CMO Confidential

• The AI Application Layer - The Good, The Bad, And The Ugly | Jim Lecinski, Northwestern-Kellogg

  A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at the Kellogg School of Management, author, and former Google VP. Jim discusses why he believes marketers are often overly focused on using AI for productivity improvements versus business growth, the gaps between marketers and the C-Suite highlighted by recent Gartner research, and the difference between "big frontier models" and "shiny objects." Key topics include: why you should avoid "gray market AI", how to manage the 5 AI risks (privacy, accuracy, regulatory, personnel, and reputation), and the false precision that accompanies a focus on intermediate measures like Click Through Rate (CTR). Tune in to hear why he's not a fan of Cannes and how AI helped figure out a wedding invitation calling for "casual to semi-formal beach attire."What should CMOs actually do with AI right now—and how do you avoid chasing shiny objects? Mike Linton sits down with Jim Lecinski, Professor of Marketing at Northwestern’s Kellogg School (and author of The AI Marketing Canvas and Winning the Zero Moment of Truth) to unpack the AI application layer: the good, the bad, and the ugly. Jim explains why CEOs-CFOs obsess over growth (not merely efficiency), how to reframe marketing dashboards around business outcomes, and his simple two-by-two for AI use cases (internal productivity vs. external value creation). We cover privacy, legal/regulatory, personnel, and reputational risks—and how to mitigate them—plus a pragmatic roadmap: center on a leading frontier model and layer vetted apps instead of stitching together fragile point solutions. Jim also shares candid takes on Cannes vs. Effies and ends with a challenge: personally build something with AI before year-end.You’ll learn:* Growth over cost-cutting: aligning with CEO-CFO priorities and measuring ends, not means* The AI use-case 2×2: internal productivity vs. external, customer-facing value creation* Practical examples (e.g., apparel personalization) that lift CSAT, CLV, and revenue* The 5 risk buckets (privacy, accuracy, regulatory-IP, personnel, reputation) and guardrails* How to choose core models (GPT, Gemini, Claude) and avoid “tool soup”* Why awards that honor outcomes beat awards that celebrate activityGuest: Jim Lecinski — Professor of Marketing, Northwestern Kellogg; former VP Customer Solutions (Americas) at Google; author of The AI Marketing Canvas (2nd ed.) & Winning the Zero Moment of Truth.Host: Mike Linton — former CMO of Best Buy, eBay, Farmers Insurance; CRO of Ancestry.com.Sponsor: Better marketing is built on Quad. See how better gets done at (https://www.quad.com/resources/research-and-tools/return-of-touch-consumer-engagement-has-an-omnichannel-revival?utm_source=cmoconfidential&utm_medium=paid&utm_campaign=001_brand&utm_id=podcastnl1031&utm_content=a-paidemail&utm_vp=)If you’re enjoying the show, please like, subscribe, and share with your leadership team. New episodes every Tuesday; companion newsletter on Fridays.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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• Solving the AI Cold Start Problem - Managing the C-Suite & Culture Gaps | Abhay Parasnis

  A CMO Confidential Interview with Abhay Parasnis, Founder & CEO of Typeface, Board Member of Dropbox and Schneider Electronic, formerly EVP of Adobe. Abhay discusses the large gap between AI expectations and execution, the human and cultural issues in the way of adoption, and the C-Suite's responsibility to "guide the change" versus demand and monitor progress. Key topics include: recognizing and managing the 3 types of resistance; why specific targeted use cases are the best way to begin; the difference between Moore's Law and Amara's Law; and how to determine if you are a resistor or a pragmatic business leader. Tune in to hear an analogy of why AI is similar to Formula One where everyone has a powerful vehicle and winning is driven by how teams master and manage that power. AI is the biggest shift of our careers—but most companies are stuck at the “cool demo” stage. In this episode, former Adobe CTO/CPO and Typeface founder/CEO Abhay Parasnis joins Mike Linton to unpack the AI cold start problem: how to move from experiments to enterprise impact. We cover where