Podcast
The CEO’s Guide to Marketing
Hosted by Forbes · EN
The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.
30episodes
Episodes
Newest firstAll episodes
The one with Diageo CMO, Cristina Diezhandino, about what CEOs need to know about organizing to meet and lead marketplace evolutions, managing investment across a massive brand portfolio, and what can get in the way of marketing delivering against its...
Dec 400:48:04Summary readyIn this season-ending episode I talk with Diageo CMO, Cristina Diezhandino, about what CEOs need to know about organizing to meet and lead marketplace evolutions, managing investment across a massive brand portfolio, and What can get in the way of marketing delivering against its growth mission.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with Tubi CMO Nicole Parlapiano about problem-solving, creativity, the time to traction, and effing around and finding out.
Oct 200:52:42Summary readyIn this conversation, Nicole and I talk about why problem-solving is a team sport, the value of intrigue, the too-often divorce of product and marketing teams and why it’s okay not to achieve every big goal.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryDavid Droga’s Exit Interview
Sep 2501:03:37Summary readyThe one with David Droga, as he exits his role as CEO of Accenture Song, about the CEO learning curve, the value of intimidation, friction and starting at the end.In this episode, releasing as the legendary marketer and executive steps down from the CEO’s role, David and I talk about why every great CEO is a prompter, what it takes to be completely disruptive, how organizational complexity can emerge as a tax on growth, and the enduring (maybe increasing) need for emotional connection.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with PepsiCo Beverages US CMO Mark Kirkham about the science of growth and the math of differentiation.
Sep 1200:46:41Summary readyIn this episode Mark and I talk about the evolution of one of the quintessential brand battles in marketing history, why word-of-mouth is the original algorithm, and his framework for deciding when to extend a brand into a new category or build a new one for new tastes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with TIAA Chief Marketing and Communications Officer Micky Onvural about the lessons learned in going from CMO to CEO and CEO to CMO.
Sep 500:51:57Summary readyIn this episode Micky, the one-time CEO of Bonobos, and I talk about her experiences on both sides of what’s all too-often a divide, what’s missing in the CEO/CMO conversation, and why company culture should be seen as a pre-requisite for growth.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with ServiceNow CMO Colin Fleming about how buying happens, what B2C marketing can learn from B2B and B2C from B2B, and a case well made for doing less, exceptionally.
Aug 2700:45:42Summary readyIn this episode, Colin and I talk about why he drove a strategic shift from product-led marketing to brand-led, the end of the funnel, what all marketing—and buying—has in common, and how simplicity can help anchor marketing in times of great complexity.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with McKinsey Senior Partners Kelsey Robinson and Shelley Stewart about the bottom-line consequences of the CEO and CMO disconnect.
Aug 600:41:52Summary readyIn this conversation, Kelsey and Shelley unpack McKinsey’s latest research into the CEO and CMO relationship which at the risk of giving away the punchline isn’t that good. We get into and underneath the numbers and the broader and bottom-line implications on growth that they illustrate. (Look for their full report here: The CMO’s comeback: Aligning the C-suite to drive customer-centric growth)See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with Unilever Chief Growth & Marketing Officer, Esi Eggleston Bracey on what CEOs need to know about driving desirability at scale, the difference between marketing and sales, and how you win hearts, minds—and machines.
Jul 3000:54:06Summary readyIn this conversation with Esi, we covered a lot of ground but kept coming back to some fundamental truths about desire, reach, engagement, and conversion. Esi’s been a CEO, GM and President and she brings all that and more to our conversation and everything she does as a marketing and growth leader.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with Cannes Lions CEO Simon Cook on what was said at the Festival’s inaugural Global CEO Forum about why creativity is an organizational imperative, the high cost of “not now”, and why “creativity” may have a brand problem.
Jul 2300:36:55Summary readyIn this conversation I sit with Cannes Lions CeO Simon Cook, to talk about what we both heard at the Festival’s inaugural Global CEO Forum, which I moderated and facilitated. Some 50 CEO’s from around the world took part (Under The Chatham House Rule), and in this episode Simon and I explore what we heard from them, creativity as a financial engine, and why CEOs who don’t embrace it may be quietly choosing stagnation.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
SummaryThe one with Meta’s CMO and VP Analytics Alex Schultz about timeless truths, measuring for incrementality and impact.
Jul 1600:51:09Summary readyIn this episode I talk with Meta’s CMO and VP Analytics Alex Schultz, whose work has probably influenced the work of more marketers than just about anyone else’s over the past decade. Besides correcting my misperception about the origins of the “performance marketing” phrase, Alex explains why he thinks performance marketing should die, driving change, the value of full funnel approaches, and how to properly evaluate that which can’t be measured among other things.See 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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