:15 – Why Brand Value Still Isn’t a Universally Accepted Principle03:45 – The Birth of Brand Equity in the 1990s06:10 – Short-Termism, Performance Marketing, and the Brand Erosion Problem08:35 – How to Justify Brand as an Asset (Case Studies & Examples)11:20 – The Visibility Advantage and 14 Dimensions of Brand Value13:05 – Why CFOs and Boards Believe in Other Brands, but Not Their Own15:10 – B2B vs B2C Branding: Key Differences and What Matters Most17:45 – Why Many Companies Are Managing Brands Poorly Today20:00 – Branding in a Hostile Communication Environment22:05 – The Power of Brand Portfolios, Companion Brands, and “Silver Bullet” Brands24:30 – Examples: Uniqlo, HeatTech, and the Westin Heavenly Bed26:10 – Super Bowl Advertising: Breaking Through Clutter and Skepticism28:00 – AI, the Democratization of Creativity, and the Future of Branding29:20 – Final Advice: Your Duty as a Marketer to Build the Brand as an Asset30:15 – Closing Remarks & SubscribeHere’s your list fully hashtagged and comma-separated:#cmoconfidential, #DavidAaker, #brandvalue, #brandequity, #brandstrategy, #marketingstrategy, #brandingadvice, #B2Bbranding, #B2Cbranding, #brandmanagement, #shorttermism, #performancemarketing, #purposedrivenbranding, #DoveRealBeauty, #UniqloHeatTech, #HabitatforHumanity, #marketingleadership, #brandportfolio, #brandeddifferentiators, #brandedenergizers, #brandedsourceofcredibility, #hostilemediaenvironment, #disruptiveinnovation, #AIinbranding, #democratizationofcreativity, #CMOpodcast, #marketingpodcastSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Auren Hoffman, CEO of SafeGraph, formerly co-founder and CEO of LiveRamp. Auren discusses his belief that vendor management is the most critical skill for the future and why most companies should "rent" a high caliber pool of talent instead of hiring individual executives. Key topics include: thoughts on improving your vendor management skill (with outside law firms as an example); the concept of "scaffolding" developing talent; why he believes procurement is a "negative value" function; and why he would short consulting firm Booz Allen. Tune in to hear why he thinks private equity has shifted from making companies better into financial engineers and his belief that an MBA usually has a negative ROI.CMO Confidential: Auren Hoffman on Vendor Management, Talent Strategy, and the Broken MBAIn this week’s episode of CMO Confidential, Mike Linton sits down with Auren Hoffman, CEO of SafeGraph and former co-founder/CEO of LiveRamp, to challenge conventional thinking on hiring, procurement, and leadership development.Auren shares why he believes vendor management is the #1 skill for future executives—and why most companies should rent world-class capabilities rather than hire executives they can’t fully utilize. From “scaffolding” young talent to his provocative views on procurement’s negative value, Booz Allen, MBAs, and the transformation of private equity, this episode is packed with contrarian insights for CMOs, CEOs, and founders alike.🧠 Don’t miss Auren’s candid takes on why many traditional business functions are stuck in the past—and what leaders should do instead.🔔 Subscribe for more insider lessons on what it really takes to thrive in the C-suite.⏱️ Chapters:00:00 - Introduction: Auren Hoffman’s Background & Career Path01:45 - The Most Important Executive Skill: Vendor Management05:22 - Why Renting Talent Beats Hiring for Most Companies08:40 - Scaffolding: A Framework for Developing Talent12:10 - The Case Against Procurement: “A Negative Value Function”16:03 - Why He Would Short Booz Allen18:35 - Private Equity’s Shift from Builders to Financial Engineers23:14 - The Problem with MBAs and Why ROI is Often Negative26:40 - How Executives Should Rethink Internal Capabilities29:08 - Final Thoughts & Rapid-Fire TakesAuren Hoffman, SafeGraph, LiveRamp, CMO Confidential, Mike Linton, vendor management, procurement, scaffolding talent, executive hiring strategy, Booz Allen, private equity critique, MBA ROI, modern leadership skills, B2B marketing, executive leadership, future of work, marketing strategy, marketing podcast, business podcast, CEO advice, CMO podcast, talent development, rent vs hire, startup strategy, enterprise strategy, marketing leadership, SafeGraph CEO, Auren Hoffman interviewSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Peri Hansen, Korn