『CMO Confidential』のカバーアート

CMO Confidential

CMO Confidential

著者： Mike Linton // I Hear Everything Podcast Network
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概要

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.



© All Rights Reserved 2023 マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス 経済学
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  • Pete Imwalle | Former CEO, RPA | Agency Economics in the Age of AI

    Pete Imwalle | Former CEO, RPA | Agency Economics in the Age of AI
    2026/02/10

    A CMO Confidential Interview with Pete Imwalla, former CEO of RPA and 4A's board member. Pete shares his take on how many tech changes resulted in additional agency headcount, how AI is rapidly reversing that trend, and why many agency valuations have dropped significantly over the last 5 years. Key topics include: why brand building is like infrastructure; how Publicis is bucking the trend; how to think about "in-housing;" and why Paul Roetzer's CMO 2023 CMO Confidential show was prescient. Tune in to hear about the "2nd mover advantage" and why he hates the concept of "future proofing."


    Agency economics are getting rewritten in the age of AI. Mike Linton sits down with Pete Imwalle 32-year RPA veteran and former CEO to dissect what’s changing—and what leaders should do about it. They cover the shift from reach to relevance, why FTE-based fees are misaligned in an AI world, how to separate automation from actual advantage, and where in-housing does and doesn’t work. Along the way: the sustained business impact of the Farmers “We know a thing or two…” campaign, the rise of agentic workflows, and why “future-proofing” starts with culture, not clairvoyance.


    Chapters

    00:00:00 – Cold open + show setup

    00:00:22 – Mike’s intro, Pete’s background, and today’s topic

    00:01:18 – Farmers campaign wins Sustained Effie) and effectiveness creativity

    00:02:18 – 30 years of change: from Prodigy/AOL/CompuServe to Netscape and the open web

    00:03:24 – Google + broadband: when digital finally changed consumer behavior

    00:04:33 – Mobile’s second wave and the trap of “mobile-first/AI-first” strategies

    00:06:01 – How agencies adapted: leadership, curiosity, and tolerance for experimentation

    00:07:42 – Investing ahead of revenue: offense + defense in capability building

    00:08:22 – Reach fragmentation: from “40% on Cheers” to only the Super Bowl

    00:09:18 – The real squeeze: boards treating advertising as expense, not investment

    00:10:13 – Short-termism, PE/VC incentives, and brand vs. performance

    00:12:21 – “Adapt or die”: AI as an extinction event? (hat tip: Paul Roetzer)

    00:13:28 – Agentic workflows: shrinking grunt work (esp. media & strategy ops)

    00:16:00 – Client asks: “give me savings, don’t risk my IP”

    00:16:36 – Why FTE pricing disincentivizes efficiency; pay for outcomes instead

    00:17:51 – Three futures: AI-native, AI-emergent, or obsolete

    00:21:39 – Holding-company moves; why Publicis is outpacing peers

    00:22:00 – Agency valuations: ~40% decline over five years; second-mover advantage in AI

    00:26:37 – In-housing: when it works, when it backfires, and true cost to own

    00:28:48 – Build vs. buy: amortization, maintenance, and staying current

    00:30:16 – The Geico lesson: investing through the curve until returns flatten

    00:31:22 – What to test by EOY 2026: culture, change management, and low-hanging automation

    00:34:02 – Ditch “future-proofing”; hire for curiosity and adaptability

    00:35:35 – Wrap + where to find more CMO Confidential



    Tags

    CMO Confidential,Mike Linton,Pete Imwalle,RPA,agency economics,advertising,marketing leadership,AI in marketing,agentic workflows,media planning,marketing strategy,brand vs performance,FTE pricing,procurement,in-housing,holding companies,Publicis,Omnicom,Super Bowl ads,Effie Awards,Farmers Insurance campaign,Geico case study,change management,digital transformation,marketing AI,MarTech,measurement,short term vs long term,CMO,CEO,CFO,board governance

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    40 分
  • James Shira | What Your CIO Wants to Tell You But Won't | Principal, Global CIO and Global CISO, PwC

    James Shira | What Your CIO Wants to Tell You But Won't | Principal, Global CIO and Global CISO, PwC
    2026/02/03

    A CMO Confidential Interview with James Shira, Principal, Global and US CIO and Global CISO at PwC. James details how @PwC is running an "AI marketplace" within the company which features a number of models, his focus on scale, security, and user experience, and the case for approaching AI with a "humility" mindset. Key topics include: how the CISO (Chief Information Security Officer) balances rapid enablement and security needs; why CMO's should have a working knowledge of the technology roadmap; and tips for aligning with your CIO. Tune in to hear how to "go rogue" if you must and a story about socks.


    Sponsored by Scrunch AI: learn more here → https://www.scrunchai.com/cmo


    Global CIO & CISO James Shira joins Mike to decode what your CIO wishes you knew—AI adoption, security trade-offs, model “marketplaces,” and how CMOs should really partner with IT. Concrete guidance on prioritization, tech stack decisions, legacy constraints, and when “going rogue” is justified. Practical, senior-level playbook for winning with AI without lighting money—or trust—on fire.


