CMO Confidential

Hosted by Mike Linton // I Hear Everything Podcast Network

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189

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Oct 2026

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About the show

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. ]]>

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October 27, 202636 min

Tim Huelskamp | The Power of Serendipity in an AI World

A CMO Confidential Interview with Tim Huelskamp, CEO and Co-Founder of 1440, a news and knowledge platform. Tim shares his thoughts on the idea that "just because all knowledge is available, doesn't mean all questions have been asked" and why the intersection of User Generated Content (UGC) and AI has created an opportunity to engage "knowledge obsessed consumers" in the middle of the marketing funnel. Key topics include: - How the AI revolution resembles the launch of the printing press - Why brands shouldn't ignore the deep subject knowledge they possess - The power of curiosity meeting well-curated information Tune in to hear stories about wine, 401(k)s, and bioluminescent fish. ⏱️ Chapters 2:17 - The Power of Curated Content 7:05 - Curation versus Algorithmic Search 9:59 - Knowledge Serendipity and Market Demand 16:29 - The Curiosity Graph in Marketing 26:25 - Fact-Checking and Avoiding AI Slop 32:30 - A Private Equity April Fools Story 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 .

October 20, 202635 min

Dr. Peter Fader | The 2nd Moneyball Revolution: Bringing Customer Analytics to the Business of Sport

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 .

October 13, 202632 min

Kip Knight | What B2B and B2C Marketers Can Learn From Each Other

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 .

October 6, 202629 min

Bob Liodice | 31 Years, 1 Industry: Bob Liodice Looks Back and Shares His Future Perspective: Part 2

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 .

September 29, 202624 min

Bob Liodice | 31 Years, 1 Industry: Bob Liodice Looks Back and Shares His Future Perspective: Part 1

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 .

September 22, 202634 min

Kipp Bodnar | Why Judgement & Taste are Key Advantages in an AI World

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 .

September 15, 202634 min

Michael D'Esopo | Why CMOs are Losing Influence: The Trust Trade-Off

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 .

September 8, 202633 min

Emily Frager | Communications and PR are Having a Moment

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 .

September 1, 202629 min

Aneesh Dhawan | The AI Trust Gap in Research and What to Do About It

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 .

August 25, 202634 min

Rishad Tobaccowala | A Leading Futurist Takes Stock of 2026

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 .

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