Ferry Leader, CMO Practice, North America. Peri discusses why the CMO position is becoming the vanguard of innovation, the importance of an "agile learner" mindset, and why there's no substitute for great leadership. Key topics include: how nothing "returned to normal" after COVID; the importance of org design; and why CMO's should own the entire customer life cycle and help drive company strategy. Tune in to hear why references matter more than ever and the importance of building a personal brand.Why the CMO Is Now the Innovation Leader | Peri Hansen, Korn Ferry CMO PracticeIn this episode of CMO Confidential, Mike Linton sits down with Peri Hansen, leader of the CMO Practice at Korn Ferry North America, to explore how the role of Chief Marketing Officer has become the new vanguard of innovation, strategy, and customer-centric growth.From org design to leadership development, Peri breaks down the key traits of successful CMOs and why companies are no longer returning to pre-COVID norms. She shares why agile learning, personal brand-building, and owning the full customer lifecycle are now non-negotiables for modern marketing leaders.Topics Covered: • Why CMOs are being tapped to drive innovation and transformation • The post-COVID shift in org design and what it means for marketing • The importance of leadership, agility, and continuous learning • Why great references still matter in the hiring process • How CMOs can (and should) influence company-wide strategySubscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.⏱️ Chapters (Optimized for 29-minute Runtime)00:00 – Intro: The Evolving Role of the CMO01:00 – Meet Peri Hansen: Korn Ferry CMO Practice Leader02:12 – Why the CMO is Now the Vanguard of Innovation04:30 – Three New Mandates for CMOs: Tech, Strategy & Lifecycle06:50 – The CMO as a Change Agent and Team Builder08:30 – Tech CMOs Are Leading—Who’s Catching Up?10:15 – Building Tech Credibility as a Marketing Leader12:10 – “Nothing Returned to Normal” After COVID13:30 – Post-COVID Turnover: What CEOs and Boards Want Now15:30 – What’s Replacing the Traditional CMO Role?17:10 – Why Org Design Is a Top Priority in CMO Searches19:05 – How Companies Realize They Need Org Restructuring20:45 – The AI Era: Is There a Leadership Gap Forming?22:20 – What Agile Leadership Actually Looks Like24:00 – What Resumes Reveal: Pivot Points and Risk-Taking25:10 – Why References Matter More Than Ever27:00 – Final Advice: CMOs, Build Your Own Personal Brand28:40 – Wrap Up & Where to Find More CMO Confidential Content#CMOConfidential #PeriHansen  @kornferryintl  #ChiefMarketingOfficer #Leadership #OrgDesign #CustomerExperience #MarketingStrategy #PersonalBrand #ExecutiveSearch #CMOInsightsSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dan Salkey, Co-Founder & Strategy Partner at Small World, an agency designed to create "entertainment first" brands. Dan discusses the concept of "Entertain or Die," the difference between "owning" and "renting" eyeballs, and why his focus is on "saves, likes, and shares." Key topics include: the fact that attention is earned; the difference between entertaining and selling; why many tech brands forget to entertain; and how to measure "attentive cost" versus cost per impression. Tune in to hear case studies on Liquid Death and Duolingo and why Net Scout produced a Werner Herzog film.In this episode of CMO Confidential, Mike Linton sits down with Dan Salkey, Co-Founder and Strategy Partner at Small World, an agency on a mission to create entertainment-first brands. Dan unpacks his provocative framework: “Entertain or Die.” From building brand characters to measuring success in saves and shares—not impressions—this conversation is packed with insights for CMOs navigating the new attention economy.🧠 Learn why the best brands own their eyeballs instead of renting them, what marketers can learn from creators like MrBeast, and why  @netscoutinc  made a Werner Herzog documentary to stand out.🔍 Featuring case studies from Liquid Death, Duolingo, and other unexpected brand entertainers, this episode offers a blueprint for building marketing that actually gets watched—and shared.