CMO Confidential Podcast Summary

Episode Title: Peri Hansen | Leader, CMO Practice, Korn Ferry - Is Marketing Still Marketing?

Host: Mike Linton
Guest: Perry Hansen, Leader of the North American CMO Practice at Korn Ferry
Release Date: July 22, 2025
Network: I Hear Everything Podcast Network

Introduction

In this insightful episode of CMO Confidential, host Mike Linton engages in a compelling conversation with Perry Hansen, a seasoned leader from Korn Ferry. The discussion centers around the evolving role of Chief Marketing Officers (CMOs) in today's dynamic business landscape, exploring whether traditional marketing still holds its ground or has transformed into something entirely different.

Evolution of the CMO Role

Perry Hansen begins by highlighting the significant shifts in the CMO's responsibilities over the past decades. She emphasizes that modern CMOs are not just marketers but are pivotal innovators within their organizations.

Perry Hansen [02:10]:
"Three major findings: Be an expert in the use of sophisticated technology, contribute to strategy beyond the marketing function, and own the entire life cycle of the customer and all of its business outcomes."

Hansen elaborates on how CMOs today must integrate advanced technology, engage in enterprise-wide strategic planning, and manage comprehensive customer life cycles, marking a departure from the more narrowly defined roles of the past.

Technology and Martech Mastery

A significant portion of the discussion delves into the necessity for CMOs to master marketing technology (MarTech). Hansen points out that technological proficiency is no longer optional but a core competency for driving business outcomes.

Perry Hansen [04:22]:
"Marketing's morphed completely... you're driving a lot of the strategy of the company from the chair and you're driving a lot of the change in the company."

Hansen underscores that CMOs must be adept at leveraging data and technology to stay ahead, noting that 75% of CMOs recognize the need to master MarTech to achieve their objectives—a statistic that has dramatically shifted over the past decade.

CMO as a Strategic Leader and Change Agent

Moving beyond technology, Hansen discusses the expanded strategic role of CMOs. They are now seen as key contributors to overall enterprise strategy and as change agents capable of breaking down silos and fostering cross-functional collaboration.

Perry Hansen [07:06]:
"The more you master [tech], the more sophisticated the conversations, the stronger the partnerships with other functions."

This strategic influence positions CMOs as central figures in steering company-wide initiatives and adapting to ever-changing market conditions.

Post-COVID Landscape and Market Adaptation

The conversation transitions to the lasting impacts of the COVID-19 pandemic on marketing practices. Hansen notes that behaviors and market patterns have permanently shifted, emphasizing the heightened importance of data in understanding and responding to these changes.

Perry Hansen [08:18]:
"All of our behaviors and patterns shifted... it re emphasizes the importance of data and understanding behavior through data."

CMOs must now navigate a landscape where consumer behavior is more volatile and data-driven insights are crucial for effective strategy formulation.

Leadership and Organizational Design

Hansen explores the implications of these changes on leadership structures within organizations. She anticipates increased turnover for CMOs, driven by the need for leaders who can adeptly handle technological integration and strategic innovation.

Perry Hansen [09:19]:
"When companies go to the outside, they're looking to make a seismic shift... someone who's a proven change agent."

Hansen advises that successful CMOs today possess a diverse background, technological savviness, and the ability to drive substantial organizational change.

Impact of AI and Future Leadership Pool

Addressing the rise of artificial intelligence, Hansen reflects on how AI is reshaping entry-level roles and the leadership pipeline. She emphasizes the enduring importance of strong leadership that adapts to technological advancements.

Perry Hansen [15:02]:
"There's no substitute for great leadership... they bring that leadership component, change agents, people who understand how to influence create change and opportunity."

Hansen is optimistic that while AI will automate many tasks, it will also create new opportunities for leaders who can harness technology to drive innovation and growth.

Developing Future Leaders

The discussion shifts to strategies for cultivating the next generation of marketing leaders. Hansen advocates for fostering agility, digital savviness, and a change-oriented mindset among emerging talents.

Perry Hansen [19:18]:
"Definitely a change agent... digital disruptors who have led major turnarounds or phases of growth."

She recommends that companies seek leaders with diverse experiences and a proven track record of navigating complex changes, rather than those with linear career paths within a single organization.

Importance of References and Leadership Assessment

Hansen highlights the critical role of thorough reference checks in the CMO hiring process, focusing on both technical competencies and interpersonal skills.

Perry Hansen [23:17]:
"We also want to understand leadership, how someone shows up, how they're regarded 360, how they've led and formed relationships and been successful in an organization."

She explains that Korn Ferry employs a meticulous approach to gathering references, often seeking additional contacts beyond those provided by candidates to ensure a comprehensive evaluation.

Practical Advice for CMOs

Concluding the episode, Hansen offers practical advice for current and aspiring CMOs:

Perry Hansen [27:35]:
"CMOs don't necessarily think about their own brand... think about what matters most to you, how you package it and project it to get the things that you want professionally and maybe personally."

She encourages marketers to cultivate their personal brand with the same rigor they apply to their company's branding efforts, asserting that self-branding is essential for career advancement and professional recognition.

Conclusion

This episode of CMO Confidential provides a comprehensive exploration of the evolving landscape for Chief Marketing Officers. Through Perry Hansen's expert insights, listeners gain a deeper understanding of the expanded responsibilities, the critical role of technology, and the essential leadership qualities required to excel in today’s complex business environment. The discussion serves as a valuable guide for both current CMOs seeking to adapt and aspiring leaders aiming to ascend to the highest levels of marketing leadership.

Notable Quotes:

• Perry Hansen [02:10]:
  "Three major findings: Be an expert in the use of sophisticated technology, contribute to strategy beyond the marketing function, and own the entire life cycle of the customer and all of its business outcomes."

• Perry Hansen [07:06]:
  "The more you master [tech], the more sophisticated the conversations, the stronger the partnerships with other functions."

• Perry Hansen [15:02]:
  "There's no substitute for great leadership... they bring that leadership component, change agents, people who understand how to influence create change and opportunity."

• Perry Hansen [27:35]:
  "CMOs don't necessarily think about their own brand... think about what matters most to you, how you package it and project it to get the things that you want professionally and maybe personally."

Key Takeaways:

1. Expanded Role of CMOs: Beyond traditional marketing, CMOs are now central to enterprise-wide strategy and innovation.
2. Technological Proficiency: Mastery of MarTech is essential for modern CMOs to drive business outcomes.
3. Strategic Leadership: CMOs act as change agents, fostering cross-functional collaboration and organizational agility.
4. Data-Driven Decision Making: Post-COVID market shifts emphasize the critical role of data in understanding and responding to consumer behavior.
5. Leadership Development: Future marketing leaders must possess agility, digital savviness, and a proven ability to navigate and drive change.
6. Personal Branding: CMOs should actively develop and project their personal brand to enhance professional growth and effectiveness.

This summary encapsulates the core discussions and insights from the episode, providing a clear and comprehensive overview for those who haven't tuned in. For a deeper dive into the topics, listeners are encouraged to subscribe and explore more episodes of CMO Confidential on platforms like Spotify, Apple, and YouTube.