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    Business

    CMO Confidential

    Wonder what it’s like to control millions of dollars of marketing budget? Manage hundreds of people? Make the decisions on which ideas get to market?

    The CMO Confidential podcast shares how it feels to be in that chair of the shortest-tenured position on the C-suite.

    We detail the long, hard road most ideas take to get to market & how challenging it is to get the best ones through.

    Hosted by Mike Linton — the former P&G Brand Manager who went on to be the Chief Marketing Officer of Best Buy, eBay, and Farmers Insurance, as well as the Chief Revenue Officer of Ancestry.com and the head marketer at Remington — this show serves as an ongoing lesson plan for how to get, do, keep, and handle the pressures of the CMO job.

    Advertise

    Copyright: © All Rights Reserved 2023

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    Latest Episodes:
    Dr. Peter Fader | The 2nd Moneyball Revolution: Bringing Customer Analytics to the Business of Sport Oct 20, 2026
    Show notes

    A CMO Confidential Interview with Dr. Peter Fader, Professor of Marketing at The Wharton School of Business. Pete discusses the application of Customer Lifetime Value (CLTV) to the business side of sports, the use of analytics to manage the fan base, and how baseball has gone from resisting technology to embracing things like dynamic pricing and facial recognition.


    Key topics include:

    - Why the General Manager of the Phillies went back to B-School to become the leader of the business side

    - The need to connect the actions and experiences of the fan base versus managing individual activities

    - Why, no matter what you think, your business can benefit from customer analytics


    Tune in to hear stories about StubHub and Spotify.


    ⏱️ Chapters

    0:58 - Introduction of Dr. Peter Fader

    4:08 - Sam Fuld's Transition to Business Operations

    8:42 - Solving the StubHub Problem and MLB Project

    18:18 - Fan Analytics and Modern Fan Experience

    21:28 - Dynamic Pricing and Overcoming Tradition

    28:47 - Universal Business Takeaways and Closing


    This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Kip Knight | What B2B and B2C Marketers Can Learn From Each Other Oct 13, 2026
    Show notes

    A CMO Confidential Interview with Kip Knight, the founder of CMO Coaches and operating partner at Thomvest Ventures, formerly the President of H&R Block Retail and CMO of Taco Bell. Kip details his belief that marketers shouldn't "silo themselves" in B2B or B2C, why marketing strategy always matters, and the case for B2B to spend more on marketing.


    Key topics include:

    - The importance of storytelling

    - The benefits of spending significant time in the field

    - The reasons B2B buyers are often more emotionally driven than you think

    - Why he doesn't believe in the "This product is so good, it will sell itself" concept


    Tune in to hear why he thinks "Undercover Boss" is a flawed idea.


    ⏱️ Chapters

    1:08 - Introduction of Kip Knight

    2:31 - Breaking the B2B and B2C Silos

    6:09 - Comparing B2C and B2B Frameworks

    12:48 - Emotions and AI in B2B Marketing

    17:10 - The Power of Brand Building

    19:27 - Lessons from Sales and Overcoming Objections

    25:30 - Common Mistakes and Final Advice


    This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Bob Liodice | 31 Years, 1 Industry: Bob Liodice Looks Back and Shares His Future Perspective: Part 2 Oct 06, 2026
    Show notes

    A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). In Part 2, Bob shares thoughts on where marketing dollars are really going, the ANA's investigations into media transparency and waste, why brands still aren't valued as financial assets on balance sheets, and the growing pressures facing modern advertising agencies.


    Key topics include:

    - The findings behind the ANA's programmatic media transparency and rebate investigations

    - Why building the economic value of a brand matters more than chasing short-term volume

    - Bob's simple budget rule: split spend 50/50 between performance and long-term brand building

    - The evolving agency ecosystem, from principal-based media buying to widespread in-housing


    Tune in to hear how Bob led 21 consecutive years of growth at the ANA, his push to replace the traditional "Four Ps" with eight modern practice areas, and his best advice on why "no one is in charge like yourself" when managing your career.