🎯 Topics Covered: • The rise of entertainment-first branding • “Saves, likes, and shares” as new core KPIs • Measuring attentive cost vs. cost per impression • The hidden power of brand characters and mascots • Why marketers need a writer’s room mindset • How boring B2B brands can still break throughSubscribe to CMO Confidential for weekly insights from top marketing executives, strategists, and creators.Dan Salkey, Entertainment First Marketing, CMO Confidential, Mike Linton, Small World Agency, Liquid Death Marketing, Duolingo Brand Strategy, Branded Content, Entertain or Die, Brand Characters, Marketing Strategy 2025, Attention Economy, NetScout Werner Herzog, MrBeast Brand Playbook, Content Marketing, Virality Metrics, Branded Entertainment, Marketing Innovation, Social Media Marketing, Save and Share Strategy, B2B Brand Breakthrough, Branded Documentary, Marketing PodcastSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Andy Sack and Adam Brotman, Co-Founders and Co-CEO's of Forum 3, authors of the book AI First, previously at Microsoft and Starbucks. They discuss why AI is different from previous technology advances and the series of "Holy Shit!" moments experienced when interviewing Sam Altman, Bill Gates and others. Key topics include: their belief that AI is "moving faster than you think" since it isn't constrained by an adoption curve or infrastructure; the power of Artificial General Intelligence which will be smarter than most experts; why trying to calculate the ROI of AI is comparable to measuring the return on electricity; and the possibility of 95% of marketing and agency jobs being impacted over the next 5 years. Tune in to hear how Chat GPT scored a top grade on the AP Biology Exam, how Moderna became an AI leader, and their tips for staying near the front of the wave.This week on CMO Confidential, host Mike Linton sits down with Adam Brotman, former Chief Digital Officer of Starbucks and co-CEO of J.Crew, and Andy Sack, venture capitalist and Managing Partner at Keen Capital. Together they co-authored AI First and co-founded Forum3, a company on a mission to educate businesses on how to thrive in the AI era.In this episode, Adam and Andy recount their interviews with leaders like Sam Altman, Bill Gates, and Reid Hoffman—and unpack why we are at a true “Holy Sh*t Moment” in technology.Learn how generative AI is poised to replace 95% of marketing tasks, what agentic AI means for the future of work, and why marketers need to shift from campaign thinking to orchestration and system design—fast.Topics Covered: • What Adam and Andy learned from interviewing tech’s top minds • Why artificial general intelligence (AGI) is closer than you think • How AI tools will transform agency and in-house marketing roles • Why marketers must experiment now—or risk irrelevance • The unexpected productivity ROI of adopting AI toolsThis episode isn’t just about AI—it’s about how business leaders and marketers must transform to remain relevant in the age of exponential change.00:00 - Intro & AI-Powered Marketing by Publicis Sapient 01:42 - Welcome + Adam Brotman & Andy Sack intro 04:45 - Why “AI First” started as “Our AI Journey” 08:13 - The “Holy Sh*t” moment explained 10:00 - Interviewing Sam Altman and the AGI revelation 15:50 - Bill Gates’ AI holy sh*t moment 20:30 - What AGI means for marketers and agencies 25:20 - Agentic AI and spinning up marketing agents 30:40 - Consumer behavior and synthetic influencers 34:50 - How agencies must evolve or die 38:20 - The case study of Moderna's AI-first approach 41:00 - Evaluating AI vendors + building internal councils 45:10 - The ROI of AI: Productivity & Unlocks 49:00 - Playbook for becoming an AI-first org 52:30 - Funny poker shirt story + parting advice 56:00 - Closing thoughts and next episode teaser #GenerativeAI #CMOConfidential #AdamBrotman #AndySack #Forum3 #MarketingAI #AIInMarketing #AIRevolution #HolyShitMoment #AIFirst #SamAltman #BillGates #AGI #MarketingPodcast #DigitalTransformation #FutureOfWork #AIProductivity #ChiefMarketingOfficer #CMOLife #AIPlaybook #MarketingLeadership #AIForBusinessSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Michael Treff, the CEO of Code + Theory, a growing 2000 person agency which combines technology and creativity. Michael discusses the disruption in consumer behavior, why B2B client service is becoming more holistic, and why companies should "go on offense" in a time of uncertainty. Key topics include: The strategic question of "What do you want your humans to be doing;" his belief that there will be a growing demand for ROI on tech