CMO Confidential

• Richard Sanderson | Dissecting Compensation Understanding, Negotiating and Managing Pay" Part 2

  "Dissecting Compensation - A Primer on Understanding, Negotiating and Managing Pay"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.In Part 2, host Mike Linton sits back down with Spencer Stuart Practice Leader Richard Sanderson to get tactical about comp negotiations, severance, equity, and managing your team through pay anxiety. If you’re a CMO (or headed there), this episode is your field guide to securing a fair offer and stewarding compensation conversations with your org.Points of interest: • Your moment of maximum leverage: why the verbal offer is the prime time to align on comp—and how to use that window without damaging trust. • How different companies negotiate: spotting “full & fair” one-shot offers vs. multi-round negotiators—and how to work the process with your recruiter as a broker to keep heat and emotion out. • Beyond base and bonus: what’s often negotiable (e.g., severance, sign-on/bridge, relocation, start date, work location, travel, even one-offs) and how to prioritize your asks. • Severance norms & timing: what policies typically look like (e.g., 6–12 months in many cases), when to ask, and why it’s safest through the recruiter. • Feeling underpaid? Building a data-backed case with market signals, peer benchmarks, recruiter insight—and how proxy statements can ground internal conversations. • Underwater equity & team morale: acknowledging pain, reframing to a long-term vision, and understanding annual equity refresh dynamics (timing matters). • Do the 5-year cash-flow analysis: compare current state vs. new offer (vesting, cliffs, bridge needs) so you don’t get surprised in Year 1–2. • Today’s relocation reality: mortgage-rate math and why moves can be financially punitive—plan your package accordingly. • Offer etiquette & reputation risk: why turning down a written offer is a red flag on process—and why reneging after signing can follow you. • Be ready for the AI question: every senior marketing interview now probes AI use cases, impact, and CFO alignment—have crisp examples.Sponsored by QuadMarketing only works when everything works together. Quad helps your marketing machine run with less friction and smarter integration—so you get speed, efficiency, and ROI. Better marketing is built on Quad. See how better gets done at www.quad.com/buildbetter.If you missed Part 1, go watch that next—then subscribe for weekly conversations with leaders who’ve sat in the CMO chair.#CMOConfidential #CMO #ExecutiveCompensation #MarketingLeadership #Negotiation #Equity #Severance #AIinMarketing #SpencerStuart #MikeLinton #RichardSanderson #QuadSee 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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• Dissecting Compensation A Primer on Understanding, Negotiating and Managing Pay | Richard Sanderson

  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.

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• The Fine Art of Reducing Marketing Expense in an AI World | Dwight Hutchins |Boston Consulting Group

  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.

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• The Top Mistakes CMO's Make During the Interview Process | Kate Bullis & David Wiser | ZRG Partners

  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.

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• Shiv Singh | CEO Savvy Matters | Why Cannes Can't - Things That Aren't Covered at the Big Soiree

  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.

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