the C-suite is pushing, why practitioners are hesitating, and how to design lighthouse wins that change the org—not just the deck.Abhay shares hard numbers (a 93% lift from email personalization in 120 days), why “watermelon metrics” derail programs, and the new reality that as agents/bots consume more content, your brand narrative must be built for machines and humans. We dig into the accountability shift from agencies to in-house teams, how to evaluate vendors without boiling the ocean, and the culture moves leaders need to close the gap between ambition and adoption.What you’ll learnA practical AI playbook: pick one revenue-adjacent use case, rewire the process, measure before/after, then scaleHow to align the board, C-suite, and operators to avoid “innovation theater”Where AI drives top-line growth vs. simple cost takeout—and how to prove itSpotting resistance (job loss fears, “new thing” fatigue, agency incentives) and converting it into momentumThe right vendor questions (and red flags) to separate sizzle from outcomesWhy authenticity, governance, and legal guardrails must ship with your AI stackAbout AbhayFounder & CEO of Typeface (AI-powered personalized marketing). Former CTO & CPO at Adobe; leadership roles at Microsoft and Oracle; board member at Dropbox and Schneider Electric.Sponsor — QuadMarketing only works when everything works together. That’s why Quad is obsessed with reducing friction and integrating smarter—so your marketing machine runs faster with better ROI. See how better gets done: https://www.quad.com/buildbetterChapters (38:00)00:00 Intro & sponsor01:10 Guest intro & topic setup03:10 The AI cold start problem & Amara’s Law07:00 C-suite urgency vs. practitioner reality11:30 Beyond efficiency: driving top-line growth15:10 Content demand, bots/agents, and “watermelon metrics”19:20 Case study: 93% lift from email personalization23:30 Resistance patterns: job loss, new-thing fatigue, agency economics29:10 Vendor questions & lighthouse projects that actually ship33:10 Legal, authenticity, and governance considerations35:30 Closing advice: beginner’s mindset + bet on people37:30 WrapSubscribeNew episodes every Tuesday on YouTube, Apple, and Spotify. If you’re a CMO, CEO, CFO, COO, founder, or rising marketing leader—hit subscribe for executive-level conversations that translate directly to results.Host: Mike LintonGuest: Abhay Parasnis ( @typefaceai )Tags:CMO Confidential,Mike Linton,Abhay Parasnis,Typeface,Adobe,AI in marketing,AI cold start,Generative AI,Amara’s Law,Marketing leadership,Change management,C suite,Board of directors,Agency model,Marketing efficiency,Top line growth,Email personalization,Content at scale,Marketing ROI,Measurement,Watermelon metrics,MarTech,CDP,Vendors,Quad,Sponsor,Marketing podcast,Digital transformation,Creative operations,PersonalizationSee 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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• Richard Sanderson | Dissecting Compensation Understanding, Negotiating and Managing Pay" Part 2

  "Dissecting Compensation - A Primer on Understanding, Negotiating and Managing Pay"A CMO Confidential Interview with Richard Sanderson, the Marketing, Sales, and Communications Practice Leader at Spencer Stuart. Richard starts with the basics of salary, bonus and equity and branches out to compensation mix, the various types of equity, negotiating best practices, and the "other" elements of an offer. Key topics include: why the devil is in the details; when and how to discuss compensation; the difference between dumb luck and bad luck; and why everyone should do a "multi-year cash flow analysis." Tune in to hear why you should always read the proxy statement and the importance of being prepared to explain how you are using AI.In Part 2, host Mike Linton sits back down with Spencer Stuart Practice Leader Richard Sanderson to get tactical about comp negotiations, severance, equity, and managing your team through pay anxiety. If you’re a CMO (or headed there), this episode is your field guide to securing a fair offer and stewarding compensation conversations with your org.Points of interest: • Your moment of maximum leverage: why the verbal offer is the prime time to align on comp—and how to use that window without damaging trust. • How different companies negotiate: spotting “full & fair” one-shot offers