spending; how everyone can become a creative change agent; and why he hates the concept of "The Big Idea." Tune in to hear the lesson of "prompt engineers" and an analogy of how playing in a punk band is like learning to use AI.In this week’s episode of CMO Confidential, five-time CMO Mike Linton is joined by Michael Treff, CEO of award-winning agency Code and Theory for a no-holds-barred discussion on why most AI strategies are missing the point.Treff—who leads an agency named B2B Agency of the Year by Ad Age and innovation standout by Fast Company—argues that leaders are mistaking AI tools for strategy. Instead, he lays out a bold case for orchestration—aligning people, tools, and data across the enterprise to drive real customer value. Together, Mike and Michael unpack: • Why B2B marketers need to stop treating customers like corporate buyers and start treating them like humans. • Why defensive strategies during disruption are a recipe for irrelevance. • The myth of the “big idea”—and why creativity has been democratized. • Why prompt engineers were never the future. • What AI orchestration really means—and how it can finally connect data silos, unify customer journeys, and drive performance.Whether you’re a CMO, agency leader, or aspiring executive, this is an unmissable playbook for navigating AI disruption, avoiding short-sighted efficiency traps, and building brands that thrive.🎧 Listen now on Spotify, Apple Podcasts, or watch the full episode on YouTube.🔗 Sponsored by  @PublicisSapient  — Smarter marketing, happier teams, wow-worthy customer moments.Visit: https://www.publicissapient.com#CMOConfidential #MarketingLeadership #AIinMarketing #MichaelTreff #CodeAndTheory #B2BMarketing #CMOStrategy #MarTech #MarketingPodcast #MarketingAI #MikeLinton #BrandStrategy #DigitalTransformation⸻⏱️ YouTube Chapter Timestamps:00:00 - Welcome to CMO Confidential01:15 - Meet Michael Treff, CEO of Code and Theory03:08 - AI Disruption in B2B: Humanizing the Customer06:00 - Why B2B Requires a Holistic Customer Lens08:47 - Agency Mergers & The Death of the Middle11:35 - Scale vs. Focus: Who Wins in Holding Company Wars?14:10 - Leadership in an Anxious Market: Offense vs. Defense17:25 - Code and Theory’s Internal AI Transformation20:15 - The Myth of the Prompt Engineer22:10 - Why Most AI Strategies Are Flawed25:00 - Connecting People, Tools, and Data with AI27:15 - Democratizing Creativity: What It Really Means30:00 - Why the Big Idea is Dead (and What Comes Next)32:25 - Predictions for 2025 in B2B, Tech & AI34:05 - Final Advice: Everyone Can Lead ChangeSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Nancie discusses her "brand fix" classifications of refine, purposefully manage, and transform, how to get started with data even when money and time are tight, some "Taylor Swift" approaches to brand work, and the difference between mission and brand. Key topics include: how to get the organization in harmony; why "The Big Reveal" is usually the wrong way to go; and her belief that both Sephora and Apple are losing brand steam. Tune in to hear case studies on Georgetown, The Mayo Clinic, and Samsung and a humorous story about a heart attack.You were brought in to fix the brand… but what exactly does that mean? In this week’s episode of CMO Confidential, host and 5x CMO Mike Linton sits down with brand strategist Nancie McDonnell Ruder, founder of Noetic Consulting, to unpack the real-world challenges behind “fixing” a brand.From navigating crises at major healthcare institutions to helping Georgetown University build brand alignment across decentralized marketing teams, Nancie shares her proven frameworks and hard-won insights on strengthening brands from the inside out.They discuss: • The difference between a brand crisis, a refinement, and a transformation • What to do when your brand is suffering—but the real problem lies elsewhere • Why internal alignment and education are non-negotiable for brand success • The 5 best practices for brand revitalization (with names like Taylor Swift songs!) • Brand fails to avoid—including the “Big Reveal” trap and skipping customer data • And yes… the show ends with a heart attack, mouth-to-mouth CPR, and a forehead kiss (you’ll just have to listen)00:00 – Intro: Welcome & episode setup01:02 – What does it really mean to “fix the brand”?03:45 – The Georgetown University brand refinement