CMO Confidential

"Marketing at Meta - The View From the Eye of the Storm"
A CMO Confidential Interview with Alex Schultz, the Meta CMO and VP of Analytics, and author of Click Here: The Art & Science of Digital Marketing and Advertising. Alex details why he believes in decentralized analytics and the importance of focusing on core results vs vanity metrics, why AI is a "threshold technology", and why and how the company transitioned to Meta. Key topics include: the barbell distribution of AI competency (native users and very senior experienced leaders); why he believes so strongly in "incrementality measurements"; how he and his team handle the emotional impact of being in the center of political discussions and; why marketers should be thinking about 2027. Tune in to hear a story about affiliate marketing incentives gone wrong and the eBay/Google "Tea Party" incident.

What’s it really like to be CMO at one of the most scrutinized companies in the world?

In this episode of **CMO Confidential**, host Mike Linton sits down with **Alex Schultz**, CMO and VP of Analytics at Meta, for a wide-ranging, unfiltered conversation on marketing leadership inside the eye of the storm. Alex breaks down how Meta structures marketing and analytics at global scale, why marketing must be centralized while analytics should not, and what most companies get wrong about “one source of truth.”

The conversation goes deep on navigating nonstop political and cultural pressure, shortening negative news cycles, and keeping teams emotionally grounded when the brand is under fire. Alex also shares some of the clearest executive thinking we’ve heard on AI as a *threshold technology* — where it truly creates leverage, where humans must stay in the loop, and how CMOs should assess AI talent today.

The episode closes with inside stories from the Facebook-to-Meta rebrand, hard-earned lessons from eBay on incrementality measurement, and practical advice for preparing your organization for 2027 and beyond.

If you’re a CMO, CEO, founder, or senior operator responsible for growth, measurement, and brand under pressure — this is required listening.

New episodes of **CMO Confidential** drop every Tuesday.

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## Chapters & Timestamps

00:00 – Welcome to CMO Confidential
00:01 – Alex Schultz’s role: CMO & VP of Analytics at Meta
00:03 – Why marketing is centralized but analytics are decentralized
00:06 – “One source of truth” and killing vanity metrics
00:09 – Marketing while constantly in the global spotlight
00:11 – Managing crisis cycles, truth, and comms alignment
00:12 – AI’s real impact on marketing productivity
00:15 – AI as a threshold technology (precision vs. recall)
00:17 – How AI is reshaping analytics, creative, and teams
00:18 – Hiring for AI: the barbell talent distribution
00:22 – Preparing for 2027: information flow and AI philosophy
00:25 – How B2B marketing is (and isn’t) changing
00:28 – Inside the Facebook → Meta rebrand
00:32 – Lessons from eBay: incrementality over last-click
00:36 – What downturns reveal about leadership talent
00:37 – Why Alex wrote his book on digital marketing
00:40 – Affiliate marketing, incentives, and unintended consequences
00:43 – Final advice for CMOs and marketers

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CMO Confidential, Alex Schultz, Meta marketing, Facebook Meta rebrand, marketing leadership, CMO podcast, executive marketing, analytics strategy, marketing analytics, AI in marketing, artificial intelligence marketing, incrementality measurement, digital marketing strategy, B2B marketing, growth marketing, brand under pressure, crisis communications, marketing measurement, performance marketing, last click attribution, marketing org design, marketing podcast

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A CMO Confidential Interview with DJ Patil, Great Point Ventures investor and former U.S. Chief Data Scientist in the Obama Administration. DJ discusses why AI adoption is "lumpy" like unbaked cake mix, the difference between large models and focused applications, and why consultants are probably not the best way to make progress. Key topics include: Maslow's Hierarchy of AI with power, data and water as the foundation; a timeline juxtaposition of AI evolution versus culture and policy change; and his belief that marketers have a unique position to add "human connectivity" in to the mix. Tune in to hear a view on AI and health care as well as how Waymo almost ruined a date night.

What does AI adoption *really* look like inside large organizations—and why does it feel so uneven?

In this episode of **CMO Confidential**, host **Mike Linton** sits down with **DJ Patil**—former U.S. Chief Data Scientist, AI leader at eBay and LinkedIn, and longtime advisor and investor—for a clear-eyed update from the front lines of AI.

DJ explains why AI progress feels “lumpy,” why culture—not technology—is the biggest blocker to ROI, and what boards, CEOs, and CMOs must do now to avoid falling behind. From autonomous warfare and small models to Wall Street hype cycles, job displacement, and what AI means for the future of marketing, this is a practical, executive-level conversation about what’s real, what’s noise, and what comes next.

If you lead a company, manage a brand, sit on a board, or are building a career in marketing, this episode will recalibrate how you think about AI adoption, investment, and organizational change.

🎧 New episodes of **CMO Confidential** drop every Tuesday.