vs. multi-round negotiators—and how to work the process with your recruiter as a broker to keep heat and emotion out. • Beyond base and bonus: what’s often negotiable (e.g., severance, sign-on/bridge, relocation, start date, work location, travel, even one-offs) and how to prioritize your asks. • Severance norms & timing: what policies typically look like (e.g., 6–12 months in many cases), when to ask, and why it’s safest through the recruiter. • Feeling underpaid? Building a data-backed case with market signals, peer benchmarks, recruiter insight—and how proxy statements can ground internal conversations. • Underwater equity & team morale: acknowledging pain, reframing to a long-term vision, and understanding annual equity refresh dynamics (timing matters). • Do the 5-year cash-flow analysis: compare current state vs. new offer (vesting, cliffs, bridge needs) so you don’t get surprised in Year 1–2. • Today’s relocation reality: mortgage-rate math and why moves can be financially punitive—plan your package accordingly. • Offer etiquette & reputation risk: why turning down a written offer is a red flag on process—and why reneging after signing can follow you. • Be ready for the AI question: every senior marketing interview now probes AI use cases, impact, and CFO alignment—have crisp examples.Sponsored by QuadMarketing only works when everything works together. Quad helps your marketing machine run with less friction and smarter integration—so you get speed, efficiency, and ROI. Better marketing is built on Quad. See how better gets done at www.quad.com/buildbetter.If you missed Part 1, go watch that next—then subscribe for weekly conversations with leaders who’ve sat in the CMO chair.#CMOConfidential #CMO #ExecutiveCompensation #MarketingLeadership #Negotiation #Equity #Severance #AIinMarketing #SpencerStuart #MikeLinton #RichardSanderson #QuadSee 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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• Dissecting Compensation A Primer on Understanding, Negotiating and Managing Pay | Richard Sanderson

  A CMO Confidential Interview with Richard Sanderson, the Marketing, Sales, and Communications Practice Leader at Spencer Stuart. Richard starts with the basics of salary, bonus and equity and branches out to compensation mix, the various types of equity, negotiating best practices, and the "other" elements of an offer. Key topics include: why the devil is in the details; when and how to discuss compensation; the difference between dumb luck and bad luck; and why everyone should do a "multi-year cash flow analysis." Tune in to hear why you should always read the proxy statement and the importance of being prepared to explain how you are using AI.What should CMOs (and aspiring CMOs) know about salary, bonus, and equity—and how do you actually negotiate it? Mike Linton sits down with Richard Sanderson, Practice Leader at Spencer Stuart, to demystify executive compensation for marketing leaders. They cover base pay vs. bonus, RSUs vs. options vs. PSUs, vesting mechanics, event-based triggers, how and when to negotiate, and what new pay-equity laws mean for candidates. Real talk on forfeitures, bonus history, and why your “one big ask” matters when the offer finally comes.What we cover • Why CMO pay data is scarce (and what that means for “market rate”) • Compensation mix: public vs. private/PE, U.S. vs. Europe, and “CMO+” roles • Equity 101: RSUs, options (strike prices/underwater risk), and PSUs (accelerators/decelerators) • Vesting models: time-, performance-, and event-based—and what you can/can’t negotiate • Bonuses: how targets are set, why they’re harder to move, and the 3-year payout history test • Negotiation timing: expectation-setting, handling the “what are your expectations?” question, and using information asymmetry to your advantage • Pay-equity & transparency laws: what recruiters can ask (expectations) vs. can’t (history), and how to discuss forfeitures • Offer strategy: why you typically get one high-leverage counter—and how to use itSponsor @quadgraphics — Better marketing is built on Quad. When everything in your marketing machine works together, efficiency, speed, and ROI go up. See how better gets done: www.quad.com/buildbetter⸻🎧 New episodes every Tuesday.📰 Companion newsletter every Friday with the top insights.