case06:25 – Standing up a brand for the first time (Mayo Clinic example)08:55 – Brand crisis vs. product/perception issue: How to tell the difference11:40 – Diagnosing the real problem: What does the data say?14:05 – Samsung’s brand affinity challenge and how they solved it16:20 – The 5 best practices for brand revitalization (Taylor Swift edition)19:45 – Worst practices: The “big reveal,” internal misalignment, and ignoring skeptics23:05 – The importance of activating the brand internally25:30 – Brands to watch: Sephora, Apple, and Domino’s28:20 – Funniest brand moment: A heart attack, CPR, and unexpected teamwork31:15 – Final takeaway + Mike’s sauceless pizza story33:30 – Outro: Upcoming episodes and where to subscribeIf you’re a CMO, CEO, board member, or founder facing brand issues—or aiming to avoid them—this episode is your toolkit.🔔 Subscribe to stay on top of what it really takes to lead marketing at the highest level.📥 Newsletter with top takeaways drops every Friday: https://cmoconfidential.substack.comCMO Confidential, Mike Linton, Nancie McDonnell Ruder, brand strategy, fix the brand, brand transformation, brand refinement, marketing strategy, CMO insights, internal alignment, brand health, Noetic Consulting, Georgetown University marketing, Mayo Clinic brand, Samsung brand case, leadership mistakes, brand campaign, CMO podcast, top marketing podcast, marketing leadership, executive marketing, board-level strategy, brand storytelling, marketing turnaround, nonprofit marketing, higher ed marketing, Apple brand erosion, Domino’s case study, Taylor Swift brand songs, marketing best practicesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dr. Eugene Soltes, Harvard Business School Professor and author of "Why They Do It - Inside the Mind of the White Collar Criminal". Eugene discusses how most crimes start out as small, often unnoticed decisions made by strategic people, how nearly everyone has a chance to step over the line, why many companies (Air BnB, Uber, AI) take regulatory risk, and how culture drives poor individual choices. Key topics include: when puffery gets murky; why it's dangerous to "convince yourself;" why it doesn't matter "who signed off;" and the "fraud triangle." Listen in to hear why humility and counterpoints are critical, what he learned about risk assessment from the Free Solo climber, the "difference between being an arms dealer and a transportation company," and how there are "a million ways to pay a bribe."In Part 2 of our conversation with Harvard Business School professor and author of Why They Do It, Dr. Eugene Soltes, we dive even deeper into the ethical gray zones that surround today’s most ambitious companies. From social media firms that hide behind “just connecting people” to leaders who convince themselves their actions are justified, Eugene explains how culture, rationalization, and groupthink drive even the smartest executives into trouble.You’ll learn why having a sign-off from Legal is never enough, why the “show me where it says I can’t” culture is so corrosive, and why CMOs must understand the difference between business risk and integrity risk. We also hear Eugene’s story of climbing (briefly) with Free Solo legend Alex Honnold and how that shaped his thinking around open-eyed risk—a model every marketing leader should understand.Topics include: • Why CMOs can’t hide behind Legal • The “arms dealer” mindset in corporate marketing • Risk culture vs. innovation culture • How companies accidentally incentivize bad behavior • Psychological safety vs. performative candor • The million ways bribes get disguised • The importance of personal humility—even in the C-Suite📌 Sponsored by  @PublicisSapient  – AI marketing platforms for personalization 00:00 – Intro 01:00 – Welcome Back: Convincing Yourself It’s OkayMike and Eugene dive into self-deception and ethical gray zones in corporate decisions.02:10 – Don’t Count on the Sign-OffWhy “someone else signed off” isn’t a defense, and the importance of owning your decisions.03:30 – The Explain-to-Your-Spouse TestEugene’s replacement for the outdated “newspaper test” of ethical clarity.04:45 – Know What You’re Signing Up ForIgnorance as a leadership failure and why it’s never an excuse.06:00 – Taking Ethical Stands as a MarketerWhat to do when legal says it’s okay but your gut says otherwise.07:15 – Integrity vs. Strategic