Podcast Summary: B2B Agility with Greg Kihlström™

Episode #67: CMOs are shaping the messaging and the markets with Monica Kumar, Extreme Networks

Date: October 28, 2025
Host: Greg Kihlström
Guest: Monica Kumar, EVP and Chief Marketing Officer, Extreme Networks

Overview

This episode explores the evolving role of Chief Marketing Officers (CMOs) in the B2B tech space—specifically, the shift from Chief Marketing Officer to Chief Market Officer. Greg Kihlström leads a wide-ranging discussion with Monica Kumar, CMO at Extreme Networks, about how marketing leaders today must be agile, data-driven, and customer-centric, actively shaping not just company messaging but the broader market itself. Monica shares her experience with platformization, category creation, and leveraging AI in marketing, providing actionable insight into what it takes for B2B brands to achieve category leadership.

Key Discussion Points & Insights

Monica Kumar’s Journey (01:34)

• Monica describes her non-linear career path: from mechanical engineering to tech marketing, intern to CMO, and chasing perfection to prioritizing authenticity and agility in marketing.

  “From perfection to authenticity...the industry and the world is moving so fast. Rather than chasing perfection, I think chasing authenticity and time to market is even much more important.” — Monica Kumar (02:40)

The Shift: Chief Marketing Officer ➔ Chief Market Officer (03:04–06:20)

• Distinction:
  Traditional CMO focused on campaigns and acquisitions; the new role is about market strategy, category creation, competitive intelligence, and ecosystem partnerships.
• AI as Accelerator:
  AI and data drive deeper understanding of customer needs and market trends, enabling proactive, not reactive, strategy.

  “Companies that are most successful use marketing as a very strategic lever, not just to promote products, but to shape the market...to shape behaviors and create entire categories.” — Monica Kumar (04:00)

• Organizational Change:
  Closer collaboration with the C-suite—including CRO, CPO, CFO—to influence go-to-market, product fit, and commercial models.

Measurement and Success in the New Role (06:20–08:02)

• From Storytelling to Winning in the Market:
  The CMO’s main value is not just communication but “winning business,” delivering revenue growth and shaping the company’s positioning.

  “My priority as a CMO is not just to tell our story to customers...my priority is winning in the market.” — Monica Kumar (06:36)

• Platformization as a Competitive Advantage:
  Transitioning from point products to integrated platforms creates more customer value by simplifying complexity and increasing solution reliability.

Case Study: Extreme Platform 1 Launch (08:02–13:07)

• Customer-Driven Development:
  • Extensive research and feedback loop with IT leaders identified core customer needs: simplicity, reliability, and value.
  • Used feedback to integrate Extreme’s products into a unified, AI-powered network platform.

  “Everything was…outside in, it wasn’t like, ‘oh, we are going to build something amazing and people are just going to come to it.’ It was very much what is it that customers are looking for…” — Monica Kumar (09:37)

• Category Creation: The launch aimed to define a new industry category—AI-powered networking platforms.
• Agile Launch Process:
  • Early vision announcement and feedback (Dec).
  • Surveys and focus groups throughout development; incorporated real-time feedback into subsequent releases.
  • Progressive releases: vision, early access (with active customer input), limited availability, then general availability.
  • AI messaging evolved constantly to remain credible and differentiate from competitors.

  “The agility is making sure there’s customer input at every single step and making the appropriate updates and changes as needed…” — Monica Kumar (11:23)

Authenticity & Differentiation in AI Messaging (13:07–15:09)

• Importance of demonstrating “proof, not just tell.”
• Customer involvement, live demos, and hands-on experiences provided credibility and differentiated Extreme from others merely “slapping AI” onto marketing.

  “Any company would lose credibility if all we are doing is talking. But don’t just tell me, show me right and let me get my hands on it.” — Monica Kumar (14:33)

Platformization—Opportunities and Organizational Shifts (15:09–17:03)

• Opportunities:
  Marketing a platform centers messaging, clarifies value, and promises a lifetime relationship with customers—a “dream come true” for marketers.
• Challenges:
  Requires internal mindset shift from selling point products to selling solutions; change management within sales and marketing teams is crucial.

  “I know of no customer who is looking for a product to solve a problem. Every customer we talk to needs a solution...Platformization is the way to go.” — Monica Kumar (15:43)

CMO Collaboration Across the C-Suite (17:03–19:57)

• With Product/Technology:
  Early, deep engagement critical for aligning marketing to actual product benefits and market needs.
• With Sales (CRO):
  Monica likens the relationship to an “arranged marriage”—success depends on proactive, mutual investment.

  “Sales and marketing, arranged marriage, now it’s up to you…We are together going to win business.” — Monica Kumar (18:46)

Critical Future Skills for CMOs (19:57–21:48)

• AI and Data Literacy:
  CMOs must experiment with and adopt AI for scenario modeling, content, campaign management, and sales enablement.
• Example:
  Extreme created a sales AI tool aggregating customer references, collateral, and sales plays for instant, contextual sales intelligence.

  “AI literacy is a really big deal and that’s the most critical skill and capability CMOs will need to cultivate going forward.” — Monica Kumar (21:38)

How to Stay Agile (21:48–22:51)

• Agility is a Core Value and Necessity:
  Regularly reviewing team structure, investments, and skills; focused on adaptability to new technologies, especially AI.

  “Agility and change is what we live. We are not merely observers...we are the strategic architects and shaping how AI becomes a creative enabler…” — Monica Kumar (22:07)

Notable Quotes

• “Rather than chasing perfection, I think chasing authenticity and time to market is even much more important.” — Monica Kumar (02:40)
• “Companies that are most successful use marketing as a very strategic lever, not just to promote products, but to shape the market...to shape behaviors and create entire categories.” — Monica Kumar (04:00)
• “My priority as a CMO is not just to tell our story to customers...my priority is winning in the market.” — Monica Kumar (06:36)
• “The agility is making sure there’s customer input at every single step and making the appropriate updates and changes as needed…” — Monica Kumar (11:23)
• “Don’t just tell me, show me right and let me get my hands on it.” — Monica Kumar (14:33)
• “Sales and marketing, arranged marriage, now it’s up to you…We are together going to win business.” — Monica Kumar (18:46)
• “AI literacy is a really big deal and that’s the most critical skill and capability CMOs will need to cultivate going forward.” — Monica Kumar (21:38)
• “Agility and change is what we live...we are not merely observers...we are the strategic architects and shaping how AI becomes a creative enabler…” — Monica Kumar (22:07)

Important Timestamps

• 01:34: Monica’s career journey and philosophy on authenticity
• 03:30: Shift to Chief Market Officer: Definition and strategy
• 06:20: How the shift changes CMO priorities and success metrics
• 08:23: Launch strategy and category creation for Extreme Platform 1
• 10:46: Agility and cross-functional launch processes
• 13:53: Credibility and authenticity in AI-powered marketing
• 15:31: Opportunities and challenges in platformization
• 17:38: Importance of CMO collaboration with Product and Sales
• 20:21: Critical skills for future CMOs, focus on AI/data literacy
• 22:02: Monica’s strategies for staying agile amid rapid change

Conclusion

This episode offers a clear, actionable look at how the CMO role in B2B is evolving—driven by the necessity for agility, customer-centricity, and data-driven strategy. Monica Kumar's experience at Extreme Networks provides a real-world blueprint for CMOs aiming to move from storytellers to market shapers, leveraging platforms and AI as transformative tools. Her emphasis on authentic leadership, strategic alignment with sales and product, and relentless focus on measurable outcomes will resonate with any marketing leader navigating today’s shifting B2B landscape.