    **Chapters**

    00:00 – Welcome & setup: “What your CIO wants to tell you, but won’t”

    01:15 – The AI era: pace, complexity, stakeholder pressure

    03:24 – Humility first: why being late to AI isn’t OK

    04:09 – Designing for scale, security, and real user adoption at PwC

    06:00 – Building a model “marketplace” (40+ models) & minimum bars

    07:27 – Guardrails: encryption, data governance, and safe experimentation

    09:32 – Adoption reality: super-users, skeptics, and moving the middle

    11:00 – What “leading” looks like: C-suite prioritization & high-value use cases

    13:00 – CISO shift: from gatekeeper to enabler; managing Kobayashi-Maru choices

    16:59 – How marketers help: anticipate CIO/CISO problems, simplify choices

    19:00 – MarTech the smart way: align to architecture, reduce sprawl, bring options

    22:00 – No IT dance partner? Work with COO/CFO; standardize and choose fit over “sexy”

    24:33 – Legacy estates: outsource vs. “AI-ify” retained work; show ROI math

    26:29 – When to go rogue—and how not to get fired doing it

    31:00 – Free advice to agencies: do the work, bring substance, not spam

    32:00 – Closing & funniest story (Zurich board-meeting socks)


    CMO Confidential,Mike Linton,James Shira,PwC,CIO,CISO,AI,GenAI,AI adoption,AI governance,cybersecurity,enterprise IT,MarTech,marketing technology,tech stack,cloud strategy,data governance,model marketplace,digital transformation,change management,prioritization,COO,CFO,CapEx,legacy modernization,outsourcing,automation,meeting summaries,audit,experimentation,go rogue,executive leadership,marketing strategy,enterprise software,boardroom,CMO tips

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    39 分
  • Rob Ward | A Top Venture Capitalist Analyzes the AI Landscape | Co-founder GP | Meritech Capital

    Rob Ward | A Top Venture Capitalist Analyzes the AI Landscape | Co-founder GP | Meritech Capital
    2026/01/27
    A CMO Confidential Interview with Rob Ward, co-founder and General Partner of Meritech Capital, a top Silicon Valley venture firm. Rob shares his take on what he calls a "super terrifying and exciting time" and provides perspective on AI receiving the most capital of any technology in history, the "durability of revenue" and how quickly start-ups are now reaching $100 million in revenue. Key topics include: why VC's focus on growth vs. profitability; the risks associated with massive long-term capital investment; why marketers should pick a "trusted advisor" as their AI partner; and why your data strategy needs "context. Tune in to hear how Astronomer handled the "Coldplay Concert Incident" which immediately became a PR classic and the "VC Foie Gras Effect."What happens when a top venture capitalist pulls back the curtain on AI, valuations, hype cycles, and what’s actually working?In this episode of CMO Confidential, host Mike Linton sits down with Rob Ward, Co-Founder and General Partner at Metech Capital, to unpack the realities behind the AI boom. Rob has spent more than 26 years investing in category-defining companies like Facebook (Meta), Snowflake, NetSuite, Zipcar, and Cloudera — and he brings a rare, grounded perspective to today’s AI frenzy.Together, they explore: • Why AI adoption is still early — despite explosive growth • The real risks behind inflated valuations and “AI-washing” • How VC decision-making changes during platform shifts • What marketers and executives should actually look for when choosing AI partners • Why data strategy, change management, and trust matter more than tools • What layoffs, productivity, and the future of work really look like beneath the headlines • A masterclass in crisis communications, featuring Ryan Reynolds, Gwyneth Paltrow, and ColdplayIf you’re a CMO, CEO, board member, founder, or agency leader trying to make sense of AI without getting swept up in the hype — this is a must-listen conversation.New episodes of CMO Confidential drop every Tuesday.Subscribe for insider perspectives on the most misunderstood role in the C-suite.⸻Chapter Markers00:00 – Welcome to CMO Confidential00:19 – Introducing Rob Ward and today’s AI conversation01:13 – Where we really are in AI adoption02:26 – Explosive AI growth: what’s real vs hype03:35 – Why enterprise AI adoption is still a slog04:37 – Vendor spend, hyperscalers, and the trillion-dollar buildout06:12 – Is this an AI bubble? Public vs private market realities07:20 – Accelerating investment rounds and lack of diligence08:12 – AI-washing and durability of AI businesses09:46 – Proof-of-concepts, switching costs, and fragile loyalty10:55 – Big Tech vs startups: why this cycle is different11:40 – Why VCs chase platform shifts despite the risks13:05 – How AI is changing profitability and headcount math16:11 – “FOGRA” investing and capital distortion17:00 – Circular investing and data-center risk18:23 – Data centers, GPUs, and betting on the wrong future19:38 – Credit default swaps and financial warning signs21:45 – How executives should choose AI vendors22:58 – Change management and why culture matters most24:09 – Why data strategy is the real AI strategy26:36 – “Frequently wrong, never in doubt” and AI hallucinations27:01 – Practical AI use cases for marketers30:00 – Layoffs, productivity, and what’s really happening to jobs33:05 – The best questions to spot real AI fluency35:00 – AI safety, geopolitics, and long-term risks36:38 – Crisis management masterclass: Astronomer, Coldplay & Ryan Reynolds39:58 – Final advice and closing thoughts⸻Comma-Separated TagsCMO Confidential, AI strategy, artificial intelligence, venture capital, Rob Ward, Metech Capital, AI adoption, AI hype, AI bubble, enterprise AI, generative AI, AI in marketing, CMO leadership, marketing leadership, venture investing, AI vendors, data strategy, change management, AI readiness, tech valuations, AI infrastructure, data centers, future of work, AI layoffs, crisis communications, brand crisis management, Ryan Reynolds marketing, Gwyneth Paltrow Astronomer, Coldplay controversy, Silicon Valley, marketing podcast, C-suite leadershipSee 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 分
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