RiskA key distinction for marketers: smart business risk vs. ethical risk.08:20 – “A Million Ways to Pay a Bribe”Creative examples of corruption and why culture enables them.10:15 – The “Show Me Where It Says I Can’t” CultureHow policy loopholes can foster ethical erosion.12:00 – The Role of Legal and ComplianceHow to use counsel the right way—not just for CYA.14:00 – The Fraud Triangle + Rationalization RiskHow pressure, opportunity, and rationalization lead to ethical drift.15:45 – Everyone Has the Chance to Be the Bad AppleThe universal risk of stepping over the line—and why culture matters.16:30 – Regulatory Arbitrage: Uber, AI, and the Gray ZoneWhy innovation often requires pushing boundaries—and accepting consequences.18:00 – Free Solo Climbing and Open-Eyed RiskWhat Eugene learned about risk from Alex Honnold and what CMOs can take from it.20:30 – Evaluating Risk from Multiple AnglesWhy great leaders view risk with humility and diversity of perspective.22:00 – Groupthink and the Myth of MomentumThe danger of unchecked optimism and lack of internal dissent.23:30 – The Limits of Mandated Psychological SafetyWhy culture change can’t be legislated—and how real safety is built.24:30 – Final Question: Funny Story or Practical AdviceEugene’s “most awkward moment” and his parting advice on cultivating humility.27:00 – Wrap-Up and Upcoming EpisodesMike closes out with highlights from other case-based episodes.Eugene Soltes, Harvard Business School, white collar crime, CMO Confidential, Mike Linton, ethical marketing, corporate risk, compliance and marketing, groupthink, fraud triangle, Free Solo risk, Alex Honnold business, regulatory arbitrage, arms dealer logic, psychological safety, puffery vs fraud, legal sign-off, integrity in marketing, Publicis Sapient, personalized marketing AI, marketing leadership, executive ethics, culture of compliance, corporate governance, CMOs and riskSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dr. Eugene Soltes, Harvard Business School Professor and author of "Why They Do It - Inside the Mind of the White Collar Criminal". Eugene discusses how most crimes start out as small, often unnoticed decisions made by strategic people, how nearly everyone has a chance to step over the line, why many companies (Air BnB, Uber, AI) take regulatory risk, and how culture drives poor individual choices. Key topics include: when puffery gets murky; why it's dangerous to "convince yourself;" why it doesn't matter "who signed off;" and the "fraud triangle." Listen in to hear why humility and counterpoints are critical, what he learned about risk assessment from the Free Solo climber, the "difference between being an arms dealer and a transportation company," and how there are "a million ways to pay a bribe."⸻📄 Show Description Wonder what separates creative risk from criminal risk?In this provocative episode of CMO Confidential, five-time CMO Mike Linton sits down with Harvard Business School Professor and author of Why They Do It: Inside the Mind of the White Collar Criminal, Dr. Eugene Soltes. Together, they explore the murky line between strategic marketing and ethical missteps — and why most white-collar crimes don’t start with bad intentions.From regulatory arbitrage in tech and AI to the blurred boundaries of puffery vs. fraud, Eugene unpacks how culture, pressure, and self-justification fuel decisions that ruin reputations, careers, and companies.Key insights include: • Why “almost anyone” can cross the line • How Uber, Airbnb, and AI firms leverage legal gray zones • The danger of “convincing yourself” • When codes of ethics become puff pieces • The fraud triangle in corporate behavior • Lessons from arms dealers and social media companies • Why humility and counterpoints matter in marketing decisionsThis is a masterclass in risk, ethics, and the reputational cliff CMOs stand on every day.