CMO Confidential

A CMO Confidential Interview with Joe Perello, the founder of PROPS, a creator marketing technology platform, formerly the first CMO of New York City under Michael Bloomberg.
Joe shares his take on why consumer brand trust is declining, how viewers can be both distracted and disciplined, and why AI agents can be more trusted than brands.

Key topics include:
- The difference between influencers, celebrities and creators
- A restaurant analogy designed to help marketers think through their line-up of choices
- Some methods to gauge and measure authenticity.

Tune in to hear a case study on Patagonia and a fantastic story about a giant popsicle in Union Square.

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo

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

⏱️ Chapters
01:30 Meet Joe Perello & Today’s Topic: The Credibility Challenge
02:26 Making Content Is Easy, Earning Trust Is Hard
03:55 Why Credibility Doesn’t Scale
05:23 Are Consumers Distracted or Disciplined?
06:03 Trust in B2B vs B2C Marketing
07:09 The Long Decline of Trust in Brands & Institutions
08:08 Is There Still a Trust Reservoir?
09:30 Do Consumers Trust AI More Than Brands?
10:39 Optimizer vs Persuader: Why It Matters
11:00 Break: Typeface Marketing Orchestration
12:20 Did AI Cause the Trust Crisis or Amplify It?
14:07 Why AI and Creators Feel More “Objective”
15:02 Creator vs Influencer vs Celebrity Marketing
17:29 The Restaurant Analogy Explained
19:33 Real Creator Example: AAA & Road‑Trip Storytelling
21:25 When Creators Become Influencers
23:36 Authenticity Depends on the Story You Ask Them to Tell
25:03 Do Consumers Understand These Distinctions?
26:50 How Brands Should Use Celebrities, Influencers & Creators
28:50 What’s Easiest to Measure and Why CFOs Care
31:38 Patagonia: A Gold Standard for Creator‑Led Trust
33:22 Content First, Brand Second = Trust
34:21 Can You Measure Trust? Proxies That Matter
36:37 Storytime: The 50‑Foot Snapple Popsicle Fail
41:11 Final Thoughts & Where to Find More Episodes

#CMOConfidential, #MarketingLeadership, #BrandTrust, #CreatorMarketing, #InfluencerMarketing, #AuthenticityInMarketing, #AIandMarketing, #MarketingStrategy, #BrandCredibility,, #ModernMarketing, #B2BMarketing, #B2CMarketing, #ContentStrategy, #TrustEconomy, #MediaAndMarketing
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A CMO Confidential Interview with Rishad Tobaccowala, former Publicis Groupe Strategy & Growth Officer, speaker, podcast host of "What's Next," and author.

Rishad discusses why marketing will thrive in an AI world, the reason all companies should systematically re-evaluate their business starting with a blank sheet of paper, and why the future will be determined by those over 65.

Key topics include:
- Why AI will obliterate marketing silos
- The concept of managing humans, aliens and replicants
- Why he's an optimist
- The case for investigating if you are building a brand or executing optimization math.

Tune in to hear about the concept of unbossing and a fabulous shipping container analogy.

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo

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

⏱️ Chapters
01:22 Meet Rishad Tobaccowala
02:27 The Marketing Industry Is Being Rewritten by AI
03:00 Why Silos (Ads, CRM, Sales) Are Breaking Down
06:26 What Marketing Really Means Today
08:00 Humans, AI, and Agents in the Workforce
13:31 Efficiency Isn’t the Disruption—Business Models Are
18:00 AI as a New Brain, Not a Tool
27:00 Why People Over 65 Will Shape the Future
31:00 Five Hard Truths Every Leader Must Face
35:29 A Bold Prediction for Agencies by 2026
38:00 Final Advice: Lead with Optimism, Not Fear

#CMOConfidential, #RishadTobaccowala, #MarketingLeadership, #FutureOfMarketing, #ArtificialIntelligence, #AgenticAI, #AIInMarketing, #BusinessTransformation, #DigitalStrategy, #MarketingStrategy, #BrandBuilding, #FutureOfWork, #WorkforceTransformation, #Leadership, #CMO, #EnterpriseAI, #ContentOrchestration, #MarketingInnovation, #CustomerCentricity, #MediaIndustry
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"The Unit Economics of AI - Can Large Language Models (LLMs) Actually Make Money?"
A CMO Confidential Interview with Dr. Dan McCarthy, Professor at Maryland and leading practitioner of Customer Lifetime Value (CLV).
Dan shares how the CLV lens can shed light on the LLM drive to acquire customers, spend billions to improve the models, ultimately pay back investors and the potential implications on both marketers and consumers.