⸻CMO Confidential,Mike Linton,Richard Sanderson,Spencer Stuart,CMO compensation,executive compensation,marketing leadership,base salary,bonus structures,equity compensation,RSUs,stock options,PSUs,vesting schedules,performance shares,forfeitures,compensation negotiation,pay transparency laws,pay equity,offer strategy,total rewards,chief marketing officer,chief growth officer,chief commercial officer,chief revenue officer,recruiter advice,board expectations,public vs private equity,marketing careers,Quad sponsorSee 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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• The Fine Art of Reducing Marketing Expense in an AI World | Dwight Hutchins |Boston Consulting Group

  A CMO Confidential Interview with Dwight Hutchins, Senior Managing Director of Boston Consulting Group (BCG) and a Northwestern Adjunct Professor, previously Managing Director at Accenture focused on Consumer Products, Health Care and Public Service. Dwight shares his thinking on why marketers should be prepared to reduce expenses and shift resources into a re-imagined future versus incrementally evolving spend and structure. Key topics include: his belief that the complexity of marketing has resulted in many instances of wasted spending; the importance of "unaided first brand response;" why it's important to be "ahead of the expense reduction game;" and how to focus on working versus non-working dollars. Tune in to hear how about reducing $1B in spend to fund new initiatives and a "wild west" story about a battery on-pack promotion.The Fine Art of Reducing Marketing Expense in an AI WorldThis week on CMO Confidential, Mike Linton sits down with Dwight Hutchins—Senior Partner & Managing Director at Boston Consulting Group and adjunct professor at Northwestern—to tackle the question every CMO hears from the CFO: “Keep the top line growing… and cut your budget.”Dwight explains how to find waste without hurting performance, where AI actually improves efficiency (and where it doesn’t), how to test into cuts with confidence, and why many brands still miss “sufficiency” by spreading spend like peanut butter. We dig into frequency capping, working vs. non-working ratios, zero-based budgeting (used sanely), org design, insource vs. outsource, and a real-world case where a company freed up billions and redeployed it to growth channels. Stay for his “Wild West” in-store marketing story—complete with batteries taped to milk.Sponsored by Typeface — the AI-native, agentic marketing platform that turns one idea into thousands of on-brand assets across channels, safely integrated with your MarTech stack. See how leaders like ASICS and Microsoft scale personalized content with Typeface.⸻⏱️ Chapters00:00 – Intro & guest: Dwight Hutchins (BCG)02:05 – The market reality: uncertainty, shifting buyer values06:10 – CFO pressure: “grow and cut” in the same breath09:20 – AI spend vs. payoff: recalibrating expectations12:25 – Media fragmentation & the “peanut butter” budget problem15:55 – Where AI helps most: measurement, targeting, creative ops19:10 – Forensic cuts case study: freeing up massive dollars23:10 – Finding waste: frequency caps, ad length, quality controls27:05 – “First Fast Response”: demand spaces & brand power30:20 – Sufficiency & focus: stop starving campaigns33:05 – Working vs. non-working: ratios that actually move results35:20 – Zero-based budgeting (in moderation, with data)37:10 – Org & ops: redesigning execution, in/outsourcing lines38:55 – Fun story: the “batteries-on-milk” promo & promo ROI40:00 – Final takeaways & sponsor⸻CMO Confidential, Mike Linton, Dwight Hutchins, Boston Consulting Group, BCG, marketing efficiency, reduce marketing spend, AI in marketing, marketing analytics, media mix optimization, frequency capping, working vs non-working, zero-based budgeting, ZBB, demand spaces, brand strategy, executive leadership, CFO CMO alignment, budget cuts, marketing operations, insource vs outsource, creative operations, measurement and attribution, marketing governance, content at scale, Typeface, Typeface AI, generative AI for marketing, agentic AI, MarTech integration, CMOs, marketing leadership, board expectations, growth and efficiency, case study, social media shift, campaign sufficiencySee 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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