    ⏱️ Chapters


    1:08 - Media Transparency and Digital Waste

    8:28 - Importance of Brands and Long-Term Value

    13:25 - Agency Landscape and Evolving Ecosystem

    16:30 - ANA Reorganization and Core Marketing Practices

    19:13 - Growing the ANA and Traits of Great Marketers

    23:12 - Advice for Future CMOs and Career Ownership


    This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Bob Liodice | 31 Years, 1 Industry: Bob Liodice Looks Back and Shares His Future Perspective: Part 1 Sep 29, 2026
    Show notes

    A CMO Confidential Interview with Bob Liodice, the long-time CEO of the Association of National Advertisers (ANA). Bob shares thoughts on the rapidly evolving marketing landscape, why AI won't necessarily translate to growth, the challenges of the CMO position, and the importance of lifelong learning and curiosity to successful careers.


    Key topics include:

    - Why you need to rip up your playbook every year

    - The need to value brands from a financial perspective

    - The idea of getting comfortable enough with all of the tools, data and media to make informed decisions

    - The evolution of cross media measurement including the Aquila model being pioneered by the ANA and a number of companies and associations


    Tune in to hear how he grew the ANA from 188 member companies to 1,600 (representing over 20,000 brands) and a story about media waste and transparency.


    ⏱️ Chapters


    1:08 - State of Marketing and Industry Evolution

    8:54 - AI, Consumer Discovery, and Funnels

    11:41 - The Complex Job of the CMO

    17:44 - B2B and B2C Marketing Convergence

    21:18 - Solving Cross Media Measurement


    This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Kipp Bodnar | Why Judgement & Taste are Key Advantages in an AI World Sep 22, 2026
    Show notes

    A CMO Confidential Interview with Kipp Bodnar, CMO of HubSpot and author of the newly released book, "Loop: A New Growth Model for an AI-First World."

    Kipp discusses why the marketing funnel is no longer useful, his belief that AI has ushered in a new era where judgement and taste provide the biggest edge, and why "great marketing has to hurt."


    Key topics include:

    - The importance of mentions and attributions

    - How judgement and taste can be learned

    - Why you should strive for "counterfactual insights"

    - Tips for finding top caliber employees


    Tune in to hear a story about the Savannah Bananas and why "You've got to be like Taylor Swift - remarkable and prolific" with your marketing.


    ⏱️ Chapters

    2:18 - The Broken Funnel and AI Disruption

    5:04 - Attribution Models in the AI Era

    7:48 - Content Quality and AI Slop

    10:45 - The Role of Judgment and Taste

    17:10 - Non-Binary Decisions and Big Bets

    24:49 - CMO and CIO Collaboration

    26:39 - Metrics, Creators, and Modern Marketing

    31:27 - Practical Advice and Closing Thoughts


    This episode is sponsored by NOAN - the company that builds a fact layer for your brand, creating a single source of truth for your team, both human and agent. Learn more: getnoan.com/cmo.


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Michael D'Esopo | Why CMOs are Losing Influence: The Trust Trade-Off Sep 15, 2026
    Show notes

    A CMO Confidential Interview with Michael D'Esopo, CEO of Lippincott, formerly the President and Director of Brand Strategy. Michael shares research on more than 500 senior marketing leaders which highlights the pressures on CMOs to balance their focus between growth, AI, the customer experience, immediate results, and more.


    Key topics include:

    - The risk of having too much focus on short-term results

    - The importance of having a customer agenda

    - Why stakeholder alignment is one of the key things to get right

    - The need to translate marketing to C-Suite objectives


    Tune in to hear a story about adidas and why you shouldn't do market research at a wedding.


    ⏱️ Chapters

    0:19 - Introduction to Michael D'Esopo

    0:38 - The CMO Trust Study Findings

    4:19 - The Trust Trade-Off and Short-Term Pressure

    8:34 - Aligning Marketing with C-Suite Goals

    13:51 - Expansion of the CMO Remit

    19:37 - Impact of AI on Marketing

    22:58 - Alignment, Focus, and Customer Experience

    27:59 - Advice for Marketers and Final Stories


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Emily Frager | Communications and PR are Having a Moment Sep 08, 2026
    Show notes

    A CMO Confidential Interview with Emily Frager, Chief Client Officer at FleishmanHillard, board member of USC Annenberg Center for PR, formerly CMO of Lennar Ventures.


    Em discusses why public relations has become a much more important business function, how AI has changed the game, and the need for speed in reputation management.


    Key topics include:

    - The shift from downstream reaction to upstream planning

    - The importance of organization and governance

    - Why a data-driven "ground game" matters more than ever

    - How to "be prepared"


    Tune in to hear why the fear of being wrong usually complicates and slows your reaction and why the Taylor Swift wedding NDA is a masterclass in control.


