The one with PepsiCo Beverages US CMO Mark Kirkham about the science of growth and the math of differentiation.
In this episode Mark and I talk about the evolution of one of the quintessential brand battles in marketing history, why word-of-mouth is the original algorithm, and his framework for deciding when to extend a brand into a new category or build a new one for new tastes.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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46:41
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46:41
The one with TIAA Chief Marketing and Communications Officer Micky Onvural about the lessons learned in going from CMO to CEO and CEO to CMO.
In this episode Micky, the one-time CEO of Bonobos, and I talk about her experiences on both sides of what’s all too-often a divide, what’s missing in the CEO/CMO conversation, and why company culture should be seen as a pre-requisite for growth.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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51:57
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51:57
The one with ServiceNow CMO Colin Fleming about how buying happens, what B2C marketing can learn from B2B and B2C from B2B, and a case well made for doing less, exceptionally.
In this episode, Colin and I talk about why he drove a strategic shift from product-led marketing to brand-led, the end of the funnel, what all marketing—and buying—has in common, and how simplicity can help anchor marketing in times of great complexity.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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45:42
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45:42
The one with McKinsey Senior Partners Kelsey Robinson and Shelley Stewart about the bottom-line consequences of the CEO and CMO disconnect.
In this conversation, Kelsey and Shelley unpack McKinsey’s latest research into the CEO and CMO relationship which at the risk of giving away the punchline isn’t that good. We get into and underneath the numbers and the broader and bottom-line implications on growth that they illustrate. (Look for their full report here: The CMO’s comeback: Aligning the C-suite to drive customer-centric growth)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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41:52
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41:52
The one with Unilever Chief Growth & Marketing Officer, Esi Eggleston Bracey on what CEOs need to know about driving desirability at scale, the difference between marketing and sales, and how you win hearts, minds—and machines.
In this conversation with Esi, we covered a lot of ground but kept coming back to some fundamental truths about desire, reach, engagement, and conversion. Esi’s been a CEO, GM and President and she brings all that and more to our conversation and everything she does as a marketing and growth leader.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.
Brasil