🔗 Sponsored by  @PublicisSapient  Sapient — Personalization at the speed of AI. Learn more at www.publicissapient.com00:00 - Introduction & Sponsor Message 01:47 - Meet Dr. Eugene Soltes: Why He Wrote to White Collar Criminals 05:21 - Why White Collar Crime Happens: The Gray Area Between Ethics & Illegality 09:40 - The "Borderline" Class at Harvard and Who Falls into the Gray Zone 13:36 - Regulatory Arbitrage: Uber, Airbnb, and AI’s Legal Loopholes 18:45 - The Copyright Dilemma in Generative AI 21:30 - Puffery vs. Fraud: The Murky Messaging Middle 25:10 - When Ethics Codes Are Just Marketing 27:25 - Pharma Case Study: When Optimism Becomes DeceptionSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Teresa Barreira, EVP & Global CMO and CCO of Publicis Sapient, formerly the CMO of Deloitte Consulting. Teresa discusses the evolution of the role in an age of uncertainty, how the "Business of Marketing" has been replaced by "The Business of the Company," and her belief that B2B and B2C Marketing are converging. Key topics include: why she believes the role is evolving to a "Chief Value Officer" tasked with being a "growth architect;" the differing types of transformation; and why having both a positive attitude and an opinion are more important than ever. Tune in to hear the parallels between Darwin's finches, butterflies, and CMO's.Teresa shares her insights on how the “business of marketing” has been replaced by the “business of the company,” why the traditional CMO is evolving into a “Chief Value Officer,” and how B2B and B2C marketing are rapidly converging. She also covers the types of transformation companies are pursuing, the skills needed to thrive in a world dominated by AI, and why attitude, curiosity, and having a strong point of view are more important than ever.You won’t want to miss Teresa’s analogies about Darwin’s finches, butterflies, and the modern CMO, or her predictions for the future of marketing leadership.🔗 Learn more about Publicis Sapient: https://www.publicissapient.com/👉 Subscribe for more insights on the future of marketing leadership: • 🎧 Apple Podcasts • 🎧 Spotify • 📺 YouTube⸻#cmoconfidential , #TeresaBarreira,  @PublicisSapient  , #chiefmarketingofficer, #FutureofMarketing, #marketingleadership , #b2bmarketing, #b2cmarketing, #DigitalTransformation, #ChiefValueOfficer, #aiinmarketing, #MarketingCareers, #BusinessTransformation, #HybridWorkforce, #CMOEvolution, #MikeLinton, #CMOPodcast, #C-SuiteInsights, #GrowthStrategy, #MarketingStrategy, #ExecutiveLeadership, #corporatestrategySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

A CMO Confidential Interview with Dr. Joel Shapiro, Managerial Economics & Decision Sciences Professor at the Kellogg School of Management at Northwestern, formerly Varicent Chief Analytics Officer. Joel discusses the difference between Data Science and Data Leadership, how many "little, better decisions" aggregate into something meaningful, and why everyone should remember that "data doesn't make decisions." Key topics include: understanding asymmetric risk, how intangibles scuttled a profitable data driven opportunity; why you should never say "because the model says so;" and the need to set error expectations to build trust. Tune in to hear about his research on planning for adversity in the NFL.📄 Show Description (Apple/Spotify/YouTube)What happens when a grocery chain discovers a $100M+ opportunity through data science—and still says no?In this episode of CMO Confidential, host Mike Linton welcomes Dr. Joel Shapiro, Professor at Northwestern’s Kellogg School of Management, to unpack the real-world lessons from “The Grocer Case.” Together, they explore what really kills data-driven decisions at the executive level—and why predictive analytics alone isn’t enough.From pilot success to boardroom rejection, this episode goes deep on: • Why organizations reject seemingly obvious, high-ROI data initiatives • The hidden costs of model opacity, trust, and organizational culture • What CMOs and business leaders must understand about data leadership • The critical distinction between data science and data influence • What the Euro Grocer case reveals about AI adoption challenges • Lessons on decision asymmetry from child welfare to NFL roster managementIf you’re navigating the gap between analytics and execution, this one’s for you.📍 Hosted by Mike Linton, former CMO of eBay, Best Buy, Farmers Insurance, and Ancestry.com.🔔 Subscribe for weekly episodes featuring candid conversations with top marketing minds, business professors, and C-suite leaders.#CMO podcast, #Grocer case study, #Joel Shapiro Kellogg, #marketing data strategy, #decision #science in business, #predictive analytics case study, #CMO Confidential podcast, #data science failure, #why data initiatives fail, #business data leadershipSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.