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Chapters / Timestamps

00:00 – Welcome to CMO Confidential
00:32 – Introducing DJ Patil and today’s AI focus
01:26 – Where are we really on the AI adoption curve?
02:54 – Why AI progress feels “lumpy” across industries
03:35 – AI fluency vs. AI-native talent
05:22 – AI in education: banning it vs. embracing it
05:57 – AI on the battlefield: Ukraine, drones, and autonomy
07:50 – Big models vs. small models and open source AI
08:12 – The AI investment landscape and industry chaos
09:12 – AI breakthroughs in math and problem-solving
10:52 – Where AI is actually delivering value today
11:50 – ROI, hype cycles, and Amara’s Law
13:46 – When AI savings really show up on the balance sheet
15:17 – Why culture is the biggest blocker to AI success
16:03 – AI speed vs. slow-moving organizations and policy
18:13 – Why executives can’t delegate AI leadership
19:56 – The limits of traditional consulting for AI
22:41 – Job cuts, automation, and what AI is really replacing
25:48 – Why AI isn’t “ready” yet—but is getting close
26:32 – AI as the biggest prize in the history of capitalism
27:18 – Where DJ Patil is investing in AI
29:00 – AI opportunities in healthcare and government
30:27 – What AI means for marketers and marketing careers
34:10 – A Waymo story: the promise and imperfections of AI
35:12 – Final thoughts and where to find more episodes

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CMO Confidential, DJ Patil, Mike Linton, AI adoption, artificial intelligence strategy, AI for executives, AI and marketing, AI ROI, AI investment, AI leadership, AI culture, future of marketing, chief marketing officer, CMO podcast, executive podcast, boardroom strategy, AI transformation, AI jobs, AI and automation, AI in healthcare, AI governance, enterprise AI, AI fluency, AI native, tech leadership, data science, digital transformation
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A CMO Confidential interview with Dick Satterfield, the founder of Satterfield Rezenbrink Search and former P&G sales leader. Dick discusses career management under the framework of "successful and happy" and outlines why you should constantly be thinking about and evaluating your career. Key topics include why career progression is defined as continuous learning and getting promoted, tips for networking, when is too early or too late to leave, and why counter offers almost always fail . Listen in to hear why you should view the "next job" as a stepping stone versus the perfect landing.

Dick Satterfield, veteran executive recruiter and former P&G sales leader, breaks down when to leave, how to create real options, and what it takes to land (and succeed in) your next role. We cover the “successful and happy” framework, real vs. faux promotions, how to run a stealth search while employed, the truth about counteroffers, and why marketers must present as business leaders driving revenue and efficiency. Practical, no-nonsense advice for CMOs, aspiring CMOs, and any exec managing a high-stakes career.

Chapters
00:00 Intro: CMO Confidential + today’s topic
00:00:43 Meet Dick Satterfield + why this conversation matters
00:02:11 Framework: “Are you successful and happy?”
00:03:39 What recruiters really scan first: promotions and scope
00:05:38 Real vs. “quasi-fake” promotions (one direct report ≠ management)
00:05:59 Could I leave? Too early vs. too late; the commuting rule of 3
00:08:12 Knowing when your learning curve has flattened
00:10:24 Would I leave? How to search while employed (and build leverage)
00:12:25 Target list → warm intros → the right recruiters
00:14:31 Time management for the search (30 minutes a day)
00:15:14 If you’re in transition: process, momentum, and managing home life
00:17:21 Offers: optimize for where you’re most likely to succeed
00:19:31 Interview the company: decision speed and what success looks like
00:21:00 Counteroffers: why ~85% don’t stick
00:22:38 Negotiating severance (and when it actually gets set)
00:24:00 Biggest career mistake: not managing your career like a project
00:25:00 For marketers: be a business leader, not “just” marketing
00:26:13 Practical closer: return recruiter calls—before you need them
00:26:55 Wrap

Tags
CMO Confidential,Mike Linton,Dick Satterfield,executive search,career management,career strategy,CMO career,marketing leadership,job search,career progression,promotions,scope of responsibility,learning curve,commuting rules,hybrid work,networking,warm introductions,recruiters,retained search,counteroffers,severance negotiation,compensation,offer negotiation,interview tips,decision rights,success metrics,marketing as investment,top line growth,cost efficiency,business leader,P&G,Procter & Gamble,board ready,executive transitions,VP marketing,chief marketing officer,senior leadership,career mistakes,practical advice
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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 to classify common mistakes into "movie themes" and share tips on how to recognize if you are directing or reading for a part in a disaster film. From "Play It Again, Sam," to "No, No, It's Really A CMO Role!" to "Death by Committee!" they describe the all-too-familiar plotlines and how to tear apart the hype from the facts. Hints: Look at the dashboard, listen to the questions and beware of the "Hands on the keyboard" role. Tune in to hear why companies should focus on outcomes versus qualifications and why you should always check your Zoom background.

What are the five bad “movies” CEOs and boards keep remaking when they hire CMOs—and how do you avoid starring in one? Mike Linton sits down with ZRG Partners’ Kate Bullis and David Wiser to unpack 2025’s CMO market, why early-stage hiring should rebound, and how capital and IPO activity reset expectations from “profit at all costs” back to growth. They break down the most common failure modes—chasing a playbook, hiring an “orchestra,” titling a demand-gen job as “CMO,” forcing marketing to “stay in its lane,” and letting committees kill momentum—and the exact questions candidates and CEOs should ask to surface scope, KPIs, authority, and alignment.