Key topics include:
- Why Gemini has a built in pricing advantage which forces all freemium offerings to be very good
- Why all companies should have a “diversity of providers”
- The rationale for constantly evaluating each model
- Why “AI foundational knowledge” is key to generating success from both employees and students.

Tune in to hear about the "customer barbell" and why you should “talk to your phone.”
This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo
Subscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.

#AIEconomics #CustomerLifetimeValue #CLV #GenerativeAI #AIBusinessModels #OpenAIEconomics #ChatGPTMonetization #AIValuation #AIUnitEconomics #InferenceCosts #AITrainingCosts #FreemiumModels #SubscriptionEconomics #SaaSProfitability #MarketingStrategy #CMOInsights #MarketingLeadership #AIForMarketers #EnterpriseAI #AIRetention #AICustomerAcquisition #LargeLanguageModels #LLMEconomics #AIAdvertising #AIRandD #FutureOfAIBusiness
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A CMO Confidential Interview with Shiv Singh, CEO of Savvy Matters, Co-Founder of AI Trailblazers, former CMO of Lending Tree, and author of Marketing with AI for Dummies.

Shiv discusses how to operate in an environment where "We have no idea about what is coming," how managing humans and AI agents impacts leadership, and why he believes marketers will need to make fewer, harder decisions. Key topics include: why losing isn't fatal, but forgetting is; the risk of thinking human beings are special; and the concept of "invisible failure." Tune in to hear why you should rewrite your job description and become a "wartime" leader.

Topics Covered:

- Where Is AI Taking Marketing?
- Leadership in a Human + AI Workforce
- Fewer, Harder Strategic Bets for CMOs
- AI’s Impact on Creativity and Marketing Processes
- Context Graphs, Memory, and the Future of Marketing Operations

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo

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

⏱️ Chapters

00:00 – Welcome to CMO Confidential
01:38 – Meet Shiv Singh
02:35 – Where is AI Taking Marketing? The "Jagged Frontier" of AI
06:10 – What Does Leadership Look Like Managing Humans + AI Agents
09:35 – Making Fewer, Harder Strategic Bets
10:50 – Budget Pressure, Boards, and AI Expectations
14:43 – Invisible Failure in AI Adoption
17:26 – AI and the Future of Creativity
21:26 – Governance, Consumer Acceptance, and AI Bias
26:05 – The End of the Marketing Brief
27:40 – Who Remembers Wins: Context Graphs Explained
31:47 – Building a Marketing Context Layer
35:30 – What Marketers Should Be Doing Now
37:38 – Anthropic vs. Government: AI Ethics & Risk
42:38 – Predictions Through 2026
45:04 – The Changing Definition of a Marketer
45:50 – Funniest Story and Practical Advice

#AIMarketing #MarketingLeadership #CMOConfidential #ShivSingh #GenerativeAI #FutureOfMarketing #AIStrategy #CreativeAI #MarketingTransformation #EnterpriseAI
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This week on CMO Confidential, we're revisiting our conversation with Peri Hansen from July of 2025 - this is one of our favorites with topics just as relevant to marketers today.

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.

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 strategy

This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmo

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

⏱️ Chapters

01:20 – Intro: The Evolving Role of the CMO
01:46 – Meet Peri Hansen: Korn Ferry CMO Practice Leader
02:39 – Why the CMO is Now the Vanguard of Innovation
05:53 – Three New Mandates for CMOs: Tech, Strategy & Lifecycle
07:05 – The CMO as a Change Agent and Team Builder
09:51 – Tech CMOs Are Leading—Who’s Catching Up?
12:25 – Building Tech Credibility as a Marketing Leader
14:18 – “Nothing Returned to Normal” After COVID
14:51 – Post-COVID Turnover: What CEOs and Boards Want Now
16:07 – What’s Replacing the Traditional CMO Role?
19:15 – Why Org Design Is a Top Priority in CMO Searches
20:58 – How Companies Realize They Need Org Restructuring
22:44 – The AI Era: Is There a Leadership Gap Forming?
24:14 – What Agile Leadership Actually Looks Like
25:51 – What Resumes Reveal: Pivot Points and Risk-Taking
27:21 – Why References Matter More Than Ever
29:09 – Final Advice: CMOs, Build Your Own Personal Brand
30:53 – Wrap Up & Where to Find More CMO Confidential Content

#CMOConfidential #PeriHansen @kornferryintl #ChiefMarketingOfficer #Leadership #OrgDesign #CustomerExperience #MarketingStrategy #PersonalBrand #ExecutiveSearch #CMOInsights
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