    ⏱️ Chapters

    1:42 - Communications and PR Moment

    9:46 - Shifting From Publicity to Engineering

    17:45 - Best Practices and Governance

    24:50 - Agency Partnerships and RFPs

    29:37 - Major Stories and Practical Advice


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.



    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Aneesh Dhawan | The AI Trust Gap in Research and What to Do About It Sep 01, 2026
    Show notes

    A CMO Confidential Interview with Aneesh Dhawan, the Co-Founder and CEO of Knit, an AI Native Research Firm.


    Aneesh shares toplines from Knit's AI Trust Survey of 150+ enterprise research leaders and details how the biggest fear has morphed from potential job loss to AI outputs without expert, human judgement.


    Key topics include:

    - The difference between data, insights and storytelling

    - Why research utopia may be just around the corner

    - Tips for vendor selection

    - The importance of good governance habits


    Tune in to hear why your research leader will eventually function like a Head Chef.


    ⏱️ Chapters

    1:30 - AI in Market Research

    3:06 - AI Trust Index Findings

    4:28 - Greatest AI Researcher Fears

    7:01 - Governance and Human Judgment

    11:31 - ROI and AI Slop

    14:14 - The Future of Research

    16:09 - Choosing AI Research Vendors

    18:05 - Governance and Best Practices

    24:26 - Addressing the Trust Gap

    27:03 - Advice for AI Implementation


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Rishad Tobaccowala | A Leading Futurist Takes Stock of 2026 Aug 25, 2026
    Show notes

    A CMO Confidential Interview with Rishad Tobaccowala, author of "Rethinking Work," formerly the President of Starcom and the Publicis Chief Strategy & Growth Officer. Rishad discusses the rise of "alien intelligence" and why it is unstoppable and ungovernable, how the generational divide is getting worse, and his belief that many marketers have "outsourced marketing."


    Key topics include:

    - Why AI is like "hydrochloric acid burning through your org structure"

    - The rising importance of facts versus storytelling

    - Why "jobs are a silly phase work is going through"

    - The reason work should be easier for seasoned employees


    Tune in to hear a story about Madam Bovary and why you should ask AI to write your obituary.


    ⏱️ Chapters


    01:42 - The Five Big Factors in the Marketplace

    07:01 - Implications for the Marketing Front

    19:13 - The Path Forward for Leaders

    26:49 - AI as Hydrochloric Acid

    31:11 - Closing Advice & Wrap-Up


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.


    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric


    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

    Kristin Wozniak | Too Much Data & Not Enough Thinking - Are You Following Goodhart's Law? Aug 18, 2026
    Show notes

    A CMO Confidential Interview with Kristin Wozniak, Chief Growth Officer and Data Officer at Cosmo5, formerly SVP Analytics and Strategy at Cossette Media.


    Kristin discusses why she believes many leaders have developed an unhealthy obsession with data, how "the need for certainty" stifles innovation, and Goodhart's law, which states "when a measure becomes a target, it's no longer a good measure."


    Key topics include:

    - The risk of constantly wanting more data and dashboards

    - The need for "buddy metrics"

    - Why you should link KPI's, compensation, and business results

    - The concepts of "AI Brain Fry" and "Hiding Behind the Data"


    Chapters 🕚


    1:23 - Unhealthy Data Obsession Among Leaders

    5:23 - Symptoms of Data Overload

    8:38 - Managing Data and Innovation Blockers

    14:32 - Understanding Goodhart's Law in Marketing

    16:15 - Gaming Metrics and Personal Incentives

    19:42 - Challenges with Retention Metrics

    23:33 - Strategies for Data-Obsessed Companies

    28:46 - Team-Based Metrics for 2027

    30:43 - The Data Disconnect Story


    Tune in to hear a great cobra example and a story on tortoise and turtle research.


    Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.



    #CMOConfidential, #MarketingLeadership, #BrandStrategy, #CorporateActivism, #MarketingStrategy, #CMO, #AIinMarketing, #ExecutiveLeadership, #BrandReputation, #ConsumerTrust, #DigitalMarketing, #MarketingInsights, #ThoughtLeadership, #BusinessStrategy, #CustomerCentric

    See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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