You’ll hear red flags like “hands-on keyboard,” why the KPI dashboard effectively *is* the job description, and how cross-functional interviews reveal whether a CMO will be a strategist or an order taker. David and Kate close with urgency discipline for searches and a three-year business-back plan for defining the role.

CMO Confidential, Mike Linton, ZRG Partners, Kate Bullis, David Wiser, CMO hiring, marketing leadership, executive search, CEO, board of directors, hiring mistakes, KPI dashboard, hands-on-keyboard, demand generation, brand vs performance, org design, stay in your lane, death by committee, playbook vs framework, 2025 job market, private equity, IPOs, marketing strategy, B2B marketing, growth vs profitability

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Chapters

00:00 – Welcome & show setup
01:08 – Meet Kate Bullis & David Wiser (ZRG Partners)
01:32 – 2025 CMO job market outlook
02:56 – Where hiring rebounds first (startups vs. public)
04:24 – From profitability snapback to growth focus
05:35 – Theme 1: “Play it again, Sam” (playbook thinking)
06:48 – Frameworks over playbooks: why “fetch” fails
08:16 – KPIs as the real scope: the dashboard test
10:08 – Theme 2: “I want the orchestra” (do-it-all CMO)
12:44 – Red flag: “hands-on keyboard” and checkbox hiring
14:19 – Theme 3: “No, really, it’s a CMO role” (but it’s demand gen)
15:31 – B2B trap: title inflation and scope mismatch
18:25 – Measure what matters: aligning title, work, and KPIs
19:00 – Theme 4: “Stay in your lane” (the Yes Center)
20:20 – Sales/product-driven constraints and influence
22:00 – Theme 5: “Death by committee” (misalignment & vetoes)
23:18 – Fixing alignment: who decides and how
25:26 – Why bad movies still get made: urgency and drift
27:54 – The other mistake: lack of urgency in searches
28:43 – Funniest recruiting moments (Zoom era)
30:21 – Practical advice: define the next 3 years, then the role
31:29 – Wrap and where to listen
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A CMO Confidential Interview with Tom Stein, the Chairman and founder of Stein and Jann Schwarz, Senior Director of Marketplace Innovation at LinkedIn and founder of Think tank, The B2B Institute, who join us to discuss the 2025 Brand-to- Demand Maturity and the B2B Buyability studies. Tom and Jann share results showing the need to integrate brand and performance marketing in an era when the marketing funnel has collapsed needs fundamental re-thinking and Marketing Qualified Leads (MQLs) are still a key measure (in spite of data showing they've lost their usefulness). Tom and Jann explain why nearly all survey respondents acknowledge a problem but only 20% are taking action. Key topics include: why a good product or service are now "table stakes”; how buyer confidence, human connection and customer experience have become key Buyability differentiators; and the belief that B2B creative is way behind B2C on average. Tune in to hear why “demand-focused marketing" was one of the greatest brand misdirects of all time and a fabulous story of an alter boy accidentally dropping the Baby Jesus.

The Truth Behind the Curtain in B2B: Brand + Demand, MQLs, and “Buyability” with Tom Stein & Jan Schwartz

Description:
Mike Linton sits down with Tom Stein (Stein) and Jan Schwartz (LinkedIn’s B2B Institute) to unpack new ANA research on brand–demand maturity and a bold operating model they call “buyability.” They cover why 80% of marketers say integration matters but aren’t doing it, why MQLs are failing modern buying groups, how to financialize creative and brand, and what CEOs/boards should actually measure to accelerate revenue.

Chapters:
00:00 Intro & guest setup
02:36 Why a brand–demand maturity study now
05:36 The 80% integration gap
07:17 Org design: why teams move slowly
09:36 MQLs under fire (and better alternatives)
10:45 Creative quality in B2B: reality check
13:34 ServiceNow, Idris Elba, and distinctive assets
15:01 The CEO/CFO/Board disconnect
19:00 “Buyability” explained: becoming easier to buy
22:12 Brand as a full-funnel commercial driver
23:40 The funnel is broken; AI ups the stakes
26:59 Playing offense: fewer, better buyer-group leads
28:20 Financializing the case for change
29:56 The budget stat that shocked everyone
31:41 What to do now: category fame, trust, real metrics
34:41 Funniest stories and practical parting advice
37:35 Wrap & where to find more episodes

Tags:
B2B marketing,brand and demand,buyability,MQL,pipeline velocity,CMO Confidential,Mike Linton,Tom Stein,Jan Schwartz,LinkedIn B2B Institute,ANA,B2B brand,B2B demand gen,marketing measurement,go to market,Salesforce,ServiceNow,Idris Elba,B2B creative,category fame,board metrics,CFO,CEO,CRO,sales alignment,MarTech,lead gen,buyer groups,brand strategy,revenue growth
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