『The CMO Pivot』のカバーアート

The CMO Pivot

The CMO Pivot

著者： WRKdefined Podcast Network
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Where the CMO role actually goes next. Not company updates. Not product roadmaps. Not 2026 planning cycles. The CMO Pivot is a straight-shot conversation with the marketing leaders who’ve lived the job before COVID, survived the chaos after it, and now see where the role is unmistakably headed. From brand to demand gen, product marketing to category creation—and now, everything AI is burning down and rebuilding in real time—the CMO seat is shifting faster than any other role in the C-Suite. This show is here to document that pivot, one brutally honest perspective at a time. No corporate PR. No talking points. No “let me tell you what our company is doing next quarter.” Just perspective. Opinion. Pattern recognition. Hard-earned experience. The stuff every marketing leader secretly wishes they had more access to. The CMO Pivot is built for Work Tech, but the insights from these conversations apply across the board. If you want to hear how real CMOs think—unfiltered, unsponsored, and unburdened by company narratives—this is our new weekly ritual. New episodes drop in January.All rights reserved by WRKdefined マーケティング マーケティング・セールス 出世 就職活動 経済学
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  • AI Can Scale Bad B2B Marketing Too: Bullhorn CMO Jonathan Bedard

    AI Can Scale Bad B2B Marketing Too: Bullhorn CMO Jonathan Bedard
    2026/08/12
    AI makes it easier to produce B2B content, but speed does not make marketing better. Without a distinct position and a useful message, automation simply scales noise and can damage the trust a brand spent years earning. In this episode, Jonathan Bedard, Chief Marketing Officer at Bullhorn, explains why marketing’s fundamental goal has not changed even as channels, tools, roles, and workflows evolve. The job is still to deliver the right message to the right audience at the right time. His path from finance and corporate strategy into marketing also challenges the idea that a CMO must follow one traditional career track. Analytical thinking created the foundation, but exposure to sales, product marketing, creative work, and high-growth companies built the range required to lead. Sales and marketing alignment starts with shared accountability for revenue. Pipeline and lead generation matter, but marketing cannot claim success when the company misses its bookings goal. AI can accelerate writing and reshape marketing roles, but content volume is not a strategy. Strong B2B marketing begins with a defensible point of view or knowledge asset that gives customers a reason to pay attention. Messaging also has a shelf life. Customer feedback, market conditions, product innovation, and sales performance reveal when a campaign is no longer relevant. The advantage will belong to companies that use AI to improve quality, outcomes, and growth rather than treating it only as a way to reduce headcount. Key Takeaways ➡️ Marketing’s fundamental goal has not changed. The tools and channels evolve, but effective marketing still delivers the right message to the right audience at the right time. ➡️ Sales and marketing share responsibility for revenue. Pipeline metrics do not equal success when the company misses its bookings target. ➡️ AI can scale weak marketing as easily as strong marketing. A defensible position and useful knowledge must exist before a team accelerates distribution. ➡️ B2B content quality matters more than volume. Customers reward relevance and credibility, not brands that publish simply because automation makes it possible. ➡️ Marketing messages can have a shelf life of nine to 18 months. Customer needs, market conditions, product innovation, and sales performance reveal when it is time to pivot. Chapters 00:00 Introducing CMO Pivot and Bullhorn02:02 What Has Changed in Marketing03:55 A Nontraditional Path to CMO13:04 Sales and Marketing Own Revenue Together17:31 Content, Trust, and AI20:42 A Day in the Life of a CMO24:03 Why Content Volume Fails29:04 Balancing Data and Creative32:13 When Marketing Needs to Pivot35:20 Using AI to Win, Not Just Cut Costs Guest Jonathan Bedard, Chief Marketing Officer, BullhornLinkedIn: https://www.linkedin.com/in/jonathan-bedard-8640703/ Connect with Us : William Tincup LinkedIn: https://www.linkedin.com/in/tincup/Ryan Leary LinkedIn: https://www.linkedin.com/in/ryanleary/ Connect with WRKdefined on your favorite social network: Site: http://www.wrkdefined.comTikTok: https://www.tiktok.com/@wrkdefinedLinkedIn: https://www.linkedin.com/company/wrkdefinedFacebook: https://www.facebook.com/WRKdefined/Twitter (X): https://twitter.com/WRKdefinedSubstack: https://wrkdefined.substack.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices
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    39 分
  • The CMO’s Real Job Isn’t Generating Leads with Mini Peiris

    The CMO’s Real Job Isn’t Generating Leads with Mini Peiris
    2026/07/29
    The best CMOs do more than run marketing. They shape the company narrative, connect product and revenue, understand how people make decisions, and know when an unmeasurable idea is still worth pursuing. In this episode, Ryan Leary speaks with five-time CMO Mini Peiris about the career choices that took her from writing technical support articles to helping build the early SaaS playbook at NetSuite and leading marketing at Cornerstone OnDemand. Mini explains why career progression does not need to be linear, how customer advocacy creates demand that attribution software cannot always capture, and why today’s CMO must think beyond leads, individual buyers, and traditional search. Key Takeaways Lateral moves, cross-functional projects, and unfamiliar industries can build the range required for executive leadership. The goal is not simply collecting bigger titles. It is intentionally adding skills, experiences, and perspectives that make you more capable. People remember how a story makes them feel, not a list of product features. Strong B2B storytelling begins with the buyer’s ambitions, challenges, and motivations, then positions the customer as the central character instead of the vendor. Mini shares how a women’s leadership initiative created speaking opportunities, mentorship, recognition, and stronger personal brands for customers. The initiative built community and opened commercial doors because it served people before asking anything from them. MQL volume is no longer enough. Marketing must reach the broader buying committee, support company strategy, and create quality pipeline using a mix of programs that cannot always be perfectly attributed to one campaign or interaction. The modern CMO helps connect the CEO, product organization, and revenue team around a shared vision. The exact responsibilities may change between companies, but strategic CMOs earn influence by shaping where the business is going, not simply feeding leads to sales. AI can accelerate content development, identify more precise buyer profiles, personalize outreach, and improve how marketers reach entire buying committees. At the same time, search is shifting toward AI-generated answers, forcing marketers to think beyond SEO and prepare for AEO and GEO. Chapters 00:00 Mini Peiris and the Early SaaS Playbook03:54 Building a Career with Intention06:43 Why Lateral Moves Matter09:48 Learning Through New Industries12:05 Making the Customer the Protagonist15:30 Building Customer Advocacy Through Community17:46 The Pipeline You Cannot Perfectly Attribute20:22 Giving Without Immediate Expectations21:26 Moving Beyond MQLs23:50 Creating Alignment Across the C-Suite25:00 How the CMO Role Changes by Company26:09 Using AI Across Marketing30:06 Reaching the Entire Buying Committee32:09 AI, Talent, and the Future Workforce36:45 SEO, AEO, and the Reinvention of Search Today's Guest Mini Peiris is a five-time CMO with experience spanning NetSuite, Nintex, Doma, Ambra Health, and Cornerstone OnDemand. Her career has crossed product management, product marketing, demand generation, brand development, and go-to-market strategy across SMB, mid-market, and enterprise organizations. Connect with Mini Peiris on LinkedIn Today's Host Ryan Leary is the co-founder of WRKdefined Podcast Network and host of The CMO Pivot. He covers the people, companies, technology, and ideas changing how organizations work, hire, and grow. Connect with Ryan Leary on LinkedIn WRKdefined is a podcast network covering the people and technology changing the world of work. With nearly 100 shows, more than 9,000 episodes, and over 4 million monthly impressions, WRKdefined brings together operators, founders, practitioners, analysts, and executives shaping what comes next. Learn more about your ad choices. Visit megaphone.fm/adchoices
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    42 分
  • The CMO Playbook: Rebranding for the AI Era with Jody Kaminsky, CMO at ICIMS

    The CMO Playbook: Rebranding for the AI Era with Jody Kaminsky, CMO at ICIMS
    2026/07/20
    A brand refresh should do more than swap a logo and call it a day. It should reflect where the company is going, how its strategy has evolved, and what it wants the market to know. Jody Kaminsky, CMO of iCIMS, joins Ryan Leary to walk through the company's recent brand transformation, the retirement of its longtime mascot Ike, and how iCIMS is positioning itself around the thoughtful use of AI in hiring. She also breaks down what aspiring CMOs need to learn beyond traditional marketing, why business acumen matters at the executive level, and how AI is reshaping messaging, content production, and the way buyers research. Key Takeaways A brand refresh is a business strategy decision, not a design project. A new identity should reflect the company's current mission, product roadmap, and market position. Changing the visuals without addressing the strategy just creates a better-looking version of an outdated story. Strong CMOs understand the entire marketing operation. Reaching the C-suite requires experience beyond one specialty — marketing ops, tech, analytics, product marketing, brand, demand gen, and the systems connecting marketing to revenue. Understanding how the company makes money changes how you lead. Executives don't need a marketer who only understands marketing activity. They need leaders who understand customers, margins, growth, sales, product strategy, and how marketing decisions affect the business. AI makes content faster to create and harder to differentiate. Everyone can produce more in less time. The advantage won't come from volume. It'll come from sharper thinking, stronger points of view, and content that still feels human. Marketing must adapt to AI-driven buyer research. Buyers are using AI tools and LLMs before visiting company sites or clicking search results. Brands need clear, credible, well-structured information that AI systems can understand without sacrificing accuracy or authenticity. Guest Information Jody Kaminsky — Chief Marketing Officer, iCIMS — LinkedIn About the Host Ryan Leary is the founder of WRKdefined and host of CMO Pivot. Connect with him on LinkedIn. Chapters 00:00 — Why rebranding starts with business strategy01:00 — The evolution of the iCIMS brand02:00 — Retiring Ike after nearly 25 years03:00 — Moving from marketing specialist to CMO04:00 — Why business acumen matters in marketing leadership05:00 — What CEOs want from modern CMOs06:00 — Using AI to improve marketing productivity07:00 — The growing challenge of content differentiation08:00 — Preparing marketing content for AI-powered search09:00 — Why human judgment remains essential in an AI-driven market Connect with WRKdefined on your favorite social network: Site: http://www.wrkdefined.com TikTok: https://www.tiktok.com/@wrkdefined LinkedIn: https://www.linkedin.com/company/wrkdefined Facebook: https://www.facebook.com/WRKdefined/ Twitter (X): https://twitter.com/WRKdefined Substack: https://wrkdefined.substack.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices
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    42 分
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